Choosing the right words
The campaign was perfect the way it was MY TAKE
BRAND: Wish
YEAR OF LAUNCH: 2018
AGENCIES: In-house concept and execution
Which is your favourite campaign and why?
My favourite campaign is #timeonyourhands launched by an online shopping app Wish. Some of the biggest names in the world of football such as Neymar, Paul Pogba, Gareth Bale, Robin Van Persie, etc. were used as influencers in the campaign.
I loved the way the campaign played on the emotions of these footballers and their fans. Since most of these players, playing for their respective countries, had recently missed out the chance of qualifying for the FIFA World Cup final, the campaign promoted shopping on their app by comparing it with what a player does with time on his hands when away from on-field action.
On what parameters did you base your decision?
It was exactly like what a successful marketing campaign should ideally be. Influencer marketing is perhaps the best strategy to have a strong impact on a target audience. The campaign had a strong influencer narrative with a bang on selection of youth relevant influencers which helped it grab the attention of customers. Second, the success of a marketing campaign largely depends on user engagement. #timeonyourhand checked all these boxes. Content is the backbone of marketing and the creators of this campaign used absolutely great content. All the influencers interacting on each other ’s Instagram p o st made it one of the most talkedabout campaigns and helped it reach audiences across the globe.
What do you think was the key idea the campaign was trying to drive home?
I think the primary aim of the campaign was to establish Wish in the ecommerce space. It aim to tell people that it had a wide variety of relatively cheaper products. Above all, it was evident that the campaign wanted to make Wish the go-to app for online shopping.
Do you remember the campaign winning any advertising awards? Do you think these awards serve any purpose?
I am not sure if the campaign had won any awards. The real award in marketing is achieved when a campaign is able to build positive brand value and engage the biggest possible target set. I think Wish did that perfectly.
Sometimes, because of the emotional element in a campaign, there is greater recall for the story than the product or service advertised. Did anything like that happen
in this case?
The content used in the campaign was relevant and appropriate with the right choice of words. It helped the brand build an emotional connection with the target audience. In addition, the footballers interacting with each other publicly on Instagram made the fans go crazy.
Did this campaign inspire any of your work? What are your takeaways from the campaign?
Our campaign “Escape” was an influencer narrative inspired from the Wish campaign.
What else could have been done to make the campaign better?
I think the campaign was perfect the way it was.