Parle Agro brand Appy Fizz takes to Instagram to promote UGC campaign #ArtOfFizz

No one can deny the power of user-generated content—the highest form of engagement a brand can fetch. Brands have realised that consumers need real relatable stories, connection and interaction than just being pushed by advertising tactics and dreamy, overambitious, emotions evoking fictional content. Hence, giving birth to user-generated content (UGC) produced by unpaid contributors in the form of pictures, videos, testimonials, tweets, blog posts and other things. With UGC, the consumers in a true sense become brand advocates.

It’s rarest of rare phenomena if a brand is able to generate organic content. Nowadays, most of the content campaigns that brands produce are linked to call-to-action in the form of UGC along with contests. These contests and prizes associated with a brand act like a motivating factor for consumers to engage with the brands.

Recently, Parle Agro brand Appy Fizz launched a social media contest, #ArtOfFizz, in which the users have to take a photo of their Appy Fizz creation paired with food or cocktails. In return, the brand is giving Appy Fizz merchandise and Samsung Galaxy Note 10+ to winners.

The contest post by the brand on Instagram:

Click on the image to view the Post.

An interesting angle to this campaign is that the brand hasn’t just associated with the category-relevant content platforms and influencers, but taken on board platforms and bloggers across the genres of food, fashion and travel categories to promote the contest. The brand has also collaborated with celebrity chefs in its promotional plans.

The intention of the brand is quite clear—it wanted to create mass awareness for the contest and associated with celebrity chefs with a huge following and partner bloggers and publishers across the categories.

A few publishers the brand associated with to promote the campaign:

https://curlytales.com/we-bet-you-never-thought-that-these-five-dishes-would-taste-better-with-appy-fizz/

https://www.cntraveller.in/story/foodies-instagram-heres-chance-win-big-food-pairings/#s-cust0

https://www.vogue.in/story/do-you-love-styling-your-food-for-the-gram-heres-your-chance-to-win-a-prize-for-it/

https://in.mashable.com/culture/8517/everyone-is-trying-out-the-new-artoffizz-challenge-and-you-should-too

Instagram posts by influencers:

Click on the image to view the Post.

Click on the image to view the Post.

Click on the image to view the Post.

Click on the image to view the Post.

Through this strategy, the brand has been able to garner instant awareness. According to the Sheeko Brandscore graph, the brand reached more than five million people as part of the campaign contest. The estimated media value to promote the contest was gauged to be around Rs 15 lakh.

One can also notice in the graph that the brand hasn’t been engaging with the consumers much in the recent past and is doing a campaign after a long time as no activity can be seen in the Sheeko graph in the past two months.