Marketing gurus and top agency honchos have always stressed that ‘content is king’. But only a handful of brands are ready to study how content can work best for them. And with most age groups now adapting to social media, it becomes even more vital to create content tailored to the various age groups. Gone are the days where ‘one size fits all’ fit your brand storytelling needs.
Today millennials, defined as those born from 1981 to 1997, constitute a core consumer group. They do not like advertisements; day or night, they do not let go of their smartphones; they use their smartphones to post pictures and videos on social media; they love technology and mobile apps; they can juggle around with texting, tweeting and expressing in emojis; they do not prefer celebrities endorsing brands, want brands to be more transparent; flexible working hours and meaningful work is their idea of career success, and the list goes on.
If the online behaviour of millennials from the Mary Meeker report and studies on Indian online consumption is anything to go by, marketers need to rethink their strategy to connect with millennials.
A few Indian digital campaigns this year have been specially crafted for millennials. A premium biscuit brand announced its launch disguised as a new smartphone. A smartphone was launched disguised as a spy movie. An insurance brand hosted a live stand up comedy act on Twitter themed on ‘bad investments’. A much loved actor who isn’t present on social networks joined six different social networks for six hours to entertain his fans, only for the launch of a new smartphone.
Let’s take a look –
Bourbon, India’s first premium chocolate biscuit from Britannia had lost its charm, in the sixty years of its existence. The brand wanted to bring back the lost charm and connect with today’s millennial generation. While it came with a fresh new packaging and a fun TVC, the brand chose digital to create some buzz prior to the launch.
It announced the launch of a new smartphone called the Bon. The smartphone reportedly ran on Chocolatey 2.0 and had features like power pack, friend finder, auto charge, etc. MTV VJ Bani J and actress Kriti Kharbanda were specially roped in for the unboxing of Bon. User participation was boosted with the help of fun contests where the new Bon6 phone was up for grabs.
When the buzz was at its peak during the unboxing, the duo revealed it as the new Bourbon biscuit. Each of the features were also explained: Chocolaty 2.0 because the new Bourbon was ‘thoda aur chocolaty’, Friend Finder because sharing a Bourbon helps you find new friends instantly, Power Pack because its available in Hangout pack as well as Pocket pack, and more. Read Why The New Britannia Bourbon Was Launched As A Smartphone.
While most life insurance brands took to storytelling to bring their messages across this tax saving season, there was one insurance brand who took to stand up comedy and that too, to make fun of ‘bad investments’. Millennials do not like advertisements or brands preaching to them, but humour is always a welcome thing to be a part of their conversations.
HDFC Life, one of India’s leading private life insurance companies, chose to reach out to millennials via stand up comedy on Twitter. This year it launched season 2 following a successful season 1 in 2014.
It teamed up with three stand-up comedians who made jokes on ‘Bad investments’ and while at it generated a massive social media buzz for the comedy act, using a variety of creative, engaging contests on social media. The insurance brand managed to carve a niche in the BFSI sector, while making a fun connect with millennials looking to make investments for the financial year-end. Read How An Insurance Brand Is Redefining “Bad Investments” Through Live Stand-Up Comedy On Twitter.
For the launch of Lenovo’s A7000 smartphone, the brand announced a movie named #MissionA7000 produced by Lenovo Pictures. It told a story of a geek who was locked in Istanbul after his lady love ditches him for a bag full of cash. The lead character Louis Santiago was played by Hollywood star Johnny Deep, for whom the only hope was an electronic gadget to hack the PA system which is powered by a 64- bit Octa Core processor.
A popular news satire website carried a story on how the censor board recommended a ban on mobile phones after watching the film, because they felt the lead character was misusing technology. An animation movie style trailer was released that convinced viewers to book a special screening in metro cities.
The smartphone was finally revealed in Dolby theatres with a private screening for influencers and bloggers. The idea was to highlight the exciting features of the A7000 - Dolby Atoms, Octacore processor for super speed and 5.5 inch HD display, and also to make a memorable connect with the smartphone-savvy millennials. Read Inside Lenovo India’s Digital Strategy To Sell A7000.
Millennials like to get involved with brands. Co-creating, generating new content, being a part of the brand story is their thing. Riding on this insight, beverage giant, Pepsi had launched a rather disruptive campaign on social media titled ‘Crash the Pepsi IPL’ this IPL8.
The campaign invited fans to make a 30-second commercial showing their love for Pepsi, with the promise that the best ads would be aired during the IPL matches. The campaign website provided a Pepsi Tool kit replete with essential resources to make the ad: brand logos, official soundtrack, video clips, SFX sounds and ideas.
The brand tapped into communities of content creators on the internet like bloggers and YouTubers to help spread the word. Apart from the 30 seconds of fame, the winners also received a cash prize of Rs.1 lakh. The campaign brought fame to the winning entries. Read Pepsi Invites Consumers To Create Ads For IPL8.
For the launch of Lenovo A6000, the most affordable 4G phone in India, Lenovo India embarked on a unique social media launch that leveraged the popularity of its brand ambassador, Ranbir Kapoor. It convinced Ranbir, who does not have a presence on social networks, to get on to six popular social networks for six hours, and entertain his fans, while all his interactions on the social networks involved the new smartphone.
So Ranbir created a huge buzz on the specially created Facebook page and also got himself trending on Twitter. Ranbir asked his followers to make him do crazy stuff and shared those on social networks. For Instagram, he shared selfies and shoefies with the A6000, while he made a funny emoji for Snapchat, crazy Vine videos. All the action of the day was documented on Tumblr.
Instead of Ranbir asking his fans to buy the A6000, he ensured the phone received ample buzz on social networks frequented by millennials. Read When Ranbir Kapoor Was On Six Different Social Networks For Six Hours.
Brands need to talk in the language of millennials, brands need to mimic their interests and behaviour, more so try to think like a millennial, to achieve greater success in their campaigns.