Case Study: How did @Nissan_India and @DatsunIndia tick the right boxes with ICC Champions Trophy Video Highlights?

The title sponsors for ICC Champions Trophy 2017, @Nissan_India, wanted to leverage its global sponsorship within India market and create an impact. Although there are many cricket fans in India, not all of them were able to access match highlights at their fingertips. With 93 per cent active Twitter users in India interested in cricket, highest among all countries in the world according to Twitter internal data, Nissan realised that the content partnership with Twitter during Champions trophy was a right fit for the brand.

Nissan, Datsun and Twitter initiated this campaign from June 2-June 19 with a dual objective in mind. They wanted to connect with audiences by going beyond banner communication through digital channels, leverage moment marketing to drive better engagement rates and conversations on social media and create a strong presence on the platform during the ICC cup whilst riding on the customized content available to Nissan and Datsun.

“As the global sponsor of ICC Champions Trophy, our objective was to enter into the space of Moment Marketing and match the dynamic nature of cricket. Through this partnership with Twitter India, we succeeded in delivering unique and customised content by riding on the exciting moments that an important event like #CT17 offers,” said Parth Dhingra, Digital Manager, Nissan India.

The Twitter in-stream video sponsorship deal for Champions Trophy #CT17 with Nissan and Datsun brought premium content to cricket fans. The in-stream video sponsorship deal featured top match video highlights from the 18 matches of Champions Trophy from @ICC. The content was promoted by Nissan and Datsun India with pre-roll ads to strengthen their association with Champions Trophy as one of the official sponsors. Cricket fans in India could access the fall of wickets, boundaries, sixes and star performer video highlights from the @ICC account on Twitter throughout #CT17.

“Today, as a result of the information overload phenomenon, it is becoming increasingly important for brands to stay relevant to their audiences. With the ICC Champions Trophy Twitter in-stream video sponsorship, Nissan truly excelled in reaching out to the cricket fans and making the content they were seeking available at their fingertips,” said Taranjeet Singh, Country Director, Twitter India.

Fans could add a little colour to the Twitter conversation around the Champions Trophy by Tweeting with #CT17 and unlocking a custom Twitter Emoji of the trophy.

The campaign generated 7 Million Tweet impressions and 2.3 Million video views at the view rate of 31 per cent. Both Nissan and Datsun have beaten the industry benchmarks in terms of CPV (lower than the expected CPV of INR 2) and view rate percentage.

With the help of sharp targeting and brand association, the campaign helped both the brands to increase their positive sentiment by 30 per cent and successfully generated a massive volume of 110K conversations.

The brand used some key levers to make the campaign successful and they were leveraging in-stream ads to ensure an impactful awareness drive and maximise the impact with the help of sharp targeting of followers and interests. Using promoted emoji as a trigger to get users talking and further amplify the association also worked.