My favorite ads this Diwali Season

In this age of advertising and brands flowing money to grab the attention of the consumers, there are few ads which make the cut and leave an impression.

Diwali is a time when almost every brand rolls out offers and bring new ads to entice consumers. While all the e-com players like Amazon, Flipkart, Snapdeal, etc. have flooded the TV and Digital space with their promotions like The Great Indian Festival, Big Billions Day, Unbox Zindagi  and others where the primary focus is just pure deals and offers on products, there are few others which have stood out!

I particularly loved these two this Diwali season:

Amazon Kindle Ad:

Though I couldn’t find the ad on digital space, I am sure you must have seen it. It depicts a girl reading biographies of inspiring people/ players like Kalpana Chawla, Ronaldo and finally showing off her skills on a football playground. This ad touches you in many ways:

  • Clearly points out why reading is important and how if the habit is developed at an early stage in children can help in nurturing their minds
  • Focuses on girl child and also subtly encourages sports. Bang on in context with the recent Olympic and Paralympic wins.
  • Also, hints at the kind of books a child should read.

#FlipWithDell by Dell India:

More than the product placement of Dell, I loved the progressive concept of the ad. A women entrepreneur finishing up some crucial office work while husband helping in the kitchen so that the festivities are still on. Dell has beautifully tied its product in the ad that you don’t miss it.

What are your favorite ads this festive season?

 

Influencer Marketing : What to measure?

influencer-marketing-lifetelecastWhat is Influencer Marketing?

Influencer Marketing involves marketing one’s products, services or brand communication via a set of people who have influence in their field. It helps the marketers not to mass target and rather inspire/pay influencers to spread your message. These influencers talk about your brand and services on their respective social channels and build credibility for your products among their followers.

There are many aspects on which we can debate on choosing right set of influencers but this post is more about the post mortem of the influencer activity which one does for its brand.

In this post, I am only covering Twitter as I see most of the marketers choosing this social medium over others to create immediate noise for their brands.

What we MEASURE today?

Total number of tweets: I have seen most of the agencies only representing the buzz volume they created for the brand via influencers. Maximum, they will share the Organic and Paid tweets number. But the case shouldn’t rest there.

Potential impressions: This is represented as {sum total of (no. of tweets done by each person * no. of followers the person has)}. This number is just again an eye catchy figure to create an illusion that the campaign generated ‘X’ mn impressions. We all know that our tweets are not seen by each one of our followers. My last 10 tweets show only 50% tweet impressions out of my total follower base that too because one of my tweets has got a lot of engagement, else my average impressions rate has come out to be only 20%.

What we SHOULD measure?

Unique Contributors: I have seen people measuring only no. of tweets done during the campaign but have you ever gone through how many Unique Contributors were there. It is a very important metric to judge how many unique people talked about you. Usually in an influencer campaign, a person keeps tweeting umpteen no. of times which doesn’t make sense to measure. You should know if you invested in 100 influencers, how much more people contributed to your campaign over and above those influencer number. That will be a true measure of your Influencers’ influence.

Engagement: You also need to measure the clicks/likes/retweets your influencer has got on his/her tweets. If you do not have a tool to measure that then ask for the same from your influencer, the same is available in his twitter analytics.

Reach: How many people have actually viewed the content from your influencers’ feed? The same is also available in Twitter analytics. It is pretty important to know to cross check if the influencer has yielded the results you expected from him. You should ask your influencers to share the average Reach which their tweets usually generate/generated for the campaign.

Follower Growth: Last but not the least, also check if this influencer activity has actually increased your follower’s growth. You should know if the influencers have been able to create enough excitement about your brand among their followers and whether it helped you gain some follower base.

How CONTINUOUS MEASURING helps?

Set Benchmarks: Once you keep monitoring and measuring your influencers’ performance, you would know who are worth empaneling with again. You would also know the benchmarks w.r.t Reach/Unique Contributors, etc.

Comparison with other Twitter Paid Media: You can also differentiate whether an influencer campaign is better or the other paid media offerings from Twitter basis your campaign objectives. Twitter gives you an option of Top Trending Topic/ Top Trending Account / Top Trending Tweet.

I myself have seen a lot of brands working on Influencer campaigns and it really pains me to see how some of these influencer campaigns are used just as a gimmick to create one-time trend for a couple of hours rather than thinking it through. To sum up, here is my two pence to marketers and agencies running influencer campaigns:

  • Choose your influencers wisely
  • Make it not just one-time activity but think on an influencer advocacy program
  • Measure not just the cream but go deep dive into each layer
  • Measure on a continuous basis to set benchmarks and understand the ROI of such campaigns vs other paid media

Let me know your thoughts as well.

Top 3 Ads which hit the Indian Television last week!

There are very few occasions these days when ads on Indian Television really make sense. Came by few last week which are cut above the rest and worth mentioning!

Ariel – #Sharetheload ad:

The recent Ariel ad which highlights the position of women in our society and emphasizes on sharing of household work among couples is completely bang on! Why only a woman is responsible to cook, to do laundry, to clean and manage the entire household? Why a man can’t help in the household chores? This ad has been clearly able to pin-point the root cause and hit the right chord by talking about a social change and subtly placing its brand.

Do have a look!

Fevicol – Govinda Ek, Dahi Handi Anek:

Pidilite has made its name in the advertising world with its unique and innovative ads for Fevicol. We have grown up watching their ads and literally wait for them to bring gems, one after the other. And they do not fail to match up our expectations. Here is another one from their stable!

One month to go for the Festival of Colors – Holi, Pidilite has come up with its new ad for Fevicol. With full fervor of Dahi handi, Catchy tune and Govindas piled up like the unbreakable bond of Fevicol, the brand has yet again proved that why it is considered as the king of advertising industry.

Birla Sun Life Insurance Ad: #Khudkokarbuland

Though all Life Insurance ads look the same, this one does stand out! It touches upon a lot many emotions – fear of getting sick, confidence of being in control of the situation and joy of seeing your loved ones happy and the most impressive part of the ad is it all seems justifiable when you relate it to the main concern of the ad.

The above ad is 2nd in the ‘#Khudkokarbuland’ series of Birla Sun Life Insurance. The first being another heart warming one which focuses on the story of a father’s efforts in providing his autistic child a normal life to include him in the mainstream society. You can watch it here.

Do let me know which are your current favorite ads on Indian Television. I can always update the list! 🙂

Resurgent Rajasthan ad – Another marketing faux pas inadvertently showing child labor

Was watching TV in the afternoon and chanced on the #ResurgentRajasthan ad by Rajasthan government featuring one of my favorite actors Irrfan Khan. It’s great to see Rajasthan promoting investment opportunities in the state, but I do not want to highlight on this.

What pinched me in the ad is the treatment of ‘Bhima’, the child actor in the ad by the lead actor Irrfan Khan. It shows Bhima cooking for Irrfan Khan using solar power and the way Irrfan Khan orders him during the ad looks nothing short of child labor. I am sure it will be unintentional, but the whole exchange of dialogues among Irrfan Khan and ‘Bhima’ is in poor taste.

I watched the other ads which are made for the campaign on the Resurgent Rajasthan YouTube Channel, but they don’t seem to be on TV. I am not sure why they specifically chose this ad when others do not echo any such sentiment.

A similar incident depicting child labor which happened in recent past in April 2015 was a newspaper ad by Kalyan Jewellers featuring Aishwarya Rai where she was shown reclining under a parasol held over her head by a boy. The ad got a lot of flak from people and child right activists wrote to Aishwarya Rai for her comments; to which she responded back saying she was not involved in the final creative published by the company. (Link here) Later on, Kalyan Jewellers posted an apology on their Facebook page saying, “The creative was intended to present the royalty, timeless beauty and elegance. However, if we have inadvertently hurt the sentiments of any individual or organization, we deeply regret the same. We have started the process of withdrawing this creative from our campaign”.

The only point which I want to make is ‘do responsible advertising’. Be sensitive about what you are portraying in your ads. Do not promote ills like child labor, dowry, casteism, etc. even unintentionally, especially when India is struggling hard to get rid of these evils which are ingrained in our society and culture.

Hope the agency behind Rajasthan government’s #ResurgentRajasthan campaign realizes this and put a halt to such an advertisement.