Quarter 3, 2015 has been an equally exciting time as the previous quarters of this year, in terms of the digital marketing space in India. Every brand worth its faith in social media has invested more budgets for it, in its overall marketing mix. Moreover, the will to experiment is what is driving brands to explore new ways of acheiving deeper consumer connect although consumer attention spans are fast dwindling.
A memorable quarter one with the best of Indian social media campaigns kickstarted the second quarter with more innovations in the space of digital marketing. Industry sectors like insurance, FMCG, travel, ecommerce, automobiles, etc. have contributed to some of the best campaigns of Q3, 2015.
Here, we bring you a random compilation of the 16 best Indian social media and digital marketing campaigns reviewed at LI in the third quarter of 2015. Campaigns are featured here due to a combination of factors like innovation, creativity, goal-oriented, memorability, consumer connect and engagement, and more.
1. Lenovo-Yuwa #PitchToHer
Yuwa, a not for profit organization that teaches girls to play football to make their lives better partnered with Lenovo for #PitchToHer – a social campaign that invited the brightest minds to pitch smart ideas that can impact the life of these girls through technology. The idea that convinced them won a month-long sponsored internship. Meanwhile, the girls were introduced to the wonders of technology – they placed Hutup on Wikipedia and Google Street View, played songs, experimented with lighting up solar jars, GoPro cams and light painting. Read all about Lenovo-Yuwa #PitchToHer digital campaign.
2. Paper Boat #FloatABoat
This monsoon, traditional drinks brand, Paper Boat got everyone to make paper boats and share pictures of their boat on social networks. For every paper boat image shared on any social network, the brand donated Rs. 20 towards children’s education. The campaign ‘#FloatABoat’ was in association with Parivaar Ashram. A microsite captured all the floating paper boats on social networks, while the brand shared adorable films on the cause and how to make a paper boat told through a school girl. Read all about Paper Boat #FloatABoat digital campaign.
3. Amazon India The Great Indian Freedom Sale
For Amazon India’s The Great Indian Freedom Sale, the ecommerce brand rolled out a series of fan engagement activities and contests that gave away shopping vouchers. #10KeBaadKarenge contest marked the beginning where people were asked what plans they were going to push till after 10th August for the Amazon sale. This was continued with #10KeBaadReactions where funny video reactions were sent out through influencers. Read all about Amazon India The Great Indian Freedom Sale campaign.
4. Yatra ‘Relive Happiness’
In its ninth year of existence, Yatra embarked on a serious drive to bring alive its mission of ‘Creating Happy Travellers’. Looking to establish itself as an enabler of happiness, Yatra took inspiration from a social media phenomenon where people try to relive their childhood by posing for pictures with their family, siblings, pets or friends, in the same way it was in their childhood photo. It launched ‘Relive Happiness’ where the winner actually got a chance to relive her most favourite moment from childhood. Read all about Yatra ‘Relive Happiness’ digital campaign.
5. Natgeo India UnStupid University
For the new season of ‘Science of Stupid’ on NatGeo India first aired on Independence Day 2015, the channel decided to launch a virtual university to bring the world ‘Freedom from Stupidity’. UnStupid University was designed with five different courses to educate the stupid people of the world and categorised for various types of stupid friends. The courses were basically a bunch of hilarious listicles consisting of gifs. Social media was leveraged extensively to get people to visit the UnStupid University. Read all about Natgeo India UnStupid University digital campaign.
6. Kokuyo Camlin digital Rakhi Maker
Popular stationery and art brand, Kokuyo Camlin has an interactive Experience Camlin app for desktop and mobile, modelled on the brand’s philosophy to help anyone bring their imagination to life. This Raksha Bandhan, the art brand found the right occasion to not just celebrate the bond of love between brothers and sisters, but also to celebrate the art of expressing your imagination. It created a digital Rakhi Maker that let one create beautiful kaleidoscopic rakhis and share them virtually. Read all about Kokuyo Camlin digital Rakhi Maker campaign.
7. MakeMyTrip #DilHaiHindustani
On the occasion of Independence day, online travel company MakeMyTrip rolled out #DilHaiHindustani – a unique digital recreation of the story of Indian Independence. A one page microsite was created that took a viewer through the journey from the first struggle of Independence in 1857 to finally achieving Independence in 1947. The story covers key events like the Mangal Pandey agitation, Jallianwala Bagh massacre, non-cooperation movement, Chandra Sekhar’s Kakori train robbery, and more. Read all about MakeMyTrip #DilHaiHindustani digital campaign.
8. Tata Sky Transferkar family
For the promotions of Tata Sky+ Transfer set top box, through which all the content recorded on the set top box can be transferred to mobile phones or tablets and watched at ease, the brand created a television crazy family called the Transferkars. A series of absolutely hilarious films were created where each member is uniquely identified with the TV show they are fans of, and would go to any extent to watch it. An interactive microsite helped one to understand this family better, their favourite shows, motto in life, quirks, and more. Read all about the Tata Sky Transferkar family digital campaign.
9. Wrogn #WrognAuditions
Youth fashion brand Wrogn, co-owned by Virat Kohli rolled out an innovative brand campaign called #WrognAuditions where it looked for the most Wrogn person. The winner from the virtual auditions hosted on a microsite, along with three friends were flown to Las Vegas for a hangover. Virat announced the auditions in a quirky manner that aroused curiosity and stole headlines in major news publications. He told Sachin Tendulkar that he did not have what it takes, when the master blaster asked him about the auditions. Read all about the #WrognAuditions digital campaign.
10. Lenovo K3 Note digital launch
For the launch of Lenovo’s K3 Note available exclusively on Flipkart, the brand embarked on a digital route to create buzz without the help of contests or digital influencers. First it asked fans to lay their existing phones to rest #InTheNameOfK3 along with its fond memories at a dedicated microsite. Brand ambassador Ranbir Kapoor joined Geeky Ranjit’s webshow for a fun video where he talked about the K3 note. Read all about the Lenovo K3 Note digital campaign.
11. OLX India #Daastaan
Ahead of the Independence Day of two nations separated at birth – India and Pakistan, OLX India, one of India’s largest online marketplace for used goods, launched a very well-timed campaign called #Daastaan. The social media led initiative invited people to share stories and memories of belongings that were left behind during Partition using #TimelessStories on Facebook. The brand helped search for these belongings with the help of stories and pictures. Daastaan helped OLX instil a sense of respect for used possessions, the brand’s revamped philosophy. Read all about OLX India #Daastaan digital campaign.
12. Renault Lodgy Customer Stories
Renault India took a digital dive for the launch of its new version of Lodgy, the Stepway. The auto maker conducted a massive blogger outreach program with 40 top bloggers of India who were given a firsthand experience driving Lodgy and some great fun in Goa for 3 days. Taking forward its digital investments, the brand is invested in creating video stories that showcase how the car is changing its owner’s life. Read all about the Renault Lodgy Customer Stories video campaign.
13. Tanishq #WhatsYourPalette
For the launch of its innovative ring ‘The Palette’ that lets the wearer mix and match semi-precious stones in 36 colours with a gold ring, Tanishq had rolled out an equally innovative digital campaign – “WhatsYourPalette’. Users needed to tweet their favourite colour using the hashtag and see it come alive in a masterpiece, all in real time as the masterpiece was being livestreamed. Live updates were shared through social media channels to boost engagement. Read all about the Tanishq #WhatsYourPalette digital campaign.
14. HCG & Pink Hope SelfV Film Festival
On the occasion of Cancer Survivors day this year, HCG (Healthcare Global Enterprise), a specialist in cancer care and Pink Hope, a cancer support group initiated a unique platform ‘SelfV’ where cancer survivors could celebrate their second chance at life by posting self-videos. They needed to take a self-video of 60 seconds, showcasing the story of their struggle and conquest over cancer. The best ones selected by a jury from the film fraternity were then showcased across theatres in the city. Read all about the HCG & Pink Hope SelfV Film Festival.
15. Nivea India ‘Mom’s Touch’
Skin care brand, Nivea India rolled out its social initiative #MomsTouch that brought forth stories of extraordinary mothers, in partnership with Aseema Charitable Trust. The social media driven campaign portrayed the stories of extraordinary mothers who want the best future for their child, despite having faced adversities all throughout their own lives. Viewers could help either by sharing the video on their social networks or by direct donations to the charitable trust. Each time one shared the film, Nivea contributed a certain amount. Read all about Nivea India ‘Mom’s Touch’ digital campaign.
16. HDFC Life #RayOfHope
For the promotions of HDFC Life Cancer Care plan that provides financial protection for cancer, the brand roped in model, actress and social activist, Lisa Ray who has herself been fighting multiple myeloma, a rare type of cancer. As the face of the campaign, she talks about her cancer journey and how money also played a vital role apart from inner strength to fight this dreaded disease, in a series of videos. The videos were spread through social media soon after the brand revealed its new face. Read all about HDFC Life #RayOfHope video campaign.
The above campaigns have been compiled from the ones reviewed at LI in the third quarter of 2015. Do share your favourites from the list.