Furlenco partners with Pocket Aces to target millennials
MUMBAI: Furlenco, the online furniture rental company, which raised $30 million in Series B funding last last year, has entered into collaboration with digital entertainment company Pocket Aces, to launch a new campaign 'Own experiences'.
With a budget of Rs 2 crore, the two urban brands will extend the partnership up to the second-half of 2017. To kick-start the campaign, FilterCopy (the flagship channel of Pocket Aces), along with Furlenco, will conceptualise and release a comic video ('If parents behaved like us') and two ad films.
The short format video will feature film and theatre actors Rajat Kapoor and Sheeba Chaddha, and will be distributed on FilterCopy's social media properties including Facebook, YouTube, WhatsApp, Twitter, Instagram, and Snapchat. Pocket Aces is also bringing Furlenco on board as an author on its content website filtercopy.com to let their voice reach audiences directly.
As young audiences move attention minutes from TV to digital and increasingly consume content on-the-go, advertisers are collaborating with digital-first content creators to natively integrate their messaging into interesting content that their target audiences want to consume.
Pocket Aces claims a reach of over 25 million target audience every week across its social channels, and Furlenco is leveraging this reach for its campaign.
Aishvarya Chanakya, VP, Marketing, Furlenco said, "Our largest target group is the urban millennial - which believes in living life to the fullest, both inside the home and outside. Pocket Aces was exactly the right partner for this campaign, and has been a pleasure to work with, as their content eyeballs these consumers with their relatable, slice of life content."
Aditi Shrivastava, co-founder, Pocket Aces added, "Our goal as content creators is to make sure that the audience gets high quality content, while driving high ROI for advertisers. Creating content across formats (written content, short video, web series) with like-minded companies such as Furlenco, who consider the audience as intelligent as we do, is a pleasure. It allows us to go beyond basic product integrations to incorporate next level messaging, and still keep the content relatable and shareable."
With a budget of Rs 2 crore, the two urban brands will extend the partnership up to the second-half of 2017. To kick-start the campaign, FilterCopy (the flagship channel of Pocket Aces), along with Furlenco, will conceptualise and release a comic video ('If parents behaved like us') and two ad films.
The short format video will feature film and theatre actors Rajat Kapoor and Sheeba Chaddha, and will be distributed on FilterCopy's social media properties including Facebook, YouTube, WhatsApp, Twitter, Instagram, and Snapchat. Pocket Aces is also bringing Furlenco on board as an author on its content website filtercopy.com to let their voice reach audiences directly.
As young audiences move attention minutes from TV to digital and increasingly consume content on-the-go, advertisers are collaborating with digital-first content creators to natively integrate their messaging into interesting content that their target audiences want to consume.
Pocket Aces claims a reach of over 25 million target audience every week across its social channels, and Furlenco is leveraging this reach for its campaign.
Aishvarya Chanakya, VP, Marketing, Furlenco said, "Our largest target group is the urban millennial - which believes in living life to the fullest, both inside the home and outside. Pocket Aces was exactly the right partner for this campaign, and has been a pleasure to work with, as their content eyeballs these consumers with their relatable, slice of life content."
Aditi Shrivastava, co-founder, Pocket Aces added, "Our goal as content creators is to make sure that the audience gets high quality content, while driving high ROI for advertisers. Creating content across formats (written content, short video, web series) with like-minded companies such as Furlenco, who consider the audience as intelligent as we do, is a pleasure. It allows us to go beyond basic product integrations to incorporate next level messaging, and still keep the content relatable and shareable."
