Editor’s note: This is a guest post from Tina Datta Nayak in which she discusses how Indian brands are using content and creating success on mobile. She is the Head of Marketing at ZipDial, a pioneer in mobile marketing and analytics for emerging markets, empowering marketers to deliver the right message to the right user at the right time through its innovative platform. You can find Tina and ZipDial active on Twitter with the hashtag #MobileTruth.
“Between the dawn of civilization through 2003 about 5 exabytes of information was created. Now, that much information is created every 2 days,” Eric Schmidt – former Google CEO.
Did you know that almost 89% of individuals reach for their phone within 15 minutes of waking up? With different devices available at arm’s length, consumers are seamlessly moving through various platforms to consume context through all content available without having to think.
Globally, there are over 7 billion mobile subscribers, with emerging markets catching up steadily. India now has the highest mobile adoption in the world with close to about 55.48 crore users before the end of 2014 alone. The key challenge for marketers today is to provide context-aware information to consumers to keep them engaged i.e. getting the right content to the right user at the right time. We take a deeper look at six winning campaigns that did just that.
1. Kan Khajura Tesan, Unilever: Reaching the rural, ‘media-dark’ demographic through contextual mobile content
Rural India consists of 83 crore people. These consumers were said to be “media dark” and unreachable until only a decade ago. Today however, 65% of the population in Bihar and Jharkhand has a mobile phone.
The innovative Kan Khajura Tesan campaign, which won multiple awards across categories besides the prestigious Gold Cannes Film Festival, leveraged mobile on a large scale to reach Unilever’s target group of rural India. Kan Khajura Tesan is a free, always-on mobile entertainment radio channel in which the content (consisting of music, news and jokes) is interspersed with HUL brand communication. This was in the form of advertisements for brands like Lux, Dove, Vim, etc.
The campaign saw 140 million minutes of content heard, 24 million calls and 13000 engagements, becoming the biggest media channel in this geography. This clearly demonstrates a deep understanding of the needs of this demographic using a medium that has tremendous reach. What it tells us is that when a brand attempts to relate to its audience and offer them content that benefits or entertains them, they are much more likely to translate into actual sales.
2. Brooke Bond Good Life Club: Tailor-made entertainment for tea vendors through mobile
Tea or chai is what fuels daily life in India. Brooke Bond saw this as an opportunity to engage with tea vendors and tea sellers, through the mobile phone in an innovative CRM campaign. It introduced ‘The Good Life Club’, an exclusive mobile entertainment club for tea vendors in Tamil Nadu. They could have conversation with celebrity brand ambassadors via OBDs, personalized birthday greetings, scholarships for their kids and more.
The campaign worked on three aspects: Exclusivity, Entertainment and Gratifications via mobile. It demonstrates how well the brand understood its audience and also provided value-adds that would, in the long run, build consumer loyalty.
3. Kingfisher Book Cricket: Consumer engagement through gamification of a popular sport
The Indian Premiere League (IPL) is an annual season for cricket fans in India. Kingfisher ran a campaign that capitalized on the IPL season and let fans show their support by giving a ‘missed call’ to a number every time their team scored 4 or 6 runs to score points. The highest scorers were featured on the leader board and won Kingfisher merchandise. Within the first 24 hours of launch, the Kingfisher game was played by 2811 unique users, out of which over 60% played again the same day. Dialers could view their total score and position by going on the website.
This strategy worked because it gamified an already popular event, by incorporating a fun element in brand communication. Gamification is one of the most effective brand strategies for the mobile medium – an estimated 70% of the top 2,000 public companies in the world have at least one gamified app in 2014.
4. Driving election activity, volunteering and pledging via mobile content for political parties
The elections 2014 saw an exceptional boost in participation. Mobile tariffs in India are amongst the lowest in the world and this helped politicians in connecting to voters faster and also by roping in the urban youth, a majority of whom use mobile in daily communication.
A single nationwide toll free number 78200-78200 could be used by BJP supporters across India to give a missed call, send an SMS or a WhatsApp message in order to volunteer, donate or lend support to the election campaign in a targeted, toll-free, efficient manner.
Mobile users could also listen to Narendra Modi’s speeches directly on their mobile phones by dialling a toll-free number. On a similar note, the AAP adopted a “missed call” initiative to drive party membership and volunteering during the Delhi elections and continued with the campaign for the national elections. AAP went on to collect $1.8 million for just the Delhi State Assembly campaign through mobile phones and social media. The Congress Party similarly used toll-free numbers to receive inputs on their manifesto.
5. Parle G: Reaching rural consumers to drive product sampling
FMCG brands have recognized the tremendous potential of the rural segment, as evidenced by Kan Khajura Tesan. Parle G’s campaign aimed at driving sales in this segment and combined geographical presence with mobile interaction. The ‘Parle G Truck’ visited villages and allowed consumers in proximity to the truck to download custom vernacular content via Bluetooth onto their feature phones for free. The campaign reached over 674k users across 222 towns in 59 cities and villages in just over 3 months.
When a brand combines the reach of mobile with content that appeals to the rural demographic, it is usually a winning combination that drives brand awareness.
6. Munch 4*4 became more popular than coconuts in Kerala: Incremental reach to drive sales via mobile
Munch launched a funny and localized TVC that was targeted at consumers in Kerala. The aim of the campaign was to drive sales by disseminating entertaining content through an ad to the consumers. The challenge here was to amplify reach and interest the consumer to buy the product. Using VuClip, an extremely popular mobile video portal, not as a pre-roll but as content to the user, they achieved 0.39 million views in 9 days and a 10% SOV in Kerala.
The key takeaway here is that content distribution is as central to driving campaign reach as the kind of content being pushed to the consumer.
These campaigns demonstrate how being context-aware is vital to the overall objective and implementation of a brand’s mobile strategy. Timely, valuable and relevant information communicated fast and efficiently will be more likely to resonate with the target audience. Brands need to build a story around their products, and the right context can help build a lasting relationship with its target audience that goes beyond purchase on to interaction and engagement.
Disclosure: ZipDial was associated with the Kingfisher campaign.