WCRC Brands Illustrated up till 15 October | Page 74

BI Innovations
The sea of marketing
trends is an ever
changing one
dictated in the 21st
century by the
lightning-fast ways in
which the individuals
of a customer base
communicate with
each other and
articulate their
individual product
likes and dislikes.
In this atmosphere
of market treading
water and marketers
looking for next big
thing we look ahead 5
innovative marketing
strategies of 2015.

The world’s favorite cookie
brand is on a global mission
to inspire imagination and
play in consumers’ everyday
lives with its #PlayWithOreo
campaign this year. Oreo
India embarked on a fun
social media campaign
inspiring imagination with
the cookie, with a variety of
engaging contests: #DoodleIt
– fans were invited to create
doodles using the cookie,
#PopIt – fans needed to find
innovative ways to pop an
Oreo, #PlayIt – fans had to
find new games to play with
their Oreo, and others like
#DipIt and more

NIVEA MEN
#BANBODYODOUR
For the launch of its New Body
Deodorizer that claimed to control
the formation of body odour, Nivea
Men set about on a humorous route
on digital media. Prior to the launch,
it released a hilarious appeal video
to ‘Ban Body Odour’ featuring the
likes of comedians Suresh Menon,
Jose Covaco and others. While the
funny video created pre-buzz on
n
social networks, the new product
ct
was launched amidst bloggers who
further amplified the campaign, and
helped spread product awareness.
ss.

74

OREO INDIA

#PLAYWITHOREO

O
GUSUTSTORIDES

#GOG

For the Gusto, Mahindra Two
Wheelers’ first automatic
scooter developed entirely
in-house, the brand launched
an innovative campaign
involving food lovers in a
city. It arranged a food ride
#GoGustoRides led by
influential food bloggers that
saw a group of food enthusiasts
explore their city’s most
famous food joints riding
their Gusto. While the first
edition was in Mumbai,
the second one was held
in Bengaluru making
Marketing that revives a better
the Gusto a scooter for
fulfilling your ‘gusto’ in life.
lifestyle not just sells a product

INNOVATIVE
MARKETING

For the
launch of
its 2015
Spring
Summer
Collection,
Caprese, the ladies
handbag brand from
VIP called all women on social
media to play stylist for the Caprese
Girl. The brand posted images of an
outfit along with shoes, accessories,
etc. and then asked fans which bag
from the new collection would go with
it; participants needed to check out the
new range on the website. Caprese also
roped in fashion bloggers to blog about
their favorite bags from the new range.

CAPRESE

#CAPRESESTYLIST

INDIA’S GOT
TALENT

#CHALLENGEPAPPU
When the latest season of India’s Got Talent
was set to launch on TV, the reality show
sought to create a one-of-a-kind digital
engagement strategy through a character
named ‘Pappu’. Pappu was designed as the
smartass who thinks he can do everything
and does not snap a finger while claiming
to be the best. He made claims to win the
IGT this year, and challenged folks on social
media to prove him wrong. Executed in
three phases: Pappu’s introduction, fans
challenging Pappu, and Pappu dropping out
of IGT, the campaign ensured engagement
with videos and visuals on Pappu.