Herbalife × ICC Cricket World Cup 2023
ICC Men's CWC 2023
Last updated:
Summary
ITW Universe recommended Herbalife to collaborate with the ICC Men's Cricket World Cup 2023 as an associate partner for Disney+ Hotstar for digital streaming
The brief
To increase brand awareness, creative recall, enhance brand favorability and improve purchase intent for Herbalife's products among a target audience of people aged between 15 and 30.
What ITW Universe did
With Virat Kohli as the brand ambassador, ITW Universe strategically deployed various digital assets such as a 30-second video creative, three L-bands and static images were shown to enhance audience engagement.
The L-bands were placed strategically: one activated when Virat Kohli appeared on the screen, another during death overs to boost traffic and the third during peak user engagement moments.
These initiatives aimed to maximize the campaign's effectiveness and reach a broad audience during key moments of the World Cup.
Results
The campaign reached an audience of over 113 million and successfully served around 78% of the impressions during India's matches. Post campaign brand lift study reported an increase in each of the desired metrics - brand awareness (+8%), creative recall (67%), brand favorability (+7%), purchase intent (+6%).
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