Brands know the magic of co-creating with the community. Co-creating content makes consumers feel special and engagement more meaningful. Although it comes with its set of challenges and is resource heavy, brands this year have chosen to experiment and invest heavily into content co-creation for a memorable brand recall.
Co-creation campaigns this year are bringing in professional singers, artists, comedians, doodlers and the likes to create memorable content pieces in real time. So fans could think up a few lyrics and have professional singers compose it into a lovely song. Fans could imagine wacky situations and have professional artists bring it to life. 2014 saw brands from various sectors – technology, banking and finance, FMCG and more, leveraging the benefits of a co-creation campaign.
Here, we look at the best content co-creation campaigns of 2014 that not only created meaningful engagement but also went on to make the community proud owners of personalised content.
1. Lenovo Vibe X2 #VibeUpMyLife
For the launch of the world’s first layered phone in India, the Lenovo Vibe X2, the phone maker launched a 72-hour art-a-thon campaign called #VibeUpMyLife. The campaign roped in 10 RAD artists who challenged users to have them add any layer to their photos, in real time. User challenges poured in on Facebook and Twitter, while the artists added romance, mystery, adventure, funk, masti and more. The vibed-up photos were shared with the users as well as featured on the microsite. You can see the vibed up photos here and here.
2. Cadbury Celebrations #MeethiMemories
In celebration of Raksha Bandhan, Cadbury Celebrations, the gifting range with an assortment of chocolates from Cadbury, launched #MeethiMemories. The chocolate brand invited brothers to share “Meethi Memories’ or ‘sweet memories’ with their sister for a chance to win a special customized illustration for her Rakhi gift. Fans could add the sweet memories on a Facebook app which displayed the customized illustrations and the tweets made with #MeethiMemories. More on the campaign here.
3. Cornetto Cupidity Call Centre
This Valentine Day, ice cream brand Cornetto had created the Cornetto Cupidity Call Centre where one could dedicate song lyrics to their loved ones and see them being sung by professional singers. The campaign roped in 10 singers adhering to user requests for 3 days. The Cornetto Cupidity Call Centre generated nearly 3650 videos within 3 days. Brand ambassadors and actors, Yami Gautam and Siddharth Malhotra were part of the campaign buzz on social. The co-created songs were then added into YouTube playlists for people to view and enjoy. More on the campaign here.
4. Cadbury Silk #FirstLoveIs
This February, Cadbury Silk, the premium addition to Cadbury Dairy Milk chocolates, had launched a limited edition pack for Valentine’s Day. For the promotions, the chocolate brand asked the community to share what ‘first love’ meant to them and surprised them back with a personalized doodle shared in real-time. It resulted into a massive 6.1 million impressions on Twitter, while trending for two days including Valentine’s day and 44 personalized doodles sent out in real time. While Silk’s Facebook page saw an increase of 76K+ fans, the Twitter handle added 1K+ followers. More on the campaign here.
5. HDFC Life #Little2Adjust
HDFC Life chose to take it light for the promotions of its Click2Protect Plus insurance plan on social media. It hosted the first ever stand-up comedy on Twitter themed #Little2Adjust, in collaboration with professional stand-up comedy actors, Siddharth Dudeja and Bhavish Ailani. Users were invited to send in their queries on relationships using the hashtag #Little2Adjust on Twitter, while the funny duo would answer it through short videos. More on the campaign here.
6. Asian Paints Speechless mime videos
Asian Paints had launched the ‘Speechless’ TVC with brand ambassador actor Saif Ali Khan and his sister Soha Ali, in which Saif is left speechless and unable to answer his sister’s query on the new paint job at his home. The campaign was extended onto social media with the ‘The Royale Aspira Beyond Words’ Twitter contest, which invited users to share what made them go speechless. The best tweets were then converted into video mimes dedicated to the creator of that tweet and shared in real time. Around 75 mime videos were created from close to 11K tweets received in the 2-day Twitter campaign. More on the campaign here.
7. Cadbury Silk’s #SilkUp Personalized Video Invite
For Cadbury Silk’s ‘Treat for Two’ offer, where with every large bar of Cadbury Silk, one could avail two free cups of coffee at any Café Coffee Day outlet, it launched the #SilkUp campaign. Fans could tune in to a live webcast featuring celebrity protagonists – VJ Ramona, Ashwin Mushran, Kaneez Surka and Varun Thakur chatting up over Silk and free coffees, and tweet their topics of discussion in real time. Fans could also tweet a quirky reason to take a friend out for coffee and the funny four would then create a personalized video invite, in almost real-time, for the person tagged on the post. More on the campaign here.
8. AndPictures ‘WishDilSe’ funny videos
Interactive movie channel from Zee, ANDPictures launched an interactive campaign on social media for the launch of its interactive app ‘Dil Se’ that brought fans closer to their favourite stars. The campaign roped in stand up comedians Ashwin Mushran and Amogh Ranadive and invited users to share wacky ideas on how to catch the attention of their favourite star. The funny duo then created hilarious videos out of user tweets in real-time. More on the campaign here.
9. Godrej Masterbrand ‘Tweet a tune’
As part of Godrej Masterbrand, the company’s consumer connect initiative across its sub-brands from FMCG, Gourmet Retail, Real Estate, Consumer Durables, Security Solutions and more, the brand launched a co-creation campaign called ‘Tweet a Tune’ in association with professional singers from the Song Dew platform. It created songs out of users’ tweets, which were then played on radio and social media dedicating it to the contributor. Interestingly, this is being done for each of its products starting with the hashtag #FattakSeFurr for its mosquito repellent. More on the campaign here.
— Zindagi Muskuraye (@Zindagimuskraye) December 2, 2014
10. Tata #SafariTrails My Day My Way song
To bond better with off-road adventure lovers and Safari aficionados across the country, SUV brand, Tata Safari invited its followers on Twitter to share their desired lyrics with images or videos of memorable Safari adventures they’ve been on, using the hashtag #SafariTrails. The videos and pictures received by fans were then combined with the lyrics to create the ‘Tata #SafariTrails My Day My Way song’. The music that entails the Safari trails TVC tune, was composed by popular artists – Vasuda Sharma, Gaurav Dagaonkar and Sidd Coutto. Read more on the campaign here.
11. Oreo Orange Creme #OreoBesties
For the new Oreo Orange Creme, the cookie brand had launched an extensive campaign on social media where it reinforced the friendship between Oreo cookie and Orange crème calling them #OreoBesties and how they blend beautifully together. Apart from fun fan engagement activites, it also launched #BestieBond. Fans shared entries talking about what made their bond with their bestie unique, while Oreo created live #OreoBesties out of them in the most visually appealing way. Read more on the campaign here.
Feature image credit: Shutterstock