Shifting User Perception through Influencer-driven Awareness Campaign for
Shifting User Perception through Influencer-driven Awareness Campaign for
Mobile Premier League (MPL), India's leading eSports and mobile gaming platform, faced a challenge when the finance bill of 2023 required a 30% Tax Deducted at Source (TDS) on players' profits in real-money gaming (RMG).
Users believed MPL was keeping the deducted amount as extra fees. To address this perception, MPL collaborated with Tring to launch an influencer-driven awareness campaign.
The goal was to educate users about the finance bill's implications and clarify the purpose of the TDS deduction.
Campaign objective:
Campaign objective:
The campaign aimed to rectify user perceptions and increase understanding of the finance bill's implementation, specifically the 30% TDS deduction. MPL aimed to clarify that the deduction was a legal requirement, not additional fees collected by the brand.
Tring's Creative Solution:
Tring identified finance influencers as trustworthy communicators and collaborated with MPL to leverage their expertise. The influencers created engaging content to address misconceptions and highlight the benefits of the MPL Wallet.
Strategy & Result:
We shortlisted 5 series of influencers and put-up content on their Instagram tagging the brand covering this topic along with features of the MPL Wallet.
Conclusion
The campaign achieved significant reach, high engagement, and positive feedback. Tring's expertise in influencer marketing empowered MPL to address concerns, maintain user trust, and enhance understanding. This case study demonstrates the power of strategic partnerships in driving impactful awareness campaigns.
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