How to do Video Marketing? – Women’s Day Case Study

Its been quite a long time since I wrote something. Change in job, additional responsibilities at work, extended work hours could sound excuses but they are true for a city like Bengaluru. Finally, managed to put this blogpost on Women’s Day campaign videos in the draft mode a month back and today completing it. Hope you will like it.

Anandan Pillai - Women's Day

So, like of my other blogposts this one is too an observation led one. This Women’s Day I came across some really cool videos that were, educative eye-opener and some trying to convey a strong messages for the society. The moment I came across them, I started collating them in the draft, as to me they were a good collection on this widely celebrated day to respect and honor women around us.

I don’t believe in writing ‘7 top videos’, or ’10 top videos’ type of blogposts just to satisfy some search engines. Hence, these are not the exhaustive list of videos that inspired me on Women’s Day, but an indicative list that I could come across on that day.

I am sure some of you would have already come across them in the past. If not, don’t miss to watch these videos as each one of them has been prepared with a unique approach, which could guide you for your next video script (if you are a marketer), or will at least make a difference the way we project / think about women.

JSW Group

There are three things that I liked about the video:

  1. Captizaling on the recent famous Olympic wrestler Sakshi Malik. It’s a good strategy to leverage such athletes as that helps in conveying an important message more effectively
  2. The copy writing and the video script has been just sharp. In a simple yet effective manner it has been communication that women are ready to take up any role in the society and they are well prepared for the challenge
  3. At the end of video brand manages to convey in a subtle manner their CSR program ‘Janam Se Janani Tak

Nobel Prize

This is a superb example of how to communicate more information in an interesting manner an yet not compromise on the comprehensiveness. This 2.10 mins video infographic captures all major women who have made Nobel Prize worth contributions in the various fields of life. Simplicity is the key here for a formal organization to participate in the Women’s Day wave.


JaagoRe

Most of us have grown up seeing Tata Tea’s campaigns and full marks to them for their every campaign with strong social message. Even their recent campaign ‘Alarm Bajne Se Pehle’ does raise right questions and compels us the citizens of the country to wake up before its too late. Their Women’s Day campaign too was a great attempt at delineating the various questions that could be bothering young girls who are on the verge of reaching adulthood. Its a strong message to everyone in society that we should respect women and ensure they feel safe in their surroundings.

UNDP India

UNDP’s video highlights the real life efforts that the organization has taken for the well-being of women. The Disha project is a partnership between India Development Foundation, UNDP and Xynteao, well supported by IKEA Foundation. There’s no better way than to make a live impact on the society and showcase the same with real life people. This video showcases the effort that various bodies are taking for the upliftment of women. It also showcases that women are and have to equally come forward and extend their enthusiasm to participate in such initiatives.

Twitter

Twitter took a very professional approach with roots in employer branding. They showcased various women employees in their organization and appreciated their contributions to the organization. Though there was not societal angle in the message but it was good to see an international organization emphasize on women empowerment.

Gowardhan

This video by famous food brand is an eye-opener for all males. We are often used to complain about the food that our mothers, wives, sisters make, but have we ever bothered (very few of us would have done it) to appreciate the food when its cooked perfectly? So, with this video brand motivates men to show gratitude and cook for their lady on the Women’s Day and surprise her. A very emotional message conveyed with subtle script.

Siemens

This video has been my favourite. Though its bit long, but addresses the occasion and also showcases the organization in the best manner. The 2 minutes long film extends gratitude towards its women employees. Its a good employer branding effort and simultaneously highlights how Siemens has been making a difference to various aspects of our life through their various line of businesses.

A.O.Smith India

The last video on my list is a clear stab on all men who try to stereotype women. We have accepted in our lives that some jobs or activities of life are not meant for women. This video highlights few strong examples and tries to remove the stereotype effect that we men try to apply on women. Loved the sarcastic tone of script!

We digital marketers and brand managers do realize the impact of video marketing. However, when comes to an occasion about creating a video, all thoughts fall apart on the messaging the video should convey. Many a times brands end up creating a video that is force fit for the occasion. But the ones highlighted above were very clear with their messaging, communication objective and brand objective to be attained with this contextual video on this Women’s Day.

Hope you enjoyed the above collection. Which one did you like the most from the above? If you came across a better video on Women’s Day, do share the link in comment section.

Star Plus Nayi Soch

#NayiSoch Star Plus Campaign

One TVC that struck my mind and emotions while watching the first ODI between India and New Zealand, was the #NayiSoch TVC by Star Plus. The obvious reasons were – 1) It featured M.S.Dhoni, Virat Kohli and Ajinkya Rahane, 2) It had a very emotional message that an individual derives identity as much from one’s mother, as much from one’s father, 3) Simple campaign hashtag to remember – #NayiSoch. A quick search on Google led me to this article on Business Standard that detailed out the reason behind this campaign by Star Plus. The timing of campaign is absolutely bang on with the India vs New Zealand cricket series. And not to ignore the agenda of the campaign, which emphasizes that ‘women are today opening up endless possibilities for themselves and for generations to follow’. 

Digital Campaign of #NayiSoch

If I keep aside my digital marketer hat and empathize with a TV viewer who just encountered the TVC, I believe 9/10 viewers would first search Google with search terms related to ‘#NayiSoch’. I did the same, as I myself wasn’t aware about the purpose behind this campaign. The Google Search Trends also, prove the same.

Star Plus Nayi Soch Campaign #NayiSoch

Google Trends

Surprisingly, Star Plus wasn’t running any Google SEM campaign on such a high potential campaign. However, there were couple of news articles that covered this campaign. Then, I moved to Twitter (my ideal destination for research!) to find out what was going on. Well, this time I wasn’t surprised to see a Promoted Trend (paid Twitter trend) on campaign hashtag – #NayiSoch by Star Plus, leading to the campaign video.

While I proceeded to YouTube to search for other videos of the campaign, noticed the YouTube masthead. So, Star Plus backed their TVC with two high impact properties, one each on Twitter and YouTube.

Star Plus Nayi Soch Campaign

YouTube Masthead

Twitter Campaign – #NayiSoch

I was super impressed with the campaign concept and branded content. As I tweeted about it, I instantly received the reply from Star Plus. We have many a times seen such automated reply featured adopted by brands in the past.

The major Twitter integration comes into picture once the user clicks on the above link in the reply tweet from Star Plus. The first click on the tweet, diverts to the campaign landing page that explains the details about the future steps.

Star Plus Nayi Soch

So, it asks for user’s mother name, which will be featured in the customized Profile Picture. The user’s cover image would be changed to the one featured here. Also, the user can choose a jersey number. The next step is of Twitter authentication, post which user’s Profile Image and Cover Image gets changed.

If you would like to try it, you may do it here. Now, did I like the Twitter campaign?

My thoughts on #NayiSoch Campaign

The combo of Twitter Promoted Trend, a branded video and an innovation by leveraging Twitter API was all brilliant on face of it. However, I am not sure if users would end up flaunting mother’s name on the Profile Image and Profile Name. Twitter is a semi-professional platform for many professionals and a change in Profile Name would be considered as a potential risk in losing one’s identity (or being found when people search by their regular name). The campaign concept is well appreciated, however our identities won’t change overnight with such campaigns. Hence, even I revoke access to the #NayiSoch Twitter application and corrected my name from ‘Anandan Vasanthi’ to ‘Anandan Pillai’.

My digital identity or otherwise that is established as ‘Anandan Pillai’ for last 34 years can’t be changed with couple of clicks! I wouldn’t have thought twice using the same on Facebook, but Twitter at least to me is a professional platform, where I see a huge risk in such change of identity even for a short duration. Even if some people in the heat of emotional moment stick to their changed Profile Name and Profile image, it needs to be seen to what extent it lasts. For me it lasted not more than 5 minutes!

But, if you ask me did the campaign do well in garnering word of mouth, I bet, it did to a great extent. And the below metrics speak for themselves. Also, here is another campaign that establishes the fact that this generation is active on mobile, while they are watching TV! What are your thoughts on the campaign?

Nayi Soch Star Plus campaign

Keyhole Stats

However, few other ways in which Star Sports could have made this campaign come alive are the ones discussed in below tweets 🙂

Move Forward Campaign by Uber India

We all are now accustomed to encounter couple of full page newspaper ads on weekends. But, this Sunday (25th Sept), at least some of us would have felt bit emotional after reading the long copy by Uber India, titled ‘Move Forward’ on the first page of TOI. Unlike other front page promotional ads, there was something unique about this ad. Before I go on to share what I felt about this ad, it would help if you go through the copy that you probably missed noticing and/or reading!

Uber India

Front Page Ad in TOI-Bangalore

So, after reading the above copy, what did you feel about it? Here’s my take on it.

The three paragraphs in the long copy clearly have been highlighting the three key stakeholders of the Uber India ecosystem – Uber drivers partners, riders and the community as a whole. The message was loud and clear for all stakeholders. I felt it was a great effort by Uber India to knit all three stakeholders and express their gratitude to each one of them.

Well, the story doesn’t end with just the front page ad. It follows up with a beautiful story expressed in first person (in the voice of a Uber rider) on the 2nd page. The story highlighted how a Uber partner could choose to not stretch at work and be with his family addressing their needs. This could be understood well with this video shared by Uber India on their Facebook Page.

And the end call to action of the two page ad was to share Uber story on Facebook or Twitter with hashtag – #MoveForward. A quick search of hashtag on Twitter led me to a sorry timeline with very few tweets. Couple of tweets highlighted the print ad. However, came across a tweet by Uber India, that reflected the story that was published on the 2nd page of the TOI. This tweet revealed the typo that Uber India’s long story had – girl’s named mentioned as ‘Natura’ instead of ‘Nathura’. Not sure if it was a deliberate move. And if it was one, I wouldn’t have made it to hide the identity of the girl, if her story was to be published on Twitter on same day!

But, why there weren’t many tweet around #MoveForward hashtag? Or did I miss them? I can’t digest the strategy that many brands tend to apply by choosing a common hashtag, viz. #MoveForward, #Chapter1 (by HCLTECH). There is a high chance that the content, brand is trying to crowdsource would get lost in the crowd of highly active hashtag. Either the hashtag has to be branded (with the inclusion of brand name) or should be unique to be noticed well by the audience.

Overall, I feel it was a great attempt by Uber India to match each media channel – Print ads, Tweets, Facebook posts etc. But its sad to see crowd not participate as much in the initiative. I have always found at least 8/10 people claim cheap rates, better Uber partners and so on. But, then where did Uber India fail to drive conversation? Does it mean the Indian crowd needs to be incentivized everytime a brand wants to run a campaign? Should the brand always take help of ‘social media influencers’ to get the hashtag trended or drive more conversations?

Leaving you with these questions to ponder upon!

Got some insights on this episode? Feel free to share in the comments section 🙂

A joint crowdsourcing Twitter campaign by #OlaOutStation and Wandertrails

Ola Cabs and Wandertrails jointly conducted a crowdsourcing Twitter campaign to build a list of little-known destinations in India. Joint Twitter campaigns by two brands are rare to see. More often there is an argument about benefit that each brand might reap from such joint campaigns. But, here’s an example of a joint crowdsourcing Twitter campaign that seems to have helped both Ola Cabs and Wandertrials.

What is Wandertrails?

Personally, I had heard this brand name for the first time. I reached their website through the website mentioned in their Twitter bio. So, Wandertrails offers ‘Experiences’ and ‘Experiential Stays’ at some of the most destinations like Wayanad, Coorg, Pondicherry, Goa, Munnar, Bengaluru etc.

crowdsourcing Twitter campaign

Wandertrails Website

Synergy between Ola OutStation and Wandertrails

Ola Cabs recently launched the OutStation service. And, as I understood Wandertrails was looking for some good visibility. Hence, there was a synergy for sure from marketing objective perspective. However, whether going by the traditional debate of having a brand of equal stature for joint campaigns, I can’t comment what made Ola go for this proposition.

What was in it for the audience?

A vague bait of ‘sponsored trip by Ola OutStation and Wandertrails’! Generally, such campaign do require a detailed T&C for audience to refer and understand the outcomes of the campaign. However, I couldn’t find any such explicit mention on the timeline or the contest tweet.

What were the little-known destinations?

Quite a few people responded to this contest tweet made by Ola Cabs. Some of the names that sounded new to me were – Cancer Hills (Gwalior, MP), Barog (Solan, HP), Mokokchung (Nagaland), Nubra Valley (J&K), Kunti Betta (Karnataka), Sonapani (UK), Nohkalikai Falls (Meghalaya), Mandarmoni (WB), Munsiyari (UK), Zuluk (Sikkim) and many more.

What was the outcome of campaign?

Lot of questions bothered my mind:

  1. Who gained more from this campaign? – Ola Cabs or Wandertrails
  2. How will Ola Cas and/or Wandertrails plan to use this crowdsourced information?
  3. What benefit do respondents get by participating in this campaign, apart from being promised a vague offer of sponsored trip?

What are your thoughts on this campaign?

How Technology Is Disrupting Content Marketing?

The modern marketing industry is no longer the same. Not even what it was four or five years ago. At the center of this revolutionary and dynamic change is the heady rise of technology in the way marketing is done today. This blogpost is focused on how technology has been disrupting Content Marketing over last few years.

Content First, Channels Second

From the good old days of channel oriented approach to marketing, to the current era of real-time content marketing, the industry stands disrupted by technology in many ways than we can imagine. Now, you don’t just create a TV or Print ad, you create content that has the potential to be taken forward across all media, right from a billboard to the brand’s Facebook page, and beyond.

Brand in Focus: Apple (who else?). Despite not being present on social media in India, Apple’s ‘Shot on iPhone’ campaign created a great impact driving home the message they wanted to convey – their camera is really, really powerful. How did they do that? Well, thanks to their integrated approach. Apple created attractive content first and then distributed it to all the possible mediums wherever they exist. You could see user-generate pictures and branded advertisements almost everywhere, from metro pillars to airport lounges to city malls to Television. One unified message to rule it all!

Lesson: Create compelling content, then cross-promote it effectively.

Content First

One Consumer. Multiple Screens

Smartphone. Laptop. Tablet. Television. E-book reader. And what not! Technology has made it possible for content marketers to target consumers with relevant content on multiple screens. You can create a seamless message that can be reinforced in the minds of the consumers multiple times.

Lesson: Have a uniform presence everywhere. Make sure you have a mobile-friendly website, proper business listing review, your site is indexed on search engines, SEO is in place and you’re active on social media for your always-on consumer!

Brand in Focus: General Electric, Coca Cola, McDonald’s, et al. Some of the world’s most popular brands are making sure their presence looks uniform and communication, completely lucid. Everywhere.

multi-screens

Customer-Centricity

The incredible power of technology has empowered the modern-day consumers. They are not just passive receivers of information but are actively looking for reviews, information and feedback on a brand’s products or services, both offline and online. They may visit a brand’s retail store and can appreciate or complain about the customer service right from their Twitter handle. They may fill an inquiry form on the brand’s website and then meet a salesperson for a complete demo of the product they want to purchase.

Lesson: Your customer is everywhere. Listen to them and you’ll be rewarded!

Trend-vertising is In

Real-time content consumption has been possible with the rise of technology. And this gives content marketers a huge opportunity to engage with the fans. Remember the Orea blackout Tweet, which broke almost all Twitter records? When the unfortunate blackout occurred in the middle of the Super Bowl XLVII, Oreo ju

Technology + Creativity = The Future of Content Marketing

In this digital disruption age, when technology continues to change consumer behaviors, innovation in the field of data analytics, software development, and advertising platforms is helping content marketers to create more personalized communication with the consumers and engage with them effectively.

Future of Content Marketing

Programmatic Buying, for example, has helped brands engage with fans across multiple screens, and with rich formats! The ‘Nike Phenomenal Shot’ campaign, which took real-time advertising to the next level, is a classic example of how technology can be used by a brand to wow the fans. Within moments of a memorable shot, Nike was able to deliver immersive 3D displays to fans in various countries, on multiple apps and sites, which they could recreate and share on their social networks! This mobile-driven campaign with over 2 million engagements was a resounding success.

mped in the dialogue and created history by a cleverly designed tweet. All of this, with zero media dollars!

Lesson: When they are watching TV, they’re tweeting as well and ordering food from an app! Be ready to ride the trend and involve your consumers in a conversation. They love to talk!

Well, that’s not all of it!

With the rise of futuristic technologies like the Oculus Rift, Augmented Reality (Pokemon Go game is here, folks), Drones, Wearable Tech and Artificial Intelligence, technology will get more integrated in the lives of consumers. Technology, to say the least, helps in doing purpose-driven content marketing, and that’s its contribution to the marketing industry.