With the ongoing Indian General Election all set to decide the future of the nation, excitement has reached fever pitch on social media. While political parties are ensuring optimum use of social media, brands have also joined the bandwagon by conceptualizing creative election campaigns. With the motive to drive a positive change and bring about a difference in society, along with combining their brand philosophy, marketers have done their best to especially target the youth and the millennial generation.
Here are the top 5 social media marketing campaigns surrounding the elections that have created the right buzz on social media, till date-
1. Samsonite – #EkDinKiChutti
The leading luggage manufacturer, Samsonite conceptualized a two-minute digital film that urged the working population to take a day off, get back home and cast their vote. In order to make it big in life, a lot of professionals move out of their own cities and eventually miss out on voting. The video reminds people of the basic duty they have towards their nation. It shows a young professional taking a day off from work and visiting his hometown to vote. The video questions people that if they can take a leave and come home for festivals like Diwali, Eid and Christmas – why shouldn’t we do the same for voting?
Source: Facebook
The video garnered 3.1M views on YouTube, 13M views on Facebook, 120K reactions, 1.4K comments and 24K+ shares. The campaign surely added another feather to the brand’s cap when it comes to social responsibility.
The global youth brand went a notch higher by going beyond the stereotype and showcasing real stories from all over the world. It published a series of videos about youths from places like Syria, Iraq, Somalia, Sudan and North Korea – people who are not empowered with the right to vote. The campaign drives a strong message to young Indians to respect the privilege they have and make use of their democratic power and go out to vote – because you can.
Source: Exchange4Media
The series witnessed almost 6M+ views on YouTube, 1464K+ views on Facebook, 3499K reactions, 400+ comments and 1.8K shares. The videos were also showcased on television and received a lot of positive response.
Keeping up with their reputation of progressive storytelling, Flipkart launched the #EqualsDay campaign for the ongoing elections where the brand emphasizes the fact that every vote is equal. Differences in opinions, ideologies and choice of political parties often lead to heated arguments even amongst families, friends and colleagues. However, everyone gets the right to give just one vote, which makes all of us equal.
Source: Flipkart Stories
Flipkart’s social media marketing campaign on elections gathered 11M+ views on YouTube. Facebook witnessed 1.4M views, 6.2K reactions, 1K+ comments and 800+ shares.
India’s first AI-powered diagnostic chain, Humain Diagnostics came up with a unique campaign of providing a free haemoglobin test to everyone who displayed their vote mark at their customer experience centres in Bangalore. The #MarkOfHealth campaign not only delivers the social message of encouraging people to vote but also rewards every citizen who does so by bringing them a step closer to good health.
Source: Facebook
The brand published 3 short videos where people talk about why they should vote, and why it matters.
Watch one of the videos here – https://www.youtube.com/watch?v=AIAcXYjALQ8
5. Castrol Activ – #RideForVote
Encouraging the youth to “Give a ride, help cast a vote”, Castrol Activ’s election campaign encourages young riders to do their part and bring a positive change in the country. The video starts with a few young riders seeing a low voter turnout due to extreme heat. So, taking the responsibility upon themselves, these young bikers give a lift to different citizens and bring them to the booth so that they can cast their vote. The brand successfully positions itself as a trusted partner of the youth who is responsible and self-aware.
The magnitude of this national event has indeed managed to bring out the creative aspect of brands this election season with the best social media marketing campaigns. Which is your favourite election campaign? Tell us in the comments section below.
KLF Nirmal is a pioneer in the Indian coconut oil industry, with over 75 years of experience. KLF is a household name in India and produces the best range of pure and natural virgin coconut oil for consumption, beauty and babies. KLF is also a manufacturer of products such as Cocosoft- handmade coconut soap; Coconad: coconut milk powder; Coconad: coconut tender water; Coconad: coconut natural sugar to name a few.
Objective:
To keep up with the pace of today’s digital era, KLF Nirmal had to increase its brand exposure and broaden customer reach digitally.
We were given the key responsibility of developing their website, increasing visibility on social media platforms, maximising customer reach as well as optimising and driving traffic to their website.
The Challenge:
Coconut oil has long been a part of Indian heritage, however, Virgin Coconut Oil was relatively unknown in the market. Our challenge was to carve a niche market by establishing the distinction between virgin coconut oil and ordinary coconut oil. Coconut oil was already popular as a hair treatment but we had to create a market for consumption as well. Building brand recall and consideration in a highly competitive market was a challenging task.
Strategy:
1.Establish position as a market leader in innovation:
As a market leader in product & innovation, it was no surprise that KLF Nirmal was up to set an industry standard by creating a one-of-a-kind website. We envisioned the website to encapsulate the naturalness of the product in its entirety. This is why coconut is the entire focus of the website. There are very few other elements which point subtly to the product having no additions whatsoever. The easy navigation, interesting UI and relevant information keep visitors on the hook.
2.Create a market for virgin coconut oil:
Selling coconut oil would have been relatively easy despite the competition – most Indians are familiar with and use coconut oil on a semi-regular basis. Selling virgin coconut oil was much harder. Since health is gaining priority, with Indians looking for more and more ways to incorporate ways of healthy living, we concentrated on creating a new segment in the market. This involved extensive education about the processing, benefits and uses of VCO through blogs, articles, conversations and even videos.
3.Engage through content:
Our strategy was unapologetically content-first. At first, it was to educate the audience and later it was about engaging the audience. We found that contests really excited our audience and enabled us to have many conversations with them. Contests with discount coupons as prizes also enabled us to impact sales and promote trial of the product. We received 16 sales just from contests in 2 months. Positive reviews, feedback and re-orders were simply a bonus.
4.Expand Reach through an Influencer Program:
Instagram has recently blown up in India, we were keen to try out the impact influencers could have on our reach. We consciously decided to partner with niche influencers (influencers with a smaller group of followers) as opposed to those with millions of followers. Our strategy was to conquer the Indian market, while continuously improving our product. Partnering with niche influencers on a barter basis allowed us to keep costs low and the conversion rate high.
5.Paid Campaigns:
We ran various ad campaigns on social media in the course of a year to boost the audience, reach, engagement and website traffic. Our strategy was to first build a community on social media and then direct them to become active users of the website and thereby leading to sales.
The Impact:
Identifying and tracking each activity is extremely important to make a campaign successful and even better in the long run.
Since the launch of the page, there has been a consistent rise in the number of followers, reach and engagement on social media. In the span of a year, we increased followers by 1013%, reach by 4100% and engagement by 657%.
Our goal of converting engaged social media users into active website users was also successful with a 478% increase in users from social media in the month of March, 2019. Total website users are increasing month on month by an average of 4%. So far, we have received 100% positive reviews on social media and 84% positive reviews on Amazon.in.
In the span of 1 year, we have managed to build a highly engaged community on social media and convert them into loyal users of the KLF Nirmal brand through various techniques. The next steps are to conquer the eCommerce platform and drive sales through social media.
According to a report by Assocham and Ernst & Young, “the organic product market in India is growing at a CAGR of 25% and is expected to touch 12,000 crores by 2020.”
With more and more emerging health-focused brands, organic brands have indeed been successful in making a mark in consumer minds. However, in order to gain mainstream popularity, they have had to work really hard to stand out from regular products. Initially starting with educating people by distinguishing benefits to adopting the latest marketing strategies, organic brands always need to work one notch higher for desired results in India.
Through integrated marketing campaigns, engaging contests, crisp content marketing and the right promotions, organic brands have been able to successfully make a mark in the food industry and if trends are to be believed, they may soon rule the industry.
There are three major aspects to consider while working on your marketing strategy if you have an organic brand –
1. Differentiate your product
10 years ago, your organic product may have been the only option for consumers in a particular sector. However, at present, this market is growing at a fast pace. So, if you want to stand out, it is very important to differentiate your products from those of your competitors.
Your target audience should have a clear picture of what you have to offer, and how that is exclusive from your competitors. For example, the newly launched organic ghee brand Himalayan Natives talk about their product uniqueness everywhere – from packaging to social media. The brand’s USP of ‘ghee from free-range grass-fed cows in the Himalayas is highlighted so that people know what to expect from the brand.
Source: Twitter
2. Authentic storytelling is a must
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Stories are indeed a great way to captivate the mind of your audience, but only if it’s honest enough. Stories are perceived differently by the audience compared to normal marketing. Giving the brand a human touch and making personal communication with your audience can help you put across your message more effectively.
Stories can be of two types – brand-based and user experiences. When it comes to brand-based, your audience may just not want to know about your organic process, but how you also work for sustainability or to make the world a better place. Take the example of the renowned organic pet food brand Dogsee Chew.
The brand not only produces 100% natural human-grade treats for dogs but has also been working with 7000+ farmers in the rural Himalayas to bring about a positive change in 150+ villages. Apart from that it also talks about animal rights to make the world a better and safer place for dogs.
Source: Facebook
User experience stories are about marketing your product by using customer feedback. It serves to be more reliable, adds credibility to the product and encourages people to try it themselves.
Source: Facebook
3. Expand your target audience
As the focus of consumers is shifting towards healthy living, targeting only your core audience can be a disadvantage. Proper segmentation of the audience and communicating with them is very important. Ensure that the way you communicate with your core consumers is different from the way you talk to a potential audience.
Take the example of the brand Organic India. Their social media communications talk to two different types of audience – first those who are already living a healthy life and second those need encouragement to go organic.
Source: Facebook
Organic foods are in high demand, and every day new products and brands are entering the market to meet consumer expectations. Branding and marketing your product in such a market can be challenging, but the right strategy can help you carve a niche in this segment. To know more about how to market your organic business, leave us a message and we’ll get back to you!
Welcome emails are read 4X times by customers compared to promotional emails, reports a study. Welcome emails receive one of the highest percentages of engagement from customers around the globe. This increased engagement opens up the opportunity for brands to build trust and communication channels from the very beginning.
Some common goals of welcome emails are to familiarize new customers with the business; prove why they should choose your product or service and finally state what the brand can do to achieve the customer’s individual goals or set them on the path of success.
Let’s check some of the steps that should be followed while writing a welcome email:
Mention the services
Restating the value proposition reassures customers that they have made the correct decision by signing up with a particular brand. A customer’s expectations from the brand’s product or service are cleared and clarified and it also provides the brand with an opportunity to explain its ancillary services and offers.
Source: http://www.netcoremarketingcloud.com
Assist them with further details
There are some important steps that customers need to follow post signing up in order to fully make use of the brand’s product/service.
Some of the steps to get more from the business are:
Complete profile information- To avail complete service from the brand, a customer should provide his/her complete information.
Choose preferences- He/she should select their actual choices or preferences for the brand to better understand them and assist them with the right product or service.
Upload important information- A customer should provide their correct contact information, profile picture, social media profile links for better service from the brand.
Complete an order/ upgrade their account- A customer should always keep their account updated with the present address, contact and email id.
This will provide better customer experience and help the brand grow and prosper.
Source: https://htmlemailgallery.com
Include helpful resources
Customers might need additional assistance depending on the nature and complexity of the product or service such as- guidance in troubleshooting, utilizing advanced features or how to get maximum value out of a brand’s core features. Content for “help” like video tutorials, FAQ page, informative blogs etc are important to include in welcome emails for more complicated/new products. This helps customers check for information in order to avoid problems instead of searching for solutions after the problem arises.
Contact information for customer service
The last step for a customer is to know how to contact the brand in case of difficulties. To build a relationship, trust is the foundation and contact information is a wonderful way to lay that foundation. It drives customer loyalty as well as reassures readers that the brand is available for help when required.
Welcome emails are not sent just to create a positive first impression. Since it has one of the highest engagement rates among other email types, these emails offer the perfect chance for brands to convince new subscribers to take action.
To know more about welcome emails, leave us a message and we will get back to you.
On average, 50 million startups are born every year with the vision of becoming a profitable business in the future. However, not every business is able to achieve that goal. According to research, “70% of startups struggle with scalability.”
Source: Nairametrics
Simply starting a venture does not necessarily mean sustained and continuous growth. Without the right business model, it can be very difficult to scale your startup. A lot of planning is necessary, covering important aspects like the basic fundamentals, technology, systems and people.
Here are 5 tips that will help to scale your startup right –
1. A clear vision is a must
In order to turn your startup into a sustainable business, the first basic step is to have a clear vision of where your business will be headed in the future. Think about the various ways in which the products or services that your offer provide relevance in the coming years and the strategies you would apply to satisfy your customers.
Without a clear vision, it is difficult to adjust to emerging trends and technologies. The increasing value of your products/services is what will keep your business growing. If this value does not increase, your startup is likely to lose ground, especially if your competitors succeed in increasing their product value.
2. A well-created business plan
“Research says that 46% of startups fail due to poor planning.”
Planning is a very important part of every business aspect. It can guide the direction of your startup, help plan for the future, attract funding as well as new team members. Apart from that, a strong business plan also helps in proper financing and development, communication and ensures cash flow.
While developing a business model, decide on one that will be interesting for your potential investors in the future. Asking yourself questions like how do you want your business to be viewed, what goals do you have for reaching a particular market share, how will you generate more revenue or reduce expenditure. Considering these aspects can help you plan your goals and objectives, which will lead to a strong business plan.
3. Be open to the redesigning option
“Do you know that startups that are ready to redesign raise 250% more fundings compared to the ones that don’t?”
Your business should be such that it can be transformed in the future if required, in order to scale it higher. This is very important, especially if you are looking for investors to get funding. An investor would not be willing to invest in your product/service if there are chances that it can become obsolete in the next few years. Try to stay ahead of industry trends and be ready to welcome an innovative change, if required.
4. Boost your content marketing tactics
“Marketing has a critical role to play in scaling from day one, yet too often startups treat it as an afterthought.”
If you are successful in establishing your brand’s credibility through the right marketing tactics, a consistent business is sure to follow.
Source: jeffbullas.com
It is important to remember that all types of marketing tactics are not scalable. Forbes states that “direct marketing or word-of-mouth marketing are not scalable.” On the other hand, content marketing is one of the most scalable growth methods of marketing. “People share valuable content with friends and colleagues even more readily than they do product or service information. So, content is a very viral type of marketing and gets passed along more often than pure sales messages.”
5. Pay attention to social media
Social media’s impact on the growth of any startup has proven to be so strong that over the years, it has been adapted as the primary source of communication by a lot of businesses. Keep yourself updated on all social media channels by sharing snackable content. Select topics that will help you establish a long-lasting connection with your audience. Apart from that, integrating SEOwith social media can help you fetch more users, who eventually can turn into customers.
Source: cpba.sk
When your startup is on social media, remember that you’re in everyone’s notice. Any blunder or fiasco can have a detrimental effect on your business. A big brand may be able to handle and overcome it, but a startup may not be able to do the same. Therefore, it is very crucial to manage your PR well.
Scaling a startup is all about determination and having the necessary tools and resources to make your business grow seamlessly. Starting and operating a business and then growing it may not be easy, but with the right planning, it is definitely achievable. To know more about how you can scale your business, leave us a message and we’ll get back to you.
Customer churn is the percentage of customers that have stopped using or purchasing a brand’s product or services during a specific time period. Churn rate is calculated by dividing the number of customers lost during a particular span of time by the number of customers the brand began with during that time period.
Source: https://encrypted-tbn0.gstatic.com
Following are 5 steps brands can take to prevent or minimise customer churn:
1.Proper customer service and support
According to studies, 89% of customers change their loyalty towards a favourite brand and shifted to a competitor because of lack of communication, miscommunication or poor service. A brand can retain customers by being proactive about their services and support.
For example, if there is a glitch related to a product, the customer should be informed upfront about the same. The brand’s customer service personnel should not wait for a complaint but should instead reach out to him/her, personally.
2.Providing value to existing customers
A brand should be able to make customers believe that they add value to a customer’s life in more ways than one. Sharing blog posts detailing use cases of a product, service guidelines etc, sending weekly newsletters or e-mailers about new offers, events or programs keeps customers updated and involved, thereby minimising churn. Encouraging customers to sign-up for an email newsletter can help with brand recall as well.
Source: https://www.questionpro.com
3.Personalize customer experiences
Every customer should feel that he/she is remembered and is special. Brands should personalize customer experience by grouping customers based on demographics, by the products they purchase, behavioural patterns etc and then accordingly communicate with them.
4.Study ex-customers
Conducting a quick survey with customers who turned away can help brands improve their product/ service and customer experience. Something as simple as asking a single question like ‘choose the reason for discontinuation’ from a list can be insightful and may help prevent further churn.
Analyzing this data can help brands derive important conclusions on what kind of changes to make in order to lower the churn rate. After analyzing, brands should work on implementing them with proper goals and planned tactics. Further, brands should analyze the results by comparing the new churn rate with the previous one.
5.Be focused on long-term customers
Sometimes it is wise to exercise more focus on loyal customers than new customers. Old customers tend to feel neglected when too much importance is given to acquiring new customers which might lead to an increase in the churn rate. It is always better to lose a new customer than a loyal one.
Source: https://www.dunnsolutions.com
In the long run, customer churn if not controlled can really take a toll on the bottom line. Try some of the ways mentioned above to prevent customers from switching to another brand.
To know more about preventing customer churn, leave us a message and we will get back to you!
