Coca Cola Liquid Linked Campaign for Olympics 2016

Coca-Cola’s campaign for this year’s Olympics has both these qualities, hitting on emotional, inspirational, and aspirational sweet spots for consumers. The campaign uses footage of more than 70 athletes from all over the world, across a wide variety of sports. Short snippets of the ad are being used for the brand’s digital media platforms.

1.pngOn Twitter alone (@CocaCola), in the first week since the Games began, the brand has reached over 31 million consumers, with over 105 million potential impressions. Here is how Coca-Cola is deploying its liquid, linked campaign on Facebook, Twitter, and Instagram.

1. Being Human and NOT Selling the Drink – Both pieces of creative from screen-shot-2016-11-10-at-1-55-08-pmCoca-Cola for this year’s Olympics–the hashtag #thatsgold and the ad tagline “Together is Beautiful”–promote optimism and inclusion. These values are core to Coca-Cola. They do not ask consumers to buy a drink at any point, but instead put celebration, achievement, and togetherness on display, irrespective of religion and race.

This resonates with consumers, as well. The #thatsgold hashtag garnered close to 4,000 mentions on Twitter alone in the first week of the Games, with many consumers tagging important moments of their lives with #thatsgold.

2. Creating Timely Content to Capture Euphoria– Coca-Cola has a strong understanding of its consumers. They know that people don’t just want to be spectators; people want to be able to engage. That’s why Coca-Cola has been publishing content in almost real time to commemorate what is happening at the Games. This facilitates a connection between the brand and its consumers in the very moment of excitement and happiness. Coca-Cola’s posts do not just congratulate athletes and teams–they create content that drives engagement around the event, as well.3.png

3. Consistent Messaging– Coca-Cola did not just come up with the hashtag #thatsgold–they backed it up with a visually stunning physical activation, which includes Coca-Cola in commemorative gold aluminum bottles (sold in limited edition) and the golden logo with the Olympics rings across their social media channels to tie the message together.

screen-shot-2016-11-10-at-1-55-58-pm4. Creating Diverse Collateral for a Wider Audience– Coca-Cola has been creating various content–GIFs, videos, surveys, photos, and creative illustrations–in order to make sure their messaging is relevant and tailored to the audience they are targeting. Videos from the brand have generated the most engagement of any content type, driving over 58% of engagement across all channels.

screen-shot-2016-11-10-at-1-56-29-pm

How This Strategy Is Working for Coca-Cola on Social Networks?

While the brand has been posting most on Twitter and has consistently been able to engage with its audience, Instagram is the platform where Coca-Cola’s audience has been engaging most per post, followed by Facebook*.

What Type of Content is Working?

4.pngAs mentioned above, Instagram is the most engaging platform for Coca-Cola. The brand’s consumers engage most with posts that include photos and videos. A majority of Coca-Cola’s content on Twitter has been plain Tweets, but few Tweets that the brand released with photos generated much engagement. On Facebook and Instagram, video content was most engaging.

And the Audience?

Coca-Cola activated #thatsgold in July and re-aired the ad “Together Is Beautiful” during NBC’s televised coverage of the Opening Ceremonies of the Rio Olympics. In the week before the Olympics, Coca-Cola’s messaging was already resonating with consumers online, driving high engagement on social media (daily engagement was up 37.6% in the week before the Games). In the first week after the Games began, Coca-Cola has seen an uptick in audience engagement per post across Facebook, Instagram, and Twitter.

5.pngCoca-Cola is doing a great job connecting with and growing its audience on social media. In our earlier post about Coca-Cola’s social media strategy, we learned the primary tactics that the brand uses to connect with its audience.

Coca-Cola’s Olympics campaign applies most of those tactics and has gotten even more creative to remain relevant to its current audience of over 17.3 million on Facebook (US), Twitter, and Instagram, making it one of the most valuable brands in the world.

Original Source

Advertisements

Content Marketing Framework For An Effective ROI

There is a plethora of information available online on how content marketing can be strategized and implemented. Based on my research and experience of working with some of the top brands globally, this is my proposed framework to align the content marketing strategy with specific and tangible business objectives to derive an effective ROI.

For each of these commandments, I have showcased the best examples, that will give an idea on what kind of content and the required tonality and treatment can be created.

Commandments of Content Marketing1. BRAND BUILDING: Create engaging and aspirational content

2. PROMOTING PRODUCTS: Creating interesting brand stories, leading to demand while building co-relation with one’s personality.

3. CREATING INTERESTING STORIES: People remember stories more than brands, the main reason why brands are becoming content publishers and storytellers.

4. CREATE UNIQUE SHOPPING EXPERIENCES: To make the shopping experience a memorable and interesting experience.

5. EXPERIENCE ECONOMY (PHYGITAL): Creating the digital content from the physical/real world.

6. CO-CREATE CONTENT: Engage with audience and influencers to co-create content

7. EXCLUSIVELY EXCLUSIVE: Somethings’ aren’t bought, they are earned.

8. OMNICHANNEL CONTENT: Content for the audience in this digitally enabled ecosystem giving them a compelling reason to visit the stores.

Look forward to your thoughts.

Watch this space for the next on “Calculating the ROI of Content Marketing”

Agencies yet to adopt Programmatic Advertising

#Programmatic #advertising revenue forecast by @businessinsider

#Programmatic #advertising revenue forecast by @businessinsider

A large proportion of creatives — those who conceive and create ads — at small agencies do not understand programmatic advertising, according to a survey by ad tech firm Turn.

The study surveyed over 200 creatives across small and large agencies. Its results point to a gap in skills and knowledge between these agencies on how to harness programmatic ads, with larger agencies being much better equipped. At the same time, the study suggests that programmatic advertising has room to grow, as more smaller agencies become attuned to the new opportunities offered by data and programmatic.

Here are some of the key results from Turn’s agency survey about programmatic advertising:

  • The knowledge gap between big and small. Only 11% of creative at small ad agencies that they understood programmatic advertising, compared to 59% of creative at large agencies.  This runs against the perception that smaller agencies are more nimble and responsive to innovation, and is likely explained by the greater set of resources — human expertise, and data management tools — at larger agencies.
  • Younger creatives not savvy about data. Nearly 20% of junior creatives said they were unsure about ever seeing the word “programmatic” in a brief, and 77% said they were confident that they could do without the insights offered by programmatic. In contrast, 70% of senior creatives said that data informs more than half of their work. The knowledge gap between old and young signals a real need for programmatic training among the junior ranks at ad agencies.
  • But most agencies see the value in data. Regardless of size, 67% of agencies said that data was a top priority for their digital campaigns. In fact, smaller agencies were even more adamant about the importance of data (particularly location data) in their advertising, with 65% of respondents choosing it as a top priority, compared to 56% in large agencies. This discrepancy might be a result of smaller agencies’ comparatively lower knowledge about programmatic advertising, valuing something they don’t know more highly.

Programmatic advertising is set to surge in the coming years, and digital ad stakeholders will have to work hard to moderate the negatives side effects that come with an increased number of automated ad placements.

To read more, click here.

Content marketing: Re-defining the digital media planning approach

Content Marketing re-defining the digital media planning approach

In the last three years, the entire mechanics of digital media planning has drastically changed. Earlier, media planning used to comprise significant share for awareness and performance driven objectives that were spread across Google search, display and re-marketing, Facebook fan acquisition and stamp ads, mobile ads and affiliates led CPL and CPA campaigns. Another major allotment was meant for road blocks and innovation banners across top portals.

Today, the spread of budgets have changed with content marketing becoming the core. Consumers are choosing to engage with content that is personally relevant to them, their purpose and their passions. This new consumer mind-set has implications on their purchasing behavior—consumers shop with the same purpose that they consume content. Overall, the traditional ‘The Path to Purchase’ has now evolved to ‘The Path to Purpose’ and is defining the new digital media planning landscape.

Today, the context goes beyond the product to help connect the target audience with any given brand. A meaningful and purposeful connection between brand and consumer depends on relevant content. And effective and relevant content marketing channels are defining the new matrix of digital media planning.

New channels on the block

  • Content marketing, paid or organic, commands an important share. Influencer-led promotion (trending on twitter), niche-blogger led content generation are two most widely used initiatives.
  • Creation of digital and mobile assets to drive engagement – while extending it with an omnichannel approach using phygital (physical + digital) initiatives.
  • Creation of long format videos for digital platforms and bringing in celebrities to build a mass appeal and reach.

Evolution of traditional formats

  • Facebook is being used as a reach medium (thanks to auto play feature for videos and its emergence as a competitor of YouTube)
  • Google search and display still holding an important share but it is evolving due to programmatic buying, double click and mobile platforms like Affiperf. For niche performance led campaigns, search still drives the game; and for contextual targeting, display equipped with rich media banner formats are being effectively used to drive awareness as well as the desired CTAs.
  • Innovation and roadblocks are mainly being used to do a big bang launch and to drive instant leads (thanks to ecommerce and new-age app based congregators).

What 2016 looks like for digital media planning?

Digital media planning will now be driven with objectives around creating awareness and engagement using content marketing effectively.

Performance led planning will always be there, but using paid and organic mediums to create and co-create engaging content will start gaining prominence.

Reach medium based platforms will be strategically selected to take this content and ensure it reaches the right audience at the right time and in the most contextual way possible.

(Originally published in Digital Market Asia)

E-Commerce: Relevant content connects Purpose to Purchase

AAEAAQAAAAAAAAOvAAAAJDcxN2EyYTMxLThjNjEtNDNiZS04OGZjLWNlZjFkNTEwZDkzZgWhether consumers shop online or offline – or both – is totally at their discretion. They could either be “webrooming” (researching products online before making an offline purchase) or “showrooming” (viewing products in a store, but purchasing online after research). Integration of digital devices and offline retail is happening right from product awareness, research, discussion to product consideration and even advocacy. And with social platforms poised to become the next e-shops, the path to purchase is going to become more complex and intense.

In this crowded competitive landscape, e-commerce brands are aggressively using all possible media touch points to be in front of and engage with their target consumers on a 24/7 basis. The usual focus in this interaction is the product. But the context has to be larger than just the product to connect the target audience with the brand. A meaningful and purposeful connection between brand and consumer depends on relevant content.

Consumers engage only with content that is personally relevant to them, their purpose and their passions. E-commerce players like Myntra, Jabong, and American Swan, for example, are already engaging with their consumers about fashion by creating look-books, blogger events, fashion shows and celebrity associations. This new consumer desire for relevant content has implications on their purchasing behaviour. In this era of Omnichannel retailing and more evolved consumers, the path to purpose — the connection the consumer makes with a brand and its personality as a result of an effective content marketing approach — is being seen as the next step of the traditional path to purchase.

(Originally published in Brandz Top 50, Most Valuable Indian Brands 2015 by Millward Brown and WPP)

Tata crowd-sources Tweets to create #SafariTrails video and song

Tata crowd-sources Tweets to create #SafariTrails video and song Tata Motors has launched a video campaign that has been completely crowd-sourced by compiling videos, tweets and pictures received via Twitter from off-road adventure lovers and Safari aficionados across the country.

Called the Tata #SafariTrails My Day My Way song, the music for the video has been made by Culture Machine along with artistes like Vasudha Sharma, Gaurav Dagaonkar and Sidd Coutto.

Calling it a campaign ‘by the people, of the people and for the people’, Culture Machine experimented with different avenues of storytelling for #SafariTrails by combining the videos and pictures sourced from consumers via Twitter with lyrical couplets. Digitas LBI, the digital agency for Tata Motors, had also collaborated with Culture Machine.

Twitter was the chosen platform for crowd-sourcing, while the Tata Safari Facebook page also shared about the crowd-sourcing activity with its 1.3 million fans. Towards the end of last month, Tata Safari asked its followers on Twitter to share their desired lyrics with images or videos of memorable Safari adventures they’ve been on. These tweets needed to be accompanied with the hashtag #SafariTrails and also had to be the most re-tweeted.

Check the Tata #SafariTrails My Day My Way song here

Read the complete story here: http://goo.gl/UuSoZQ

Anonymity is the new wave in Social Media #whisper

Whisper Mobile AppNew social apps like Whisper and Secret are riding on the innate desire of an individual to express his/her feelings without the fear of being identified. And this holds true with each of us as well; in fact psychologists say anonymity gives people a sense of security.

Apps like Whisper and Secret allow people to unburden themselves of things they may not want to tell their families, friends or anyone else for that matter. Beneath a curtain of anonymity, millions of Whisper and Secret users boldly say the unsayable, while millions of others look on with astonished, shame-faced delight. The experience may not be altogether noble, but it’s certainly addictive.

whisper-mainWhisper is one of a growing group of social networks designed to let its users post anonymous messages for the world to read. Whisper is an app that lets users anonymously share their secrets with millions of others in acts of contrition, catharsis and some degree of nameless performance. It has active users in the “many millions” according to founder Michael Heyward, and while it’s been around for two years and collected $24 million in funding, Whisper has recently seen a surge in growth and media attention, being dubbed a mashup between Twitter and Snapchat. The app is especially popular with young people as a place to gripe about relationship troubles and eating disorders.

Whisper’s iOS app, which received its biggest update since its launch in March 2012 today, is ostensibly similar to Secret, another anonymous network.

Apprehensions

Although with every new thing, there is a fear of it going wrong as well. Anonymous social networks have suffered from issues of bullying and malicious communications in the past. Whisper and Secret aren’t exceptions either. There are some apprehensions such as:

  1. Vicious gossip and valuable corporate secrets could conceivably be leaked through such apps.
  2. Whisper is moving to turn its confessions into “content” that can go viral, like posts from UpWorthy or Buzzfeed already do.
  3. Whisper may soon show ads, at a time when mobile advertisers are learning more about mobile users through location- and behavior-tracking.
  4. Whisper does track users in order to ban unscrupulous types, meaning you’re not completely anonymous to Whisper itself.

Whisper Mobile AppCleverly, Whisper encourages you to create, not just consume. In the middle of the screen sits a round button with a plus sign, enticing users to dig deep and make a Whisper of their own. Heyward, 26, says an incredible 45% of Whisper users post something each day.

The idea is certainly compelling: a backlash to the ultra-curated reputations we build for ourselves on Facebook, and something of a throwback to the blunt and gritty world of anonymous posting on sites like 4chan.

But users should remember that nothing is 100% anonymous on the mobile web — not least on a free service that eventually needs to monetize itself. Users should also bear in mind that another diverting app for sending secret information, Snapchat, had 4.6 million user names and phone numbers exposed in a security breach last December.

That’s why some in the InfoSec community are still perturbed. “It gives people a false sense of security,” says Robert Statica, a cryptography expert who also co-founded the private messaging app Wickr. He’s concerned about Whisper’s tracking of user locations, the use of device IDs and the fact that it uses TigerConnect, the API of private messaging app TigerText. (TigerText’s co-founder, Brad Brooks, is chairman of Whisper. TigerText is also a competitor to Wickr so bear in mind that Statica has some skin in this game.)

“Communication not only goes to Whisper but TigerText and their servers,” says Statica. “So forget about being anonymous. Whisper tracks you even more than the NSA does.”