The importance of Content Marketing has been done to death. But, fact of the matter is very few brands do it efficiently. In this blogpost, I am sharing the content marketing strategy that Google India has adopted in the past one year. Most of us have watched and admired the Google’s India-Pakistan reunion advertisement. I think many of us have lately also viewed two more videos highlighted in this blogpost. As a marketer / digital marketer / student have you tried to think through the reasons why Google invested behind these videos? Here are few questions to ponder upon – Why was Google focusing on India and creating videos on Indian centric themes? Are these videos going to impact the topline or the bottomline of Google? Will these videos help Google in strengthening its position in Indian markets? Are these videos centered just around Google’s products and services or something more? I hope once you read this blogpost, answers to most of these questions will be self-explanatory.
Now, let’s analyze three videos of Google:
Video 1: India – Pakistan reunion
As and when this blogpost was being written this video had already earned 12.4 million views since it was launched on 13th Nov’13.
I consider this video to be 50% focused on Google’s services (various features) while 50% focused on building emotional connect between the two countries that remain in state of tension for most of the time. The video very well captures various features like Google Search, Google Maps, Google Weather etc. that users can leverage. Most importantly video clearly establishes that these features are also available on mobile devices and its very user-friendly for users to find these information. There have been many reports that highlight that next wave of Internet penetration in India would come from Tier-2, 3 cities and we already have seen reports highlighting the fact that even e-commerce sales are increasing in these cities.
Video 2: Android One – Apni Kismat Apne Haath
As and when this blogpost was being written this video had already earned 2.1 million views since it was launched on 15th Sept’14.
This is another beautiful video were Google tries to boost the confidence of Indian youth population and sends across a strong message of ‘keep moving’ and attain all success in life. While the video also captures cultural diversity that exists in this vast country, the script has been very well crafted by incorporating city names like Dungarpur and Meerut. Hence, it is very well evident that the product that Google tries to highlight ‘Android One’ is mainly positioned at Tier-2, Tier-3 cities and the brand is cognizant of local needs.
Video 3: #SpecialDelivery – Celebrating unsung heroes of online shopping
This latest video by Google is a fairly new but it has already earned lot of word of mouth. This was launched on 17th Dec’14 and already received over 0.4 million views.
Day in and day out we order various goods from all major and minor e-commerce players in the country. We thrash the player if they fail to deliver the product on time. However, as customers have we ever thought who are those thousands of delivery men who enable this ecosystem. After I saw this ad, I felt did even e-commerce player ever had plans to thank their countless delivery men who ensure their supply chain doesn’t crash. But, there arrived the thought to Google. They capitalized on the opportunity and also simultaneously tried to fulfill their business objectives – 1) Create awareness about GOSF.in, 2) Entice more e-commerce players to join this festival in the next season, 3) Encourage end customers to shop during GOSF. Hence, I think this video is a classic effort by Google.
One common theme cuts across all three videos analyzed above. Gone are days when brands just focused on products / services to attain their objectives. In this Digitized World, brands need to step up their efforts and focus on how creatively they can leverage the Content Marketing aspects.
I will try to capture some more brands in future blogposts that have done well in this area. Stay tuned and yes don’t be lazy to share your thoughts / comments for me 🙂