From rooting for their favorite cricketers to cheering on their beloved teams. For seeking expert opinions or just for the banter, cricket fans turn to Twitter to feel closer to the game. So, when CRED (@CRED_club) wanted to increase its Share of Voice (SOV) and deepen its association with the sport, it naturally turned to #CricketTwitter.
Earlier this year, during the Indian Premier League season (@IPL), CRED launched the #CREDBounty campaign that not only provided the brand with an opportunity to connect with this passionate community of cricket fans but also to lean into the spirited discourse around this massive sporting festival. To maximise audience engagement and ensure consistent brand visibility, @CRED_club leveraged Twitter Amplify to create exclusive and informative video content with none other than the “Voice of Cricket” - Harsha Bhogle (@bhogleharsha).
In India, Cricket is a sport that needs no introduction. And if it’s happening in Cricket, people are talking about it on Twitter. In fact, over the past year, we saw over 105.4 million Tweets about Cricket in India, making it clear that the talk continues to sweep the nation. Drawing on this insight, @CRED_club teamed up with Harsha Bhogle (@bhogleharsha) - one of the game's finest commentators and the partnership immediately sparked tremendous interest amongst cricket fans all over the world.
The campaign was divided into 2 parts: the first was built on the #CREDBounty philosophy - the brand wanted to spotlight promising young cricketers who were expected to have a “bountiful” season. Adding a unique spin to storytelling, the second leg focussed on driving excitement and enhancing brand recall. @CRED_club created over 20 “prediction” videos, with @bhogleharsha answering intriguing questions from fans, predicting answers, and giving his expert opinion about the ongoing matches. The videos were an instant hit and the fans were engaged. @CRED_club further used Amplify Pre-Roll to substantially enhance the reach of these videos to a much wider audience.
Read on to learn how the brand kept people hooked with the #CREDBounty campaign!