Submitted by Finnet Media

How we helped Freakins reach 20M+ views

Finnet Media built a billboard and creator campaign for fashion brand Freakins across Mumbai and Instagram, with the agency reporting 20 Million+ total views.

14Activations
2Total Likes
20M+Total Views

Case in 60 seconds

Freakins already had a Gen Z following and needed to convert it into lasting loyalty rather than reach, which is harder to buy through conventional advertising because the audience the brand wanted treats overt advertising as a reason to disengage.

The campaign appears to turn on the reading that a creator's own journey carries more weight with 18 to 25 year olds than a brand message does, because aspiration and inspiration read as earned when they come from a person the viewer already follows.

Put real creators and their own stories on outdoor media rather than brand assets, so the billboard becomes a moment in each creator's life that their audience recognises and returns to on Instagram.

Finnet Media worked with around 14 creators across all genres on Instagram, running their reels on billboards on Mumbai's Dadar Tilak Bridge, each reel telling the creator's journey and each billboard carrying a unique coupon code that pushed viewers to follow the creators on Instagram and YouTube.

Finnet Media reports 20 Million+ total views, 2 Lakh+ total likes and 14 activations, and the page lists an engagement rate label with no figure beside it, so how the rate was calculated is not stated.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Digital Gen Z audiences aged 18 to 25, described as the brand's primary target and the group Freakins wanted lasting loyalty from.
Gen Z rewards content that feels authentic and treats overt advertising as a reason to look away, so the page describes balancing brand goals against genuine creator stories as one of the campaign's real difficulties.
Fashion brands compete on aspiration, and the page positions the answer as pairing aspiration with inspiration through creator journeys rather than through product-led messaging.
Based on the available evidence, Freakins acted as the platform that put creators on a Mumbai billboard, which made the brand the occasion for the creator's milestone rather than the subject of the advertising.
The coupon codes suggest a reading that a viewer who has just seen a creator on a billboard is already primed to look that creator up, so the code captured an action the moment was going to prompt anyway.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube
  • billboards
  • reels

Partners

  • Finnet Media (lead_agency)

Participation mechanic

  • Each billboard carried a unique coupon code that prompted viewers to follow the creators and engage with their content on Instagram and YouTube, which also gave Freakins a way to measure engagement coming from billboard viewers.

Creator role

  • digvijaylifestyle — creator
  • drishtiispeaks — creator
  • simranbalarjain — creator
  • around 14 creators, all genres

Results & Evidence

MetricValueResult type
Activations14performance
Total Likes2 Lakh+performance
Total Views20 Million+video_views

Why Finnet Media's strategy worked

  1. 1

    Outdoor media gains a second life when the asset on it belongs to a creator rather than the brand, because the creator has their own reason to post about it and their audience treats the billboard as personal news.

  2. 2

    A unique code per billboard turns an untrackable surface into a measurable one, which is why Freakins could attribute engagement to billboard viewers rather than infer it from general uplift.

  3. 3

    Casting across all genres rather than a single content vertical works when the shared brief is a personal journey, because the story format carries the brand rather than the subject matter does.

Related Case studies