2. OBJECTIVES – What we wanted to do…
• We wanted to bring our message of a Happy and
Healthy Family to the forefront, which could
obviously be channeled through something that our
T.G relates with.
• Therefore, relating it with Pakistani Tv Dramas.
• Establishing/Formalizing a connect between BB
Supreme’s & Pakistani dramas.
• Medium chosen was Facebook (App)

3. OUR T.G
•
Mostly Females
•
24-40 Years old
•
Urban (Multan, Hyderabad, Quetta, Peshawar, Karachi,
Lahore, Islamabad)
•
Semi educated & beyond, and want to live their life to the
fullest. Highly influenced by other females (similar age).
Run the house old and control decision pertaining to
grocery.
•
Responsible. Concerned about their own and their
families' health. High on loyalty for brands if convinced on
benefits

4. Consumer Insight (The Connect)
•
Our T.G is significantly aligned with Pakistani Dramas and
more importantly with the artists/characters.
•
So we wanted to fill up this gap on the digital realm by
establishing a connect among Brooke Bond Supreme & Tv
Dramas
•
We also did an informal survey amongst our T.G’s
demographic regarding this idea and the following
responses were observed.
• They relate with our dramas and our artists
• They are seriously concerned about the
popularity of their favourite artists
• They would like to identify themselves with these
artists if given such a platform.

5. The Idea > Facebook App > Supreme Drama Family

6. Execution Details
• The idea was executed in the form of a Facebook App
• Concept of Football Fantasy League tweaked to align with Pakistani Tv artists
• After registering, the users have to make a family of their favorite 6 artists as per the weekly theme, and get
themselves lodged on the leaderboard.
• As per the artist’s popularity (no. of times an artist is selected) the score of every user’s each family keeps on
changing (like in football fantasy league) and the winner at the end of the month gets an LCD TV
• Main objective was to drive engagement as the whole concept of scores changing with respect to the
performances by their selected players (actor’s popularity in our case) could be very exciting for our T.G and
that is what we wanted to exploit

7. Overwhelming Results
•
The app has already given us phenomenal stats in terms of
interactions.
•
In just under 2 week’s time, a record 155,000+ families
have been made.
•
The number of unique users landing on our app so far is
over 5000
•
The ER has jumped from under 1 percent before the
campaign to over 10% (consistently throughout the campaign so
far)
•
We have already achieved the new fans recruitment KPI in
just under 2 weeks
•
Over 5,300 users have engaged on the posts related to
Drama Family (liked, commented and shared our posts)

8. SUCCESS – Our Findings
•
The experiment we have done has been quite
successful in terms of identifying the connect between
our T.G and Dramas.
•
Through our community, we have been able to find out
which other directions we can explore in a similar way.
•
Also, this campaign has made us extremely confident
that we can pull off something on a much larger scale
while staying in the same category (dramas)
•
This way we can delve even further into maintaining
our brand’s connection with Dramas.

9. Future Direction > Bigger Campaign > Pakistan’s First Digital Awards
•
This campaign has definitely empowered us to do
something on a larger scale in the future
•
Since the data/facts presented here also corroborate
this, we would like to launch Pakistan’s first Drama Awards
on Digital.
•
We can even involve more than one brands on this
depending on the scale of the campaign
•
Potential wise, this campaign and especially the drama
domain is looks very promising.