Getting funny in the metaverse
Acid relief meets comic relief!” ENO’s fun and playful brand personality is a true representation of laughter being the best medicine. Stand-up comedy, therefore, became the vehicle of choice for this campaign. It was important to ensure it was relevant and contemporary, so the campaign appealed to the broadest audience. This guided the selection of the comics.
The show was hosted by none other than standup star Zakir Khan, self-admittedly a huge foodie and popular with the Gen Z. The core of the campaign was a 10-minute comedy set written by Zakir about the joys of food, the pain of indigestion, and the relief that ENO brings! During the event, Zakir also bantered with the six other influencers, who were in the virtual audience, creating even more content for social media. These were six regional influencers and comics chosen to maximise reach in the North, South, East, and West. They were Rahul Subramanian, Aiyyo Shraddha, Rahul Dua, Kaneez Surka, Kiran Dutta, and Sahil Shah.
The activation was supported by influencer engagement to boost brand building and reputation initiatives. The campaign also had an internal communications leg, where Haleon, ENO’s parent company, engaged all employees through offline and digital content.
Laughing all the way
Zakir Khan’s popularity appealed to the masses and captivated audiences. The campaign achieved remarkable success, garnering 450 million media impressions and effectively communicating the key message to 90% of the target audience. It’s digital-first approach was impressive, generating over 3 million organic views on social media within the first week alone. Almost half of the organic reach on Instagram engaged users under 25 years, demonstrating the campaign’s success resonating with the youth.