InVideo’s April Fool’s Day Campaign Pranks 2500 Subscribers
IVA receives organic reach of 200K social media users
While,
throughout the year brands remain honest with their audience to score
credibility, it is this one day, where they get to play a prank on them with some
wit and quirk.
Capitalizing on the opportunity, InVideo, the SaaS Company launched yet another whacky
campaign for this April Fool’s Day with an innovative concept to engage its
audience.
Just a few days before April Fool’s Day, the company carved a plan to
make the most out of all its digital properties. It played a prank by
announcing a new IVA (Intelligent Video Assistant) feature, a voice command
video editor assistant which can create videos for users in minutes, without
them having to lift a finger. The
company took to its social media platforms and issued a press release as a part
of the prank.
As soon as the campaign rolled out, people started engaging by adding
their comments. One such user, Shasvathi Siva, was thrilled with the thought of
never-seen before voice command for a video creating app. Whereas, other users jumped at the opportunity,
and signed-up for IVA subscription.
There were messages and tweets about the launch of IVA.
Taking it a step further, InVideo sent out a newsletter introducing the
IVA feature with a ‘call to action’ – so that the existing users can be the
first in the queue to get their access, or should we say, get fooled!
In just a matter of two days, the campaign achieved an organic reach of 200,000 users, without any social media posts and ads. The campaign strategically banked on various digital tools such as stories, newsletter, website landing page, and one single tweet!
The entire campaign seemed so real that more than 2500 people
subscribed to the waitlist. A little secret, even brand competitors signed up
for the early access to know about this fun feature. On 1st April, InVideo
provided a link to all its registered users, only to reveal that it was all a
practical joke – while a voice assistant does exist, it can’t churn out videos
(not as yet at least).
Sanket Shah, CEO of Invideo said, “The idea behind this prank was to
make a bold move and entice the audience with something to look forward to.
Aside from the entertainment generated by the campaign, we are pleased with the
interest shown by the audience, and insightful data it has provided for our
learning as a consumer brand. For instance, every 1 in 2 people from our
existing customer base who landed on our website, signed up for the IVA feature.
This was an excellent marketing tactic with a whole lot of fun!”
With IVA launch prank, InVideo left no stone unturned. To make it
sound more believable, the brand fooled by issuing a press announcement which
garnered coverage in 400 plus publications, and here’s a peek at what they
talked about the “The IVA Launch”
About the Brand:
InVideo raised a $15 million Series A from Sequoia Capital India.
Tiger Global, Hummingbird, RTP Global and Base also participated in the round
that was closed in October 2020.
Furthermore, InVideo is the only company in India, today, with users
from as many countries in the world (195+). The company is truly spearheading
the growth of prosumer SaaS in India.
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