Page 50 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
DIGITAL
Be creative with content to engage consumers
Gaurav Mehta
Media Analytics Executive Millward Brown Gaurav.Mehta@millwardbrown.com
Brand success in today’s digital world requires understanding how digital media is different
from conventional media and how to use those differences advantageously. Because digital can
be more personal and interactive the possibilities for creating engaging content are greater.
The Indian mobile manufacturer Micromax recently demonstrated this potential. The brand launched its Micromax A94 preloaded with an app that incentivized users to watch ads by enabling them to reduce their phone bill with each ad watched. For the launch of this phone, Micromax hosted a contest -
AdCharades, where users could win free phones by correctly guessing the ads.
The snack brand Bingo provided another example of creative engagement. In a campaign called “CraziestPlacesToEatBingo” the brand asked customers to submit their ideas for the most unusual places for eating Bingo – on a crowded train, for example. The brand then recognized the best submission by turning the ideas into sketches and posting them online.
It’s important to remember that a creative idea alone is not enough. The content must reinforce the brand message in ways that are relevant to the consumer and consistent with the brand’s values.
fffffffToday on social media anyone able to create
valuable content with an authentic voice can gather a
significant audience, with no cost and zero technical know-how. This phenomenon has resulted in the rise of the social media influencer.
They offer an opportunity that brands are underleveraging. Accustomed to thinking of the lifetime value of a customer, brands need to compound that value by the extent to which a social media influencer can take a (positive or negative) message about the brand to his or her network.
For one of our telecom clients we identified customers with potential to reach 10,000 people or more
on social media. We
tagged them “platinum customers,” a label usually reserved for extremely
high spenders. Some of
these influencers spent
only a few hundred
rupees a month, but were capable of creating value
through their reach and influence.
As “platinum customers”, these influencers received phenomenal customer service. The positive messages they shared with their audiences were worth far more than the incremental increase
in the service cost. Social media influence is powerful. The caution is that brands must ensure that it’s positive.
SOCIAL MEDIA
Treat social media influencers like high value customers
Mihir Karkare
Co-founder & VP
Social Wavelength Mihir.Karkare@socialwavelength.com
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