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
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 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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It’s time we start creating and marketing content on mental health: Harsh Songra, Founder, MyChildApp
Songra reflects on the importance of content marketing to raise awareness on mental illnesses
Harsh Songra, the founder of MyChildApp, spoke at the recently held Audacity e4m Indian Content Marketing Awards about the pertinent need to raise awareness on mental health. Citing statistics, he said that there are more than 70 million people right now who need clinical intervention for their mental health and only 3,000 doctors are available to see them. “India is the most depressed country in the world and still we fail to understand why mental health needs to be part of our conversation,” said Songra.
He too grew up with a developmental disorder called dyspraxia—a neurological ailment which results in impairment of motor, memory, judgment and other cognitive skills, which inspired him to develop this app. “We created a video on dyspraxia that not just garnered immense engagement and conversations but also increased the number of Google searches on the subject,” he revealed. Songra emphasised the global need for detecting possible learning disabilities in children and talking about mental health disabilities. “Like we raise awareness about cancer, heart health and HIV, it’s time to increase awareness about mental health and to start posting content about mental health,” he added.
Songra was just 18-years-old when he created this app which helps parents diagnose developmental disorders in children in just 45 seconds. Subsequently, the app garnered over 12,000 downloads on Google Play from 140+ countries. Songra’s start-up also got a mention from Facebook COO Sheryl Sandberg.
Songra’s mobile app has been downloaded more than 8,000 times across 100 countries and reaches more than 200k people every month. Pankaj Jain, a partner in Silicon Valley-based venture capital fund 500 Startups; Pallav Nadhani, co-founder of FusionCharts, among others are the seed investors behind this initiative.
From a lean start-up to emerging as one of India’s leading matrimony portals, the Bharat Matrimony Group has come a long way as it continues to foray in various vertical spheres.
Brands like Dainik Jagran, Kelloggs Chocos and Dainik Bhaskar have woven content marketing into print expertly as they propagated meaningful societal issues
More and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amidst 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.
The role of content marketing in print cannot be ignored at any cost. Targeting the print offering is a way to rise above the white noise. So, as we inch closer to the D-Day, here is a look at some of the captivating entries that have come to us in the category of best content marketing in print.
Dainik Jagran set out to create an equal world for ‘half of humanity’. They invited 10 girls across eight cities to be a part of the newsroom and be the Guest Editor for the day on 11th Oct, the occasion being International Day of the Girl Child. This day is marked by the UN to recognize girls’ rights and the unique challenges they face around the world. It focuses attention on the need to address the problems girls face and to promote girls’ empowerment and their human rights. The girls trained in the newsrooms, had discussions with the Editorial teams, and created a newspaper from their point of view. On 11th October, the readers saw a newspaper which spoke about an issue that’s often neglected. Around 1.16 mn copies of the newspaper edited by the girls were out in the market on 11th October. This gave them a sense of empowerment and amplified their voice. It sent out a signal that investing in the girl child is investing in peace and prosperity.
Cashing in on the legacy of the popular comic book Tinkle, Kellogg’s Chocos with the help of Mindshare India skilfully interweaved the brand mascot (Coco, the Monkey) into the comic’s content which was a far more integral mix than just sponsored content. Whoever thought that native advertising only happens online was proven wrong as this form of advertising matched the style and function of Tinkle and managed to make a mark. While Chocos as a product was highlighted, the real hero of the story was Coco, the monkey, Chocos’ mascot. His character was given a lot of depth and soon he became very popular among children. This was a year-long partnership which kept the kids engaged with the brand through the medium of storytelling.
On the occasion of World Environment Day (June 5), Dainik Bhaskar unveiled the first of a three-part comic series. With the help of cartoon characters, it tried to send across the message of sustainable development and the judicious use of resources. ‘Sundarvan Adventures - Mystery of the Missing Water’, the first comic published in the series, talked about the importance of conservation and responsible consumption of water. Abhijeet Kini, creator of popular characters like Suppandi and Angry Maushi, has done the art and layout for the comic series. ‘Mystery of the Missing Water’ told the story of a fun-loving, energetic school-going rabbit Adi, who along with his adventurous set of friends, a jovial little parrot Cheenu, a pretty little doe Roli and an intelligent tortoise Golu, saves the day for the villagers of Sundarvan from the villainous acts of Paplu Bhai, a notorious jackal. Being a signatory to the UN Global Compact Network, Dainik Bhaskar Group’s CSR initiatives contributed to UN Sustainable Development Goals of Quality Education, Zero Hunger, Clean Water and Sanitation, Sustainable Cities and Communities and Climate Action. Apart from the comic series, Dainik Bhaskar also devoted their energies towards conducting comic workshops in more than 400 schools in the country to spread awareness about the need to use water resources judiciously.
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Malay Dikshit, Chief Communications Officer, Tata Sky, shares his insight on the principles, challenges and future of content marketing
With every brand tapping into content marketing, the strategy has turned out to be critical for most of them. To celebrate some of the best work in content, exchange4media is looking to hold the second edition of the Audacity e4m Indian Content Marketing Awards after floods in Mumbai pushed it. Malay Dikshit, Chief Communications Officer, Tata Sky, shares his insight on the principles, challenges and future of content marketing. Edited excerpts:
What kind of content marketing seems to be working for you currently?
Tata Sky has content at the heart of its business. There are primarily two routes that work for us: marketing the content we distribute and creating content to demonstrate the role of our offerings in the lives of subscribers. We amplify these through our targeted default platforms, social media and on-ground activations.
What are the principles of content marketing?
Narrating your brand’s role in people’s lives either through storytelling or actually demonstrating it rather than a brand pay-off or feature-led advertisement is the first principle of content marketing. For a content-led approach, the stage of conceptualization extracts the most out of creative thinking. Excellence at the execution level takes the storytelling a notch higher.
What are some of the challenges?
People handling brands are trained to communicate their brands and wares in a fast and compact way. The unanimous self-fulfilling prophecy is that this is the best possible way in the world of finite monies, low patience in evaluating ad spends, ROI and low attention span of the consumer.
In content marketing, one showcases how the brand can naturally fit into the consumer’s life without going over the top. This approach, in fact, is more effective in building brand-love. A buy-in of using this route of communication by brand owners, creative folks and media agencies is going to take some time.
How are the videos changing the game and how important will they be in future?
Visual communication, in particular, video works much better for the mass consumer than words and that’s well known in the marketing fraternity. As of today, video is around 80 per cent of mass communication. With file formats becoming more compact and video making becoming easier, it is foreseeable that videos will be the mainstay of even one-on-one communication in the near future.
What are the major trends in the content marketing space?
Content marketing though a buzzword is still at its nascent stage. Even the interpretation of content marketing is often a debate. While some brands have started experimenting with content-led communications, we need to let this space grow before trends are generated.
The content strategy for most brands seems to revolve around Facebook and Twitter. What other avenues can brands explore?
If you go by the first principle of content marketing (as I mentioned earlier), it has nothing to do with what medium is used to propagate it. Social media by its nature makes it easy to engage a consumer with good content-based marketing. However, we have seen some very interesting applications of content creation and amplification on the streets too.
How does a brand create a sustained content marketing strategy instead of doing it in media bursts?
There is no universal rule on whether the marketing plan should have a 365-day plan, few impactful bursts or a combination of both. Tata Sky has experimented with both from time to time based on the task at hand and has seen positive outcomes.
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Brands like Nutralite, Aditya Birla Health and Wrigley’s Doublemint used crowdsourced content in unique ways
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.
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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ICMA 2017: No brand can afford to ignore the role that video will play in its content strategy: Aparna Mahesh, CMO, FreshMenu
Aparna Mahesh, CMO, FreshMenu spoke to exchange4media on the integral features of a good content strategy, the role of video and more.
Content marketing is one of the hottest buzzwords in the media space today. And to celebrate some of the best work in content, exchange4media is holding the second edition of the Audacity e4m Indian Content Marketing Awards on August 30, 2017.
Building up to the main event, we caught up with Aparna Mahesh, Chief Marketing Officer, FreshMenu, on what makes a great content strategy. Excerpts:
What are the integral features of a good content strategy?
Firstly, I think it has to be closely integrated with the product, which goes without saying. I believe that it’s very important as you just can’t have one section called blog where you put all the stuff but everything else you do is very disconnected from it. It is about how seamlessly the entire content is woven into the product offering and everything else that the brand stands for.
How do you think videos are changing the entire content marketing space and how important will they be in the future?
People have really short attention spans and video does a very good job of presenting everything to you with minimal amount of effort from your side. So definitely, if you look at the way the trends are today, no brand can afford to ignore the role that video will play in its content strategy. It’s about judiciously making sure that you have enough video content going as well as long-form content.
Most content-marketing plans revolve around Facebook, Instagram and Twitter. So do you think there are other avenues that people can start exploring rather than being restricted to these social media platforms alone?
Social media platforms are like your media. It’s like if I create a TV ad, at the end I need channels to put it out. The content plan could be around creating various types of content that the consumer is likely to engage with and that fits into your brand. Now when it comes to distribution of video content, there are limited avenues. Then I have to start thinking about what would work for a YouTube or a Facebook. At the end of the day, great content also needs to be distributed right and so we have to think about the distribution vehicle and sort of create some amount of content for that.
Brands these days tend to create content which comes in a burst and then goes away. In that time, it goes viral and hits all the right notes but there is a need for sustained content-marketing as well. How do you suggest brands go about doing this?
It is all about the role that the content is expected to play in your overall business plan. If you are focused on acquisition you may try content because it creates a buzz but eventually you will realize that is not a great short-term tactic in bringing in new customers and you may give it up. On the other hand, if you are very clear that content right now is going to be an engagement sort of a medium and it is more aimed at keeping people interested in your brand then I think you automatically realise the necessity of content to be a long-term strategy. It is all about where the content fits in within your business strategy or your marketing goals.
Short-form content seems to be a rage right now. So can brands leverage it within this short time frame that they have?
I think it is about making sure that the content is engaging because it is the first impression that counts. Also does it make an immediate impression so that one doesn’t end up skipping it? So everyone needs to start thinking differently and make sure that the first few seconds count and create the needed impression.
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Nike, Star Plus and Sonata created sticky and memorable branded content by riding the waves of feminism
Content marketing is the holy union of a message that rings true for people and recall for brands. The year has seen many brands riding the wave of feminism gripping the country. Many have tried to champion women working in different professions and coming from different walks of life. Encouraging female power seems to be the order of the day and marketing strategies by these brands have left an indelible mark on the country’s psyche.
Audacity e4m Indian Content Marketing Awards 2017 aims to celebrate the talent, expertise and hard work that go behind cracking breakthrough ideas and concepts that create exceptional brand stories. As we inch closer to D-Day, here is a look at some of the captivating entries that e4m has received:
With music that sets a dramatic pace, representation of female stars in sports and a Bollywood heart throb, the music video for Nike triggered numerous conversations. Da Da Ding, part of Nike’s Just Do It campaign, had Hockey player Rani Rampal, surfer Ishita Malaviya and Indian film actress Deepika Padukone (a former national badminton player,) alongside other leading Indian athletes like footballer Jyoti Ann Burrett, cricketers Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma. They urged India’s next generation to break conventions and define their own success by bringing sport into their lives. Created in collaboration with Wieden+Kennedy Delhi, directed by French director François Rousselet and set to a thumping anthem by Gener8ion, featuring American rapper Gizzle, Da Da Ding charted the rise of women in sport across a diverse range.
Star Plus and Aamir Khan came together to bring alive the philosophy of ‘Nayi Soch’ and it definitely took the Internet by storm. The communication put the spotlight one of India’s biggest social issues which is the need to extend equal rights to our daughters. The brand film showcases Aamir as a small-town, middle-class but new-age father who is progressive and confident that his daughters will take the legacy of his business ahead. The symbolic act of naming the store ''And Daughters'' is a global first in thought and establishes a positive role model that could potentially have a ripple effect on society. This progressive thinking embodies the spirit of ‘Nayi Soch’ and is a reflection of the channel’s mission of Creative Social Responsibility. The campaign helped the brand cross over 40 million views.
Sonata, the watch brand from Titan, launched their safety watch called ACT (App-Enabled Coordinates Tracker,) designed exclusively for women. The ad featured two women athletes who are out late at night and are travelling to be in the national team. When out of curiosity, a couple waiting with them for the transport asked them if they felt unsafe, they shared how they had their family members with them through Sonata ACT. One of the ladies then goes on to talk about the special features of the watch. The campaign struck a chord and helped the brand garner immense traction as it trended on digital platforms.
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