Prega News – #PlayDressUp contest
Challenge – Having a high involvement contest which meant the audiences had to put in time and efforts in order to qualify as a participant.
The strategy – Hosted the first ever online fancy dress competition in India by any brand, where parents were asked to dress up their kids in fancy dress costumes and share their photographs, on social media.
The outcome – Not only mothers, but fathers participated in the contest too. Studies say, men are the buyers as well and we successfully engaged them too. A total of over 400 entries were received. The audiences took out time to actually dress up their kids in various costumes and send their photographs and videos too, unlike many generic contests.