India has more than 50% of its population below the age of 25, and for a brand like Youva, where the key target audience is primarily students starting from junior school till college, the pandemic caused a significant upheaval.
As schools were compelled to go online. Our objective was to keep up the morale of our key target group.
This is the story of how a leading stationery brand – Youva, from the house of Navneet Publications, brought this face-to-face physical interaction to millions at once and mobilised their key target group to explore their artistic side.
This is the thought that gave rise to the property- Youva Originals.
Youva believes in encouraging children to discover the #creatorinyou.
So we created an online tutorial format for the DIY (Do it yourself) art series where we experimented with different techniques and styles using the wide range of Youva products, from paper to scissors to sketch pencils. These videos would consist of simple art projects to inspire the younger generation.
Social media marketing
Youva - Navneet Publications
June 2021 - Present
The strategy was to showcase techniques highlighting the month's star product. All Youva Originals videos were planned and shot in our in-house studio to bring cohesiveness to the theme.
We started by creating an attractive logo unit which was animated and used in each film.
and much more!
The screen-by-screen guidance and thumbnails are curated for each video individually to capture the attraction of the viewers and make it easier for children to understand.
This property was established one year ago and had a dedicated set of viewers who tune in every Friday for a tutorial. Youva’s competitors like DOMS have also started an anthology similar to this post, the success on our page.
Creativity is part of our fibre for a brand that stands to bring out the #CreatorInYou.
Each video highlights a new genre of art and craft, and by using animated characters as part of the video, we added that extra charm. Through upbeat music and characters, we brought out the message in a creative manner.
The campaign helped to energise the environment, thus increasing engagement amongst kids and parents that brought positive energy to beat the pandemic blues.
Cost per Thruplay - Rs 0.50 Impressions- 3,19,13,529 (31M)
Thruplays- 11,64,462 (1.1M)
On Instagram, in terms of Video interactions over the past one year, Youva Originals campaign videos rank in the top 10
We love what we do and rock at it.
ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.