Case Study: How Afzal leveraged brand
recognition using the World Cup through the Bowled Out Campaign?
With over 77 internationally renowned flavours, loved by people in over 19 countries, spread across 5 continents, Afzal is a preferred brand for Hookah Molasses globally. The impetus to Afzal’s popularity is a large number of flavours they provide, some of which are exceptionally unique. All of Afzal’s molasses flavours can be divided into 5 sections, namely Fruits, spicy, Cool, sweet & beverage. Owing to this extensive range of flavours, Afzal boasts of having a flavour for every kind of Hookah lover. Each of these flavours is long-lasting & strong but yet, smooth on the throat.
Walnut Folks coveted to increase Afzal’s brand awareness across countries where Hookah is an increasing trend. Another objective was to bring together Afzal lovers from these countries & build a community, which will further help in increasing Afzal’s brand recognition. To do this, Walnut Folks used the Cricket World Cup as the opportunity & started the Afzal Bowled Out campaign using Instagram influencers from across 4 countries to spread awareness regarding Afzal in quite an interesting manner throughout the Cricket World Cup season.
Hookah as a category faces strict rules and regulations for any online advertisement.
With the regulations imposed on preventing various categories being openly advertised on electronic media, it was a hard feat to publicize Hookah without violating regulations. Walnut Folks’ idea was to use Instagram Influencers as a medium for organic engagement to generate & spread posts, helping in publicizing Afzal.
With more than a billion users today, Instagram is probably the biggest Social Media platform today, which can be used to increase recognition for any brand. The biggest class of users of Instagram are young people, what we call as Generation Z. Another thing that this generation highly appreciates if sports & cricket is a favourite throughout the globe.
Due to this, of all the countries taking part in the Cricket World Cup, Walnut Folks chose 4 countries where Hookah is an emerging trend & used Instagram Influencers to generate brand awareness regarding Afzal among their followers.
The idea was to use Instagram to unite Cricket Lovers to make Afzal Hookah Molasses a part of the celebration throughout the World Cup season.
- Hookah as a category is banned from being publicized through major media like running ads on electronic media or using video ads major platforms like Google, Facebook or YouTube. So, the challenge was to find a source to reach more people through other sources. Instagram Influencers as an organic medium to publicize Afzal’s product was perfect for the task.
- Another factor was the global presence of Hookah. When present in so many different countries, a single factor was needed that could help unite them all to create a community of Hookah Lovers. A single factor was needed, common to all these nations & people, who were complete diverse from each other in every aspect from languages to cultures.
The first step was to reach out to the right influencers, based on the criteria of selection of the influencers. Walnut Folks wanted to select influencers not on the basis of the number of followers they had, but rather judging by the creativity of their feed & the quality of content they had used to engage more with their followers. Next, 4 influencers were finalized from each of the 4 countries. The idea & objective of the campaign was shared to them, explaining each & every detail regarding the Campaign. The Influencers’ expectations were also negotiated for smooth execution of the Campaign. Afterwards, Afzal’s flavours & other deliverables were safely delivered to each influencer. Under the campaign, each influencer was supposed to create a post every time there was a match involving the team he/she supported. He/She had to be creative to use Afzal Hookah as a crucial part of their Cricket celebration. The posts needed to be consistent throughout the World Cup season, every time the respective countries had a match. The posts included everything from static posts to videos & even story posts at times.
Digits don’t lie. And true to it, the success of the Afzal Bowled Out Campaign can be explained as follows. The influencers in the campaign reached over 118 thousand people through their engaging content, helping Afzal increase their reach to a fair number of people. A complete report of the campaign can be given as below.
No. of Videos Created