Youva, a beloved stationery brand among parents and school kids, took a creative leap in 2023 with the launch of Youva Clay Art—an extension of its art and craft range. To celebrate this launch around Ganesh Chaturthi, the brand built upon its successful My Bappa Campaign from the past two years, making this third edition bigger and better with a well-structured online and offline strategy.
The campaign encouraged children to create their own unique Ganesha idols using Youva Clay Art, reinforcing the brand’s association with imagination, creativity, and tradition. The strategy focused on engaging parents with children aged 4-12 years and leveraging the influence of mommy bloggers across key regions where the festival holds cultural significance.
The campaign rolled out in two phases: an offline activation—My Bappa Festival in Mumbai—where 15 influencers and their kids participated in engaging activities, and an online phase involving 19 influencers from multiple cities, ensuring wider reach. Influencers created authentic, visually appealing content, including co-collab reels, stories, and carousels, demonstrating the versatility of Youva Clay Art.
Beyond brand awareness, the campaign strategically incorporated product purchase links to drive sales. The overwhelming response led to an increase in influencer collaborations beyond the initial target, with high-quality content fueling organic amplification.
The success of My Bappa 2023 was reflected not only in numbers but also in industry recognition, winning Silver at the BW Excel Awards 2023 and Bronze at the PRCA Awards 2024 for the Best Use of Influencers.
Performance Metrics
- Total Influencers: 34
- Total Reel Views: 1,535,202
- Total Accounts Reached: 1,395,039
- Total Engagement Rate: 2.43%
- Interaction Rate: 8.44%
- Total Deliverables: 33 reels + 1 carousel
- Co-collaborated Reels: 9 (original target: 4)