Monthly Archives: June 2016

International Women's Day Campaigns

Know why Capgemini India’s Twitter handle was taken over by its female employee

Capgemini India came up with an innovative Women’s Day campaign. We did come across various women’s day campaigns by brands across the World. However, very few would have registered in our mind for long period. Here is one campaign, which I can’t forget for a long time. The campaign was so interesting that I was glued to their Twitter handle for almost entire day to capture each moment, so that I could pen down this blogpost (ya, finally I got time to pen this piece!). Let’s go through the entire campaign. I recommend to read it one go from the beginning to understand the entire story, else you would lose the context! Here we go!

On this International Women’s Day, I woke up to a surprise when I noticed a personal content from Capgemini India’s Twitter handle on my timeline. The first impression I had was, “Shit! Has someone tweeted this by mistake?”. Quickly, I scanned the handle and learnt that a beautiful campaign was to unfold throughout the day.

Capgemini India showcased how they empowered their female employees through this women’s day campaign. They allowed Vaishali Wanchoo to tweet about a women’s life by showcasing how her day look like on daily basis. There couldn’t have been a riskier proposition for a women’s day campaign. However, all kudos to the top management who went ahead with this campaign. Let’s see how Vaishali showcased a working women’s life through Capgemini Twitter handle.

Announcement of Campaign

This is very much needed when such high risk efforts are carried out by a global brand like Capgemini. Vaishali rightly announced that she would be tweeting about her day through the Capgemini’s corporate Twitter handle.

Capgemini Women's Day Campaign

She also ensured that the bio section was updated to avoid any confusion for Capgemini followers and others who would come across the tweets.

Capgemini Women's Day Campaign

Early Morning at Home

Vaishali started tweeting about how her days were busy in early morning at home. She highlighted in a subtle manner how working women have other responsibilities at home before they start their work at office.

Capgemini Women's Day Campaign

Off to Work

Then came the tweets about how her work started. Vaishali tweeted about the hearty greeting by a women helper, her colleagues at work and captured the lighter moments during her breakfast with colleagues.

International Women's Day Campaigns

Women’s Day Campaign at Capgemini

Then Vaishali tweeted about Women’s Day celebrations at Capgemini. She also thanked other important women in her life – mother, kid and colleagues.

International Women's Day Campaigns

Work at Capgemini

Vaishali then showcased her work life through these tweets. After all how can you miss work from all fun!

International Women's Day Campaigns

Wrap at Work

The day comes to an end at office with some cake cutting and thanking her male counterparts. Did it over here? Nooo! The day continues for all women at home.

International Women's Day Campaign

End of Day at Home

These tweets clearly showcased how women have additional responsibilities at home even after tiring day at work.

Capgemini International Women's Day Campaign

So, wasn’t it a beautiful storytelling women’s day campaign by Capgemini? What do we take away from this campaign?

Here are few of my takeaways from this campaign:

  • It’s easier to speak about organization’s philosophy on website and ppts, but you got really put in your effort to practice it and showcase it to the world
  • Organizations sometimes should take that calculated risk to differentiate themselves from their competitors
  • Storytelling need not be just in the form of a video or a GIF image, sometimes such live action conveyed through static images too hooks the audience
  • Enough training and precautions should be taken while conducting such real-time campaigns. I am sure Capgemini trained Vaishali well and prepared her for this additional responsibility of the day
  • Employees should volunteer themselves and should come forward to support their organization’s social media team. Enough has been said that social media is no more ‘just a marketing team’s job’.

I truly loved this campaign and hence was motivated to blog about it even after three months of its execution. Did you like it? Share your thoughts in the comments section below.

World No tobacco day

7 Interesting World No Tobacco Day Campaign Themes

World No Tobacco Day is observed every year on 31st May. This year World Health Organization (WHO) appealed all countries to be prepared for ‘plain packaging’ of tobacco products. As per WHO, plain packaging refers to prohibition of logos, brand colours or promotional information on tobacco products. However, WHO is fine with the usage of brand name and product names displayed in standard typography. WHO came up with this interesting video to reinforce the message of having unattractive packaging boxes.

Brands came up with interesting creative messages and campaigns on this World No Tobacco Day on 31st May’16. As it is a sensitive topic, brands have taken various routes to convey the anti-smoking message. Let’s see few of the creative routes taken by brands for their World No Tobacco Day social media campaigns.

Fun / Gaming

Dineout, the famous table reservation app came up with this creative tweet, which we all would find it easy to relate with the popular computer game. The caption was pretty effective – Stop playing silly games with your body.

Informative

India Today and Live Mint, stuck their brand personality and came up with informative messages to create awareness about ill-effects of smoking. While India Today, chose to drive traffic to the website with an informative article, Live Mint chose to share the video. I personally liked the video route adopted by Live Mint, as all social platforms these days give an edge to video content.

Storytelling

Max Healthcare ventured through the storytelling route with this video featuring puppets. Well, the creative thought process was interesting, I felt the video was too long to retain user’s attention. A 6 mins video is too long to convey this message. The script could have been shorter to make it very interesting. 

Positive Motivation

Those who have studied psychology during college days, would recall that, positive motivation helps to a great extent than a negative motivation. Deakin University, a popular university in Australia shared this video shot by one of their students. This positive motivation storytelling video tries to convince a smoker on what all he/she could achieve if he/she had stopped smoking. 

Dr. Lal Path Labs also came up with a similar positive motivation messaging route. Their Facebook post had various situations carved out explaining various positive objectives that could be fulfilled by giving up smoking.

Challenge

How about challenging the audience to quit smoking habit? Few brands adopted this route. I will share details about two campaigns that I noticed. Firstly, 92.7 BIG FM ran #SuttaChhodDeYaar campaign challenging their listeners and social media fans to quit smoking. They further invited the smoking quitters to studio and showcased how much money was saved by people who quit smoking. Their regular Twitter updates updated the audience about the impact they could make through their campaign.

Another brand that attempted very similar approach was HCL Healthcare. They ran #TossTheBox campaign where they appealed smokers to quit smoking and challenge their friends in doing so. We have seen such campaigns in the post #IceBucketChallenge period. However, they didn’t go ahead and share the impact that was created from this campaign, like 92.7 BIG FM did. Obviously, such impacts can’t be measured in real-time and with accuracy, but there are always certain assumptions based on which brands try to highlight they created.

Fear

Well, we have seen this creative route often being adopted by life insurance brands. There is no doubt, it has been one of the successful creative theme routes to convey the message for these kind of campaigns.

Sarcasm

This was an absolute surprise for me. We could appreciate this creative theme route for other product categories, but full marks to ETV Life for going ahead with such a risky route. Many people don’t understand sarcasm and it could have back-fired.

Last Mile Effort

Its always easier to motivate / preach than do it on own. Sharjah International Airport just went ahead to show how brands should own up and try to make a difference at the last mile, i.e. the consumers (smokers in this case). They conducted a health check-up camp for their employees at the airport.

Unlike other social celebration days (Friendship day, Mother’s Day etc.), such international days like (World No Tobacco Day, World Health Day, World Heart Day, World AIDS Day etc.) are observed with an aim for every year. For instance, this year’s theme for World No Tobacco Day was doing away with attractive packaging. Only Sharjah International Airport had some element of this theme in their video (didn’t notice? see the video carefully!).

So, which of these World No Tobacco Day campaigns did you like? If you came across any other interesting campaign, please share it in comments section below.

And ya, ‘Quit Smoking’! 🙂