The Vaseline BASELINE campaign began with Min Day Lee, a South Korean creator known for her skincare content. In a video showing her collection of Vaseline products, Lee repeatedly pronounced the brand name in a way that sounded like “Baseline”. The pronunciation quickly became the focus of the video, spreading across social media and evolving into “Bassline” as users began creating their own versions, memes and remixes.

For Vaseline, this was not a campaign waiting for a media plan. It was a live piece of internet culture that had suddenly attached itself to the brand.

The response was unusually direct. Vaseline changed elements of its social identity to BASELINE, created mock packaging and announced a tongue-in-cheek rebrand. What could have been a passing viral joke became a carefully extended social media campaign.

How the Vaseline BASELINE Campaign Started

The original video worked because the pronunciation felt natural rather than staged. Lee was not trying to create a viral advertising moment. She was simply talking about products she already featured in her skincare content.

Lee later explained the pronunciation in another video, connecting it to the way English sounds can be adapted when spoken in Korean. That gave audiences more context, but by then the original pronunciation had already become the joke.

The audience took over from there. “Baseline” became something people could repeat easily, while “Bassline” gave the trend another form to play with. The conversation moved beyond skincare and into broader social media culture.

Vaseline recognised that the opportunity was not to correct the pronunciation. It was to make the pronunciation part of the brand’s communication.

That decision gave the campaign its starting point.

Vaseline Officially Welcomes BASELINE

The brand then took the joke much further than a typical social media response.

Vaseline issued an official statement beginning with, “We heard you. We agreed.” It announced that, following an “extensive review”, which the brand jokingly described as approximately one video watched over a million times, Vaseline was becoming Baseline with immediate effect.

The statement made another important point: “Same tub, Same jelly.”

The product had not changed. The name had.

The brand explained the joke by pointing to the different ways Vaseline has been pronounced and adapted around the world. Vaseline’s own history dates the brand to 1870, giving the 150-year reference in the statement a real connection to the brand rather than making it purely part of the joke.

That gave BASELINE another layer. It was still a social media gag, but the brand used it to celebrate the way people have made the name their own in different places and accents.

The tone was deliberately self-aware. Vaseline was not pretending that a genuine corporate rebrand had taken place. It was using the language and formality of a corporate announcement to make the joke bigger.

Min Day Lee Becomes CEO of Baseline

Vaseline also made sure the creator behind the original moment received full credit.

The brand announced that it had taken the liberty of appointing Min Day Lee as “CEO of Baseline”, effective immediately, with “no interview required”.

It is a small detail, but an important one.

Instead of taking the viral idea and rebuilding it entirely around the brand, Vaseline kept Lee visible. The person who unintentionally created the moment became part of its official continuation.

That approach fits a broader shift in creator-led marketing. Creators are no longer only useful for delivering a brand’s finished message. Their own behaviour, language and communities can become the starting point for an idea.

Here, the campaign did not need to manufacture authenticity. It already had an original creator at its centre.

From One Viral Video to #VaselineHijacked

The campaign did not stop with Lee.

Vaseline expanded the idea through its “Vaseline-Verified Hijack Icons” initiative, recognising creators who contributed to the conversation. The brand also invited its wider community to create their own “Bassline” interpretations using #VaselineHijacked.

This was an important shift in the campaign.

The original moment belonged to one creator. The next stage gave other people permission to participate.

That helped turn the BASELINE idea from a single viral post into a community-led social media campaign. Users were no longer simply reacting to what Vaseline had done. They were given a format they could adapt themselves.

For a brand, that creates more possibilities than simply publishing another reaction post. The audience becomes part of the content system.

Why the Vaseline Rebrand Works as Reactive Marketing

The smartest part of the Vaseline rebrand is that it did not try to make the original moment look planned.

Pratik Ved, VP Skincare at Hindustan Unilever, summed up the thinking behind the response: “We didn’t create this moment; the internet did. Our job was to simply show up.”

That is a useful distinction.

Many brands try to turn viral conversations into polished advertising as quickly as possible. The danger is that the response can feel like an interruption. The audience created the moment, but the brand suddenly behaves as though it owns it.

Vaseline took a different route. It acknowledged where the joke came from, gave credit to Lee and then built new layers around the idea.

The humour also stayed close to the original conversation. There was no complicated product message attached to BASELINE. The altered name was enough.

That simplicity helped the campaign travel.

What BASELINE Says About Modern Brand Participation

The Vaseline BASELINE campaign is ultimately less about changing a name and more about changing the way a brand responds to its audience.

Vaseline is an established global skincare brand with a name that has been around since 1870. It could have been protective about a pronunciation that differed from the official version.

Instead, the brand treated the variation as something worth celebrating.

That does not mean every viral joke deserves a brand response. The opportunity worked here because the joke was directly connected to the brand, the original creator already had a genuine relationship with the product, and the altered name was instantly understandable.

There was also a clear limit to the idea. BASELINE was a temporary social identity, not a permanent rebrand.

That distinction allowed Vaseline to experiment with its identity without confusing what the brand actually sells.

The campaign is a good example of reactive marketing at its most useful: not chasing every trend, but recognising when the audience has unexpectedly handed a brand an idea that already feels native to the conversation.

Vaseline did not invent BASELINE.

It simply knew what to do once the internet did.

In this fiercely competitive field, there are plenty of smart ways that can be incorporated into your marketing strategies. In order to stay effective and continue growing, commercial real estate marketing has to constantly look for fresh and innovative ideas. Successful commercial real estate marketing campaigns need to look beyond flashy posters, radio jingles, and newspaper columns.

This article aims to look at a few key points that help expand your digital presence and generate fresh and valuable clients. Let’s look at 6 sure-shot ways to develop a successful marketing campaign.

1. Outline your Objectives
Your commercial real estate marketing plan is vastly dependent on the resources available and the target audience. So, before you set out your marketing goal, identify your key clientele and demographics. A detailed analysis of your previous clients, sale statistics can help determine your average user. Resource allocation plays an important role in shaping your marketing master plan. What is available and how to distribute them for various marketing activities should be defined right at the start. This is also the right time to research your competition. It will help work out strategies that will help you stand out in comparison.

With all this research done, you can easily define your marketing objectives. Your business goals have to be well-defined and measurable targets. They should include a brand creation plan, the core message you wish to convey, and how. Once you have a detailed overview of your goal, target audience, budget, marketing materials, and channels, it’s time to put things into action.

2. Develop and Execute Digital Marketing Plan
Digital marketing is an extensive landscape that requires a well-planned approach. The possibilities are limitless, from personal websites to blog content and social media marketing, there is a multitude of ways to put your brand and business online. The success formula is to find the most effective medium to reach your target audience without overextending your time and budget.

• Website – A custom-made website should act as a one-stop-shop for customers to access the required information. Build a user-friendly, informative, and visually attractive webpage to hold your customer’s interest and convert viewers to reliable buyers.
• Social Media – Over the last couple of years, social media has become a globally accepted marketing tool with unlimited potential. This fact holds true for commercial real estate marketing as well. Social media outlets are a great space to interact directly with existing as well as fresh buyers. It’s also a channel where you can establish your expertise as a realtor and stay visible.
• Video Marketing – Video contents are an indispensable component of digital marketing campaigns. Drone video, property walkthroughs, virtual tours, etc., are effectively improving inquiries and sales by enabling people to visualize their future purchases.
• Search Engine Optimization – Optimizing the descriptions, tags, and titles of your online content irrespective of the hosted channel are vital to creating a strong online presence. Make use of options like the Google Analytics Tools and Keyword Planners to get ahead of the competition and rank high on search lists.

3. Strategy for Traditional Marketing
While online marketing is constantly opening up new and unexplored possibilities every day, traditional offline approaches are still viable and effective means of generating leads and clients.
Here are a few time-tested marketing approaches that can be integrated into your overall strategy along with online marketing.

• Print Media – Active presence in leading newspapers and niche magazines are always beneficial to growing brand awareness and identity.
• Networking Event – Attending broker and property events helps connect one-on-one with potential clients. It also lets the customer put a face to your agency and makes you more approachable.
• Billboards and Display Signs – Attractive banners and graphics are attention-grabbing and leave a visual memory of your listings and services in customers’ minds.

4. Engage with Customer
You might have the best marketing plan on paper, but if your buyers or clients do not connect with the content you put out, it’s all for naught. Engaging and interacting with customers during all stages of your marketing campaign is necessary.

• Collect feedback in the form of straightforward reviews, testimonials, informal polls, and surveys to help develop marketing content that interests and resonates with your customers.
• Prompt response to online comments and queries makes you feel reliable and professional.
• Do not ignore past clients. Inviting them to be part of your social media community and posting their experiences encourages similar-minded customers to trust your brand and service.

5. Track your Performance
Measuring the success of your implemented strategy is key to improving and achieving the ultimate goal. Data on what worked and what didn’t is necessary for planning future campaigns. Since you had established key targets at the beginning, the success of those targets need to be measured against a set of KPIs or Key Performance Indicators. Google Analytics helps you get the statistics related to how viewers interact with your content, number of website visits, downloads, etc. These insightful numbers help you determine how successful your strategy was and what needs to be revised.

6. Adapt the lessons
The performance analysis of your previously executed strategy can tell you a lot more about your target audience and their requirements. The data from these analyses can be used to improve your existing marketing efforts. With time, you can build the most effective and successful strategy that benefits your business.

There are unlimited ways to market your commercial real estate service. Put in the time and effort to identify the strategies that make sense to your brand and are relevant to your target audience. Start off with an overview of a long-term strategy, which can be tweaked and modified along the way as you learn and grow.

If there is any brand that has successfully talked about sex without objectifying women, it has to be Durex

This article is about:
Durex ads 2021, Durex Ads, Creative Ads, Durex India, Durex Condoms, Print Adverts, Creative Advertisement, Children’s Day Ads, Fathers Day campaign, Social Media Marketing, Brand Marketing, Digital Marketing

IKEA – Silence The Critics

Argos – The Book of Dreams

SBI Life Insurance Co. Ltd – Real Life Real Stories (Featuring Murugan Theruvoram)

Coca-Cola

McDonald’s – #NotSoSecretSanta

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Psst..we're going to be your #NotSoSecretSanta this year. Let us know who needs some extra Christmas cheer in the comments (while tagging them) because Christmas and McDonald's is all about spreadin' love.❤️ Don't forget to use #NotSoSecretSanta. (Valid only in West & South) #contestalert #contest

A post shared by McDonald's India (@mcdonalds_india) on Dec 20, 2019 at 3:02am PST

CEAT Tyres – #SafetyComesFirst

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We wish you all a #MerryChristmas! ???? . . . . . . . #CreativeSpot #Christmas #CampaignSpot #DriveSafe #HappyHolidays #Santa #safetyfirst #safetycomesfirst #besafe #safedriving #holidayseason #ceattyres #TopicalSpot

A post shared by CEAT TYRES INDIA (@ceat_tyresindia) on Dec 20, 2019 at 8:33am PST

Uber

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Santa and his elves are coming to town #MerryChristmas

A post shared by Uber India (@uber_india) on Dec 24, 2019 at 4:36am PST

Ferns N Petals

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Give your workstation a Christmassy and a merry makeover ???? Learn from this video how to. . . #fernsnpetals #christmastime #christmas #christmasdecor #decorations #decoration #snowman #decorating #santaclaus #santa #happiness #joy #celebrate #celebration #onlineshopping #online #onlinestore #onlineshop #christmasshopping

A post shared by Ferns N Petals (@fernsnpetalsindia) on Dec 23, 2019 at 3:02am PST

Zomato

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Have yourself a merry Christmas ????????

A post shared by Zomato India (@zomatoin) on Dec 23, 2019 at 8:19pm PST

Swiggy – Plum cake is the new Soan Papdi

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Plum cake is the new Soan Papdi.

A post shared by Swiggy (@swiggyindia) on Dec 23, 2019 at 5:39am PST

Manforce Condoms

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Somebody’s gonna come. #ChristmasEve #Manforce #ManforceCondoms #Christmas

A post shared by Manforce Condoms (@manforceindia) on Dec 24, 2019 at 3:26am PST

Durex

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Jingle all the way into the festive season and while you’re at it, don't forget to buy some gifts for your naughty halves! No judging, Santa! #MerryChristmas! ???? To buy, click the link in bio.

A post shared by Durex India (@durex.india) on Dec 24, 2019 at 5:37am PST

Save The Children

Apple – The Surprise

Emirates

Microsoft

Amazon

WWF – Adopt A Better Future

Tags:
Christmas advert 2019, Emirates Christmas 2019, Christmas advert, Digital Campaigns, Print Campaign, Social Media Marketing, Direct Marketing, Topical Spot, Holiday Ads, Festival Ads

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On an auspicious occasion, let’s make a new beginning for #BorderlessShopping! MyShopping Box wishes you a very happy Ganesh Chaturthi! #USToIndia #EuropeToIndia #QualityShipping #YouShopWeShip

A post shared by My Shopping Box India (@myshoppingboxin) on Sep 1, 2019 at 9:30pm PDT

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Mushak is now online! DM us your most creative wish via voicenotes and get them fulfilled this Ganesh Chaturthi Lucky winners stand a chance to WIN amazing prizes. • #GanpatiBappaMorya #ganeshchaturthi #Ganpati #ganesh #MessagesThroughMushak #Mushak #ganesha #ganesha???? #ganeshotsav #ganeshji????

A post shared by Tata Sky (@tataskyofficial) on Sep 2, 2019 at 1:51am PDT

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No commotion, no noise pollution, just a mega dose of devotion! Happy Ganesh Chaturthi from the Chimp&z Inc family to you all! . . . . . #ganpati #bappa #mumbai #morya #ganpatibappamorya #maharashtra #ganesha #ganesh #ganpatibappa #ganeshutsav #pune #official #bappamajha #bappamorya #india #ganpatifestival #photography #mangalmurtimorya #mumbaiganpati #majha #ganeshchaturthi #ig #chinchpoklichachintamani #lalbaugcharaja #utsav #god #hindu #harharmahadev #mahadev #followforfollow

A post shared by Chimp&z Inc (@chimpnzinc) on Sep 2, 2019 at 1:43am PDT

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He is here once again! Let’s make his stay a comfortable and joyous one with lots of laddoos, modaks and #TooYumm! ????#HappyGaneshChaturthi #BakedNotFried

A post shared by Too Yumm! (@tooyumm) on Sep 1, 2019 at 7:36pm PDT

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BMW Motorrad India wishes you a Happy #GaneshChathurthi

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Let this shloka help you prosper & may Ganesha give you more wisdom to keep dreaming. #MutualFundsSahiHai #GanpatiBappaMorya #HappyGaneshChaturthi #GaneshChaturthi2019 #Ganeshotsav

A post shared by Mutual Funds Sahi Hai (@mutualfundssahihai) on Sep 1, 2019 at 6:29am PDT

Aala re aala ???? 11 days to relish dem modaks. #HappyGaneshChaturthi #Modaks #UberEatsIndia pic.twitter.com/ghbf6GfCBL

— Uber Eats India (@UberEats_IND) September 2, 2019

Say it out loud. Ganapati Bappa _________

Happy #GaneshChaturthi everyone. pic.twitter.com/gJqWvwWpkQ

— Mi India for #MiFans (@XiaomiIndia) September 2, 2019

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Prosperity, success and a smooth ride to happiness – we wish you all this and more this #GaneshChaturthi.

A post shared by Mercedes-Benz India (@mercedesbenzind) on Sep 1, 2019 at 9:44pm PDT

Apne saare modak mujhe dedo.

— Netflix India (@NetflixIndia) September 2, 2019

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This #GaneshChaturthi the celebrations just got tastier! ????

A post shared by McDonald's India (@mcdonalds_india) on Sep 1, 2019 at 9:46pm PDT

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Ganpati Bappa Morya! #HappyGaneshChaturthi #GaneshChaturthi

A post shared by Toppr.com (@mytoppr) on Sep 1, 2019 at 8:49pm PDT

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May the lord of prosperity fulfill your dreams. #HappyGaneshChaturthi

A post shared by FreeCharge (@freechargeofficial) on Sep 1, 2019 at 9:18pm PDT

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A home with plans that will leave you floored! This #GaneshChaturthi embrace luck, happiness and good fortune with a home at #GodrejProperties. #HappyGaneshChaturthi #LordGanesha #GaneshChaturthi2019 #wishes #celebration #happiness #ganeshutsav #realestate #panindia #planningforthefuture #positivity #ganpatibappa #festivalofindia

A post shared by Godrej Properties Limited (@godrejpropertiesltd) on Sep 1, 2019 at 9:26pm PDT

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Guess who else can't resist Maa ke haath ka khana! Let’s celebrate Maa Parvati's ladla, Lord Ganesha this #GaneshChaturthi together! #HappyGaneshChaturthi #MealOfTheMoment

A post shared by MOM – Meal of the Moment (@mealofthemoment) on Sep 1, 2019 at 7:41pm PDT

Tags:
Social media marketing, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Ganesh Chaturthi 2019 Ads, Ganesh Chaturthi Campaigns, Ganesh Chaturthi social media posts, advertisements, LF Originals, My Shopping Box, Tata Sky, TLC, Chimp&z Inc, Tata Power, Mumbai Metro, Vadilal, One8 Fragrances, Arias, Jewel Crest, Shaadi.com, Volkswagen Financial Services, Milklane

Every year, airlines make millions of dollars in fees for overweight luggage. This causes great anxiety and stress for the passenger as they head to the airport, approach the scale, they do not know whether they are going to have to deal with these costly fees. To avoid paying those hefty fees, passengers are asked to move to the side to repack their luggage. In a rush to get to their gate, this process is done in a rush of stuffing their carry-on bags—with the hope they can get through security and make their flight.

To address this problem, mcgarrybowen created a simple and easy to access solution. The idea took several months to develop, and the result is “Weight Tag.” This is a special paper tag made with a specific thickness and strategic perforations, that can hold up to exactly 50lb/23kg (maximum weight allowed on most airlines) before it snaps. The Weight Tag solves one of the greatest flight struggles for passengers. When it snaps, then passengers can repack their luggage before they get to the airport.

Credits:
Brand: Samsonite
Campaign: Weight Tag
Advertising Agency: AC mcgarrybowen, Mexico City, Mexico
Chief Creative Officer: Sebastian Arrechedera
General Creative Director: Orlando Montiel, Manuel Massonneau
Art Director: Jesús Paredes, Ismael Mora
Client Service Chairman: Juan Claverol
CEO: Miquel Daura
Chief Operating Officer: Marta Gilabert
Account Director: Brenda Weil, José Marco Kidwell
Agency Producer: Rodrigo Guerrero, Aida Garatea

Tags:
Direct Marketing, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Social media marketing, Marketing Strategy, Creativity, Samsonite Weight Tag, Airline

The 26 letters of the English language, with a courageous twist. From A to Z, every Letter talks of one quality or one aspect, which parents can imbibe in their daughter to build courage in her from an early age.

The Letters are available in the form of a deck of cards. One can give a missed call on 95121 04443 to get the cards on WhatsApp, and they can also be downloaded from the campaign website www.hercouragelessons.com. The deck of 26 cards will also be sent to parents of young daughters through direct mail.

Every Letter of Courage card is a beautiful visual of a courageous little girl, and depicts how certain actions, activities or words have a profound impact on her childhood. Look closely and you can imagine a story behind every card. The cards have been designed to grab the attention of little girls too. Every card also has a courage statement for the parents, which they can use while communicating with their daughters.

Sharing his thoughts on the Letters of Courage, Lalit Mehra, Co-Founder and Managing Partner of MySchoolReviews.com said, “While our films grabbed people’s attention and made parents realise the issue of fear parenting, we did not want to stop there. We wanted a way to actually help people take a step towards transforming their parenting skills. Every card has one word with one easy-to-say yet powerful statement – a simple way for parents to become courage trainers for their daughters.”

Prof. Dr. Aruna Broota, renowned psychologist and parenting expert, shared her views on the Letters of Courage, “These Letters will keep the parents very focused and they can pinpoint that, okay here is where I need to change, here is that I need to share a new input.”

#HerCourageLessons was launched with a series of 3 films on International Women’s Day, March 8, 2019. Taking influence from popular children’s rhymes, each film throws light on a prevalent fear that parents unintentionally pass on to their daughters. Every film ends with a call-to-action, urging viewers to start courage lessons for their daughters.

In addition, MySchoolReviews.com has specially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters. One has to simply add the skill ‘Her Courage Lessons’ on the Amazon Alexa app and invoke it by saying “Alexa, open her courage lessons”/ “Alexa, start her courage lessons”/ “Alexa, launch her courage lessons”. Further touchpoints are also being planned to spread the word about the campaign.

Credits
Agency: Isobar
Brand: MySchoolReviews.com
Campaign: #HerCourageLessons
National Creative Director: Anish Varghese
Lead Innovation – Creative & Tech: Anadi Sah
Creative Director: Vibhor Yadav
Group Head – Copy: Kritica Pareek
Creative Supervisor: Viral Pandey
Senior Copywriter: Esha Tiwari
Copywriter: Mridu
Designer: Nehal Khosla
Junior Designer: Ratna Mishra
Head of Films: Taj Ali Naqvi
Executive Producer: Sebastian Francis
Senior Editor: Parwej Alam
Senior Director – Media (Mobile): Priyanka Shah
Media Manager: Swati Viswanathan
Senior Executive – Caesar Creado
Director – Performance: Ashish Kumar
Assistant Manager – SEO: Avaneesh Kumar
Senior Director – Data & Analytics: Aditya Kaul
Senior Director – Media: Prachi Karan
Senior Technology Manager: Mohammedullah Shaikh
Team Lead: Anup Dimri
Senior Software Engineer: Aditya Gupta
UI Developer: Prince Kumar
Senior Manager – Client Servicing: Megha Gupta
Management Trainee – Client Servicing: Ragvinder Singh
Production House: Films Rajendraa
Director: Sandeep Yadav
Producers: Neeraj Suji, Parvinder Kaur

Tags:
My School Reviews, #HerCourageLessons, Girl Empowerment campaigns, women empowerment campaigns, Female empowerment campaigns, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns, Digital marketing, Social media marketing, Online marketing, Isobar India, Dentsu Aegis Network, MySchoolReviews.com, International Women’s Day, International Women’s Day campaigns, Women’s Day Ads, Inspiring Women’s Day campaigns

Women are known always known for their mental/emotional strength for being the backbone of the family, but rarely for their physical strength. Women’s Horlicks wanted to break this very notion through its latest campaign, ‘Stories of Strength’. The campaign celebrates women who dared to follow their unconventional dreams and showed the world that they are not just mentally but physically strong too. The campaign also urges strong women to take care the very thing that makes them strong from within: their bones. The brand firmly believes that if women become as strong in mind as they are in mind, they can go out and conquer whatever they set their eyes on. Bone health is extremely important, as every 1 out of 2 Indian women are at a risk of low bone mineral density (BMD) which can lead to osteoporosis.

Adding more depth to the ‘Stand Strong’ narrative and to celebrate and support physical strength amongst women, Women’s Horlicks collaborated with:
– Dr. Seema Rao – India’s first women commando trainer
– Ratna Singh – India’s first female naturalist
– Uma Das – India’s first woman Dhaki player

These women explain the challenges and difficulties they faced in their unique career choices along with the physical and mental strength it required to fulfil their dreams.

With this campaign, Women’s Horlicks empowers women to breakdown the misconception that women can’t be not physically strong. It also aims to engage, encourage and equip women with the physical strength that is needed to follow their passions.

Women’s Horlicks encouraged women to write their own stories of strength and share them at #StandStrong. Physical strength is displayed by women in various facets of life. But it is not talked about, not encouraged or celebrated. Now it is time we celebrate their stories of physical strength too.

Uma Das

Meet Uma Das as Women’s Horlicks traces her journey of becoming India’s first woman Dhaaki. Listen to her #StoryOfStrength on how she broke age old conventions and followed her heart. She is now an inspiration for many women who want to follow her footsteps.

Ratna Singh

Meet Ratna Singh as Women’s Horlicks traces her journey of becoming India’s first woman naturalist. Listen to her #StoryOfStrength on how she not only beat 500 applicants to get her dream job but also is on the path of teaching and encouraging tribal women to become independent.

Dr. Seema Rao

Meet Dr. Seema Rao as Women’s Horlicks traces her journey of becoming India’s first and only woman commando trainer. Listen to her #StoryOfStrength on how she prepares others for putting up a fight. She wants women to find their inner strength and be self sufficient in life both physically and mentally.

Credits
Client: GSK Consumer Healthcare
Brand: Horlicks
Product: Women’s Horlicks
Campaign: Stories of Strength
Hashtags: #WomensHorlicks #StandStrong #StoryOfStrength
Creative Agency: FCB India
CCO: Swati Bhattacharya
Creative Team: Anusheela Saha, Gayatri Sriram, Sumitra Sengupta, Amna Rahman, Anamika Kumari, Sreya Basu, Swati Singh, Ushna Chowdhuri, Tushar Singh
Account Management: Debarpita Banerjee, Sareesh James Kutty, Swati Mongia, Abhijeet Nagar
Planning: John Thangaraj, Tanvi Arora, Archita Ghosh
Director (of the TVC): Surjo Dutt Executive Producer: Mayuk Hazarika Production House: FuelContent

Tags:
GSK, GlaxoSmithKline, Digital, GSK Consumer Healthcare, Fitness, FCB FuelContent, FCB Ulka, Women Empowerment, Health, FCB India, Digital Campaign, Film, Inspiring, Horlicks campaigns, Horlicks Ads, Best Digital Campaign, Social media Marketing, Digital Innovation

Inbound marketing strategy

Inbound marketing is focused on the quality of content and how it adds value to your customers. And going forward, more focus will be placed (in fact is being placed) on personalized content creation, nothing else.

Inbound marketing helps you to direct the attention of your audience towards your offerings on the basis of your value proposition communicated. It’s not about a great advertisement meant to penetrate in their thought processes which may or may not lead to a conversion. In fact, the chances of not getting converted are much higher and the costs involved are way steeper. Inbound marketing focuses on a long-term growth strategy that helps your brand or company to sustain in the long run without spending too much and without annoying customers with irrelevant ads.

As per HubSpot’s State of Inbound market research paper last year, 55% of marketers opine that content creation like in the form of blogs is one of their top marketing strategies. This fact will continue to hold true in 2019 as more and more entrepreneurs, companies, and brands commit to making creation of regular good quality content as an important part of their inbound marketing strategies.

Video marketing strategy

For years marketers have been speaking in an increasingly verbose manner about the future of video communication. And it was imminent with the ever-increasing popularity of internet and gadgets that could stream HD videos. Today a large part of the populace spends significant time in the day surfing and watching videos. It made sense then and makes even more now for businesses to find and craft innovative video marketing strategies to lure audiences to buy their products or inspire them to be associated with the brand. Video marketing as a strategy is definitely here to stay and evolve and grow exponentially in 2019. There are so many case studies to prove that video content is preferred more than other content forms because it has more ability to keep the audience engaged over a period of time. Over 60% of people are more prone to purchase a product on the internet after watching a video. But even here, you cannot benefit if the content is of poor quality. Content remains the king, be it any medium. Social media has become a major source for users to watch videos. For example, users spend millions of hours watching video content on Facebook alone.

Growth Hacking

Well, yes it’s a recognized marketing strategy and no some digital voodoo. Everyone who is updated about the digital marketing landscape knows how valuable growth hacking is. And if you are not aware of it then no worries. We’ve got you covered!

Basically, in growth hacking, whatever strategy you craft and plan to execute or whichever plugins you install must be fuelled by a strong motive to grow. So, here traditional practices are often not entertained.

Growth marketers or hackers treat the digital arena as their battleground. So they are ready to go all in and beat the competition at its own game and are bold enough to take whatever risks and monetary liabilities. Their armament – data. Their ride – creativity.
Growth hacking involves small tactics termed as ‘hacks’ that businesses can use to boost demand and development. Often this category of marketing strategy is criticized for unfair marketing practices because of which it couldn’t make it into the final strategy documents of business. However, the market is now changing. Businesses are able to see the results growth hacking can bring and it has a fair chance of making it to the mainstream communication arena this year.

Chatbot Marketing

As the name suggests, chatbot marketing is about advanced bots that can make meaningful conversations with consumers to help them navigate through the website or make a relevant purchase or get the required information or all of these and more!

People cannot ignore the value chatbots can bring to their business anymore. Even if it is relatively a new entrant in the digital marketing arena, it has a huge potential to drive the customer acquisition and satisfaction rate of businesses.

Social media marketing

When it comes to social media, the most important thing about it is that it gives you an opportunity, a window to see and know your customers as well as your competitors’ moves from any part of the world. And know all of it well!

To make social media marketing strategy a success for your business, you need to first get your data right. Because it’s the data that will be consumed and shared over the social media and therefore it better be good. No, it better be damn better!

Also, you need to know your market, who’s your TG? As well as what are your competitors doing? What is it that makes them a favourite and how can you take their place and exceed and set a new benchmark? The answers will become your knowledge to get an edge over the competition and improve your social media marketing strategies by making well-advanced and well-informed decisions.

Online reputation management

What sustains a business? Its reputation. What sustains the reputation of a business? Regular online monitoring of conversations around the brand or business.

It’s very important to track relevant conversations happening around your business online. It’s a crucial part of any successful marketing strategy. You can use social tools which you can easily search and get online to help you get regularly notified about conversations around your business. These tools automatically monitor and keep you informed by tracking certain keywords across social media platforms and the internet, connecting with relevant influencers and so on. Just imagine how much could you benefit by providing quick solutions to dissatisfied valuable consumers commenting on social media, learning about new relevant customer base, some event happening where you can showcase your product and so on.

Online reputation management is helping businesses to maintain their goodwill and become a favourite of their consumers by attending to disputes faster than ever. It involves entering a discussion that is linked to the business to provide a quick relevant solution or leave a note of gratitude to the valuable customer. Which customer won’t like to get pampered and being attended to as instantly as possible?

More importantly, it helps to understand the underlying sentiments of your customers and users. The business who understands the emotions of its customers is able to provide a better service.

Conclusion:

2019 is definitely going to be a year full of new digital marketing gimmicks, strategies, technological innovation and videos! As businesses battle continuously to rise to the top position in the search engine results page of Google and grab each other’s market share, it’s important to keep looking for the newest trends in the market for constant progress. May the digital force be with you!

Tags:
Online reputation management, Social media marketing, Chatbot Marketing, Best Marketing Strategies, Inbound marketing strategy, Video marketing strategy, innovative video marketing, Social media, Growth Hacking, Best digital marketing strategies, digital marketing Trend 2019, Technology, Innovation, Best successful marketing strategies, Best key marketing strategies

We think it was a great way to leverage the popularity of Brazil’s most popular singers and have their fans bolster the communication on social media further while making Coke the medium. The ideas was that most voted three musicians would together feature in a single music video. And that happened. Pabllo Vittar (a drag singer who has 6.9 million Instagram followers) Luan Santana (a bestselling musician with 16.8 million Instagram followers), and a female group, Simone & Simaria, banked most votes to collaborate on a music video by the name, “Hasta La Vista” which got featured on Spotify in the month of April.

It was on 26/12/2017 when Coke declared an announcement video presenting the nine top Brazilian artists fans could vote to see their idols collaborate in a music video together! And for 90 continuous days, a Brazilian singer’s face had been showcased on each Coca-Cola can out for sale!

Credits
Brand: Coca-Cola
Campaign: Coca Cola Fan Feat
Entrant Company: J.Walter Thompson
Production Company (additional): O2 Filmes
Music/Sound Company: Music/Sound Company
Music/Sound Company: ANALAGA & Brabo Music Team
DIGITAL PRODUCTION: MÁQINA
3D ILLUSTRATION: Illuminata
Chief Creative Officer: Ricardo John
Chief Creative Officer: Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Director: Gustavo de Lacerda
Creative Director: Ana Cavalcanti
Creative Director: Nacho Mendiola
Art Director: Fernanda Sousa
Art Director: Felipe Porto
Copywriter: Julia Velo
Editor: Marcus Prado

Tags:
Social media marketing, Advertising campaign, Online marketing, Marketing strategy, Digital

White Rivers Media, one of India’s fastest growing independent digital marketing agency has launched their second e-book on how the digital scenario changed in 365 ways in 365 days, in the year 2018. The e-book showcases how digital players introduced new features that enhanced user experience and some features that enabled brands to target their audiences in a better way.

The e-book has been curated with an aim to help the marketers and digital stakeholders get a better picture of the year that went by, which will in turn help them gear up for 2019. The e-book comprises of all the significant changes, updates and events that happened in the digital world in 2018.

For instance, social media giant Facebook rolled out a new tool to prevent harassment and also developed chatbots with improved conversation skills. The platform also introduced new AR filters to spice up Facebook stories. Snapchat launched its in-app store for company merchandise. Everyone’s favourite, WhatsApp allowed users to delete their sent messages within 8 minutes, which was a relief for so many people!

The latest e-book mentions 365 such updates which affected the industry and ensure that one can indeed keep in touch through the daily evolution of digital media. It is an essential read for any marketer, entrepreneur, journalist and student anywhere in the world.

This book is a part of their series of e-books, which was launched last year, on their 6th Anniversary.

You can download the e-book here.

Tags:
Digital marketing agency, eBook, White Rivers Media, Technology, Advertising Industry, Social media marketing, Digital Innovation, Advertising Agency, Online marketing strategies

Here are some of the most popular and interesting IGTV brands available today:

National Geographic Channel

With almost 87 million followers, this gripping channel is one ofno openert popular on Instagram. One can find diverse and unique content on their channel, and ever since the launch of IGTV, the Nat Geo channel has elevated their game to the next level. They even shot the first exclusive to IGTV 43 minute vertical documentary which got 1.3 million views and starred Will Smith. National Geographic really knows how to make the most out of its mediums.

Anwar Jibawi

Anwar is primarily a comedian who translated his YouTube success to Instagram, and now he uses the platform to create hilarious content for his followers like bad product reviews and comedy sketches.

Zoella Beauty

One of the biggest YouTube beauty vloggers, Zoella Beauty has garnered over 13 million followers on her Instagram channel. Her account is a stunning patchwork of carefully curated images, that fit her perfect aesthetic, and the beauty reviews and tutorials on her IGTV are interesting and refreshing.

Food Network

A universal language that transcends the boundaries of geography is the language of food. Easily one of the most popular food channels on the internet, the Food Network’s Instagram channel has the most enticing and mesmerizing IGTV broadcasts that leave you wanting more each time. They feature Recipes and quick fixes along with food hotspots from all over the world.

Kingbach

Once the most popular star on Vine, this Canadian-American comedian was one of the reasons for the success of IGTV and essentially helped launch the new feature. The comedian makes short entertaining clips that leave his 16.3 million followers in fits of laughter. His unique comedy style and refreshing attitude are gripping and immersive. He is undoubtedly one of the most popular and entertaining brands on IGTV.

Refinery29

Women’s lifestyle brand Refinery29 is another media publisher worth paying attention to as its Instagram strategy is providing impressive results. Refinery29 currently boasts 1.5 million followers on the photo-sharing platform, a figure which accounts for almost 20% of the brand’s total social reach.

Teen Vogue

With just over 2 million followers on Instagram, Teen Vogue is doing quite well for itself on the photo-sharing platform. Teen Vogue attracts views based on its fashion- and celebrity-based content. On the whole, though, Vogue’s clips tend to be more comedic than those of BuzzFeed and Refinery29’s, with short, meme-style GIFs addressing topics well known to the brand’s readers, such as the joy of shopping and the bond between best friends. Teen Vogue’s most-watched video of all time, however, is a serious clip of 231k views and features Kendall Jenner posing as the woman from the vintage “We Can Do It!” poster to bring attention to the importance of women voting in the 2016 U.S. election.

View this post on Instagram

RuPaul’s Drag Race winner @SashaVelour takes to Instagram and lets us know which accounts we should all be following. Sasha shows us the account of her favorite designer, Diego Montoya, as well as her own dog's personal account! ????

A post shared by Teen Vogue (@teenvogue) on Sep 28, 2018 at 7:30pm PDT

Source: tubularinsights.com

This article is about:
IGTV Brands, Instagram, Kingbach, Food Network, Zoella Beauty, Anwar Jibawi, National Geographic, Social media marketing, Digital campaigns, Creative campaign, Latest technology news, Digital Innovation, Instagram TV

Customers waiting in line in Singapore to get their hands on the new iPhone XS and XS Max last week got more than what they had bargained for as they got to witness Huawei troll Apple. The Chinese smartphone manufacturer Huawei decided to have a little fun while the iPhones went on sale, by trolling its rival in both Singapore and London.

The new Apple iPhone XS and iPhone XS Max had been rumoured to have poor battery life, with reports mentioning the battery capacities to be a mere 2658 mAh and 3174mAh. Compared to this, Huawei’s flagship smartphone Huawei P20 Pro boasts a 4000 mAh battery, a fact Huawei seems to be proud of. The company used this piece of information to point out to Apple customers how they may come to regret their decision of buying the new iPhone.

In Singapore, Huawei handed out more than 200 power banks to the people queued up outside the Apple store. The 10,000 mAh Huawei Supercharge power banks were handed out with a thoughtful note on the packaging that read “Here’s a power bank. You’ll need it. Courtesy of Huawei”. The company went a step further in London where a Huawei van pulled up to the customers waiting outside the Apple’s flagship store and offered them a refreshing glass of juice. The juice was advertised as having “No traces of Apple,” while the van read “Huawei JU%CE that lasts” which was a clear allusion to iPhone’s lower battery capacity.

Brand had earlier trolled Apple during its launch event, sending out Twitter posts that mocked the new iPhone without actually naming. It pointed out how “new” does not mean “better, smarter or brighter” and asked the people to choose the Huawei P20 Pro instead. Perhaps it’s all this clever marketing or the fact that Huawei is giving people exactly what they need with its smartphones, but things seem to be working in their favor as the company recently overtook Apple to become the second-largest smartphone manufacturer according to market share.

This Article is about:
Huawei, Apple, iPhone Xs, iPhone Xs Max, Social media marketing, Creative campaign

On June 2018, the Danish parliament announced that starting August 1st wearing Islamic veils in public will be an illegal act. The new law was not only discriminating towards Islamic women in Denmark but it was also a conflicting statement with the Danish constitution which states that “No Person shall by reason of his creed or decent be deprived of access to the full enjoyment of civic and political rights”

The team of Ekstra Bladet, a Danish tabloid newspaper took the matter in their hands and decided to reveal the racist agenda hidden behind the political agenda. The law stated ban on Islamic veils and other garments until there is a recognizable purpose – for example cold weather or a costume party. The news tabloid, with complete compliance to the new law created a fictional event on Facebook called The longest masquerade party. This fictional event started from August 1st till as long as the law exist and was open for anyone to join. Once the user has clicked on “attending” she is exempted from the new law.

Viral impact of the campaign:
The smart move by Ekstra Bladet was supported by print ads and editorial stories in Ekstra Bladet. As a result, thousands of people signed up for the fictional event and huge amount user generated content was created on social media. The initiative became a national as well as international debate attracting various renowned celebrities, businesses, and others to collectively stand again this law.

Highlighting the dark side:
This campaign also draws world’s attention on the biased Western European attitude towards Islam. In last few years many European countries have declared similar laws restricting Islamic women to exercise their religious rights in one way or the other. According to a recent Pew Research Center survey of 15 countries in the region, only 25% of the people agreed that Muslim women should be given freedom to wear religious clothes, whereas rest displayed support for one or the other restriction on women wearing religious clothes. The campaign by Ekstra Bladet highlights that these government laws are hidden weapons targeted towards Islamic religion by limiting religious based activities in public.

We feel that the world is in need of such innovative marketing campaigns that help individuals transform their mindsets. We give thumbs up to Ekstra Bladet news tabloid for their innovative campaign which helps people raise valid question and act fearlessly. This campaign also re-emphasizes the role and contribution of media to society is a big way.

Credits
Advertiser: Ekstra Bladet
Campaign: Unmasking a racist agenda
Advertising Agency: Hjaltelin Stahl, Copenhagen, Denmark
Creative Lead: Kenneth Kaadtmann
Art Directors: Sune Overby, Karl Kristian Krarup Kjaer
Copywriters: Niels Heilberg, Kenneth Kaadtmann
Photographer: Rasmus B Lind

This Article is about:
Digital, Denmark, Media, Ekstra Bladet, Hjaltelin Stahl, Racist, Racism, Social media marketing, Digital Campaign, Social Media, Print Advertising, Print Ads

Following a multi-agency pitch, Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has won the digital and social media duties for Uber in the India & South Asia region. The account will operate out of the agency’s Bengaluru office.

On the new development, Sanjay Gupta, Head of Marketing, Uber India SA commented, “Dentsu Webchutney is an agency that has a track record of working on some of the most dynamic and impactful digital campaigns. We believe they have the right expertise for a brand like Uber. Uber’s journey in the region is only getting started and we are excited to partner with Dentsu Webchutney to tell the story of how Uber is shaping the future of urban mobility in India.”

Gautam Reghunath, Executive Vice President, Dentsu Webchutney said, “We long for opportunities to partner with consequential companies that shape society. More and more, technology brands expect dexterity in understanding their core vision, for solutions that marry the future to the present. This chance to work towards realizing Uber’s vision is a true privilege. Our interactions with the team here have been a wonderful bonus and we see both sides challenging each other in our quest to create meaningful, effective work.

With this new association, Dentsu Webchutney has added another technology brand in its client roster, joining others like Flipkart, Airtel & Quikr.

This article is about:
Dentsu Webchutney, Uber, Dentsu Aegis Network, Advertising Agency, Social media marketing, Ad agency