Classmate, a student notebook brand, has joined hands with Windchimes Communications, a social media agency, to spread its brand message across all social media platforms.
With the help of social media, the brand chooses to target two sets of audiences – teenagers in the age group of 13 to 19 years, and teachers and young parents.
Karan Kumar, Marketing Manager, ESPB, ITC said, “We realise the power and the unique demands the digital medium places on brand marketers, if one has to truly succeed on the medium. Therefore, we are putting in place a dedicated and comprehensive digital marketing strategy for the medium – one that includes brand messages getting both, uniquely crafted and scientifically implemented in the digital marketing space. And through a mix of digital and social media platform, we seek to reach our brand messages to our primary consumers and the key influencers (parents, teachers, etc.) in their lives.”
The challenge before the brand, therefore, is to keep its messaging fun and responsible as well as effective across platforms.
The core campaign message is ‘Because you are one of a kind’. The aim of the campaign is to encourage exploration and nurturance of individuality among the target group of consumers and encourage them to be unique. The brand urges its audience to create a niche for themselves rather than trying to emulate someone else, in other words advocating becoming ‘first you’ rather than be ‘another somebody’. All social media activities planned, would tie in with this thought, shared an official release.
On this association, Nimesh Shah, Head Maven, Windchimes Communications said, “This is our second brand under the ITC umbrella and we are proud that they chose us as their social media partners. The stationery segment is a very exciting space and we intend to have a lot of action for Classmate in the coming months.”