3 Indian Digital Marketing Campaigns That Went Offline and Won our Hearts in 2017
By Arijit Banerjee
The best of both worlds in marketing
About a decade ago, online marketing campaigns were seen as an extension to the primary marketing campaign consisting of print, tv and radio. Nowadays, brands understand the potential of digital marketing campaigns and dedicate their entire budget to online marketing. A recent shift in ideology is making brands use the best of both online and offline marketing by integrating them.
Some brands utilize this idea for the betterment of society, creating awareness and educating the audience outside the digital realm.
The Online-Offline Hybrid
Students pursing digital marketing courses often make the mistake of focusing completely on digital mediums like social media, content and blogs when drafting a campaign strategy. Many brands come up with a mix of digital strategy with events and shows to generate more spin. One can witness the top brands integrating digital and events at shopping malls, music concerts and even marathons.
We share 3 such digital campaigns that went offline and won our hearts.
Hashtags remain to be highly effective in promoting offline campaigns.
Nestle India rolled out a campaign to raise awareness about educating the girl child - #EducateTheGirlChild. Partnering with the Nanhi Kali project, the FMCG giant aimed at bringing about a change at the grassroot level.
By sharing emotional stories on Twitter and Facebook revolving around a girl’s struggle to get equal opportunities in our society, Nestle was able to generate strong online visibility.
Following this up with an effective tactic of changing the packaging of their most popular brands, MAGGI, NESCAFE and KITKAT further spread awareness about the campaign.
MAGGI noodles packaging illustrated a fine example of creativity by turning the iconic tag line of “2 minutes noodles” to “2 minutes for education”. KITKAT cover read a quirky “No break from education” and NESCAFE rephrased its tagline by replacing NESCAFE with education to read “It all starts with education”. In the end it all turned out to be a delicious recipe for marketing success.
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Dell India Aarambh
It’s not entirely a new concept to show the transformation a brand can bring in a customer’s life. Intel had run a television campaign on this concept recently. However, Dell India added a touch of originality by taking it a step further.
Dell Aarambh is based on the idea that the fundamental years of our student life can benefit immensely from the use of a personal computer. PCs help in well rounded growth of students by making education interactive, accessible and fun.
Dell created digital content through online videos around a theme that portrayed teachers and parents endorsing the use of PCs for better education. These videos went viral on social media.
Complementing this move, the company organised many events at schools and educational institutions to promote PCs through its offline campaign -“Dell Aarambh – A PC for Education Initiative”.
The idea of empowering students by empowering teachers and parents with technology by Dell was hugely successful nationwide owing to the fine-tuned execution of its online and offline campaign.
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Kurkure family express campaign
The greatest marketing campaigns are able to strum our deepest rooted emotional chords. Kurkure delivered on this idea by tapping on our childhood memories of travelling in a train and eagerly waiting for the snacks-wala-bhaiya to pass by.
In a world where digital campaigns are taking us away from the sensory joys of real life, Kurkure delivered a perfect hit by rekindling the family time of snacking together in a train.
The Kurkure Family Express chugged off loaded with Indian families to travel across 12 cities and spread the message of family bonding with flavoursome taste. The offline campaign was covered on every social media channel with videos and pictures posted through out the journey. This offline-online campaign is perhaps one of the most innovative campaigns of 2017.
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