''I have been raving about you and Harshith to Rosh(an) and Rohit. Would rehire in a heartbeat, and will definitely be recommending you to others. You guys have been absolute professionals. You should be really proud of the heart you bring and what you’ve built.''

RAKSHITACOO, Weirdass Comedy Requirements

About the client

Emmy-nominated actor and comedian Vir Das doesn’t need a long introduction, so we will keep it short! As an actor he’s known for movies like Delhi Belly (2011), Go Goa Gone (2013), and set to star in a Judd Apatow film next. As a comedian, he’s performed at over 100 stand-up comedy shows, eight TV shows and six comedy specials (One of which we were involved with in a not-insignificant way!). He’s supported by his team at Weirdass Comedy, who we collaborated with closely on our project.

First contact

In July 2020, his team at Weirdass Comedy reached out for help with marketing his comedy special ‘Inside Out’. A novelty concept borne out of the lockdown, it consisted of close to 30 paid online shows wherein he would interact directly with the audience. All proceeds from the series of shows were to be donated towards Covid-relief work.

At the time we were approached, the show was only going to be live for 10 days. And the Netflix special it is now known as was not in the offing.

Target for the campaign 

15,000 purchases at ₹30 each within a ₹3 Lakh budget

 

Timeline 

Pre-Launch: 15 days 

Post-Launch (during which the campaign was live): 10 days

Extended Campaign: 6 days

 

Results

Total number of ticket sales: 11,281

Total amount raised: INR 35 Lakhs of which 60% was through our paid marketing campaigns

The success of the campaign and the show itself helped it get picked up by Netflix and released as a Netflix film Vir Das: Outside In the same year in December.

Approach

We worked closely with the team at Weirdass Company, consulting them on the infrastructure that they were going to build. 

  • Originally, they planned to tie up with a ticketing partner but we advised against it as relying on our own infrastructure would grant us more flexibility with targeting and data analytics, and hence, bring us far better results. 
  • We helped the team construct a landing page to direct traffic from the ads we would be running. 
  • We planned to run ads on these platforms: Facebook, Instagram, Twitter, YouTube, Google and Reddit. 
  • We guided the Weirdass team on the various ad messaging routes based on the types of audiences that we planned to target. As part of the campaign, we created an Instagram filter that had Vir asking people what they were looking forward to doing after the lockdown.  
  • Over the course of the campaign, we constantly monitored the ads with lots of audience listening to tweak and optimise them for maximum results. 
  • Our target age group in terms of users and sales were between 18 and 34. This age group comprised over 70% of website visitors and led to around 80% of the total sales.
  • Around 21% of the total visitors returned to the website to make the final purchase, which accounted for around 78% of the total sales.

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