Occasion Marketing Campaigns that achieved functional objectives with emotional stories

Paawan Sunam
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Occasion Marketing Campaigns

Presenting Occasion Marketing Campaigns that burst through the festive clutter and created brand recall that outlasted the gifting and shopping season.

A jump in business revenue, bumper of sales and offers, elevated consumption, improved sentiment, and several other elements have time and again established the significance of festivals in the Indian A&M industry. Occasion marketing, in the post-pandemic landscape, has also gone through one principal transformation - a consumer's purchase journey is not linear anymore and lines between digital and offline have blurred, too.

Touchpoints across online and offline mediums are interconnected now, 9 out of 10 offline buyers seek information on online platforms, and 7 out of 10 rural shoppers who have used use online touchpoints made up 85% of in-store purchases, according to a Think With Google report.

This functional objective of occasion marketing campaigns has been achieved with campaigns that weaved the promotional purpose of advertising with emotional stories.

In conversation with Social Samosa, Keigan Pinto, CCO, FCB Ulka had mentioned a simple story that tugs the heartstrings and would also help brands break the clutter. "It’s the hearts that press the shares buttons, not the fingers".

The campaigns listed below are a testament to this insight. These brand campaigns have overachieved several metrics and have also had an intangible emotional impact on viewers triggering a sense of affection for the brand.

Also Read: UGC campaigns that made the consumers a part of the story

Celebrating The Love Of Moms All Around Us - Sunfeast Mom’s Magic

Papa Vs PMS - BLUSH X Paree

#RangLaayeSang - Surf Excel

Karva Chauth – PSA

Ramadan Kareem #CelebratingGoodness

Shree Ganesh Apnepan Ka - Brooke Bond Red Label

PostPickle - ET BrandEquity

Onam Bumper – CARS24

#CPHeroes - CenturyPly

Not Just A Cadbury Ad - Cadbury Celebrations

The Boy & The Piano - John Lewis

Come Dance with #Redmi – Redmi India

If you feel your Occasion Marketing Campaigns this year managed to tug at people's hearts and bring results for your brands, now is your time to shine. Best Social Media Brands 2022 is here to celebrate the best campaigns & the most social brands. Nominate now.

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