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How we increased signups for ITC's new platform- Let's Boing
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ABOUT
Project Overview
ITC Limited, one of India's most diversified conglomerates, recognized an opportunity to transform their popular snack brand Bingo beyond traditional food products. With changing consumer behaviors and the rapid growth of digital content consumption, ITC sought to reimagine Bingo as a comprehensive entertainment platform, rebranding as Let's Boing.
Industry/Category
Marketplace
Services we offered
Marketing
UGC Videos
THEIR PROBLEM
Low CTR & View Rates on their ads
Low Engagement: Previous content lacked excitement and wasn't grabbing viewers' attention quickly enough
Poor Performance Metrics: Watch time and engagement rates consistently fell below expectations
Rising Costs: Declining engagement was driving up campaign costs, making customer acquisition increasingly expensive
Content Gap: The brand needed a complete content strategy overhaul to remain relevant
OUR SOLUTION
Creating Authentic & Engaging videos made from the customer's POV
We developed a comprehensive User-Generated Content (UGC) strategy specifically tailored to Bingo's target audience of Gen Z consumers in Tier 2-3 cities. Our approach focused on creating fun, humour-driven content that would immediately capture attention and drive sustained engagement.
1. Trend-First Content Creation: Leveraging current social media trends, memes, and pop culture that resonated with Gen Z culture
2. Humour & Sarcasm based Storytelling: Moving away from traditional advertising to fun, relatable moments
3. Hook-Driven Format: Designing content with compelling openings to maximize initial engagement
OUR IMPLEMENTATION
How We Did It
We executed a full UGC campaign from ideation to final edit, ensuring every piece of content was optimized for maximum impact:
1. Strategy & creative planning 🎯
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Identified current trends in social media (memes, pop culture references, viral audio) that aligned with Bingo's fun brand identity.
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Crafted creative hooks combining daily moments with humorous, trend-inspired content styles that would resonate with Tier 2-3 city audiences
2. Content concepts & script ideas 💡
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Developed light, playful scenarios that tap into everyday snack moments—peppered with quick jokes, bold visuals, and trending formats
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Created exaggerated scenarios like angry TV anchors, etc that would appeal to Gen Z's content consumption preferences
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Ensured all concepts felt authentic to the target demographic's lifestyle and interest
3. Shooting guidance 🎥
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Encouraged creators to film in dynamic environments (outdoors, bus stops, inside car) that felt relatable to the target audience
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Focused on natural reactions—a crunch, a smile, a funny twist—to make content feel spontaneous and authentic
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Captured visuals from unique perspectives that add humor and interest.
4. Editing and Final Touches 🎬
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Applied snappy edits with sound effects, quick cuts, and overlays like text reactions or emojis to boost engagement
Designed content to hit key performance metrics:
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Strong hook in the first 2–3 seconds to capture immediate attention
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Sustained attention through mid-video surprises to improve watch time
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Clear brand placement without losing the fun vibe to maintain authenticity
OUR WORK IN ACTION
Engaging UGC videos made by the WTB Team
Check out the videos that brought their brand to life. Each one is made to capture attention and tell their brand’s story in a way that connects with people.
THE RESULTS
Our videos performed better in a more cost- effective way
39%
Hook Rate
7.8%
Hold Rate
₹0.90
CPC
PROOF OF WORK
Love from the client, unfiltered
At the end of the campaign, client shared their raw feedback on how our videos have performed
