~inshorts celebrates the spirit of 2018 FIFA World Cup with #FactItUp campaign for all football fans~
With football fanaticism on the rise, it is a great season to participate in conversations around the game while striking a cord with consumers across the spectrum. Cashing in on the FIFA fever, inshorts has recently introduced a new campaign called #FactItUp on it’s app to give Indian fans an immersive football experience, especially the young enthusiasts who are excited to consume content around the game at this time of the year. As part of this campaign, inshorts has been sharing with its readers various scintillating facts about football and the World Cups in the form of creative fact cards along with a live score card with the details about each ongoing match.
In a bid to capture the football fandom in the country and fuel the fever around the game, the #FactItUp campaign is an initiative aimed at generating mainstream news and interest around the sport. The activity is an effort to metaphorically trigger discussions about tapping the huge untouched potential of the sport, right from the grassroots level. Having a massive readership in tier 2 and tier 3 cities where the FIFA Cup holds a lot of aspirational value, such campaigns create massive ripples in terms of creating consumer engagement and prolonged retention.
Commenting on the campaign, Tarun Arora, Chief Marketing Officer, inshorts said, “Football in India is a game where sentiments run real deep and this is exactly what we want to capture with the #FactItUp campaign. The Fifa fever has been jolting enthusiasts in the country for quite some time now and is the second most viewed sport by millennials in the country, after cricket . Therefore, it presents to all brands the ultimate opportunity to connect with billions of passionate fans across the country, ”
“We at inshorts are focused on creating content that adds value both to our readers and advertisers.Therefore, all our ad formats are extremely non-intrusive and shared in a way so as to generate seamless consumption.” he added.
Gourav Phulwaria, Head of Design, inshorts said, “The brief shared internally entailed working on creatives which focused on capturing the adrenaline around FIFA and therefore create a strong connect with a smart set of young audience. The set of creatives is solely targeted at revealing various unknown facts about the World Cup to a content hungry audience thereby unifying them to the strong spirit of the game.”
The campaign is also being promoted on the app with an additional news category – FIFA World Cup. Interestingly, it emerges as the top read category with more than 200+ shorts published in just a week. World Cup shorts have seen an average CTR of 13.27%, shares amounting to 65000+ and impressions over 50 million, the highest among all sections.Category Visits for the World Cup 2018 account for over 20% of the total category visits on the app with 1 in every 4 users visiting the category in a week. 4 out of every 5 users visit a category in a month. The fact cards have got more than 40k shares and the live score card has witnessed 10.5 million impressions with a CTR of 2.12%.