Top 5 Epic Digital Branding Examples in 2015
Social media has taken digital branding to an altogether different level. Ad guru David Ogilvy defined branding as “The intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation and the way it’s advertised.” Here are top 5 digital branding examples that created a buzz in 2015: 1. Ariel Washing Detergent #ShareTheLoad This subtle ad campaign was a great hit with its message of promoting gender equality among the urban working class. To summarize, the ad showed a mother-in-law unabashedly praising her daughter-in-law’s professional success to a friend, only to be stumped when her irate son demands of his wife why his shirt wasn’t washed. This story struck a chord with viewers and created a buzz on the social media under various hashtags like #ShareTheLoad and #IsLaundryOnlyAWomansJob? It also won the Glass Lion at the Cannes Lions 2015. 2. Housing.com ‘Look up’ #lookupmoments This Mumbai-based real estate search portal was founded in June 2012. It revamped its digital branding campaign this year with a new look and a buzzing tagline. Viewers were encouraged to ‘look up’, literally as well as figuratively. It’s new ‘look’ got it 556,000 followers in their Facebook page, 117,000 in Twitter and 1,248 in Instagram. 3. Snapdeal #DilkidealonSnapdeal Snapdeal first roped in Aamir Khan to be its brand ambassador. It positioned its ads to appeal to the EQ (Emotional Quotient) of its viewers. And finally, the tagline, ‘Dil ki Deal’ made sure that it connected with the high-value urban customers as well as the small-town clients. Its digital branding campaign was launched with a series of posts on social media that piqued the curiosity
of the audience. Today it has over 3,235,657 followers on Facebook, as a result of its innovative campaigns like #GoodDeedWithSnapdeal and #DilkiDealOnSnapdeal. 4. HDFC Life #StandUpOnTwitter It’s difficult to associate corporate with humour (comic strip ‘Dilbert’ being the exception!), but HDFC Life got their insurance company to be associated with stand-up comedy on twitter. A funny trio of comedians gained immense popularity after the company hosted Twitter’s first ever stand-up comedy campaign themed ‘#Little2Adjust’. It got a lot of young followers, with HDFC Life literally laughing all the way to the bank. 5. Shine.com #LagGayiVaat Online job-search portal, Shine.com went viral with its Dubsmash contest as a part of its on-going #LagGayiVaat campaign. It invited people to share their appraisal stories using Dubsmash videos for a chance to win e-shopping vouchers worth Rs. 10,000, along with a feature on its page. The funny videos connected with the youth and gave a humorous twist to what is generally a nail-biting experience for most. In 2015, digital branding got the creative juices flowing, for both marketers as well as the users. Unlike traditional branding campaigns, digital branding establishes an instant connect with its target audience. Also the time required accessing the reach of the branding campaign and gauging its impact is very short. You can get your audience talking about your product, either in a good way or bad, depending on the content!