Location: Delhi
Scope of Work: Brand Launching Strategy
How can we make a unique and engaging Instagram debut, when the client wants to promote their bar from the construction phase itself? Additionally, how do we promote a bar that does not have content like drink photos or interior shots to begin with?
The answer is not as scary as it sounds. That’s right, conduct a ghost campaign!
ABOUT SILLY
Silly is a trendy gastro-pub located in the Khar area of Mumbai, which, despite being only two years old, has gained fame for its great atmosphere and cocktails. It’s a go-to spot for Mumbai’s elite.
Silly is a huge success in Bombay, India’s financial, commercial, and entertainment capital. And now they wanted to expand themselves in Delhi, the capital of India.
THE BRIEF
When Silly approached us for the launch of their new bar franchise in Delhi, the construction of the place was still underway. It was soon set to launch in Delhi’s famous neighbourhood of ‘Qutub’.
Silly wanted to create a buzz starting from the construction and planning phase while keeping key details concealed. This is where we stepped in, and helped them create an enigmatic brand strategy.
We had zero content on the interiors, products, or live ongoings of Silly, Delhi. Then how do you promote a bar in the making? You conduct a ghost campaign! A ghost campaign is a type of marketing campaign where the parent company and the proprietors are undisclosed to the public.
THE STRATEGY
We commenced the campaign by introducing the crowd with an anonymous Instagram handle called ‘A Bar from Bombay’.
We leveraged performance marketing to target people living in South Delhi. This campaign consisted of contemporary teasers featuring beautiful drink shots from Silly Bombay. This left the crowd wondering who this new bar in town from Bombay was.
Digital influencers have been instrumental in magnifying our campaign’s impact.
Through active participation in responding to comments, messages, and interactions from our audience, we were able to cultivate a sense of community and engagement throughout the campaign.
Along with this we also hosted giveaways, fun games, and sign-ups for freebies from the anonymous Instagram handle, to keep our audience intrigued and engaged. And the results? Drum roll, please…
THE BIG REVEAL
We succeeded in lifting the spirits of the people in Delhi with our carefully curated ghost campaign.
Comments, guesses, and questions poured onto our handle and people were excited to know more about us and our big reveal. Timed with the digital reveal of Silly being the ‘Bar From Bombay’, hampers were physically delivered to the database of people who had signed up for the giveaway.
We orchestrated a “glitch” on our Instagram page, which overnight transformed our anonymous ‘A Bar from Bombay’ into ‘Silly, Delhi.’
At the eagerly awaited grand reveal event, every detail about the venue, from the food and cocktails to the highly anticipated launch date, was unveiled with precision.
SUMMARY
Our campaign for Silly, Delhi was featured and appreciated in Mad over Marketing, a prominent marketing and media online newsletter in India.
Through strategic planning, creative storytelling, and super-active engagement, our campaign brilliantly cultivated a sense of excitement and anticipation among our precisely targeted audience. This served as a solid cornerstone for the bright future of Silly, Delhi, establishing it as a prominent destination.
We at G.O.A.T. Ideas believe in creating a story narrative for every brand we work for. Be it branding, strategy, or execution, we aim to deliver everything with a touch of ‘wow’. So what are you waiting for? Contact us now to give your brand the story it deserves!
