JULY9MedI aNMENTIn current times, Zomato and Surreal Cereal have been creatively utilizing social media to build the brand. In what ways can guerrilla marketing and street-level activations build brand awareness in saturated markets? More ways than one. But most importantly these create interesting experiences that cement the brand in the experiencer's mind space. Does it have the potential to create a core memory? Yes, especially if it is connected to pop culture. The Nike Air Max Graffiti Stores was successful in doing this. Another example is the Kit Kat bench. Even in the Indian context, Brands have used The Kumbh Mela to deploy guerilla marketing and activation market. Two of the best examples are- the Nerolac campaign `Dukan it Yourself' where the brand, through its campaign, became part of the event as it celebrated color, creativity, and community collaboration. And the Lifebuoy chapatis - where the soap brand launched a unique campaign called `Roti Reminder', where the phrase 'Did you wash your hands with Lifebuoy?' was printed on freshly made rotis at the Mela. Through satisfying gratification and creating an experience in pop culture, these brands will remain in the minds of consumers for a long time. How do newer brands strategically use user-generated content (UGC) to foster trust and amplify visibility at no extra cost? UGC is all about authenticity and relatability. This shows the customers that the brand is listening to them, fostering brand connections. Brands can use UGC to show themselves in a better light, engage more with their audience, and make customers into brand loyalists. One recent example where a brand used listened and converted UGC to a win would be Tata. When LinkedIn user Shailya Jaggi posted about her car lifting another car and a broken parking elevator, the brand was quick to action. This becomes crucial, as this not only creates loyal customers but also creates loyal brand ambassadors from mere customers. What are some notable examples of low-budget campaigns that went viral and redefined the perception of grassroots branding? At present, the usage of people holding placards campaigns is more noticeable. It can be individuals or group of people who will be holding placards at high-footfall places. One such brand that made use of this trend and successfully gained attention was the dating app Thursday. It went viral due to its low-budget but high impact. This brand even had someone with a projector and a laptop on a metro train. When many brands are going for huge budget & routine branding concepts, such low-budget concepts become a breath of fresh air for the audience, facilitating gaining attention. A lot of brands are doing creative stuff with placards in India too, especially at concerts.
< Page 8 | Page 10 >