Rebelling

How Zero’s Digital Marketing Makes the Movie a Social Media Hero

Posted on December 18, 2018 by ittisa-admin

“Social media buzz on Facebook and YouTube together contributes to nearly 40% of the first-day box office collection for movies.”

India is the 2nd largest digital market in the world, making it much easier now to reach the audience digitally. Moreover, social media has been an integral part of keeping the filmgoing audiences engaged and updated. All social platforms expand the capability of a brand to build connections and engage with the audience directly.

Current trends show that Bollywood has been quite innovative while conceptualizing social media strategies for promoting a film. A highly anticipated film in this regard, Zero, which is ready to hit the theaters in a few days is a great example of social media marketing done right. The trailer of the Shahrukh Khan, Anushka Sharma & Katrina Kaif starrer garnered 54 million views in just 24 hours.

 

It is hard not to come across ‘Bauua Singh’ while scrolling through social media channels. Take a look at how the movie’s producers have come up with innovative marketing campaigns to capture the attention of the audience in almost every way possible –  

Partnering with Amazon Alexa

Zero’s producers, Red Chillies Entertainment is the first production company from India to collaborate with Alexa to promote the film. Available only in India, fans would be able to hear the lead character’s voice on ‘Alexa built-in devices’.

Red Chillies Partnering with Amazon Alexa

The makers of the film also ran a contest on social media – #BauuaOnAlexaContest where audiences had to record and upload something in Bauua style. Winners will get a chance to win Zero merchandise or meet the star cast.

Bauua Ki Toli – Social Media engagement program

A never-thought-of-before marketing promotion, Bauua Ki Toli is a unique plan where fans can stand a chance to win film merchandise, autographed posters by Shahrukh Khan, cashbacks from movie tickets purchased through PayTM and even meet the star cast. All they have to do is to create a profile on the ‘Bauua Ki Toli’ website and connect their social media profiles.

Bauua Ki Toli - Social Media engagement program

By daily interactions, engagement and inviting friends to sign up, fans can collect points and win hampers based on the points collected. Launching just ahead of the movie’s release, this program is indeed the perfect way to create the right buzz on social media.

way to create the right buzz on social media

Whatsapp stickers and GIFs

Adding another feather to its cap, Zero is also the first Indian film to launch its WhatsApp sticker pack. Keeping the protagonist’s character as the theme, the stickers are designed with the ‘Bauua’ emotions. A Bauua emoji was also introduced on Twitter that started trending soon after it’s release. GIFs have also been released that fans can use on social platforms like Facebook, Twitter, Snapchat and Instagram.

Zero movie whatsapp stickers and GIFs

Facebook Live and regular engagement ideas

Zero has been successfully using engagement posts from time to time to connect with the audience and making them a part of their journey. For example, people were asked to recreate the ‘kiss on the forehead’ poster scene from the movie with #KissOnForehead. Shahrukh Khan himself led the way by sharing a personal picture of recreating the scene with his son.

zero movie marketing

Facebook Live may be an overused concept, but it is still an integral part of all promotional strategies. Apart from implementing innovative ways, Zero also used this conventional promotional method to reach out to the audience. One such example was when viewers were asked to send in suggestions to make Aafia, the female protagonist played by Anushka Sharma laugh and the best ones were read out by the actress herself on a Facebook live session. The session witnessed 4.2K reactions and 37K views.

Anushka Sharma zero movie promotion

With technology booming, the digital space has indeed become very big. Promotional campaigns can change based on the genre of the film, but the motive always remains the same – to reach out to as many people as possible. To know more about how to use social media for movie marketing, leave us a message and we’ll get back to you.

Posted under: Social Media

How Airbnb’s ‘Experiences’ Campaign Took Over Instagram

Posted on December 12, 2018 by ittisa-admin

“Build something 100 people love, not something 1 million people kind of like.” – Brian Chesky, CEO, Airbnb.

Starting in 2008, Airbnb has been able to successfully craft memorable experiences for travelers that are real, aesthetic and affordable. What started off as renting a personal apartment to make ends meet has gradually reformed the entire hospitality sector. At present, it continues to dominate social media, especially Instagram with its visually appealing and emotionally striking stories.

Airbnb's 'Experiences Campaign

Apart from accommodation bookings, Airbnb conceptualized the ‘Experiences’ campaign that provides curated experiences, encouraging people to book, share and travel more. Starting from the Instagram feed, the campaign extended to stories, ads, along with TV, print and other channels.

“The introduction of Experiences expanded Airbnb’s footprint in the hospitality sector by offering unprecedented access to local communities and interests through 15,000+ unique, handcrafted activities run by hosts across 1,000+ markets around the world.”

Take a look at how the Experiences campaign dominated Instagram –

1. Newsfeed

Most brands maintain a uniform color scheme or certain filters or aesthetics on their Instagram feed to bring out consistency and brand values. However, Airbnb takes a different route in this regard and instead focuses on projecting content that’s unedited and authentic. Real life photography is the USP of this brand and that is what has been given the most prominence in the newsfeed.

Keeping up with the promise that there’s something for everyone, Airbnb’s newsfeed provides a combination of adventurous, aspirational and creative experiences – thus establishing the fact that it is indeed an approachable platform for all.

Airbnb newsfeed

2. Photo captions

“A picture is worth a thousand words, but captions are still important.”

The ‘Experiences’ campaign of Airbnb focuses mainly on the host, depicting the what, where and how of the experience. Hence, the captions of these posts are in a friendly and inviting tone, exhibiting a feeling of trust and warmth.

Airbnb Marketing Photo Captions

Travelling has always been associated with an emotional connect and Airbnb makes sure to drive this connection with the content they put up in the captions. The brand is proof that establishing a tone that matches the brand value is all that it takes to craft the perfect caption.

3. Story & Highlights

Airbnb used the story feature on Instagram to its maximum potential to bring out travel themes, the curiosity associated with it, adventure, connections and travel tales – creatively displayed through their Instagram stories and highlights.

The weekly campaign #TravelTuesday drives engagement through polls, hints about various places or the local stories surrounding it. By featuring out-of-the-box experiences, it not only encourages people to engage with the brand but also ensures that more and more people are using the service.

Airbnb Story and Highlights

4. Story Ads

Making full use of the vertical video option on Instagram, Airbnb used story ads to instill the feeling of adventure and experiences among their target audience. Be it hiking through dense forests or kayaking in remote waters – various real experiences were made into videos to run as ads. The rich, visual content targeted men and women between the age group of 25-44 years.

“According to Instagram, the campaign resulted in a 13-point lift in ad recall, a 3-point lift in association of Airbnb enabling travelers to book experiences.”

Airbnb Instagram Story Ads

5. User-generated content

“Airbnb’s Instagram user-generated content makes up approximately 75% of their feed and drives 80% of their engagement on the platform.”

The ‘Experiences’ campaign aimed at inviting people to live like locals, and therefore social media content depended heavily on the hosts and the travelers to share their experiences to help spread the word. Airbnb believes that “your community, your customers, are the best marketing asset you have” and this holds true even for this campaign.

Airbnb user generated content

The #AirbnbExperiences hashtag has been used to build the community and share personal experiences. This user-generated content strategy has help Airbnb get additional 172K followers.

At present, the #AirbnbExperiences hashtag is used in more than 20,000 Instagram posts and entices travelers to live one-of-a-kind experiences. The popularity of this campaign has also resulted in its extension to other social media channels like Facebook,  Snapchat, Twitter and YouTube. For any strategy to be successful, proper planning and execution remain imperative. To know more about the best strategy for your business, leave us a message and we’ll get back to you!

Posted under: Social Media