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  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



    [ad_2]

    Source link

  • Start an Affiliate Marketing Side Hustle with Ease – AffiliateMarketing

    Start an Affiliate Marketing Side Hustle with Ease – AffiliateMarketing

    [ad_1]

    In today’s digital age, starting a side hustle has never been more accessible. One of the most popular and lucrative options is affiliate marketing. This business model allows you to earn commissions by promoting products or services offered by other companies. Whether you’re looking to supplement your income or transition to a full-time endeavor, affiliate marketing offers a flexible and scalable opportunity. This article will guide you through the essential steps to start your affiliate marketing side hustle with ease.

    Understanding Affiliate Marketing

    Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates (you) for driving traffic or sales to their website through your referral links. The process typically involves three key players: the merchant (or advertiser), the affiliate (or publisher), and the consumer.

    Key Benefits of Affiliate Marketing:

    • Low Start-Up Costs: You don’t need to create your own products or maintain inventory.
    • Flexibility: Work from anywhere and set your own schedule.
    • Scalability: Potential to earn passive income as your traffic and audience grow.

    Steps to Start Your Affiliate Marketing Side Hustle

    1. Choose a Niche
      • Identify Your Interests and Expertise: Select a niche that aligns with your passions and knowledge. This will make content creation easier and more enjoyable.
      • Market Research: Analyze market trends and demand to ensure your chosen niche has a profitable audience. Tools like Google Trends, keyword research tools, and competitor analysis can help.
    2. Select Affiliate Programs
      • Research Affiliate Networks: Join reputable affiliate networks like Amazon Associates, ClickBank, ShareASale, or Commission Junction. These platforms offer a wide range of products and services to promote.
      • Evaluate Commission Rates: Compare commission structures and payout terms to choose programs that offer fair compensation.
      • Check Product Quality: Promote products or services you trust and believe in to maintain credibility with your audience.
    3. Create a Platform
      • Build a Website or Blog: Establish a professional online presence with a website or blog. Use platforms like WordPress, Wix, or Squarespace to create and manage your site.
      • Leverage Social Media: Utilize social media platforms like Instagram, YouTube, and Facebook to reach a broader audience and drive traffic to your affiliate links.
    4. Produce High-Quality Content
      • Content Strategy: Develop a content plan that includes blog posts, product reviews, tutorials, and social media updates. Focus on providing value and solving problems for your audience.
      • SEO Optimization: Optimize your content for search engines to increase organic traffic. Use relevant keywords, meta descriptions, and high-quality backlinks.
      • Engaging Media: Incorporate images, videos, and infographics to make your content more engaging and shareable.
    5. Drive Traffic to Your Affiliate Links
      • Organic Traffic: Use SEO, social media marketing, and email marketing to drive organic traffic to your site.
      • Paid Advertising: Consider using paid advertising methods like Google Ads, Facebook Ads, and influencer collaborations to boost visibility.
      • Email Marketing: Build an email list and send regular newsletters with valuable content and affiliate promotions.
    6. Track and Optimize Performance
      • Analytics Tools: Use tools like Google Analytics and affiliate network dashboards to monitor your traffic, conversions, and earnings.
      • A/B Testing: Experiment with different content formats, headlines, and call-to-actions to optimize your conversion rates.
      • Continuous Improvement: Stay updated with industry trends, learn from successful affiliates, and continually refine your strategies.

    Conclusion

    Starting an affiliate marketing side hustle is a practical and rewarding way to generate additional income. By choosing a profitable niche, selecting the right affiliate programs, creating valuable content, and driving targeted traffic, you can build a successful affiliate marketing business. With dedication and persistence, your side hustle can grow into a significant revenue stream, providing financial freedom and flexibility.

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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • Trends in Consumer Behavior, Loyalty, and Audience Research – Advertise

    Trends in Consumer Behavior, Loyalty, and Audience Research – Advertise

    [ad_1]

    In the ever-evolving landscape of digital marketing, understanding consumer behavior, loyalty, and audience research is crucial for businesses aiming to stay ahead of the competition. As we move further into 2024, several emerging trends are reshaping how companies approach their marketing strategies. This article delves into these trends, offering insights into how businesses can adapt to meet the changing needs and preferences of their audiences.

    Emerging Trends in Consumer Behavior

    1. Increased Demand for Personalization

      • Hyper-Personalization: Consumers expect brands to deliver highly personalized experiences. Leveraging data analytics and AI, businesses can create tailored content and offers that resonate with individual preferences and behaviors.
      • Dynamic Content: Implementing dynamic content on websites and emails allows businesses to present relevant information based on user behavior, enhancing engagement and conversion rates.

    2. Sustainability and Ethical Consumption

      • Eco-Friendly Products: There is a growing demand for sustainable and ethically produced goods. Brands that prioritize eco-friendly practices and transparent supply chains are more likely to gain consumer trust and loyalty.
      • Corporate Social Responsibility (CSR): Consumers are increasingly supportive of brands that actively participate in social and environmental causes. Highlighting CSR initiatives can strengthen brand reputation and loyalty.

    3. Omnichannel Shopping Experience

      • Seamless Integration: Consumers expect a seamless shopping experience across online and offline channels. Businesses must integrate their digital and physical presence to provide a consistent and convenient customer journey.
      • Mobile Commerce: With the rise of mobile usage, optimizing the shopping experience for mobile devices is essential. Mobile-friendly websites, apps, and payment options are crucial for capturing mobile-savvy consumers.

    Trends in Consumer Loyalty

    1. Loyalty Programs with a Twist

      • Gamification: Introducing gamified elements into loyalty programs, such as rewards points, challenges, and leaderboards, can make the experience more engaging and fun for consumers.
      • Tiered Rewards: Offering tiered rewards based on customer spending or engagement levels encourages repeat purchases and higher spending.

    2. Personalized Loyalty Offers

      • Tailored Rewards: Providing personalized rewards and offers based on individual consumer behavior and preferences enhances the perceived value of loyalty programs.
      • Exclusive Experiences: Offering exclusive experiences, such as VIP events or early access to new products, can foster a sense of exclusivity and strengthen customer loyalty.

    3. Community Building

      • Brand Communities: Creating online and offline communities where customers can connect, share experiences, and engage with the brand helps build a loyal customer base.
      • User-Generated Content (UGC): Encouraging customers to create and share content related to the brand fosters a sense of community and trust.

    Advancements in Audience Research

    1. AI and Machine Learning

      • Predictive Analytics: Using AI and machine learning to analyze consumer data can help businesses predict future behaviors and trends, enabling more effective targeting and personalization.
      • Sentiment Analysis: AI-driven sentiment analysis tools can gauge consumer opinions and emotions towards a brand, providing valuable insights for refining marketing strategies.

    2. Real-Time Data

      • Instant Feedback: Leveraging real-time data collection methods, such as social media listening and live surveys, allows businesses to capture immediate consumer feedback and respond promptly.
      • Adaptive Campaigns: Utilizing real-time data to adjust marketing campaigns on-the-fly ensures that businesses stay relevant and effective in their messaging.

    3. Holistic View of the Customer

      • Unified Customer Profiles: Integrating data from various touchpoints to create a unified customer profile helps businesses understand the complete customer journey and deliver consistent experiences.
      • Cross-Channel Insights: Analyzing data from multiple channels provides a comprehensive understanding of consumer behavior, enabling more accurate targeting and personalization.

    Conclusion

    As consumer behavior, loyalty, and audience research continue to evolve, businesses must stay agile and adapt to these emerging trends. By embracing personalization, sustainability, omnichannel strategies, innovative loyalty programs, and advanced audience research techniques, companies can build stronger connections with their customers and drive long-term success. Keeping a finger on the pulse of these trends will be key to navigating the dynamic landscape of 2024 and beyond.

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  • Google Leak of Alleged SEO Documents Shows Importance of Brand Marketing, but Don’t Ditch Best Practices – Advertise

    Google Leak of Alleged SEO Documents Shows Importance of Brand Marketing, but Don’t Ditch Best Practices – Advertise

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    A recent leak of alleged SEO documents from Google has sent ripples through the digital marketing community. These documents highlight the significance of brand marketing in SEO strategies, suggesting that brand strength can heavily influence search rankings. However, while the emphasis on branding is clear, the leaked information also underscores the necessity of adhering to established SEO best practices.

    The Power of Brand Marketing

    According to the leaked documents, Google places a high value on brand presence and authority. This revelation aligns with the growing trend of businesses investing in brand marketing to enhance their online visibility.

    Key Insights from the Leak:

    • Brand Authority: Google appears to favor websites with strong, recognizable brands, as they are often deemed more trustworthy by users.
    • User Engagement: High engagement rates, such as longer time spent on site and lower bounce rates, are associated with strong brands.
    • Social Signals: A robust social media presence and active engagement can boost a brand’s authority and, consequently, its search engine rankings.

    Balancing Brand Marketing with SEO Best Practices

    While the importance of brand marketing is evident, the leaked documents also emphasize that traditional SEO practices remain crucial. Marketers should not abandon core SEO principles in favor of brand marketing alone.

    SEO Best Practices to Maintain:

    • Keyword Optimization: Continue to use relevant keywords in your content, meta descriptions, and headers to ensure search engines can understand your site’s relevance.
    • High-Quality Content: Create valuable, informative, and engaging content that meets the needs of your audience.
    • Technical SEO: Ensure your website is technically sound, with fast load times, mobile optimization, and a secure (HTTPS) connection.
    • Link Building: Cultivate high-quality backlinks from reputable sites to boost your site’s authority.

    Integrating Brand Marketing and SEO

    To maximize your digital marketing efforts, it’s essential to integrate brand marketing strategies with SEO best practices seamlessly.

    Effective Integration Strategies:

    • Content Marketing: Develop content that not only targets specific keywords but also reinforces your brand’s message and values.
    • Social Media Engagement: Leverage social platforms to build your brand while driving traffic to your website.
    • Customer Experience: Enhance user experience on your website to foster positive engagement and brand loyalty.

    Conclusion

    The alleged Google SEO document leak sheds light on the increasing importance of brand marketing in digital strategies. However, it’s crucial not to abandon established SEO best practices. By effectively integrating brand marketing with traditional SEO techniques, businesses can strengthen their online presence and achieve better search engine rankings. Stay ahead by adapting to these insights while maintaining a balanced approach.

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  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

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    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

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    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

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  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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