Pollen, the influencer marketing and talent acquisition agency of the Zoo Media network launched the digital debut for the Indian cricket team’s legendary opener, Sunil Gavaskar. The social media strategy for this launch campaign was done by our flagship digital agency, FoxyMoron. Pollen also collaborated with our digital publishing agency, Mammoth Media for the content production of this campaign.
To highlight the cricket legacy of Sunil Gavaskar in a snackable content format and expand his audience reach to new segments for longevity on digital platforms.
Significance of the debut launch date:
50 years ago, on the 6th of March, 1971, Sunil Gavaskar made his test match debut against West Indies. He was the first batsman to score 10,000 runs across 125 test matches and scored 34 centuries. He was also a part of the Indian cricket team that went on to win the 1983 World Cup. This date was special for the cricketing legend, as it marked 50 years since his debut in the Indian Test Cricket team. Pollen strategized to leverage this date to launch Sunil Gavaskar on social media via Instagram alongwith offline activities conducted on the 6th of March, 2021 at the Narendra Modi Stadium, Motera, Gujarat where Sunil Gavaskar was felicitated for his contributions and journey in the history of Indian Cricket. Through this digital platform, he can now interact with his fans and share anecdotes on cricket and his life. Instagram was selected over other social media platforms for two reasons:
1. to reach a larger audience.
2. to explore different content formats like Instagram reels, IGTV, static posts, etc
The Pollen team collaborated with cricketing legends cricketing legends like Kapil Dev, AB de Villiers, Kumara Sangakarra, Allan Lamb, John Wright, Wasim Akram, Kris Srikkanth, Ravi Shastri, Zaheer Abbas, Rahul Dravid and Anil Kumble to create a Video congratulating him on his contribution to the game . This video was showcased during the felicitation ceremony on the 6th of March at the Narendra Modi Stadium, Motera, Gujarat. This video, edited by Mammoth Media can be viewed here.
Parallely, the Instagram account of Sunil Gavaskar was launched. The launch video, supported with an aesthetically strong Instagram grid. The grid was designed by FoxyMoron’s design team. They used a vintage theme with colours and fonts that were similar to the artwork published in the 70s and 80s.
The hashtag #SMG10K was used to amplify the launch. Famous cricket players with a massive fan following shared the launch posts using this hashtag.
The entire campaign from brief to execution was done in under 3 days. The images on the Instagram account saw a heavy engagement and organic shares from celebrated cricketers. The instagram account garnered over 10,000 followers in under 48 hours after its launch.