Most Memorable Digital Marketing Campaigns of 2018
Influential- Amazon
Crowd engagement- Adidas
Controversy - Lunya
Immersive - Nike
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Genericization of brand names Boon or Bane? BY Kriti Nagori IIM Rohtak
Jet-ski, bubble wrap, escalators are some words which are used as common nouns in most of our conversations - but do you know these words were actually names of brands? In the corporate world, if a company’s product is popular enough, it risks something called genericization, which is when the public associates the brand name with the generic class of the product itself. The brand names then become so popular that they eclipse rivals in sales, market share and in the minds’ of consumers. And then they spread through the English language like the common cold in a small office. There are a number of such words which we use in our daily life which are actually brand names. When you have a boo-boo, you reach for a Band-Aid, not a bandage. When you need to blow your nose, you
ask for Kleenex not tissue. If you decide to look up something online, you Google instead of search for it. Companies trip over themselves to make their brands household names. But only a few brands become so ingrained in the lexicon that they’re synonymous with the products themselves. This socalled “genericization” can be both good and bad for companies. Companies generally spend millions to create a brand which can be popular among people. Then, they spend millions more on marketing that can have the unintended consequence of making those names so popular that they become shorthand for similar products. It’s like if people start calling sta-
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Marque - The Marketing club, IIM Rohtak tion wagons Bentleys. It can diminish a brand’s reputation. The biggest fear for a company is that their brand name becomes so commonly used to describe a product that a judge rules that it’s too “generic” to be a trademark. That means that any product — even inferior ones — can legally use the name. To avert their names from becoming generic, several companies use marketing to reinforce their trademarks. For instance, after its Band-Aid brand name started becoming commonly used to refer to adhesive bandages, Johnson & Johnson changed its jingle in ads from “I’m Stuck on Band-Aid” to “I’m Stuck on Band-Aid brand.” But having your brand name become generic is not always a bad thing. Sometimes companies embrace when their brands become common nouns. The best example of this is perhaps Google, which was created in 1998 when Alta Vista and Yahoo.com were the top online search engines. Google, which created a formula that returned more accurate results
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than its competitors, became so popular that people began saying “Google” to refer to a Web search, in general. Experts say Google has benefited from its name becoming a part of the lexicon. Thus, genericization cannot be classified as either good or bad. If your brand becomes genericized, it may cost you like Xerox or your brand may become a benchmark like Google. However, there are several measures that can be taken in advance, if you genericization is to be avoided.
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SENSORY MARKETING BY Tanu
IIM Rohtak
and improve the satisfaction level. Have you ever been attracted One of the distinguishing feato the aroma of a place or tures of Sensory Marketing is have ever picked up a prodthat, even if you don’t have a uct and took note of its softhuge budget, you can do quite ness. If your answer is yes, well with some basic research then probably you have expeand knowledge of human narienced sensory marketing. ture and common sense. Just with The usage of marketing options a few combinations of sensory cues directed towards all the five senses i.e. and combining it with brand characteristics, you can evoke the most powerful positive response and leave an indelible impression on the minds of the consumer. While some brands with the combination of their characteristics and sensory cues evoke excitement, as in case of Nike Swoosh while some other evoke pleasure, sincerity or some other pleasurable experience. Usage of tunes in case of brands such as Intel, Nokia, Airtel and many more have helped them create a niche in the market. Positioning of brands using innovative and hummable jingles such as in case of Blackberry Boys is also on rise sight, sound, taste, touch and smell is Sen- these days. Though usage of taste in sensory Marketing. The reason why it is so sory marketing is difficult to implement much important and effective is because but it is highly effective as seen in the case of something called “Embodied Cogniof Cadbury. Smell is considered a wizard tion”. This is the phenomenon when what we see, hear, taste, feel and smell effects the consumer decision making process. Though it has been observed and experienced that sight and sound are important segments of effective marketing but with the incorporation of sound, taste and touch into the marketing plan, we can interact with the customer on many levels
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that transports the human beings, so attracting customers through unique scent and smell is a common trend followed by retail stores, airlines, coffee shops, restaurants and bakery shops. In order to create brand loyalty and increase purchase, companies are integrating two or more sensory brands to increase the overall effectiveness and attract customers. In the current marketing scenario Sen-
sory Branding is considered a unique and
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effective way to build and maintain strong relationship with the customers. Integrated sensory branding should be promoted to communicate with the customers as it provides much needed flexibility in promotion of brands by companies reaching directly into the mind and memory of the consumer. Though the companies should not solely depend upon it and work on the other aspects as well to garner brand loyalty, higher purchase and ultimately higher profits.
“Know thyself. Know the cus Innovate.” – Beth Comstock
stomer.
#BUZZFEED
Ogilvy Bangalore creates a new campaign for UberAuto This new campaign has been created for UberAuto to increase the awareness of this option and save the people from haggling and hassling of regular auto. This campaign uses humour and drama to capture the attention of target audience. Through the campaign it is being conveyed that UberAuto brings in convenience and peace of mind for its customers. The campaign also maintains the brand values of Uber and matches with its vision to build globally and live locally. Conceptualized according to the Chennai culture, this campaign will likely encourage people to avail UberAuto services in Chennai. Uber will also release Print, Outdoor and Radio advertisements with the same message.
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Star Sports launches the #BabySitting campaign ahead of the Australia’s Tour of India
TGBL has approached key shareholders of Hector Beverages with a proposal to buy out the company along with its popular brand Paper Boat to spice up its portfolio. Even though a formal approach has been made, the talks around Paper Boat are still at an exploratory stage and there is still no guarantee that it will lead to a transaction. However, Kakkar has categorically denied any discussion with Tata Global Beverages or a possible sale. Paper Boat, if the Tatas buy it, will be a big break in the long narrative of western cultural dominance when tea and coffee were trendier than desi drinks which were confined mostly to kitchens except a few such Rooh Afza. If Paper Boat is deemed fit to sit with Starbucks and Tetley in the Tata Global Beverages’ portfolio, it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali
Australia tour of India has already started and before the start, Star Sports came up with a brilliant TVC using the previous incident of the India Australia series wherein Tim Paine asked Rishabh Pant to babysit. Hence the use of a recent incident in a TVC can be described as a cheeky move and had rightly chosen Sehwag for the role. In the second part of the ad, Hayden gives a fitting reply to Sehwag telling him not to underestimate the Australians. This will intensify the fun banter that is always expected in an India vs Australia series. A well-researched and conceptualised advertisement has got a lot of attention. Ayurved
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Facebook pulls off Onavo VPN app from Google Play Store
After Apple reportedly pulled out Facebook’s market research app citing flouting of the App store’s guidelines, Facebook, recently, has decided to remove its VPN app from the Google Play store. Facebook acquired Onavo to use its VPN app to gather information about what people were doing on their phones, their habits and even their Amazon order history. This is on the heels of the scandalous revelation that Facebook was collecting data from teenagers using its ‘Facebook Research’ app and gifting then $20 coupons for accessing their history. Without Onavo, Facebook has lost a powerful method of market research and it will face difficulties in the future as the irony of a VPN app snooping on its users isn’t lost on anyone.
#BUZZFEED
Pepsi’s new campaign #HarGhoontMeinPersonalisation: The New Era of Swag Pepsi has always focused on youth and displayed the self confidence of youngsters. Even Marketing
this campaign targets the millennials. They want to convey how the youth think out of the box and makes every wrong right. Also they highlight how the youth stand up for what they believe in and want to be bring change. It is about conveying people that how youth Personalised marketing advocates for fitting of at least one parts of the are full of life and are energetic and always want to seize new and interesting opportuniassociation’s advertising blend the individual client.– Swag. Personalised marties. Pepsi has very well used the wordtowhich defines youngsters This 360 degree marketing campaign includes cricket as well as Bollywood. is quite common forof compaketing shows an extraordinary division, with an Itobjective section size nies create are advertisements resonates with their audience by being cool andand catchy one.toThere two typesthat of one-to one marketing: personalization and not just being too informative and Pepsi has mastered in this.
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VOICE SEARCH: DIGITAL MARKETING STRATEGIES BY Shabnam Kerketta IIM Rohtak
which we’ll talk about inside and out Regardless of whether they’re later. Google voice seek questions endeavouring to locate the best have gone up exponentially fineatery around the local area, ished the years, so it’s pivotal or they simply need to know to comprehend these advancewho sings the melody that is ments and consolidate them on the radio, 40% of adults into your computerised showdepend on voice search to help casing methodology. The first every day. Though this may seem thing to understand about voice to throw a wrench in your current search is what people expect and search engine optimization (SEO) strathow people use it. With voice search on egy, your business can actually use these the rise, it’s important to keep up with the technological advances to get ahead of stats so that you’re prepared for how these your competitors. From using keyword advancements will change your industry. phrases and words that better suit voice Some of the major voice search statistics search queries to nailing down exactly to know as you venture into 2018: how to approach local SEO, these changes 1. In the US, more than half of teens to your current digital marketing strateand 41% of adults use voice search daily gy can bring the results you want. Voice 2. Out of the 3.5 billion searches persearch has been one of the most rapidly formed on Google every day, almost a adopted technologies in recent history and third of those are voice searches. it’s changing the way consumers interact 3. Of US smartphone users, 71% of with the world around them. When you people between ages 18-29, 59% of people ask a question, you don’t get 10 links back; between ages 30-43, 39% of people beyou get one direct answer just like one to tween ages 44-53, and 38% of people ages one human communication. Marketers 54+ use mobile personal. should ensure the main voice providers 4. 60% of mobile personal assistant (Google, Apple, and Microsoft) have the users are on the go when using them facts correctly answered about their busi- 5. Voice search queries typically fall nesses. into four categories—30% general inforTo keep it basic, voice search is voice acmation, 27% personal assistant, 22% local knowledgment innovation that enables information, and 21% fun and entertainindividuals to perform seeks by talking ment. into a gadget. These gadgets go from cell 6. Voice search queries are usually lonphones and PCs to home partner gadgets, ger than text searches and characterized
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by a question—typically three to five keywords long and starting with who, what, when, where, why, and how. 7. Over half of voice search users expressed satisfaction with voice assistants, 38% were neutral, and 12% were dissatisfied. 8. Some experts predict that 30% of web browsing sessions will be done without a screen by 2020. 9. According to Comscore, 50% of all web searches will be voice searches by 2020.60% of people use voice search at home, while 57.8% of people use voice search on their smartphones Your digital marketing strategy has a direct effect on your company’s success, and so does the voice search which directly affects your digital marketing strategy, then voice search trends will inevitably affect your business. Whether or not this will bring positive or negative results depending on how well you adapt your strategy to the changing landscape. With voice search increasing rapidly and Google’s new mobile first index—which bases rankings off
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of the mobile version of a site instead of the desktop version—businesses need to adapt to the changing digital landscape. Exact match domain and other BLACK hat SEO tactics are no longer going to cut it. Voice search improves user experience of search engines—by being faster and more convenient—and provides more accurate results in just the equal amount of time as web search. This means that, if your website content is optimized (particularly for mobile use) effectively, your business could be the first one a digital personal assistant suggests. In the eyes of some industry experts, the rise of voice search is the end of SEO, however, other major influencers in the SEO world—we included—believe that voice search is changing digital marketing for better. It depends, whether you perceive the glass as half-empty or half-full, you can’t deny that voice search is affecting digital marketing and SEO strategy, whether in good ways or bad ways.
Shift in Cadbury Dairy Milk Ad Campaign over the years In July, 2018 Cadbury Dairy Milk has launched it’s new television commercial shifting it’s focus from ‘kuch meetha ho jae’ to ‘Acchai’. Building on it’s strong proposition of ‘Kuch meetha ho jae’ it is exploring the theme of goodness. The first commercial launched is a moment crafted out from a regular day between two brothers. It shows the generosity of an elder brother who sacrifices his own chocolate for his younger brother. The second commercial launched, again picturises these two brothers, where the elder brother is seen sacrificing his turn to play
BY Puja Ashwini IIM Rohtak football to help an elderly woman, seeing which the younger one is also motivated to help the woman. The campaign has been crafted by Ogilvy. When asked about the campaign Sukesh Nayak, CCO, Ogilvy India said that generosity is something that he believes the world needs a lot these days. Cadbury brand equity lead Benazir Barlet-Batada says that the campaign is inspired by their founder John Cadbury’s acts of kindness. During the creation of Bournville, he provided homes for factory workers, doctor’s surgery and football and crickets pitches. The campaign aims to
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touch the human cords and promote people to do acts of kindness. Back in 1990 when Cadbury had aired its first TVC,’kitna mazaa aae rey’ it focused on an animated world made with dairy milk. The strategy was to lure the kids but it created a road block for their further growth as the chocolate reduced to
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Mumbai). This iconic ad was crafted by the advertising agency Ogilvy (Ogilvy and Mather at that time).
In 1998, Cadbury called in Cyrus Barucha as their brand ambassador with the campaign “Khane waalo ko khaane ka bahana chahiye” Cadbury, by this time had entirely moved on emphasizing the proposition that the product is not only meant for children. Aimed at extending the consumption of the product to all age groups, it was an extension of the previous campaign focussed on unification of family and spreading of joy. From 1996 to 2000 Cadbury’s growth rate dropped by 78%. Consumption of Dairy Milk among teens and adults was still very low, understanding the key to growth was of utmost important at that time. Several studies were conducted by Cadbury and it showed that the size of the traditional sweet market was 19 times more than that of chocolate. Projecting chocolate, which was perceived as a foreign dessert meant to be consumed by children, as a substitute for sweet wasn’t an easy task for Cadbury. It was resented and initially, could not gain the same acceptance as traditional Indian sweets. It was perceived as a culturally antagonist product trying to alter the sweet eating habits of Indians. being occasional treats for kids. The next The answer was found in the concept of ground-breaking advertisement, ‘kuch collectivism. In India, unlike the western khaas hai zindagi mein’, Cadbury came up countries people found happiness in celewith was a girl dancing in the cricket field. brating together rather than the individuThis ad targeted every audience by bring- alistic concept. Hence in 2004 Dairy Milk ing out the kid in everyone. It also became came up with the ad ‘kuch meetha ho jae’. successful in placing Dairy Milk as the This ad showed that chocolate can be a food to eat to celebrate victory. The ad perfect substitute for the traditional Indiwent on to be awarded as the Campaign of an sweets. the century, awarded by ABBY (Ad Club,
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