Launching an initiative for women, by women, to engage a female target audience
In 2017, ZeeTV completed 25 years as an entertainment channel and Zee Enterprises rebranded themselves. Along with a new logo, Zee Enterprises also got a new motto – ‘Aaj Linkhege Kal’ which means rewrite your destiny in English.
ZeeTV’s viewers were predominantly Indian housewives and with the rebranding, the aim what to connect to with the modern independent women of today.
Our objective for the campaign was to build brand equity and increase brand awareness in the APAC to tap into new audiences by celebrating modern women who were representative of the target audience the brand was seeking.
We created SHEVentures, a female entrepreneur contest where people could sign up on a landing page to provide their details and information about their business to enter the contest for data collection.
What stood out for this contest was the 12 brand partnerships we engaged to provide meaningful, experiential rewards for the 20 winners to help them to continue blooming in their entrepreneurial journey. These experiential rewards include a 2-day Entrepreneurship Development Workshop at SP Jain Singapore where the winners will get the opportunity to learn from partner educator brands on how they can continue to grow their business, such as Hubspot, Facebook’s She Means Business, SP Jain School of Global Management, Startup-O and an Inter Nations ambassador.
During the 2-day workshop, partner brands True Fitness and NIVEA also provided the winners goodie bags for the winners.
The top 20 winners also received the chance to be featured across ZeeTV’s platforms for increased visibility and recognition for their hard work. They also won airtime on the channel which they can use to further advertise their businesses across APAC.
To drive the campaign, we created multiple Facebook and Instagram ads to call out the experiential rewards for the contest as well as released a press release to drive awareness for the campaign. The press release was featured on Connected To India:
We received 100 entries and held a successful 2-day workshop with the 20 winners and brand partners.