Mumbai: Macho Sporto, a prominent athleisure clothing brand for men, partnered with Sportskeeda, India's premiere multi-sports media platform, to leverage the immense popularity of the edition 15 of the Indian Premier League (IPL). Together, they successfully captivated a wider audience and heightened brand awareness by spreading the electrifying "Toing Craze" during IPL.
The groundbreaking "Toing" campaign, reintroduced by Macho Sporto in 2021, centred around the bold and progressive concept of the female gaze. It showcased a confident and empowered young woman (Rashmika Mandanna) fearlessly expressing her attraction towards a man (Vicky Kaushal). Challenging traditional gender norms, the campaign celebrated the modern woman's confidence in making the first move, breaking patriarchal stereotypes.
With Sportskeeda's collaboration, the primary objective of the campaign was to ignite the "Toing Craze" among IPL enthusiasts and establish a strong connection with the target audience through captivating content. Macho Sporto amplified its brand presence and engaged with the key demographic of men aged 18-34, while also encouraging women to participate and share their special "Toing" moments from IPL and cricket.
To achieve the campaign objectives, Sportskeeda launched the "#MyToing” contest on its social media platforms, providing IPL fans an interactive platform to immerse themselves in the exhilarating "Toing Craze." The campaign employed a comprehensive 360-degree approach, utilising engaging video content, display ads, and interactive social media activations to amplify the contest and promote the Macho Sporto brand.
Throughout the campaign, captivating videos were produced and published daily, showcasing various aspects of the "Toing Craze." These videos featured enthralling "Toing Moments" captured through the News IP, interviews with cricketing experts sharing their memorable "Toing" experiences, and a special weekend edition of "SK Match ki Baat." Additionally, the campaign highlighted the match day experiences of the “#MyToing” contest winners and explored the vibrant atmosphere of the city through the "SK Squad" IP.
Complementing the video and display campaigns, Sportskeeda crafted ten compelling articles on its website, covering a range of IPL-related topics, including standout players and stylish cricketers. These articles seamlessly integrated brand hashtags, concluding with a clear call-to-action directing users to the Macho Sporto website.
To further augment the campaign's reach organically, over 100 influencers were activated, sharing their personal "Toing" moments from their favourite cricketers and matches, driving engagement for the #MyToing contest. The campaign also featured live commentary branding activities on the Sportskeeda website, enhancing user engagement through animated celebrations, tickers, and branded markers.
The campaign achieved remarkable results, with substantial reach, views, and engagement across multiple channels:
Video and Social Campaign:
Reach: 40 million+
Views: 15.5 million+
Engagement: Over 12.8 million
Influencer Activity:
Reach: 1.2 million+
Views: 1.36 million+
Engagement Rate: 1.5%
Display Properties:
Impressions: 11 million+
Clicks: 3,22,000+
Click-Through Rate (CTR): 2.70%
"The successful execution of the Macho Sporto 'Toing Craze' campaign exemplifies the power of leveraging IPL and cricket's popularity to promote and elevate brand awareness," stated Sportskeeda business head- India Kanav Sud. "Through our campaign for Macho Sporto, we have effectively connected the brand with their desired audience while delivering engaging content and experiences that resonate with fans."
"We are thrilled with the phenomenal results achieved through our partnership with Sportskeeda," expressed J.G Hosiery Pvt Ltd head of media and ecommerce Sweta Jhunjhunwala. "The extensive reach, high engagement levels, and significant click-through rate are a testament to the effectiveness of our 'Toing Craze' campaign in connecting with our target audience and going beyond. The campaign was successful in leading to a substantial increase in brand awareness during this IPL season."
The promising collaboration between Sportskeeda and Macho Sporto has not only helped the athleisure brand in highlighting its brand messaging distinctly but also ushered in a new era of empowerment and inclusivity. It showcased the confidence and enthusiasm of women in breaking societal barriers that are gender-biased.
