#PLAYFAIRWINBIG

PARTNERSHIP
 HASHTAG CHALLENGE
FAIRPLAY
#PLAYFAIRWINBIG

To promote Fairplay on Josh and A dance led Hashtag

use Josh’s Bharat audience to challenge using the brand 27th August – 12th September,
amplify Fairplay’s brand jingle 2022
communication

PROPERTY COMMITTED DELIVERED CTR DELIVERY %

Hashtag Challenge 100 Mn Views 120 Mn Views N/A 120%

In-Feed Video Ads 5 Mn Impressions 11 Mn Impressions 0.32% 220%

HASHTAG CHALLENGE
FAIRPLAY
#PLAYFAIRWINBIG

Strategize, Predict & Win

CAMPAIGN OBJECTIVE #PLAYFAIRWINBIG

Promote different cricket to be predicted
on FairPlay during the Asia Cup and
encourage users to play
120 MN+ VIDEO VIEWS
THE BIG IDEA
Hop upon the Dance & Music category
which is consumed largely on Josh of to
deliver Fairplay’s message in a trendy
20 INFLUENCER VIDEOS
way using our large Army of CAT A &
Micro/Nano influencers
9.1 MN HEARTS
THE RESULTS

Over 120Mn Video Views with more than

9 million hearts
 HASHTAG CHALLENGE
FAIRPLAY
#PLAYFAIRWINBIG

Capturing the Youth of the country to earn while having fun on PlayFair

THE IDEA

A hook-step oriented around the

FairPlay song & choreographed to
be picked up by a set of massive
Josh creators to encourage UGC
participation driving brand recall

JOSH USER PARTICIPATION

UGC was quick to pick up the

challenge and garner more than
1.3K videos

20 JOSH SUPERSTARS

Top Josh Superstars started-off the

campaign by using the hook-step
designed for the campaign
Manish Maddy Keddi Shivani Kandalgaonkar
191K+ Hearts 30K Hearts 32K+ Hearts
25K Shares 4K Shares 4.4K+ Shares
 HASHTAG CHALLENGE
FAIRPLAY
#PLAYFAIRWINBIG

MASSIVE DISCOVERY

TRENDING TOP DISCOVERY BRANDED FILTER MULTI-LINGUAL NOTIFICATIONS SENT TO

BANNER ALL THE RELEVANT USERS ON JOSH!
HASHTAG CHALLENGE
FAIRPLAY

TOP UGC
 IN-FEED VIDEO ADS
FAIRPLAY
#PLAYFAIRWINBIG

CTA-LED INFLUENCER VIDEO ADS + IN-FEED VIDEO ADS

DETAILS

Promotion of CTA-driven
Influencer Videos within
the Feed along with In-
Feed Video Ads,
redirecting users to the
11 Mn Impressions
FairPlay website

5 INFLUENCERS 35K CLICKS

Dipti Sharma
Flying Tarun
Rupali Singh 0.3% CTR
Humaira Raufee
Tanya Walia

CTA-DRIVEN INFLUENCER VIDEOS IN-FEED VIDEO ADS

SUCCESS STORY

LEARNINGS & RECOMMENDATIONS

❑ With the first campaign on Josh, the users have been given a feeler of FairPlay as a platform

❑ A dedicated sport hashtag worked very well in beginning to establish FairPlay as the go-to
destination for cricket betting and prediction

❑ Static Ads along with In-Feed Video Ads running as an add-on helped improve the CTR and drive
users to the FairPlay website

❑ Having a split of Static+In-Feed Video Ads will help drive higher CTR

❑ Include more Cat A influencers along with a few Cat B/C influencers added to the influencers used
for the first campaign to ensure higher brand recall and reach
THANK YOU