Campus Shoes: Running Towards Brand Success with Disney+ Hotstar

Campus Shoes successfully leveraged the power of OTT marketing, with Disney+ Hotstar serving as the perfect platform to promote their new ‘Women’s Collection.’ The campaign generated buzz among their target audience with the tagline #YouGoGirl. This initiative aimed not only to build awareness but also to encourage young women to embrace their unique styles.

Objective:

The primary goal of the campaign was to engage young, digital-first female audiences aged 18-34. Campus Shoes utilized targeted video ads to effectively connect with this demographic, emphasizing the message of empowerment and individuality. The campaign, aptly named ‘You Go, Girl!’, urged women to boldly embrace their personal style and take charge of their fashion journey.

Approach:

Campus Shoes introduced their new women’s collection, featuring the talented actress Sonam Bajwa, who embodies the spirit of confidence and style. The campaign was crafted to redefine narratives around women’s fashion, emphasizing that every woman should have the freedom to express herself.

To reach their target audience, Campus Shoes strategically leveraged Disney+ Hotstar’s mobile offering to target their desired audience through 10-second video ads. These ads conveyed the campaign’s powerful message: ‘You Go, Girl!’ and ran on the platform between August and September 2024. The campaign focused on maximizing reach and frequency, targeting key markets across tier 1, 2, and 3 cities in the HSM (Hindi-speaking markets).

Disney+ Hotstar enabled Campus Shoes to further refine their audience by leveraging cohorts. The brand specifically targeted women who are binge-watchers, fitness enthusiasts, lifestyle seekers, and avid online shoppers, ensuring that the campaign resonated deeply with potential customers.

Impact:

The results of the campaign were impressive. Campus Shoes experienced significant uplifts across key metrics, including brand awareness, message association, and purchase intent. The campaign resonated strongly with the targeted age group of 18-34 years, proving that a well-executed digital strategy on Disney+ Hotstar can help to create meaningful connections with audiences.

By empowering women and encouraging them to embrace their individuality, Campus Shoes not only promoted its new collection but also created a movement that inspires confidence and self-expression. The brand’s approach to digital marketing through Disney+ Hotstar demonstrates the power of targeted advertising in today’s digital-first world.

Brand Speak: