Decode how to create Instagram Reels trend that goes viral with Open Book

Trends are what keep the social media world interesting from time to time. But a finance firm starting a 10.9Mn strong reel trend? Yes, that’s what Open Book did. Learn how they did it

Objective: To create a viral trend using the Reels feature on Instagram

The brand chose to take advantage of Instagram’s promotion of its ‘Reels’ feature by running an influencer campaign on the same platform.

As a year-end tribute to the perseverance and spirit of survival and reinvention of small companies across India, Open planned on releasing a Hindi rap song named ‘Kya Seekha’ in December 2020. The rap song was written to honor such businesses’ incredible endurance, particularly during the shutdown.

The main aim was to gather participants from businesses and the startup sector to share and educate through their learnings on how to adapt to shifts and disruptions to survive the pandemic year. 

The brand collaborated with Good Creator Co. to bring aboard Influencers who could help expand the campaign’s reach.

Strategy: By building its own music and AR filter, Open Book set a new trend to reach its masses

The campaign began by creating their own music and an AR filter with the words “Kya Seekha” and Open Book’s logo, that Influencers were asked to apply.

To increase reach and virality, the campaign was run as a “KyaSeekha” challenge. Influencers were required to tag 3 other people and urge them to join in. This challenge was supported by the hashtag #KyaSeekha.This was to encourage their followers to upload similar reels on their own feeds. 

With a target of 1 story and 1 reel, 18 macro-influencers in the lifestyle and entertainment industries were onboarded by the brand. To increase the campaign’s influence, all creators shared their content on the same day.

Dancer and choreographer Himanshu Dulani (451k followers), Abhijeet Kain (534k followers), Prabh Kaur (1.1M followers), Actor & choreographer Adil Khan (1M followers) were among the prominent faces to have worked on this campaign.

However top-performing content pieces were delivered by The Rebel Kid and Abhijeet Kain

The campaign is an excellent illustration of how innovative ideas can help a campaign become viral. This interesting mix of entertainment content and synchronized clips became ‘thumb-stoppers,‘ resulting in a high level of interaction.

Result: A Whopping win for the #KyaSeekha campaign

Because of its successful run and viral hit, it was featured in Youstory

The campaign is an excellent illustration of how innovative ideas can help a campaign become viral. This interesting mix of entertainment content and synchronized clips became ‘thumb-stoppers,‘ resulting in a high level of interaction. 

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