Archives August 2018

Cheat Sheet: The Videos Your Customers Want On Social Media

Have you been wondering why some of your brand videos worked well on Instagram but not so well on Facebook?

That’s because consumers use Facebook, Instagram, Twitter and YouTube for different purposes. ‘One Size Fits All’ doesn’t work for videos and understanding your target audience’s behaviour & desires is the key to craft the message and video that gets results.

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Digital Video Is The New Window Shopping

People have always sought input from others as they’ve shopped. Today, that information is increasingly coming from digital video. From early-stage browsing to product reviews to learning how to use a product, people turn to a wide range of video content to find ideas and inspiration that drive buying decisions.

So, let’s look at the compelling video shopping story in numbers:

Shopping begins with video

80% shoppers watching a video related to the product, watched the video at the start of their shopping process.

Shoppers prefer to learn more with videos

Shoppers prefer to learn using the product with a video. Unsurprisingly more than 7300 years of home learning videos have been watched in just the past 2 years

Video is the new store salesman

Whether it’s tagging along on video shopping trips with influencers or learning specific details about the product, shoppers are turning to real people they feel they can trust. The watch times of such videos have therefore increased

  • 10x increase in “Shop with me” videos
  • 12x increase in “Does it work” videos
  • 2x increase in “Everything you need to know” videos

Digital video is the new instruction manual

  • 50,000 years of product review videos watched in the past 2 years
  • Users are 3x more likely to prefer watching a YouTube video tutorial than reading the product’s instructions

Is your brand still not using the power of video marketing? We can help and propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…


Hyper Relevance – The Secret Of Building Product Awareness

Wondering what is the secret formula for building product awareness? Answer – Make it hyper-relevant. This is what Google’s marketing team leveraged on to build the popularity of Google maps.

The insight

Google’s team concluded that among between weddings, festivals, cricket matches, bad weather, and developmental construction work, bad traffic conditions are a constant uncertainty in India’s key cities. Google capitalised on this insight to drive people to use Google maps regularly.

#LookBeforeYouLeave

Google rolled out an integrated campaign – #LookBefereYouLeave across digital (online, video and social) and traditional (TV, print and OOH) channels across 8 key metro cities. Google knew that today’s mobile first consumers expect brands to be helpful when they turn to their smartphones in their moments of need. So, Google created ads that addressed India specific traffic conditions due to events like cricket matches, weddings, etc.

Google also hyper contextualised these ads such that these were aired on Youtube only on specific weather conditions like this ad which displayed every time there was a severe downpour in Kolkata.

To reinforce the message, Google also took over billboards in two high traffic locations in Mumbai to feature real-time traffic updates – a first time innovation in OOH space.

The campaign was a huge success as it accounted for 10% uplift in feature awareness and 40% growth in daily active users.

For your brand too, we can create hyper-contextual campaigns that will significantly uplift your brand’s awareness. Please reply to this email with the date & time convenient to you and we will be happy to meet you…


Turning Over The Purpose Of Search & Video Ads

Since the dawn of digital advertising, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. This approach has always made one wonder: If a brand wanted to use the power of video’s sight, sound and motion to drive consumer action, would it work? The answer was a resounding “yes” for America’s Hawaiian Airlines.

How did the campaign work?

In preparation for the busy summer schedule, Hawaiian Airlines wanted to follow-up with people who were considering visits to Hawaii. To do this, the airline setup a typical search campaign focussing on brand keywords like “Hawaiian Airlines” and non-branded  keywords like “Flights to Hawaii”. It then created a set of 15-second and 30-second video ads using YouTube’s direct response format. The direct response format invited users to click-through to “See Fares” where they were directed to the landing page and shown the prices relevant to their area. To ensure high precision, the airlines bought over the keywords that worked the best on search to YouTube. The campaign was an astounding success with 185% increase in flight bookings and 69% reduction in cost per acquisition.

For your brand too, we can run a combine of search & video campaigns that elicit response and propel your brand to the top. Please reply to this email with the date & time and we will be happy to meet you.


From Airports And Supermarkets To Cafes: Let Data Decide Your Next Location

When India’s Civil Aviation Ministry launched its ambitious UDAN program (Ude Desh Ka Aam Nagrik), it had a challenging question ahead of it – which network of cities and regional airports would maximise convenience for most people without creating redundancies?

To find a solution, the ministry needed to answer a host of complex questions:

  • Where is demand the greatest?

Which areas have both broad interest in travel and the broad affluence needed to afford that travel?

  • What is the optimal network of airports?

Which airports would get people to where they want to go while reducing their travel overhead and working well with country’s existing railway & road network

  • How will economic and sociological growth impact these equations?

What will be the growth of such airports over the next 30 years? 50 years?

The solution – LOCATION CASTING.

The ministry tied up with Google to find the answer. From travel specific searches like ‘Surat to Bengaluru travel’ to economy specific searches like ‘Freight forwarders in Ludhiana’, Google’s engineers parsed vast amount of data and coupled it with machine learning, artificial intelligence and data analytics to suggest a list of cities that would best unlock India’s latent air travel demand.

Location casting can offer great competitive advantage for almost every industry. So be it opening your next retail outlet, and building your next warehouse to installing the next ATM, in today’s data driven world, solutions like location casting can help you take data-informed business decision.

To your industry too, we would like to apply concepts of artificial learning & data analytics to unlock demand from existing and new markets which will propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…


India’s Mobile First Ecosystem In Numbers

It’s estimated that by 2020, 650 million Indians will be connected to the internet, with 500 million users of those users connecting via smartphones. So, we bring you the snapshot of India’s mobile first ecosystem:

Rural India just loves internet

187 million of the current 390 million active internet users live in rural areas

Smartphone & internet connectivity is set to explode

70% of the projected 650 million internet users in India by 2020 will be bypassing desktops and using smartphones

Mobile data consumption continues to soar

Mobile data is growing at 133% YoY, and 80% of this growth is being consumed by online videos

Total watch time is growing in non-metro cities

60% of total watch time on YouTube is outside of the top 6 metro cities

Indians love their languages

  • Local language searches have grown by 10x on Google
  • On YouTube, 90% of video is consumed in a local language and there’s a 100% growth on regional language entertainment content on YouTube

Indians are more tech-savvy than you think

  • 28 out of every 100 queries on search apps are made by voice
  • Hindi voice searches have grown by 400%

Reviews & recommendations are on the upswing

  • Searches related to product unboxing videos have grown by 163%, indicating their growing influence on buyers

But, what do all these numbers mean for your brand? As a brand, you must keep mobile, voice, video & vernacular content at the core of your digital marketing strategy. We can help your brand ride this wave and not only make it reach the target audience but also propel it to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…


What Is Your Tentpole Marketing Moment And How Are You Going To Ace It?

Every brand has a tentpole marketing moment – a peak moment in the year when the buzz runs high. Like vacation period for travel companies, IPL for consumer good companies, or the opening weekend for a film, learning to ride the tide during these noisy but critical moments can mean the difference between breakthrough sales or average sales.

Here’s how Pringle’s team aced their tentpole marketing moment – the Super Bowl, and it is a case study in learning what brands need to do to ace their tentpole marketing moment:

Go beyond focus groups to find marketing insights

You know the adage, “If you want to know how a lion hunts, don’t go to the zoo. Go to the jungle”. The Pringles team found their marketing insight on Youtube to discover a wealth of rituals existing around Pringles. They realised people loved playing ‘Guess the flavour’ by stacking different the uniquely shaped chips together. The Pringles team drew on this insight to create a campaign that inspired people to create virtually an unlimited number of flavour stacks.

Whet your idea

Laying the groundwork ahead of time can give you valuable insights and inform your next steps to cut through the noise. Pringles ran a series of 6 second bumper ads on Youtube to generate excitement, receive feedback and build momentum by hammering a simple call to action message – Stack up for the game. As people reacted positively to the creative, the Pringles team knew they were ready for the final blitzkrieg.

Make the most of tentpole moment by following your audience

When buzz peaks, amplification is the name of the game. The Pringles team amplified their message by following their audience on multiple mediums to effectively reach a wider audience by a simultaneous burst on TV, Youtube and social media. This helped the Pringles team reach millions of customers within a short time with great efficiency.
Have you identified your brand’s tentpole moment? If you haven’t, we will help you identify your tentpole moment and create a campaign that will not only help you reach your target audience but also propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…


3 Unexpected Reasons Baby Boomers Are Turning To YouTube

Baby boomers – the generation born between 1940s and mid 1960s lived in an age when there was no on-demand media. If they missed out an episode of their favourite show, they had to wait for a rerun or, even worse, just miss it altogether. As a result, many baby boomers are becoming cord-cutters and embracing platforms like YouTube, and here are the 3 most common reasons they are doing so:

Baby boomers turn to YouTube to save time

The desire to save time explains why baby boomers are 1.3x more likely to prefer watching a YouTube tutorial than reading instructions.

Baby boomers turn to YouTube to get help and learn something new

It is expected of older people to ask their adult children to teach them about technology & gadgets. But baby boomers are now finding the same information on Youtube. In a survey it was found that 1 out of 3 baby boomers uses YouTube to learn more about a product or a service.  

Baby boomers log onto YouTube for entertainment and news

Similar to Gen-X, Gen-Y and GenZers, baby boomers are watching TV recaps, highlights and their favourite shows on YouTube. An increasing number of baby boomers now miss their favourite shows that come late in the night, and prefer to catch them on YouTube the next day. News & music were other categories which features in their most watched list.
If your brand’s target audience is baby boomers, we can use these insights in a way that will surely not only increase your brand’s connect with the target audience, but also propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…    


Forget Storytelling. 2019 Will Be The Year Of Storyselling

Everyone is aware about the potential of videos to tell a great brand story. But, how do you create a video that not tells a great story but also drives real business results? Here are the three things one must do for effective funnel video marketing.

1 – Grab attention and educate through humour

So many companies are doing the same before-and-after videos, testimonials videos and product demo videos that one needs to break through this noise to get noticed and help viewers learn about your products & services. Humour is great way to grab this attention simply because the two main reasons people log onto YouTube are to get entertained and to learn something new. It’s no rocket science that a video campaign that blends learning & humour would be effective, as it did for Nerd Skin Care Brand.

2 – Make it easy for viewers to become customers

An inspiring story does great wonders for brand awareness. But, it would be purely magical if the story also convinces people to also buy your product or service. One simple way to do this is by introducing product information and links, throughout the video, which customers can click and buy your product or service. Ikea did this greatly in its Home Tour Makeover Videos and so did this video from the popular deodorant brand PiperWai.

3 – Do A/B testing

There’s no guarantee that a specific video will always work. So testing is the only way you can make sure you reach your goal. Shooting the video in modular formats is a great way to do creative experiment with your videos. If one cut doesn’t give the desired results, you can always use another cut of the video.

For your brand too, we can implement funnel video marketing that will surely propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…    


Awesome Behavioural Trends On YouTube In 2018

More than 1 billion hours of videos are watched on YouTube every day and there are 3 major trends that were visible in 2018.

Trend 1 – Views of videos showcasing ‘experiences’ doubled

GenZers, who now make for a huge percentage of target audience, value experiences over possessions. The number of views of videos showcasing ‘experiences’ doubled in 2018 and the savviest of the marketers adapted to this shift by selling lifestyles rather than products. A great case in point is Ikea’s Home Tour Makeovers – a YouTube channel showing how to transform your bedroom, living room, laundry room and just about everything.

Trend 2 – YouTube influencers were extremely popular

With so many options to buy, consumers clearly felt overwhelmed and turned to YouTube for advice and help to narrow down on choices. More than 60% of shoppers said digital videos gave them ideas & inspirations for their purchases. Unsurprisingly, the video watch time for videos related to ‘routine’ doubled YoY. An example is the huge popularity of this Morning Makeup Video

Trend 3 – Rise of video buddies

Many YouTube users are actually looking for social experience and want to interact with others. A survey revealed that 70% of GenZers say watching videos with others makes them feel connected. And there have been plenty of videos that encourage viewers to do something – study, clean or read along with YouTuber and other followers such as this video in which the YouTuber is encouraging her followers to clean-up at the same time as her.

For your brand too, we can use these trends in a way that will surely propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…    


The 3C Digital Strategy – The Perfect Recipe For Your Success

Change is the only constant. And nowhere is this proverbial saying more true than the world of digital marketing.

With the digital marketing landscape changing so fast, becoming so complex & interconnected, it’s natural for you to feel confused, lost or even frustrated. Wouldn’t it be nice if someone could just simplify it for you?

Our answer to your wish is the 3C Digital Strategy:

  • CONDUCT – Digitally connected events
  • CONVERT – The events into likeable & shareable digital content
  • CREATE – Excitement & buzz through online PR

We used this strategy for #WhySufferSilently – a very popular campaign against dysmenorrhea (painful periods), and are excited to share its success story with you.

It all began with an event (Dysmenorrhea Workshop) which we  CONDUCTED at Guru Nanak Institute of Management Studies, Mumbai. In this event, Youtuber Helly Shah narrated a story on how her first period changed her life to an audience of 120+ students.

Helly’s story narration was CONVERTED into digital content – a YouTube video titled Chupchap Kyu Sahe? In just 2 days since its release, the video has garnered more than 50,000 Views, 4000 Likes and 100+ Comments!

The event was lapped up by online publications such as AdGully, Times Of India, MxM, dailyhunt, MUMBAI LIVE which CREATED an immense buzz for the campaign, and resulted in many colleges requesting to conduct a dysmenorrhea workshop.

So what does this mean? It means that our 3C Digital Strategy is the perfect recipe of your success. For your brand, we would like to implement our 3C Digital Strategy that will surely propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…    


How To Get More Subscribers On YouTube?

Are you wanting to get more subscribers for your YouTube channel? Here’s what you need to do:

Get the first 15 seconds right

The first 15 seconds of your video determine whether people will continue watching your video or quit it. One great way to hook people to your video is by making a great 15 second trailer in which you communicate a clear message.

Attract with a great thumbnail

Thumbnails are a static reflection of what your video is about, and are known to increase click rates significantly. If your video is whacky, make sure you have a thumbnail that reflects just that.

Create interesting playlists

Millennials love to binge. Thoughtfully created playlists ensure that users binge on your videos once they come to your YouTube channel.

Create amazing content

Though this is an obvious point, it also poses the biggest challenge. One way to create amazing content is by actually looking at your subscribers’ comments, which are a great way to know what people want to watch.

Be consistent

Remember two golden rules

  • Rule no.1 – Pick a day and post video on that day every week
  • Rule no.2 – Don’t forget rule no.1

Collaborate with other YouTube channels

Guest appearances are not just a favourite of Bollywood lovers, they are a hit among YouTube subscribers too! The math is also simple here – When you collaborate with another YouTube channel, you reach out to subscribers of that YouTube channel too!

Have a contest

Having a online contest lets you get people to subscribe to your channel, comment on your video, like your video or share your video – all of which are an absolute must!

But this is not what we are telling you to do. This is what we will do for you in a manner that will not only increase your subscribers, but also propel your brand to the top. Please reply to this email with the date & time convenient to you and we will be happy to meet you…    

Wishing you a very happy new year!