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

 

 

 

Social Media – temporary yet powerful fad that must be taken advantage of while it’s still in the spotlight. Here’s a look at just some of the ways social media marketing can improve your business:

  1. Increased Brand Recognition. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed.
  2. Improved brand loyalty. Brands who engage on social media channels enjoy higher loyalty from their customers. Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.
  3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.
  4. Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels. Social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies.
  5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. Not to mention, if you can interact with major influencers on Twitter or other social networks, your visible authority and reach will skyrocket.
  6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. The more quality content you syndicate on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions.
    Social Media
  7. Decreased Marketing Costs. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course). Start small and you’ll never have to worry about going over budget.
  8. Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy.
  9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them.
  10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening. For example, you can monitor user comments to see what people think of your business directly. You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.

Reference : Forbes
AdWeek

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

Building Brands People Love.