Open Book: The secret to a viral Instagram Reel Trend
Trends are what keep the social media world interesting from time to time. But a finance firm starting a 10.9Mn strong reel trend? Yes, that’s what Open Book did. Learn how they did it
Objective: To create a viral trend using the Reels feature on Instagram
The brand chose to take advantage of Instagram’s promotion of its ‘Reels’ feature by running an influencer campaign on the same platform.
As a year-end tribute to the perseverance and spirit of survival and reinvention of small companies across India, Open Book planned on releasing a Hindi rap song named ‘Kya Seekha’ in December 2020. The rap song was written to honour such businesses’ incredible endurance, particularly during the lockdown.
Hence, the main aim was to gather participants from businesses and the startup sector to share and educate through their learnings on how to adapt to shifts and disruptions to survive the pandemic year.
The brand collaborated with Good Creator Co. to bring aboard Influencers who could help expand the campaign’s reach.
Strategy: By building its own music and AR filter, Open Book set a new trend to reach its masses
At the beginning of the campaign, influencers posted pictures with an AR Instagram filter with the words “Kya Seekha” and the brand logo and their own music.
The campaign ran as a “KyaSeekha” challenge to increase reach and virality. Each influencer tagged 3 other people and urged them to join in. The challenge was supported by the hashtag #KyaSeekha. In this case, to encourage their followers to upload similar reels on their feeds.
With a target of 1 story and 1 reel, 18 macro-influencers in the lifestyle and entertainment industries were onboarded by the brand. To increase the campaign’s influence, all creators shared their content on the same day.
Dancer and choreographer Himanshu Dulani (451k followers), Abhijeet Kain (534k followers), Prabh Kaur (1.1M followers), Actor & choreographer Adil Khan (1M followers) were the prominent faces of the campaign.
In conclusion, the campaign excelled at illustrating how innovative ideas can help a campaign become viral. Therefore, this interesting mix of entertainment content and synchronized clips became ‘thumb-stoppers,‘ resulting in a high level of interaction.
Result: A Whopping win for the #KyaSeekha campaign
Because of its successful run and viral hit, it was featured in Yourstory.
The campaign is an excellent illustration of how innovative ideas can help a campaign become viral. This interesting mix of entertainment content and synchronized clips became ‘thumb-stoppers,‘ resulting in a high level of interaction.
