New Delhi : India’s love for Cricket is supreme. It is one of the few elements that unite the sentiments of the country. Embracing the country’s passion for the sport, Animal Planet engaged with cricket lovers via a digital campaign.
Harnessing the ICC World Twenty20 craze, Animal Planet curated conversations on Twitter through animated illustrations and videos to build engagement with crazy cricket fans.
Beginning its activity during the semi-final match between India and West Indies, the channel went on live tweeting during the game. Building the momentum through cute animal characters and witty messages, Animal Planet celebrated the key highlights and significant moments through tweets from the Animal Planet India’s Twitter profile https://twitter.com/AnimalPlanetIN.
Animal Planet presented live illustrations for special occasions such as a Six, a Boundary, brilliant catches, a half century and nail-biting partnerships between the players.
Here are some of the Animal Planet tweets:
We might have lost today but you still have our hearts. Well played ❤ #IndvsWI #WT20 We might have lost today but you still have our hearts. Well played #IndvsWI #WT20https://twitter.com/AnimalPlanetIn/status/715585941625315328
DHONI & KOHLI <3 #IndvsWI #WT20 https://twitter.com/AnimalPlanetIn/status/715555647782318082DHONI & KOHLI <3 #IndvsWI #WT20
*fangirling* https://twitter.com/AnimalPlanetIn/status/715559517359108100
*fangirling* pic.twitter.com/WhIzMatBLU
Gaining the high real-time usage of the medium, Animal Planet got 2.1 million impressions. Its engagement rate increased over 150%, gained more than 500 followers in three hours and trended on Twitter during the busiest hour of the match. Animal Planet was able to win millions of hearts across the country.
The campaign has been co-conceptualised and executed by twentythree, a digital marketing agency for Animal Planet.
