Case study · Social media campaign report
Shark Tank India Season 2
This report captures the objectives, strategies and outcomes of the social media campaign for Shark Tank India Season 2. It shows how meme marketing, influencer partnerships and buzz-generation tactics resonated with audiences across platforms, driving engagement and awareness for the show.
Outcome
What the campaign delivered
The campaign
Campaign summary
Objectives
Create buzz
Create buzz about the show and entice viewers to tune in. Seeding activities helped viewers connect with the programme and increased their desire to watch it.
Exposure
Generate exposure among different age groups on social media, so the programme's following and reputation would grow, inviting new start-ups to compete for a spot on the show.
Bringing humour to trials
The show had an image of judges roasting new businesses. The meme marketing campaign aimed to add a cordial, witty context while preserving the show's serious tone.
Platform overview
Facebook results against target
Tower height is views, drawn to one scale.
| Metric | Target | Achieved |
|---|---|---|
| Cumulative Facebook audience | 7 Crore likes | 8 Crore |
| Number of pages | 40 | 40 |
| FB pages story views | 1 Crore | 1.40 Crore |
| FB pages banner reach | 20 Lakh | 1.17 Crore |
| FB video views on reels and posts | 20 Lakh | 1.07 Crore |
| Facebook banner posts | 565 | |
| Facebook reel posts | 530 | |
| Instagram posts (big accounts) | 10 posts | 21 |
| Instagram stories (big accounts) | 10 stories | 10 |
| Mid-size active pages | 30 posts | 47 |
| Twitter verified tweets | 20 tweets | 55 |
| Non-verified influencers | 30 tweets | 30 |
| Twitter trends | 2 trends | 2 trends |
Best performers
Every target, beaten
#SharkTankIndiaSeason2Facebook story views1.40 Crore views
Target 1 Crore
#SharkTankIndiaSeason2Facebook banner reach1.17 Crore reach
Target 20 Lakh
#SharkTankIndiaSeason2Facebook reel and post views1.07 Crore views
Target 20 Lakh
#SharkTankIndiaSeason2Instagram big-account posts21 posts
Target 10 posts- X
#SharkTankIndiaSeason2Verified tweets55 tweets
Target 20 tweets - X
#SharkTankIndiaSeason2Twitter trends2 trends
Target 2 trends
Reputation
Love from people
- The campaign drew a wholehearted, positive response because people could relate to the content.
- Engagement rose in the comments, where people agreed with the posts and also shared their own stories.
- Witty responses to the judges' reactions and observations showed how Generation Z would feel in a similar situation.
- Both individuals and professionals backed the witty, relatable elements of the content.
- People engaged more with meme content, which left a witty yet serious impression of the show.
- Since the campaign began, more people have learned about the programme and associate it with the humorous situations they meet every day.
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