Playarea
SMM
0%
Increase in overall footfall
Increase in engagement rate
0%
Increase in average organic reach
0%
Minimal
Cost Per Lead (CPL) achieved on Meta Ads
About Brand
HouzHouzofofPlayPlayisisaapremierpremierindoorindoordestinationdestinationininGurugramGurugramdesigneddesignedforfortotaltotalfamilyfamilyentertainment.entertainment.TheThefacilityfacilityfeaturesfeaturesaaspecializedspecializedsoftsoftplayplayzonezoneforfortoddlers,toddlers,aahigh-techhigh-techarcade,arcade,andandaapremiumpremiumcafecafeforforparents.parents.ItItisispositionedpositionedasasaatop-tiertop-tiervenuevenueforforfamiliesfamilieslookinglookingforforaasafe,safe,engaging,engaging,andandupscaleupscaleenvironmentenvironmentforforbothbothcasualcasualplayplayandandmilestonemilestonecelebrations. celebrations.
Campaign Objective
TheTheprimaryprimarygoalgoalwaswastotolaunchlaunchthetheHouzHouzofofPlayPlayarcadearcadewithwithmaximummaximumimpactimpactwhilewhileestablishingestablishingthethevenuevenueasasthethego-togo-todestinationdestinationforforhigh-tickethigh-ticketbirthdaybirthdaypartiespartiesininGurugram.Gurugram.TheThebrandbrandneededneededtotomovemovebeyondbeyondbasicbasicawarenessawarenessandandsecuresecureorganicorganicbookingsbookingsdirectlydirectlythroughthroughInstagram.Instagram.TheyTheychallengedchallengedusustotocreatecreate"creative"creativecrazy"crazy"contentcontentthatthatwouldwouldcutcutthroughthroughthethenoisenoiseofofthethecompetitivecompetitiveGurugramGurugrammarketmarketandanddeliverdeliveraameasurablemeasurableincreaseincreaseininbothbothdigitaldigitalengagementengagementandandphysicalphysicalfootfall. footfall.
What We Did
To capture the attention of busy Gurugram parents, the Social Up Marketing team deployed a multi-layered content funnel: Hyperlocal Trend-Jacking: We created out-of-the-box content specifically tailored to the "Gurgaon Mom" demographic. By jumping on trending audios and formats and adding a local twist, we made the brand instantly relatable and highly shareable within the target community. The "Bridge" Strategy: Once we secured the Top-of-Funnel (TOF) attention through viral-style content, we shifted to Bottom-of-Funnel (BOF) narratives. This content focused on the "experience" of hosting a party at Houz of Play, using clear calls-to-action that prompted users to DM for bookings. Lead Generation & Paid Media: Complementing our organic efforts, we ran highly targeted Meta Ad campaigns focused on lead generation. These were optimized for parents within a specific radius of the venue, ensuring that every rupee spent was driving high-intent inquiries. Consistent Brand Evolution: Over the past year, we have continuously refreshed the content strategy to keep the brand "fresh" and relevant, ensuring that Houz of Play remains the top-of-mind choice for family entertainment in the city.
Results
TheTheresultsresultsofofthisthissustained,sustained,creativecreativeapproachapproachhavehavebeenbeentransformativetransformativeforforHouzHouzofofPlay.Play.OurOur"bang"bangon"on"arcadearcadelaunchlaunchsuccessfullysuccessfullytranslatedtranslateddigitaldigitalviewsviewsintointophysicalphysicalvisitors,visitors,resultingresultingininaa30%30%increaseincreaseininoveralloverallfootfall.footfall.TheThecreativecreativecontentcontentstrategystrategydrovedroveaamassivemassive100%100%spikespikeininengagementengagementraterateandandaa50%50%increaseincreaseininaverageaveragereach,reach,makingmakingthethebrandbrandaadominantdominantforceforceononlocallocaldiscoverydiscoveryfeeds.feeds.MostMostimportantly,importantly,ourourBOFBOFcontentcontentandandoptimizedoptimizedleadleadadsadssuccessfullysuccessfullybookedbookedoutoutthethevenuevenueforfornumerousnumeroushigh-tickethigh-ticketbirthdaybirthdaypartiespartieswithwithaaminimalminimalCostCostPerPerLead.Lead.TheThesuccesssuccessofofthesetheseinitialinitialcampaignscampaignshashasevolvedevolvedintointoaayear-longyear-longpartnership,partnership,withwithSocialSocialUpUpMarketingMarketingcontinuingcontinuingtotomanagemanageandandscalescaleHouzHouzofofPlay’sPlay’sdigitaldigitalpresencepresenceasastheytheyremainremainaaleaderleaderininthetheGurugramGurugramfamilyfamilyentertainmententertainmentspace.space.
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