The campaign

The Mumbai Indians executed a campaign with their Australian star player Cameron Green, who personally thanked each fan after they commented on an Instagram post.

The customer

The Mumbai Indians are one of the most successful, dominant, and consistent teams in the history of the Indian Premier League (IPL). Since their debut in 2008, they have won the IPL title five times and over 100 games. They are the most valuable franchise in the IPL, valued at over $300 million. Their winning legacy, fanbase, and financial backing make them one of the most formidable franchises in cricket.

Website: https://www.mumbaiindians.com/

Industry: Sports | Entertainment

Key results

Challenge

The goal was to increase fan engagement and create a personalized connection with their supporters on social media.

Solution

The campaign featured the Mumbai Indians' star player from Australia, Cameron Green, who recorded a thank-you video, which Gan.ai personalized to every active fan who commented on a particular post on the team's Instagram page.

Production

In a 20-minute shoot, Cameron Green recorded the campaign video and 5-minute training script for the AI model training. It only took a week to execute and deploy the entire campaign.

Fun fact #1

Cameron Green is Australian. For the campaign, he had read Indian names with the Australian English accent, and Gan.ai trained the model so that every Indian name was pronounced both accurately and in Cameron’s voice and tone!

Fun fact #2

The campaign video was recorded in a regular room, not a professional studio, with a basic camera without a professional 4K camera or lighting equipment involved, and it turned out great!

Delivery method

Instagram Direct Messages. It was the first campaign in the world to feature Instagram automation of personalized video messages!

How it works

1. A fan comments on the Mumbai Indians’ Instagram.
2. Gan.ai generates a personal thank-you video with the fan's first name from their Instagram. The campaign targeted the most active fans who commented on multiple posts.
3. Within a couple of minutes, the fan receives an Instagram direct message with Cameron calling their name and thanking them for their support.
4. Fans repost the video to their Instagram feed or stories with the hashtag #PaltansVoice.

The results: feedback from fans

The client aimed to enhance fan engagement and create a personalized connection with their supporters, generating over 150,000 videos, over 5,000 organic UGC reposts, and a 10x increase in Instagram comments!

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