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Tag: Social Media campaigns

  • GUEST COLUMN: How effective social media campaigns can grow a business two-fold?

    GUEST COLUMN: How effective social media campaigns can grow a business two-fold?

    Mumbai: Social media has been enjoying its all-time high for quite a while now. The outbreak of the pandemic further accelerated its growth due to the rise in penetration and usage of the internet. Every organisation, no matter how small or big, took the digital route for its survival as it appeared to be the only viable solution.

    Undoubtedly, over the years, social media has gained prominence to become one of the most influential and critical virtual spaces, which is not only utilised for networking but also for advertising a brand digitally. These platforms aid businesses to connect with a large number of customers, increase brand awareness, and boost leads as well as sales. With more than 500 million people in India using social media, according to Statista; the users and engagement on major platforms seem to be on the surge.

    Let’s explore how effective social media campaigns can grow a business two-fold:

    Grows customers with a small budget: Advertising through effective social media campaigns is certainly one of the most affordable means of marketing a brand on the digital front. With a myriad set of tools accessible on these social media forums, the firms can cost-effectively market their products and services. They can walk towards the path of growth by simply being consistent while posting engaging as well as relatable content for the audience. This is easily possible by utilising the SEO (search engine optimisation) technique, where the companies can use the most trending keywords and upgrade their rankings. This further helps in increasing the traffic on the social media profiles of the brands, which eventually leads the customers to their websites. Thus, organisations can establish a strong presence online even if their budgets for advertisements are smaller.

    Let the brands know their competitors better: With nearly every other firm turning the social media way, this is a great opportunity to know the competitors better and comprehend the strategies that they are carrying out to draw in their audience. You, as a brand, can analyze the content that they are posting and acquire ideas from the same. Based on the quality research that social media marketing campaigns help in doing, you can easily examine how you can do better than your competitors.

    Increases brand awareness: To draw in a large number of customers, it is significant to establish brand awareness first, where the potential purchasers are very much aware of your image in the market. This is done by creating inventive, outwardly engaging, and visually appealing content that can grab the eye of every single possible client, making them mindful of the firm’s existence. Successful social media campaigns help brands to remind their target audience that they exist. Right marketing strategies will imprint a firm’s name on everyone using social media networks.

    The bottom line

    Clearly, social media marketing campaigns are significant for every other brand to survive as well as thrive during such unprecedented times. They need to expose themselves to a large number of consumers if they wish to reach new heights. Social media marketing campaigns, which are a major part of the digital marketing strategy, seem to have a lot of potential to drive valuable results. Thus, operating a business in this digital-driven era can turn out to be of great benefit only if brands leverage the right tech methodologies to their full potential.

    (Amol Roy is the founder of The Shutter Cast. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)

  • CNBC-TV18 steals a march over the rest, this Union Budget with its remarkable marketing initiatives

    CNBC-TV18 steals a march over the rest, this Union Budget with its remarkable marketing initiatives

    MUMBAI: With an aim to stay ahead of other brands, CNBC-TV18, India’s leading business news platform conceptualized and executed a host of marketing initiatives communicated via Brand partnership, Outdoor innovation and Social media campaigns. Laying impetus on constantly innovating and evolving themselves to resonate with today’s well-informed audiences, the channel has not only grabbed the audience’s attention by offering them content that is authentic and comes with industry perspective, but have once again cemented their position as one of the most-reliable names/leaders in the business and finance sector.

    One of their ground-breaking activities see them in a brand partnership with the hospitality chain Socials café, where they have ingeniously positioned CNBC-TV18 as the headquarters for the Union Budget. This activity sees them place swatch tags on the food tables across metros, with contextual messaging co-relating the Budget to eating out. Some of the messages read as “Understand how Budget 2020 will impact your restaurant bills” and “How will Budget 2020 will impact your social plans”.

    The brand has put its best foot forward in their outdoor advertising campaigns as their OOH hoardings exemplify the brand’s ethos of always having something creative to offer. The innovative campaign has billboards based on icons. The icons indicating various products and services turned green (cheaper) and red (costlier) – alternatively ahead of the Budget building curiosity on the potential implication on the pricing of these goods/services.

    In an attempt to connect with the millennial audience, the social media campaign was simple and direct to the point. With a creative message that defines how this Budget is expected to impact the consumer, the brand enlightens its viewers on its gravitas. The set of interesting creatives depicts that Union Budget commands your discretionary spends and lifestyle choices. One such creative simplifies the concept by comparing an international holiday to a local one.

    Network18 English Business News Cluster CEO Basant Dhawan  said, “In a bid to stay relevant to ever-evolving consumers, we have come up with these unique initiatives. Keeping consumers at the center of the Union Budget, we intend to help them understand the implications of the Union Budget in their daily lives. These initiatives will help re-emphasize CNBC-TV18 as India’s Budget Headquarters.”

  • Marketing innovations help COLORS achieve 30+ accolades in 2019

    Marketing innovations help COLORS achieve 30+ accolades in 2019

    MUMBAI: As the 2019 year comes to an end, COLORS, the Viacom18’s flagship brand in the entertainment space, recounts marketing innovations that were executed to engage the audience and create a cohesive viewing experience.

    COLORS not only built and enhanced consumer engagements across platforms but also won 30 + awards across categories. It created remarkable cultural touchpoints, driving unique social media engagement along with the best use of technology.

    Viacom18’s marketing and digital head – Hindi mass entertainment Sapangeet Rajwant said: “It has been a wonderful year and we have achieved many milestones by launching path-breaking campaigns for our show. We shaped our marketing activities with the help of emerging technology, methods, and patterns to connect with consumers most effectively.”

    Rajwant further said, “We have created engagement-based campaigns with the help of AR filters, Holograms and grass-root level activities to give viewers a firsthand experience. Our success was influenced by inspiring and thought-provoking storylines that resonated with the audience.”

    COLORS  was launched on 21 July 2008, as a combination of ‘emotions’ and ‘variety’, offers an entire spectrum of emotions to its viewers. Here is a look at some of the noteworthy marketing campaigns of 2019 undertaken by brand:

    On-ground activations:

    For the launch of its mythological show, Ram Siya Ke Luv Kush, a rendition of the epic Ramayan, COLORS designed a disruptive marketing campaign integrated with technology. A closeted holy abode, Bhakti Ki Yatra, was created along with a stellar structure that gave people Sakshat Darshan of our Ram, Sita, Luv and Kush through Hologram technology.

    Led by a larger than life structure of ‘Luv Kush controlling the Ashwamegh’ made for a great photo opportunity and was flagged off in the presence of national media in Lucknow and trailed across Kanpur, Agra, Allahabad and Varanasi – giving viewers a glimpse of the show

    For its fiction offering Choti Sarrdaarni which is set against the backdrop of Punjab, COLORS brought alive the essence of heartland through its marketing innovations. In the hot summers, Sikhs gather in public areas to distribute chilled, flavoured ‘chabeel’.

    Taking a cue from this insight, a Choti Sarrdaarni branded mobile van was created to ply the streets of Punjab and NCR, distributing packaged rose-flavored lassi. LED screens were put up on the vans displaying the show's promos to generate buzz around it.  The vans were led by a bike rally of Sardaarnis dressed in traditional attire, Paranda and Kada, accompanied by Dhol beats bringing alive the theme of the show

    For the social drama, Vidya, based on a strong and socially relevant concept, the channel initiated a Vidya Daan programme wherein boxes were kept outside trade media publications’ offices and the employees were urged to donated books and stationery to the ones in need

    Building on community engagement, the channel has devised a ‘Kismat Ka Shubharambh’ life-size board game activity which was specially designed game of Sajhedaari (partnership) planned in 4 cities in Uttar Pradesh (Varanasi, Agra, Lucknow, and Kanpur). 

    The game tested the compatibility of each of the players as well as their ability to excel as business partners at various points in the game. It also had advantage points like a Double Bonanza Risk and Kismat ki Chakri which gave the players a chance to increase the price of money as well.

    The winners were gratified with exciting prizes. As a part of integration with Pinkathon, the 21-kilometer couple run was re-christened as ‘Raja Rani 21-Km Run’ after the names of the lead characters of the show

    Joining in the cricket frenzy during IPL, COLORS gave its viewers a chance to win tickets to watch Mumbai Indians play LIVE at the stadium. The fans had to participate in and score big by logging on to the interactive microsite, www.colorspremierleague.com, and answer a few simple questions daily during the match timings.

    With every right answer, they were able to score runs and win Mumbai Indians and COLORS merchandise. Also, a few lucky ones also won tickets to watch Mumbai Indian matches from the stand and an all-expense-paid trip to watch the final match of the season

    Curated to bring cinema closer to its viewers, COLORS Cineplex launched UP’s first solar-enabled theatre Electro COLORS Cineplex at the Nauchandi Mela this year. With a promise to provide unceasing entertainment, an enclosed theatre capacitated with solar panels and comfortable seating was built to facilitate non-stop and on-the-go entertainment for the viewers.

    Apart from the movie screening, the audience also got an opportunity to make complete use of the solar-powered mobile charging units to charge their mobiles while watching movies. Moreover, mobile charging units with a contextual message were installed at strategic points across the mela ground for people to avail of the benefits.

    Digital and Social Media campaigns:

    COLORS emphasized on technology as a way to drive engagement and spark conversations to make Ram Siya Ke Luv Kush relevant for the youth. For instance, it forged the first partnership between an Indian General Entertainment Channel and Google and created a ‘Twitter Setu’ – by getting influencers to reply to a single tweet and creating the illusion of a bridge or a virtual Ram Setu.

    They also collaborated with UC browser and Google Assistance to give more impetus to the overall campaign. As a part of the digital initiative for Choti Sarrdaarni, the channel along with Jam8 launched an upbeat music anthem celebrating the spirit and swag of true Sarrdaarnis featuring the lead of the show, Nimrit Kaur alongside Punjabi artist Sara Gurpal

    Taking the influencer engagement further, for its fiction offering Shubharambh, COLORS separated a pair of shoes and sent them to two different influencers. They were then asked to find their ‘sole’mate by posting an image of the shoe using the hashtag, #EkAurEkGyarah, and track that hashtag to find out their partner. The activity not only generated relevant conversation but also brought alive the concept of the show 

    For Bigg Boss’s latest season, social media content packaged to encourage conversations resulted in the show spiking the COLORS’ monthly share of voice on digital to 85% across the category, peaking at 94% during the first week of December.

    Executing weekly engagement activities like innovative AR filters, polls and sentiment tapping on digital led to over 4 billion impressions and 1 billion video views in just a month – all organic and the highest ever for any Bigg Boss season.