A look at Branded Content campaigns that delivered with entertaining and purposeful content.
You might remember being dazed by the Sufi music of Coke Studio, conceptualized by The Coca Cola Company. Coke Studio’s extensive success became a part of Coca Cola’s content strategy and turned out to be one of the finest examples of branded content.
Coke Studio has been critically and commercially acclaimed. The ‘Afreen Afreen’ episode of Season 9 has over 263 million views on YouTube (till date). ‘Tajdar-e-Haram’ in Coke Studio 8 was the first video originating in Pakistan to achieve the landmark record of 100 million views.
Brands today have numerous channels to target multiple audiences. However, tolerance levels, skippable ads, attention spans has been harmful to advertising.
84% of viewers skip ads on smartphones. On average, people watch 5.5 seconds of a 15-second ad and 7.4 seconds of a 30-second ad, as accounted by The Brandgym.
As opposed to the popular opinion, Branded Content isn’t entirely a new concept. Back when the television wave hit India with Doordarshan, the broadcaster asked brands to create 30-minute content shows that would be presented by the product they wish to advertise.
It doesn’t matter if your brand has newly entered the market or it is an old-timer. All that matters is the piece of content being put out. If it appeals to the audience, is relevant to the brand and the audience, it can be widely spread and spoken about.
In the words of Tyrion Lannister, “There’s nothing in the world more powerful than stories”.
A recent example of branded content would be AMFI in association with TVF coming up with the web-series ‘Yeh Meri Family‘ for their #MutualFundsSahiHai campaign.
Yeh Meri Family delivered on all of AMFI’s campaign goals: driving a 47% lift in likelihood to invest, and a 43% lift in awareness about mutual funds, as discovered by an independently conducted Nielsen research. Overall, 64% of people who saw the web-series claimed to learn something new about mutual funds through Yeh Meri Family.
Also Read:Content Marketing Case Study: How TVF created Yeh Meri Family to educate 90s kids about Mutual Funds Investment
In yet another example, HERSHEY’S executed the campaign Meethe Bahane, that started in July 2018 with Celebrity Chef Ranveer Brar that explained how parents can give a delicious twist to everyday dishes that children tend to skip. The idea was to create original content around cooking for their TG – Home Makers.
The digital campaign has till date garnered 90 million impressions, reaching more than 12 million consumers with over 2 million engagement.
Views on YouTube were recorded at the average view through rate of 39%. The brand saw a significant uplift on ad recall, consideration and purchase intent. Sales for HERSHEY’S Syrup grew substantially.
In 2017, AIB created Udd Gaye in association with Bacardi. Even in 2019, this DJ Ritviz song is widely consumed. The brand recorded 2500 entries and 1.3 million conversations around #BacardiHousePartySessions through the campaign.
If a brand is able to incorporate an educational or entertaining concept in their digital marketing plan, they tend to gain more traction online.
Let’s glance at few of the foremost branded content campaigns.
HERSHEY’S Meethe Bahane ft. Celebrity Chef Ranveer Brar
Association of Mutual Funds in India (AMFI) – TVF Yeh Meri Family
TrulyMadly with All India Bakchod – Creep Qawwali
Bacradi – AIB: Udd Gaye by RITVIZ #BacardiHousePartySessions
Swiggy – AIB: Honest Bars & Restaurants
Ola – Peeke Mat Chala
Asian Paints Presents Where The Heart Is
AXE Chickipedia – bindass
Kingfisher Ultra Shorts – The Viral Office Rant
Amazon Prime Video India – The Marvelous Ms. Kaneez Surka
Red Bull – Red Bull Rampage
Kingfisher – TVF Pitchers
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