ICMA 2017: How brands pulled off campaigns using crowdsourced content

Brands like Nutralite, Aditya Birla Health and Wrigley’s Doublemint used crowdsourced content in unique ways

e4m by exchange4media Staff
Updated: Aug 29, 2017 8:22 AM

More and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand apart from the clutter that is also content. Audacity e4m Indian Content Marketing Awards 2017 aim to celebrate the talent, expertise and hard work that go behind cracking breakthrough ideas and concepts to create exceptional brand stories.

Crowdsourcing, if done properly, can play a pivotal role with content marketing. Today, we look at three interesting examples of crowdsourced (user generated) content by brands.


What a woman considers advice in the best interest of her loved ones always ends up falling on deaf ears. On Health Day, Nutralite offered to address the concerns of these women. Or rather sing it. They made these usually unheard voices, heard right. The health-oriented brand created the world’s first #Healthgram, a musical telegram that every woman would like to send out to her loved ones showing her concerns about their rising cholesterol levels and health risks. Across all their social platforms, they asked their target audience to comment or tweet their concerns to their loved ones using #Healthgram. Nutralite’s live band took the best entries and crafted their request for their loved ones into customized quirky songs. This activity was done in real time. The live band picked up the best entries and sent out a musical #healthgram to them. The videos got more than 13,000 views. Nutralite trended on no. 1 on the World Health Day. The campaign by Tonic Media also managed to receive over 3.5 crore impressions and more than 3,700 tweets.



Aditya Birla Health

#JumpForHealth, a month-long initiative launched by Aditya Birla Health Insurance, encouraged people to jump and share videos of them jumping on social media platforms. The initiative not only encouraged people to live a healthy lifestyle but also counted every jump of individuals with a thought ‘your feet in the air can help someone walk on their feet.’ For every 10,000 jumps received, the company decided to donate one prosthetic leg to a person in need. The initiative saw participation from across a wide spectrum of people including toddlers, school children, fitness enthusiasts, wedding guests and 2,000 women jumping on the beach. The campaign by Dentsu Webchutney witnessed a submission of two million jumps from people across the globe, making a contribution of 200 prosthetic legs.



Wrigley's Doublemint

Author Durjoy Datta started a fresh challenge for Wrigley asking people on social media to share their photos with the hashtag #StartSomethingFresh. At the end of each day, once the entries were sent, he then selected the top entries which then featured in the new book he was curating. Overall, the exercise garnered 900 entries and 940 photo uploads. On Facebook, 3.5 million impressions were fetched. Similar was the case on Twitter. A Wrigley's Doublemint advertisement, which depicts a heartwarming love story of a young boy Adi and his new neighbour Niara, takes this idea further. The advertisement is based on the fresh and beautiful cover of "Ek Ajnabee Hasina Se", originally sung by the legendary Kishore Kumar. The advertisement features Adi, a simple and shy boy, and Niara, a bubbly and full-of-life girl, who meet through a chance encounter and start the journey of their beautiful relationship. The ad film revolves around the many facets of their connections, over their "firsts" – first eye contact, first movie date, first dance – and their journey of letting go hesitations and bonding over the "moments of freshness" spent together. Doublemint Mints act as the "enabler" of connections, friendship and love. The TVC ends with a beautifully orchestrated marriage proposal, with the many kissed Doublemint Mints boxes, given by Niara to Adi through their "connections" journey. Reiterating the recently launched Doublemint Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to "Start Something Fresh" whilst making "long lasting connections.” The ad campaign by MediaCom Communications received up to 3,96,000 views on YouTube.

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