A Viral Influencer Marketing Campaign with Thums Up and Shahrukh Khan

Introduction

Thums Up, a leading soft drink brand, teamed up with Bollywood superstar Shahrukh Khan and thousands of content creators for a massive influencer marketing campaign. The goal was to reinvigorate the brand’s bold image and reach a wider audience, driving engagement and sales in India’s highly competitive beverage market.
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Challenges

• Sales Growth: Thums Up wanted to translate its strong market presence into a significant boost in sales through the power of influencer marketing.
• ‍High Competition: Thums Up needed to stand out in a crowded beverage market dominated by international and local brands.‍
• Brand Engagement: The brand sought to revive consumer interest and increase online interactions, especially among younger audiences.
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Solutions

Catalysty crafted a multi-tiered influencer marketing strategy leveraging the star power of Shahrukh Khan and a vast network of creators:

1. Celebrity Collaboration:
   • Shahrukh Khan was the face of the campaign, creating high-impact video content that showcased Thums Up’s bold persona. His association with the brand was a key driver in viralizing the campaign across India.
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2. Influencer Amplification:
   • Thousands of influencers, including macro and micro-creators, participated in the campaign by creating engaging content that aligned with Thums Up’s bold messaging. These creators spread the brand's message across Instagram, TikTok, and YouTube.
   • Influencers were given creative freedom to craft unique posts, leveraging the power of user-generated content to drive authenticity and wider reach.
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3. Viral Challenges and Hashtag Campaigns:
   • Introduced viral challenges and branded hashtags to encourage participation from the general audience, turning them into brand advocates. This helped Thums Up become a trending topic on social media.
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4. Massive Multi-Channel Presence:
   • Coordinated influencer content across platforms including Instagram, YouTube, Twitter, and TikTok to ensure maximum reach and sustained momentum throughout the campaign.
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Project Results

• 500% Growth in Social Media Engagement: The campaign generated massive buzz, with millions of likes, shares, and comments across platforms.
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• 350% Increase in Brand Mentions: Thums Up became a viral sensation with a surge in brand mentions, particularly through the hashtag campaigns.
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• 150% Surge in Sales: The viral marketing campaign drove a significant increase in sales, particularly among younger consumers.
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• Viral Campaign Across All Major Platforms: The collaboration with Shahrukh Khan and influencers dominated social media trends, creating an unforgettable brand moment that resonated across India.
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Conclusion:‍

The influencer marketing campaign with Shahrukh Khan and thousands of creators helped Thums Up achieve unprecedented engagement, brand visibility, and sales growth. By leveraging the power of celebrity influence and a wide network of content creators, Thums Up successfully revitalized its brand image and reinforced its position as one of India’s top beverage brands.