ICMA 2017: Social media tools and influencer marketing made for a compelling annual content marketing plan for brands

Castrol Activ Scooter, ICICI Lombard and Mother Dairy Ice Creams’s annual plans hit the right spot for online consumers

e4m by exchange4media Staff
Updated: Sep 4, 2017 8:10 AM

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


While a clever annual content marketing plan could do wonders for a brand, not every brand can crack what it takes to get there. As we inch closer to D-Day, here is a look at some of the captivating entries in the best content marketing annual plans: 


Castrol Activ Scooter


Castrol Activ, Mindshare and #fame came together for an exclusive digital campaign to celebrate Women’s Day. Christened #ChalUdteHain (come let’s fly,) the campaign celebrated the role modern Indian women play in the world around them. The video, featuring singer Monali Thakur, captures the sense of pride and confidence in the modern Indian woman, as she battles her way through a man’s world. The campaign received a huge response, with more than a million views on YouTube. The fun, peppy jingle that Thakur sings in the video complements the message in the film that women should celebrate their freedom. The song calls on women to shed their inhibitions and shun dependence on others, to fly as freely as a bird so they do not miss out on the fun of living. In a matter of just few days, #ChalUdteHain trended across social platforms, witnessing more than 1.2 million impressions and more than 80,000 social interactions. 

Mother Dairy Ice Creams


Mother Dairy Ice Creams increased their reach and inspired genuine engagement through Instant Impact Creatives using the proprietary tool SocialCRM247TM. SocialCRM247TM is a social listening tool by WAT Consult that monitors the most intricate details of every social conversation that takes place around individual brands and provides real time insights into market understanding. Using this tool, the brand analysed current topics that millennials were interested in talking and reading about and created moments in real time. 


These ‘moments’ ranged from international shows, popular TV Series and trendy memes. The thought behind each creative was to simply make it relatable and strike conversations. With minimal media spends, the posts started gaining attention online. The engagement rate was better than ever and the number of followers gradually increased. In one year, Mother Diary Ice-creams covered over 40 moments which led to nearly a 50 per cent increase in the organic engagement rate. A 78 per cent change in brand sentiment was also recorded. 


ICICI Lombard


ICICI Lombard with the help of AdLift India highlighted their product catalogue on social media and popular blogs. Keeping the target group in mind, articles and infographics created were syndicated on relevant websites and the potential of influencers and social media was leveraged. Popular lifestyle influencers were roped in to run targeted influencer marketing campaigns. The articles and infographics were promoted on their Facebook and Twitter accounts. The content was also amplified using content promotion platforms like Taboola and Outbrain to further increase the reach. The campaign was executed in a span of 12 months with over 200 published articles. It reached more than five million people with close to 4,00,000 people consuming the content. On social channels, 50,000 engagements were picked up. All these numbers had an exponential impact as the organic traffic to the website increased by 65 per cent.

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