Category Archives: Digital Marketing

7 Rakshabandhan (2017) Facebook Video Campaigns – Hits & Spoilers!

Every year the month of August is a back-to-back festive cum celebratory month for the Indians at large. It also means that brands have enormous opportunities to make their mark in customer’s mind during this month. The August month starts with Friendship Day on the 1st Sunday of the month, followed by couple of religious festivals like Rakshabandhan, Janmashtami, Ganesh Chaturthi. An important day in the month when brands could leverage  is the Independence Day that’s celebrated on every 15th August.

Here are 9 Rakshabandhan Facebook video campaigns by brands that impressed me for the uniqueness that each tried to deliver

HPL

Very few of us would have heard about this brand, but their Rakshabandhan video was distinctive. The animated storytelling video touched upon the nostalgic moments that each brother and sister would have experienced while they grew up. In the end video highlighted that distances can’t be deterrent for brothers and sisters to show love for each other.

Nykaa

Nykaa’s three minute film was a clear show-stopper for me, at least from the videos that I was exposed to. This video has everything in it – good script, beautiful screenplay, emotional values and the pleasant suspense one is exposed to, towards the end of video. This video breaks the stereotype that Rakshabandhan is just a festival to celebrate love between brother and sister. The campaign hashtag #BondedByLove well packages the central idea of video that the brand celebrates everyone who protects and supports us in daily life.

MobiKwik

The challenge always with brand managers is to curb their urge in integrating product in every brand campaign that they attempt. The famous mobile wallet brand tries to ride on the most common slang that Indians use in daily life. The script to me sounded very weak and the product fitment in the end of video was definitely a spoiler. Add to that usage of multiple campaign hashtags in the post copy was a sign of desperation from brand to get noticed in one or another way.

InFocus

The smartphone brand chose the context of a fun WhatsApp conversation between a brother and a sister. It was a bit realistic take and within the brand’s zone. However, the best part was they didn’t try to hard sell their brand as part of the festive communication, except the subtle branding on the video background.

 

Sansui India

It always helps to ride on the most popular emotional belief. Sansui India rightly made a bold move to carefully craft and deliver the message of how an army soldier’s sister misses him after his martyrdom and prays for the well-being of all army men in her brother’s regiment. Given the present national context of Indo-China standoff at Docklam, this was a very contextual and emotional video, which could draw tears in few people’s eyes.

GoAir

Well, to some this GoAir Rakshabandhan campaign sounded to be breaking the stereotype, however to me it was no lesser than a PR stunt. The video treatment was natural but somehow I failed to connect with the core message. I mean, its very common that every year ladies tie rakhis to policemen, army soldiers etc. Not sure how much impact would GoAir had driven with this video campaign.

Red FM

The two minute Rakshabandhan video by Red FM is a fun to watch. Its a well scripted conversation between wallet, rakhi and sweets. Each one of them tries to pull other’s leg. The personified conversation between the three key elements of the festivals is interesting. However, it could have been made much more interesting with some level of sophistication. The video recording looks a bit amateur, but the intent is really appreciative.

If you came across any interesting video during this year’s Rakshabandhan day, do share it in the comments section below.

Friendship Day Campaigns

Friendship Day Digital Marketing Campaigns

Friendship Day is yet another key day when we could see brands building emotional digital marketing campaigns. Here is a quick round up of some friendship day digital marketing campaigns that I noticed.

Digital Marketing campaigns primarily could be classified into below themes –

1) Engagement Campaigns (where sole objective is to drive word of mouth and engagement around a central theme),

2) Product-Centered Campaigns (where the objective is to promote a product / service)

3) Emotional Appeal Campaigns (where a brand tries to build a strong bond with the community at large)

A few satire based communication messages were also noticed in this year’s friendship day campaigns.

I have segregated the campaigns into above themes as per the patterns that I could relate with.

Engagement Driven Friendship Day Campaigns

It’s an itching moment for brands to plan for an engagement campaign on social media channels around an upcoming opportunity like that of Friendship Day. Here are some of the engagement driven social media campaigns that were planned by some brands.

Kingfisher #KFBeerUp

As far as my memory goes, Kingfisher year after year has been conducting such campaigns where they try to engage various cities in the country to win for #KFBeerUp event. This time they chose Friendship Day.

 

Dell India

Dell came up with four tweets, one each with different scenario and asking users to tag their friends who matched to each of these scenarios.

Mumbai Indians

Mumbai Indians (MI) engaged its fans with a creative contest, where two MI players’ faces where superimposed on each other. A fan was asked to guess those two players and reply with campaign hashtag – #MIBuddies

ICICI Lombard

When will brands get over this selfies craze? Come on guys its such a passe now!

Himalaya India

Himalaya India gave some exercise to brains on a fun-filled joyous moment.

Product-Centered Campaigns

Some brands no matter how hard they try, they always end up prioritizing their products / services over the occasion. Many a times its a conscious decision on part of brand managers, which is always debatable between agencies and the brands. Here are the few brands who couldn’t distance themselves (or managed to cling with their products / services) during this year’s friendship day campaign.

Cadbury’s Dairy Milk

Cadbury’s had a well-planned, simplistic and yet effective content calendar. The central theme of the campaign was around over interference of social media in friendship and how trivial can such a strong bond get into, in these tech savvy days. It all started with a video Facebook Cover Video as early as on 20th July.  This was followed by a teaser post and then with a short 20 seconds video. Regular interest was driven as days neared the D-day with a carousel post and other posts with campaign hashtag #RealDosti. Everything ended with three Facebook Live videos of their live event.

Friendship Day Campaigns

Nilkamal

Nilkamal did try some bit of storytelling, but yes ended up showcasing their products in the most effective manner through this short 20 secs video.

Durex India

Well, this brand never disappoints our expectations!

Garnier Men India

After seeing this video, I just thought, was this the best that Garnier’s agency could do with Tiger Shroff?

Netflix

Especially when Netflix is finding it hard to make its ground in India, I thought they could have done much better than this video, that gives a feeling it was scrambled at last minute.

Emotional Appeal

Domino’s Pizza India

The video by Domino’s managed to showcase the strength of friendship bond by tracing the friendship journey from childhood to adulthood. However, I guess script could have been much sharper to justify the 30 seconds video length. And yeah, product integration towards end was a good fit.

Ola Cabs

This has been one of the best campaigns I have noticed this year. It was indeed well planned with a teaser content (two days prior to friendship day), followed by launch of three 60 seconds videos focused on three psychographic audiences – Job Seekers, Young Nerds, Women Travellers. The key message of sharing a common connection amongst fellow travellers (in a share cab) came out very well with the videos and the hard hitting hashtag – #FarakPadtaHai.

Satire

A satirical communication message was a clearly distinct amongst all friendship day campaigns in this year.

9XM

Firstpost India

We all have different kinds of friends in our lives. Firstpost brought alive all these types of friends through this hilarious video (I am sure you will enjoy watching it!).

A special mention goes to Sudarsan Pattnaik, an International Sand Artist and Padma Shree Awardee’s creation at Puri beach. Riding on current tension between India and China, this artist appealed both countries to join hands and let peace prevail across the border.

 

Which of these campaigns did you like the most? Or have some other favourite campaign that ruled your mind? Share it in comment section, will add it to the above list.

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 🙂

Key learning from Social Selling book – “You Are The Key”

‘Social Selling’ has been widely quoted in blogposts and industry reports as an emerging sales methodology in the era of social media. It has learnt to be contributed to an organization (especially B2B organizations) substantially. Recently, I had the privilege of receiving a signed copy of ‘You Are The Key’, a book focused on social selling authored by Apurva Chamaria and Gaurav Kakkar (my seniors at HCL Technologies). I found this book genuinely informative. I hereby share some of the key learning I had after reading this book.

What is Social Selling?

Before we look at the learning from the book, lets first understand the term. In the authors’ words – Social Selling is a systematic process that requires the seller to ‘reach’ out to their potential customers on social networks and spend time with them. It means to ‘discover’ and understand the customer better than the competition. This proceeds to ‘engagement’ whereby, applying the expertise from across the organisation, one is meaningfully, adding value to the customer. Finally, to ‘act’ by focusing on the opportunities that create the most profit’. 

Social Selling book

Let’ now go through some of my key learning:

1) Evolution of Sales Methodologies: The first chapter of the book introduces readers to how sales methodologies have evolved over the period of time. The chapter is very detailed with coverage from earliest sales methodologies like ‘barter’ to the latest methodology of ‘social selling’. The chapter covers details about ‘Product Selling’, ‘Persuasive Selling’, ‘Solution Selling’, ‘Value Selling’ etc. It is an informative read for any young professional who has plunged into the sales role. the detailed timeline of various sales methodologies sets a good foundation for readers to understand how sales process has changed with not only the time but also with the change in business ecosystem and technology intervention.

2) Social Selling is different from Social Media Marketing: Many still confuse or use ‘sales’ and ‘marketing’ interchangeably. In the context of social media, there is high probability for this confusion to prevail. Hence, it seems authors have been mindful and dedicated couple of pages in the first chapter to clarify the difference between ‘social selling’ and ‘social media marketing’. Quoting verbatim from the book, the differences to be:

a) Social selling is focused on sales professionals, rather than marketing professionals

b) Social selling aims to cultivate one-on-one relationships, rather than broadcast one-to-many messages

c) In traditional business terms, social media marketing efforts supplement the sales process in any organisation. When it comes to social selling, sales and marketing do not work in complimentary terms, but converge in their exercise to generate more awareness, engage with potential customer and convert them to possible leads. 

3) Six Steps of Social Selling Process: It always helps when there is a list of activities for people to understand how far have they progressed in the journey. The book clearly lists the six steps of social selling as – i) Understanding the social platforms and creating your persona, ii) Publishing content to suit your persona, iii) Identifying prospects, iv) Listening, v) Approaching prospects and customers, vi) Engaging prospects and nurturing relationships. Each of this point has been covered in detailed in each chapter of the book.

4) Importance of Personal Brand: Authors highlight that its imperative for sales professionals or for that matter any professional to build their own personal brand. Businesses don’t have between two organizations but because of the trust and respect one professional has for the counterpart. Creating a compelling social media persona, having appropriate social media etiquettes and behaving in a responsible manner on social media channels are basic requisites for a sales professional. Hence, it becomes inevitable for sales professionals to build a strong personal brand on social media channels. According to authors sellers on social media channels could be a The Storyteller or The Confidante or Advisor, depending on the tactics they employ to engage with prospects. The third chapter of the book details out all basic steps that one should consider to build a strong personal brand on key platforms like Facebook, Twitter, LinkedIn and Google Plus.

5) Content Curation, Creation and Publishing is key to Social Selling: Given the fact that sales professionals are always on the go and mostly will find paucity of time, it becomes crucial for them to understand the content curation, creation and publishing tactics. Quality of content shared on one’s social media channel is what projects the personal brand. So, sales professionals should follow an effective content strategy aligned to their sales funnel, listen and respond to all conversations that come their way and more importantly should also measure effectiveness of content they share. Chapter 4 of the book talks about do’s and don’ts about content curation/creation/publishing, lists down few tools to curate content (SmartBrief, Hootsuite, Buffer, Alltop etc.) and also lists down few tips to publish content. These tips would help any sales professional for publishing content on any social media channel.

6) Engaging Prospects is crucial for Social Selling success: As it happens in an offline conversation / negotiation, it is imperative for sales professionals to be vocal and engaging on social media channels to arrive at successful end. Facebook lists, Twitter lists, LinkedIn Groups are some of the simple tricks of listening the prospects and engaging with them on regular basis. The conversations should happen on a regular basis. Chapter 7 of the book talks about all tips and details about having an engaging conversation on key social media channels.

7) Enterprise Social Selling Framework is needed for large organizations: This was the fantastic takeaway for me from the book. The framework suggested by authors is very detailed and will be helpful for any large organization who wish to roll out the Social Selling program. The framework consists highlights three key phases of this program – Pre-Launch, Execution and Post-Launch. The key aspect of framework is to have detailed governance mechanisms and adequate change management tactics to be taken care of across all stages of the program. The framework helps one understand the key responsibilities of marketing department, vendors, sales team, sales support etc. The program can’t be successful without the valuable contribution of all stakeholders.

I am sure this book would be of great help for beginners in Social Selling. Go grab your copy now!