Pitch CMO Summit 2020: 'It's important for brands to have face time with the audience'
Aditi Shrivastava, CFA and co-founder of Pocket Aces explained the intricacies of content marketing the importance of having an ROI-driven approach
Ever heard of the saying, “Content is king?” There is no denying that content has become an integral part of many brand’s marketing strategies. Some great content-marketing strategies can help build an amazing brand story. Elaborating on this was Aditi Shrivastava, CFA, co-founder of Pocket Aces. At the Pitch CMO Summit 2020 – Mumbai, Shrivastava spoke on the topic ‘How Content marketing can help tell your big brand story’, showcasing interesting case studies based on Pocket Aces' clientele.
She began the session with an observation that in today's day and age there are about 450 million Indians on smartphones, spending about 5 hours a day, consuming content on social media platforms.
“It's very important for brands to have face time with the audience. Audiences no longer want to see ads. They know how to skip. You know, they know how to scroll, they want to see engaging content that they may want to watch. And they're happy to see brand placements within the content. We've done a lot of consumer studies directly with consumers ranging from age 15 to 35. Digital also helps you to understand their sentiment about their likes and dislikes, so you not only know if they've seen your brand but whether they have received the message or not.”
A five-year-old company, Pocket Aces creates original content focused on mobile video with around six different channels including Filter Copy, Loco, Dice Media, Gobble to name a few.
“We reach 50 million unique people on a weekly basis, FilterCopy is the largest viewed page on Instagram. We do 1 billion video views, which are mostly organic and we have worked with over 100 brands across categories, namely One Plus, Samsung, Nykaa, HUL, SBI, Kotak, Amazon, Flipkart, Myntra, Pepsico, Cadbury to name few,” Shrivastava highlighted.
She pointed out, “We understand what you as marketers are looking for we understand that when you're spending money, you need to see an ROI. And so we approach content solutions from an ROI driven mindset.”
Diving into case studies, Shrivastava spoke about a series called What The Folks, where the content helped in making a convincing case for mutual funds.
“Across the five episodes, we took the audience to a customer journey of how to think about mutual funds and how to think about investing in them. What are the advantages, disadvantages and risks? This is the advantage of content through storytelling. Through the journey of this family, we made the protagonist the cheerleader for mutual funds. And then through her, we walk you through how the family made the decision of investing in mutual funds. We received great ROI for this series. We received 334 million YouTube impressions, 55 million reach on Facebook, 27 million views on episodes and 14 per cent engagement rate. Our brand lift study with Nielsen showed a significant increase in purchase intent of the exposed audience. However, the knowledge about mutual funds has significantly increased post the campaign among the aware respondents,” she shared.
Shrivastava shared another case study by Amazon Seller. “In our web series Home Sweet Home Office, we showed the protagonists’ business rise by becoming sellers on Amazon. We co-created several online and offline engagements with Amazon and their sellers to create 360-degree touchpoints. We got 120 million YouTube impressions, 18 million reach on Facebook, 18 million views across episodes and 1.4 per cent engagement rate.”
She explained that there are different ways to approach content and measure ROI. “If you are an online brand, using an app, you can measure downloads. If you're an offline brand, you should do brand studies along with the content exercises. It just helps you use the case more internally and do more content going forward. Content is not a one-time activity. It's something that has to be planned at a frequency depending upon your marketing needs,” she concluded.
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