INKSPELL – Case Study of the Week(Best Innovation/Creativity in a Mobile Campaign)

Best Innovation/Creativity in a Mobile Campaign

By Zee Entertainment Enterprises Ltd for Zee Entertainment Enterprises Ltd (Zee Cinema) 

The Campaign

Property:  Zee Cine Awards 2016

Campaign objective was high reach with high interaction. This was because the excitement/ interest will be generated only once the TG experiences the content.ZCA is all about quality star performances and awards, hence they had to excite the TG by showing interesting videos.

Apart from various web and social strategies, they came up with very interesting mobile innovation “Scratch to know more”.

The Idea

Ranveer Singh was one of the most important highlights of the ZCA awards. He has an extremely powerful on-screen image and connects with the youth and hence they thought of using his image to get people intrigued and explore the ad. They used ‘India’s only Genuine Awards’ as the core communication with Ranveer’s image to create interest in the minds of the users. The users would be taken on to a page which had further interactivity built in.

They created an HTML 5 creative which had an Initiator creative to begin with. The Initiator would appear in between the page, the user is currently browsing. The initiator creative had Ranveer’s image as a bait to catch the user’s attention with a powerful communication of “India’s only Genuine Awards Show”. On clicking the initiator creative, the user was led on to an HTML page that asked the user to scratch the screen to experience genuine magical moments. Once the user moved his fingers over the screen, the screen would clear from being a hazy screen to a clear image, with the Show timing communication and the Video for the users to view.

The creative also had a Click to the calendar which allowed users to set a reminder on one click.

The Result

The communication reached to approximately 1.3 m users. 20,555 people interacted with the creative (moved from Initiator to the scratch creative). CTR was 1.57% as compared to a benchmark of ~1.5 %.The average time spent on the creative was ~14 sec as against a benchmark of ~8 to 10 sec. 2067 people (~10% of the engaged audience) added the event to their calendar as against a benchmark of ~ 5%

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #03:

       Core Competence to Digital Dominance

 

The 90s celebrated the theorization of Core competence represented by the harmonized combination of multiple resources and skillsets that adds to the competitiveness of a firm. Arguably, value addition to consumers forms the central idea of Core competence ideology.

Millenials have witnessed the rise and rise of four internet giants – Google, Apple, Amazon and Facebook. Google’s search algorithm, Apple’s device intelligence, Amazon’s e-tailing capabilities and Facebook’s social networking abilities were the easiest way to visualise markers of Core Competence.

Even in the B2B space, these four businesses have grown to a point such that they dominate the infrastructure most firms rely on to reach online customers be it for market access. However, these superpowers continue to infringe each other’s boundaries in their quest to increase their relevance in the winner-takes-all era.

The chronicles of the internet era will be one that will account for the balance of power among these four if they persist or will we hear a gripping narrative of power equation shifts? Will elastic core competencies pave way to a heightened battle of dominance?

#digital #digitaldominance #marketersalert #profsmitha #icl2018

Share your views or address your queries by leaving a comment. Alternatively, you may tweet to @smithabrandbrew using #icl2018

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The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work by clicking here.

 

 

INDUSTRY BEST PRACTICES – #24 SOCIAL MEDIA TIPS (PART 4)

Social Media Tips (Part 4)

1. Ensure that you repurpose the content in different formats that suit different social channels. For example, A document on LinkedIn can be adapted into video for posting on YouTube/Facebook, info-graphic for Instagram, etc.

2. The timing of the social media posts is critical. There are analysis reports on the web which throw light on the most suited time for posting on different social media platforms.

Share your views by leaving a comment. Alternatively, write to [email protected]

The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work by clicking here.

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Inkspell Marketers’ Alert by Dr. Smitha Ranganathan

Session #02:

Humanizing Marketing with Digital

 

Every business grad knowing the marketing mantra is quick to blurt out ‘adding value’ in the same breath as the word marketing itself.  We’ve done a great deal in theorizing the value equation to involve benefits derived to the ‘costs’ involved in the process of accessing the marketing offering, true worth of ‘value’ often ends up getting lost in the practice of marketing.  Perhaps we tend to over emphasize on the price sensitivity of the consumer group or more frequently compelled to look at consumers’ needs as homogenous clinically derived data fields. In a nutshell, are we looking at consumers more like clusters representing a pattern of traits rather than real human beings with real motivations and anxieties?

 

 Speculations of digital robotizing basic human interactions in the world continues to exist, however the key to access to real-undiluted side of self could also be unearthed using suitable digital touchpoints. For instance, one’s search pattern could reveal ‘stories ‘that will rarely ever reach the response sheet of the best market research questionnaire; or the social commenting patterns indicate one’s aspect of self-worth.  And this access to ’truth’ could provide the most strategic insights to businesses in their quest to drive value in the days to come.

 

#digital #InclusiveisExclusive #marketersalert #profsmitha

Share your views or address your queries by leaving a comment. Alternatively, you may tweet to @smithabrandbrew using #icl2018

Let’s Connect!

The run for Content Superhero has begun! If you have a campaign with exemplary content then submit your work by clicking here.

 

INKSPELL – Case Study of the Week(Best Innovation/Creativity in a Digital Campaign)

Best Innovation/Creativity in a Digital Campaign

By WATCONSULT For HDFC

The Campaign

The campaign was undertaken with the basic thought of creating an online innovation which will help the brand encourage / excite HDFC bank’s prospective customers to opt for the HDFC bank Diner’s Club Credit Card.

Objective: To make the prospective customers experience the premium lifestyle & benefits the card has to offer.

Marketing challenge – How can the brand use online to create a visual experience of these benefits by not just talking about them. The challenge was that can they create the world of a prospective user of the HDFC Diner’s club Credit Card.

The Idea

The idea was to create a 360 degree video which will create a visual glimpse to the world of benefits to the person who avails this credit card. The 360 degree video, which was the part of a campaign which would enable user to customize their experience by entering their details on a microsite.

With the use of digital innovation in the form of a 360 video, they successfully created a visual experience for the prospective customers to understand the luxuries & benefits they get to avail with a HDFC bank Diners’ Club Credit card which successfully communicated exactly what they wanted to.

The Result

2.2 million+ video views, 25k+ likes, 1000+ comments, positive sentiment rise – 52% & 5k+ shares. The campaign outperformed by 88% (BFSI studies)

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

Let’s Connect!