At the beginning of the 20th century, two initiatives were conceived as marketing devices – one to sell more “Tyre”, the other to sell more “Newspaper”. 100 years later, both have grown to become powerful brands in their own right. Today we know them as Michelin Guides (b. 1900) and the Tour de France (b. 1903).
At a time when there was no such thing as TV, brands could not buy mass attention, so they had to earn it, from scratch, by creating world-famous brand properties.
In an age of super-saturated communication, perhaps we need to start thinking less about brand narrative and more about brand drama. It’s not enough to do great story-telling anymore. It’s not enough to ask “what is our brand saying?”. The post-TV, digital-social-media world demands that brands create their own story, building a digital/social property that will earn its media reach through its unique existence. The question brands should be asking is “what is our brand doing?”
As a #marteching team promoting the concept of “movement marketing, we just loved this awesome article on ‘Story Doing” that opens our minds to a new way to look at digital-social-media marketing.
Call us to discuss how you can create and build a movement that will let your followers take your brand message across social and digital media. To see an example of what we have done for an herbal products brands visit Proud of My Color page on Facebook.
Most brands use social media as an extension of their print and TV strategy. Companies are pouring in Huge Monies into social marketing and are wondering – where is the ROI? As engagement is low, reach is low and every post needs more $$$ to promote.
If you are nodding by now, clearly you are also facing this on your own social media strategy?
What is the solution that breaks this low reach, low engagement without high marketing spend model? What is needed to convert your followers into “owners” of the brand?
The solution lies in what we call “movement marketing“. Create a powerful cause that your customers, followers believe in and will support with passion, energy and fierce ownership. A movement that gives its community a larger mission to achieve in life.
Consider for example our latest campaign. Originally conceived by the client as a play against fairness bias, we strategically turned the campaign into a “mission” and “movement” to celebrate natural colour and raise people’s voices against fairness bias.
The result? India’s largest community of young women and men against ‘skin colour bias’. 2,00,000+ vociferous user-fans who “speak for the cause”. All done on a shoe-string budget. A fan community that helped the product advertisement film reach 7.5 million views on social media with less than 20% paid views. And generated 10,000+ comments and engagement. A video based communication strategy that saw 170k % growth in video views for the brand.
Wow. How do you do that?
- We use a UNIFIED STRATEGY across web, mobile, social to take your key messages and turn them into causes that the consumers can relate to. And instead of selling to the followers, we LISTEN TO THEIR IDEAS as they take the message forward.
- We use complex #MARTECHING (marketing + technology) tools to (a) drive higher traffic, (b) optimize social media spends, © extract insights from analytics, (d) measure and extend social platforms to consistently out-perform traditional advertising or digital agencies.
Talk to us if you are looking to build a loyal social community that will take over the brand. We will find the cause that turns your brand into a “movement” your customers want to own. Register today for a complimentary 30 min discussion. Or respond with your contact details and we will be happy to schedule a session with you.
Act now! Status Quo is Not A Strategy In A Changing World.