Pulse is an Indian based candy company started by DS group within the year 2015. In January 2020, Pulse challenged the citizens of India to stay three pulse candies one above another with one hand during a deadline of 15 seconds and to share the video on their social media platform. Pulse used influencer marketing strategy to spread their word on social media with the help of nano and large influencers to realize their goal
The idea of the heart beat digital marketing agency is to encourage candy lovers to require up their challenge. The win the #PulsePePulseChallenge competition, three Pulse candies should be stacked one above another in 15 seconds with one hand only. The campaign was executed by a well-known digital agency Pollen together with Foxymoron’s influencer mareting.
To engage young teenagers and social media audiences to extend TOM (Time of Mind) recall for the brand.
To build the highest brand value by engaging with the audience by creating new user-generated content.
The digital agency created a replacement strategy to introduce a challenge that the majority of the audience would find it easy and can engage to require up the challenge to win.
An ideal brand rules and guidelines to form it an enticing challenge. The band guidelines for the heart beat challenge shouldn’t fell on the ground when stacked one above another.
The Influencers were chosen carefully after a correct analysis supported their audience quality, ability to reverberate the brand challenge to their social media audience, and also to extend their engagement.
Adding some amusement during a challenge is one among the important aspects while deciding social media challenge which can attract users to participate, and having multiple amusements on a special level which increase the probabilities of the users to win.
#PulsePePulseChallenge boosted in social media platforms when a number of the influencers Aparshakti Khurana, Prajakta Koli, Ashish Chanchlani, Kriti Vij, etc, try doing Pulse pe Pulse challenge in one hand within one minute. The influencers-built excitement on their social media platforms and inspired their social media audiences to require up the challenge.
#PulsePePulseChallenge was taken by many users which leads to creating new user-generated content also as increase TOM (Time of Mind) recall for the brand.