The first quarter of 2016 marked by many festive days, special occasions, and the ICC T20 World Cup saw a series of interesting campaigns engaging users in a cricket-crazy nation. Read: 13 Best Digital Marketing Campaigns Of Quarter 1, 2016. Soon followed by the Indian Premier League matches, the second quarter began with many innovative IPL campaigns that resorted to creative fan engagement and community building, along with seasonal brand campaigns. Read: 35 Best Digital Marketing Campaigns Of Quarter 2, 2016.
Quarter 3 marked by the Rio Olympics and Paralympics events has brought forth another set of great storytelling campaigns, creative digital campaigns that have sought the help of influencers to amplify the brand message, cause marketing campaigns that have chosen to connect the dots between a cause and driving social change through the social and digital media. Read: 17 Best digital marketing campaigns of Q3, 2016.
Quarter 4 summed up the year with a range of innovative campaigns targeting the millennial generation. While a legacy tea brand facilitated a global musical collaboration, a matrimonial site urged husbands to fast for their wives on Karwa Chauth, and an NGO launched the world’s first online Employment Exchange for hiring acid-attack survivors.
Here, we bring you a compilation of the best Indian social media and digital marketing campaigns reviewed at LI in quarter 4, 2016. Do note that this is an unordered list; campaigns are featured here due to a combination of factors like creativity, goal-orientation, memorability, brand connect, consumer engagement, and more.
1. TVS Motors ‘Himalayan Highs Season 2’
As part of ‘Himalayan Highs Season 2, the scooter maker took 11 girls on the dream destination of every true-blue biker - Khardung La, the world’s highest motorable pass on TVS Scooty Zest 110, establishing its brand promise “Live Full. Be You.” TVS Motors then launched a 7-part web series on its YouTube channel Scootygals, wherein audiences were given a sneak peek into the journey where with each passing day the 11 girls become an advocate of the TVS Scooty Zest 110.
The webisodes comprised interesting themes – Friendship, Colours, Selfies, Anticipations, Zest and All highs, to help capture the girls’ experiences from the time of selection, to training, to riding and finally celebrating the successful completion of their journey by registering their accomplishment in India Book of Records. Read all about the TVS Motors ‘Himalayan Highs’ digital marketing campaign.
2. PUMA India #DoYou
Leveraging on women empowerment, PUMA’s ‘#DoYou’ campaign sought to encourage women to ‘Do You’ i.e. to recognise their inner strength, grace and confidence. With Olympian Sakshi Mallik and other women achievers as the face of the campaign, women were encouraged to do the plank, a core strengthening exercise. All planking videos were housed at a dedicated website ‘Do You Movement’, along with their stories. Additionally, women were invited to help create a world record of the largest number of women planking together for 60 seconds. Read all about the PUMA India #DoYou digital marketing campaign.
3. Make Love Not Scars “#SkillsNotScars”
Make Love Not Scars (MLNS) is an NGO that supports victims of acid attacks. Last year, it filed a petition to end acid sale in India through a powerful, award-winning campaign, ‘#EndAcidSale’. Playing on the worldwide awareness built around rehabilitating acid attack victims, it recently rolled out #SkillsNotScars, a powerful new campaign to help find jobs for acid-attack survivors. In the video-driven campaign, acid-attack survivors present their skills to potential employers through a CV with a twist – a Video CV.
The videos drive viewers and potential employers to a page that is a one-of-a-kind online Employment Exchange for hiring various acid-attack survivors. Additionally, funny videos were created with a popular comedian and one of the acid attack survivors, and shared by Buzzfeed India. Read all about the Make Love Not Scars #SkillsNotScars cause marketing campaign.
4. HE ‘HEBroCode
This Men’s Day, Emami’s men’s deo brand HE Deo got men to celebrate the unique bond with their ‘bros’, while establishing itself as the ‘deo for bros’. A dedicated anthem was created along with user generated bro codes. The brand leveraged its Facebook, Twitter and Instagram properties to spread the word and got more men to share their bro code videos. Additionally, celebrities who are also youth influencers on social media, were roped in to amplify the brand message. Read all about the HE ‘HEBroCode digital marketing campaign.
5. Shaadi.com #FastForHer
In the matrimonial site’s journey as a new age, forward thinking, socially responsible brand, was a modern take on the traditional Karva Chauth festival wherein married women observe daylong fasts for the longevity of their husbands. Shaadi.com called upon husbands to fast for their wives instead. A dedicated website was created for the campaign which basically kept a track of the conversations and the number of fasting pledges taken by men. A week prior to the festival, the brand began sending out social media teasers that promised to share a new way of saying ‘I love you. Adorable gifs, fun illustrations and puns about food and love ensure user engagement on social. Read all about the Shaadi.com #FastForHer digital marketing campaign.
6. Society Tea #SoundsOfSociety
Society Tea, in collaboration with blueFROG, initiated a cross-cultural collaborative project ‘#SoundsOfSociety’ with musicians from all over the world, looking to create new beats with elements of Indian music. Blending music and tea, the idea of the video series has been to capture moments where these global musicians transcend their cultural and musical differences and find a common space to connect.
The resultant brew is a mix of bhangra, reggae, electronic, sufi, dub sounds, Celtic and more, with Society Tea enabling the discovery of the new ‘sounds of society’. Read all about the Society Tea #SoundsOfSociety digital marketing campaign.
7. Hyundai Cric Jockey 2.0
As part of Hyundai’s ‘Blue by Heart’ campaign, Hyundai had launched Hyundai CricJockey season 2. The idea was to ‘create a platform that gives a chance to cricket fans to transition beyond an ultimate fan and become a potential professional talent.’ A dedicated website was created where aspiring participants could select any of the given match scenarios and submit their commentary in the form of audio, video or text. Short videos, gifs and visuals were shared on social media inviting cricket fans to participate. Additionally, daily contests ensured digital audiences are also engaged throughout the match season. Read all about the Hyundai Cric Jockey 2.0 digital marketing campaign.
8. eBay India #ThingsDontJudge
The ecommerce brand’s marketing campaign #ThingsDontJudge launched this October, sought to bust our stereotypical mindsets, while telling us that eBay has over 10 crore products for us this festive season. A film drove home the message that ‘things’ look at people non-judgmentally, while the idea was extended on social media with interesting visual stories of real people who busted generic stereotypes. Additionally, the brand also roped in an army of Twitter influencers to join the conversation by sharing stories of having judged people erroneously. Read all about the eBay india #ThingsDontJudge digital marketing campaign.
9. COX & Kings India #Trip360
In a bid to bring out the explorer in avid travellers, travel company Cox & Kings India rolled out TRIP360, a brand for adventure lovers with Shilpa Balakrishnan, one of the country’s most popular woman bikers, as the face of the campaign. Embodying passion in the truest sense, Shilpa set about on a journey spanning 55,000 kilometres, across 29 states in India, for 4 months, on her motorcycle.
The brand documented her travel adventures and brought it alive in the form of visuals, gifs and videos, a lot of which was created by the biker herself. Shilpa’s trip was launched using Facebook Live while motorcycle groups on Facebook were leveraged to spread news of her journey, create hype, and invite bikers to meet her while she was in their city. Read all about the COX & Kings India #Trip360 digital marketing campaign.
10. Bajaj V ‘Invincible Indians’
In its latest endeavour of evoking a nation’s sense of pride, Bajaj V had rolled out a new digital series called Invincible Indians. V, the Invincible motorcycle from Bajaj Motorcycles with metal forged from the iconic warship INS Vikrant brought forth the stories of ordinary people whose selfless service to society made them ‘invincible’. The series is made up of the stories of five extraordinary humans, who lovingly began to be called as Ambulance Dada, Medicine Baba, Didi, The Iceman and The Firebird.
All stories have been housed at a dedicated site, that also enabled users to share stories of invincibility that deserved to be told, by nominating them through the online form. Read all about the Bajaj V ‘Invincible Indians’ digital marketing campaign.
11. Fortune Oil ‘MakeIndiaDiabetesFree’
On World Diabetes Day this year, Adani Wilmar’s Fortune Foods launched India’s 1st diabetes care oil and a campaign ‘#MakeIndiaDiabetesFree’ to build awareness on how to stay ahead of this chronic disease, given that India is known as the diabetes capital of the world. A video along with social media content pieces sought to drive users to a content portal housing stories, healthy recipes, a quiz on diabetes and a feature that helped bust diabetes myths. Additionally, the brand roped in a nutritionist on Twitter to clear the general myths around diabetes. Read all about the Fortune Oil ‘MakeIndiaDiabetesFree’ digital marketing campaign.
12. HolidayIQ ‘#ChaloMPWIthHolidayIQ’
Travel community and holidays review platform, HolidayIQ sent five travel aficionados to rediscover the ‘Heart of India’ for ‘#ChaloMpWithHolidayIQ’ in partnership with Madhya Pradesh Tourism. This November they covered eight cities in a span of seven days via two circuits that were strategically chosen to make sure that the travellers got a chance to visit heritage sites, wildlife, nature, religious destinations and the famous water bodies. In return, the travellers helped generate more images, reviews and video reviews about these lesser known places in MP. Read all about the HolidayIQ ‘#ChaloMPWIthHolidayIQ’ digital marketing campaign.
The above campaigns have been compiled from the ones reviewed at LI in the fourth quarter of 2016. Don’t forget to share your favourites from the list.