During Valentine’s week, more brands are now trying to lure customers into a bond of love with them, even if they do not sell Valentine’s Day related products. It is now a custom for many brands to play cupid by injecting some love into their marketing campaigns leading up to February 14th. We look at 5 examples of brands seeking to help their customers fall in love with their loved ones, as well as with the brands, through digital media marketing campaigns.

 

#O2Tweetheart Twitter Contest

In 2013, Telecommunications firm O2 hosted a Twitter competition in the UK where they asked people to tweet their Valentine’s Day messages to their loved ones using the hashtag #O2Tweetheart. These tweets of love were broadcasted on screens in stores across the country – taking online conversations into the real world. One lucky tweet selected at random won a £500 bag of vouchers for Malmaison Hotels, so a couple could arrange a romantic getaway. Also, 20 selected tweets received £50 vouchers.

O2TweetHeart

 

Flipkart Gif Delivery Microsite Campaign

In 2016, one of India’s largest e-commerce company took to the business of delivering gifs. The brand built a microsite housing 50 gifs for different kinds of love, and you can choose any and send it to the person it reminds you of. There are adorable gifs capturing the little moments of love in our everyday lives, and there’s one for everyone – families, spouses, lovers, BFFs, pet lovers, and more. Along with gif deliveries, the microsite is also driving sales for its Valentine’s Day gifts and gift cards.

 

#PilotLoveGuru Social Media Campaign

Pen brand Pilot says that love has been commemorated with handwritten love notes for centuries, but it is often difficult to pen and post a Valentine’s Day message in this busy digital age. That’s why, for the past several years, the brand runs its ‘Pilot Love Guru’ campaign, which brings the heartfelt written word into the digital space by creating custom one-of-a-kind handwritten notes to send to those we love, through social media.
To participate, customers can tweet, tag, comment or share their valentine’s name with the hashtag #PilotLoveGuru on Twitter, Instagram, or Facebook. Pilot’s specially trained ‘Love Gurus’ will hand-write a personalized and heartfelt message and send it to the valentine via the selected social network. Each message is customized based on the customer’s original message to Pilot. The brand says the #PilotLoveGuru campaign has already played cupid for hundreds of lovers and friends. Pilot has seen a 20 percent increase in love messages each year.

 

Cadbury Dairy Milk #SayItWithSilk Microsite Campaign

In 2016, the premium chocolate brand from Mondelez India was all out with its flagship Valentine campaign #SayItWithSilk that enabled couples to express their love to each other with a microsite that created personalized videos. On the microsite, one needed to answer a few questions like what their partner means to them, select appropriate stickers and submit along with email id. A video is generated that is shareable on social media as well as downloadable. Adorable visuals and gifs were used to amplify the social reach, and drive more people to visit the microsite.

 

Krispy Kreme UK Love Roulette Online Game

In 2012 and 2013, Krispy Kreme UK ran a ‘Love Roulette’ game to help singles find love and a free doughnut, with just one spin. Users can access the game through the Krispy Kreme UK website or its Facebook page, and are asked to provide their Twitter name, and their sexual preference – male or female. The roulette then matches the user with a potential partner and any successful pairing who strike up a conversation using the #krispykremeloveroulette hashtag will be automatically entered into a prize draw for the chance to win a dozen Krispy Kreme doughnuts. As an added incentive, participants received a voucher for a free doughnut of their choice when they bought any of the Valentine’s special range of donuts.

LoveRoulette

 

 

 

TWITTER.
The word has been in use since last several years and you’re still wondering what happens there? You already signed up once, went through the whole website couple of times and wondered “what on Earth is this place”, or as Twitter itself says, “WHAT’S HAPPENING?”, and right away quit ‘cz you got bored?
Chill, ‘cz Twitter is actually one place where you can show off, waste your time doing things that matter and don’t matter and still don’t get bored!

• Explore the Twitter World. Tweet. Tweet often. Tweet whenever you can. Tweet all the time, but DO NOT flood your followers’ timeline with your tweets! Don’t focus only on yourself. Eventually, you’ll learn the Twitter-terminologies – RT, TT, FF, Fav (etc. etc.)

• Fav/ RT topics that interest you. That’s one way to reach more people (the owners of those tweets, ofcourse!)

• Used a brand or some services and totally loved it? Open up to the world about it. Tweet short, sweet testimonials for them. Don’t forget to mention/ tag their official accounts!

• Interact. Explore. Engage with your followers. Reply to all who reach you, start a conversation with people/topic you are interested in.

• Follow international and local trends. This actually helps you keep updated with the things happening around the world. Also, tweet anything and everything that comes to your mind regarding that trending topics you’re interested in.

• Make good use of hashtags, be it for personal or official use. Hashtags are here to stay.

• Found something interesting on the web. Share those links (use URL shorteners such as ow.ly or bit.ly) with your short comments.

• Ask questions. Like, real questions. Seek help from ‘experts’ in Twitter. Questions you have no idea what the real answer is!

• Tweet real/ interesting photos. Attention-grabbing images in your tweets receive 89% more favourites & 150% more retweets.

Life has become complicated. In the past we only had one brand to create and maintain.

The “physical brand” that is constrained by time and space.
Its maintenance is constant and it is something we all do and some are better at it than others. You rise from your sleep and perform activities that could include showering, preening and wrapping yourself with the latest fashion.
Check in the mirror and you’re done, you are ready for the world.
In today’s digital age we also have the online brand to maintain, nourish and polish to present to the world. This is not restricted to a geographical location but roams and communicates beyond the space, time continuum.
It is your virtual “digital brand”.

Digital Visibility

The challenge today is to become visible in a world of online noise, torrents of information and global web competition, whether you are a personal or business brand.
A Multi-channel cyber persona is now becoming mandatory. The brand digital persona needs to be spread across websites, blogs, Facebook, Twitter and YouTube and that is just the start. The brand message needs to be consistent and constant on a variety of media. Visual channels are adding to the mix with Pintrest and Instagram.
It requires persistent and vigilant management as we check our emails, logon to our Facebook page and review Twitter updates. The blogger needs to check what blog posts are resonating, then review and approve the comments. Others will be checking how many hits have happened overnight to the YouTube channel. LinkedIn fans and users will want to know what connection invites are sitting in the inbox. If you are on Slideshare, you will be checking how many have downloaded or viewed your presentations.
Social media has pushed our lives further into the digital sphere as we check our friend requests on iPads and iPhones and often before leaving our beds.
The public and digital persona needs constant optimization to ensure that it has not been hijacked by spammers, scammers or trolls. It is an exercise in constant surveillance and management.
As they say “its complicated”.

The Rise of the Digital Assets

Business is now playing out online and thinking that your bricks and mortar presence is all that is needed is ignorance in a digital economy. If you are not found by search engines then you might as well be invisible. In some industries up to 90% of all buying decisions start with an online search. The holy grail is being ranked one on Google.
So what are the digital assets you need to create, market and manage?
• Websites (including blogs and e-Commerce stores)
• Social media channels and assets
• Multi-media content assets
• Mobile assets including apps and mobile sites
• Digital databases including email subscribers
The value of building and continuing to invest and build these assets cannot be underestimated. Most online stores have more traffic than physical stores.

Digital Marketing

Once created the next challenge is moving your online brand from “invisible to visible” so that prospects and customers can find you, read and view your content and then buy your goods and services. Digital asset creation should not be “set and forget” as it was in the past.
Successful campaigns require multi-channel digital marketing strategies and tactics. These include:
• Search engine optimization (SEO)
• Paid digital advertising (this includes banner ads and Google Adwords)
• Social media marketing
• Email Marketing
To be truly successful requires three types of “multi“, multiple digital assets, multi-media and multiple marketing channels.
Marketing can no longer rely on just one channel or even two channels as your target audience has splintered and dispersed across a digital matrix.

Managing and Monitoring the Digital Brand

Multi-channel marketing requires the right tools and platforms to measure success and failure of campaigns.
The marketing manager and brand police will want to know what is being said about the “Brand” to protect PR disasters from destroying a reputation in hours or even minutes as real time communication offers both opportunity and potential catastrophe at the speed of a tweet.
Community managers maintain and monitor “Tweet Stations” on Hootsuite or other Twitter platforms to see what is unfolding online. This maintenance can be in-house or outsourced.
Advertising agencies will want to know what are the click through rates on banner ads.
Many tools are needed to manage the process of brand protection and maintenance.

Source : www.jeffbullas.com

Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.

In short, your brand is the way your customer perceives you.

It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have… a good brand doesn’t just happen… it is a well thought out and strategic plan.

 

BRANDING PROMOTES RECOGNITION.

People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at east purchasing your products or services.

 

YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.

In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?

 

YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA.

Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. Are all of these points of entry telling the right story?

 

YOUR BRAND PROVIDES MOTIVATION AND DIRECTION FOR YOUR STAFF.

A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization’s goals.

 

A STRONG BRAND GENERATES REFERRALS.

People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember. A strong brand is critical to generating referrals or viral traffic.

 

A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.

A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.

 

YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR CUSTOMER.

It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?

 

YOUR BRAND HELPS YOU CREATE CLARITY AND STAY FOCUSED.

It’s very easy to wonder around from idea to idea with nothing to guide you…it doesn’t take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organization. Your brand can help you be strategic and will guide your marketing efforts saving time and money.

 

YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.

A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.

 

A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.

A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, Quick Trip)… are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.

 

WRAPPING IT UP

The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.

 

Source : www.strategynewmedia.com

 

 

Building Brands People Love.