Launch and Growth Strategy for My11Circle
Learning from failures & achieving success through innovative marketing and strategic partnerships
Brief
Games24x7 was founded in 2008, launching its flagship product, RummyCircle. Despite its product superiority, RummyCircle was geographically limited. By 2017-18, increased internet penetration created opportunities in tier 2-3 markets.
Objective
Launch My11Circle and promote it aggressively to become a market leader, utilizing the Indian Premier League (IPL) to achieve new users at scale.
Key Insights
- Initial IPL campaign missed targets with 25x higher CACs.
- Users had no reason to trust us over established players.
- Absence of a unique selling proposition.
- Misaligned advertising and ineffective paid ads strategy.
Strategy
Brand Ambassador Strategy
- Roped in Sourav Ganguly as brand ambassador.
- Launched 'Beat the Expert' contest.
- Created unique value proposition.
Strategic Advertising
- Focused on digital platforms like Hotstar.
- Implemented 360-degree campaign.
- Partnered with cricket editorial websites.
Attribution Enhancement
- Partnered with attribution tool.
- Improved tracking across platforms.
- Enhanced targeting accuracy.
Results
Organic Growth
40%
ROI
45%
Brand Trust
+80%
Market Share
15%
My Role
Led partnerships with Cricbuzz, Cricinfo, and managed TV media buying, handling budgets of approximately $2 million. Oversaw content creation, creatives, planning, and scheduling.
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