Saffola
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Saffola ran a print campaign to raise awareness about heart health and encourage people to pledge to a healthier heart. They developed a mobile solution using augmented reality and a heart age calculator to further engage readers of the print ad and provide more health information. The campaign received over 100,000 mobile web visits and 14,000 submissions, mostly from men aged 26-50, demonstrating how mobile can enhance traditional media campaigns and improve health awareness.
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Saffola Healthy Heart
The document summarizes a campaign by Saffola to create awareness about heart health through print ads that prompted users to engage with mobile content. The print ads directed users to use their phone's intARact feature, which played a video wishing them a happy birthday and healthier heart. It also included a heart age calculator. This mobile extension generated over 1 lakh website visits and 14k submissions. Most users were males between 26-50 years old. The campaign effectively used mobile to enhance the impact of traditional print advertising and encourage people to pledge to healthier hearts.
Social Mobile Traffic
Social mobile marketing leverages mobile apps and social media to reach customers who are increasingly relying on their phones rather than traditional advertising. Billboards, newspapers, TV, print, and direct mail are less effective today. Smartphone users frequently look up local businesses, make purchases based on social media recommendations, and respond quickly to mobile ads and coupons. To succeed, businesses must connect with customers through social mobile marketing as that is where the customers are spending their time.
Micro – moment
Micro-moments are mobile moments that require a quick glance to identify and act upon immediately. They include moments when consumers want to know, go, or do something they saw in an advertisement or online. Marketers must understand these micro-moments and provide timely, relevant information to consumers to influence purchase decisions and problem solving in the moment across different screens and channels. An effective micro-moment marketing strategy involves mapping key moments in the consumer journey, understanding customer needs in each moment, using context to deliver tailored experiences, optimizing across all touchpoints, and measuring performance.
[BrandHero] Corona Times
Brave marketers needed.
I put together some practical tips and examples of marketing in times of Corona. I hope you find it useful.
And this is not just about marketers. COVID-19 is probably the biggest test of leadership in recent times.
Remember how your leaders behave now because this is where the rubber hits the road. We have elections in 2020 and 2021 worldwide. Most notably, in the US, Germany, France, Japan, Taiwan, South Korea, Hong Kong, Vietnam, and many other countries. Choose wisely.
And stay safe!
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Saffola Healthy Heart
The document summarizes a campaign by Saffola to create awareness about heart health through print ads that prompted users to engage with mobile content. The print ads directed users to use their phone's intARact feature, which played a video wishing them a happy birthday and healthier heart. It also included a heart age calculator. This mobile extension generated over 1 lakh website visits and 14k submissions. Most users were males between 26-50 years old. The campaign effectively used mobile to enhance the impact of traditional print advertising and encourage people to pledge to healthier hearts.
Social Mobile Traffic
Social mobile marketing leverages mobile apps and social media to reach customers who are increasingly relying on their phones rather than traditional advertising. Billboards, newspapers, TV, print, and direct mail are less effective today. Smartphone users frequently look up local businesses, make purchases based on social media recommendations, and respond quickly to mobile ads and coupons. To succeed, businesses must connect with customers through social mobile marketing as that is where the customers are spending their time.
Micro – moment
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I put together some practical tips and examples of marketing in times of Corona. I hope you find it useful.
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Marketing StrategyIntroductionHealth C.docx
Marketing Strategy
Introduction
Health Care Options and Our Audience
Highest ethnicity groups: Hispanic and African American
Highest age group: 65 – 74 and 75+
Low Income families are the highest social group
(Ohio Diabetes 2011 Fact Sheet,” 2011)
Hospitals
Clinics
In-home care
Assistance Programs
The targeted audience for our new Diabetes Program is minority groups aged 65 and older with a low family income. The statistics in Ohio reflect that this audience is the highest social group to be affected by diabetes. (Ohio Diabetes 2011 Fact Sheet, 2011)
Given this market, the marketing campaign must have a wide stretching plan. Social Media, radio, and television will all have to be incorporated into this campaign as the targeted audience has an eclectic skill set for gathering information.
3
Information Sharing
Verbal communication
Technology
Observance of commercials
Group outings.
The mature consumer shares information in a multitude of ways. Verbal communication such as party conversations and small talk are a common way they share information, even about health. Also, more adults in their 60’s are using cell phones and are transitioning into some basic forms of social media. This implicates the mature audience still uses classic forms of information sharing like speaking and writing to each other. This also brings to light that the mature audience also is becoming more aware and utilizing modern technology. Television and radio commercials are a standard and should also be used as the mature audience still rely on classic methods of gathering information.
4
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Federal health reform that uses “building blocks” approach to build off of the current health insurance system we have today in the United States. While building off of it to provide people with access to health insurance coverage, establish legal protections for consumers, and set up mechanism for consumer to shop knowledgeably for insurance
Effect on new diabetes program
Here is information on what the health care reform is doing for consumers who are looking to pick up insurance or get improvements in their current plans.
The health care reform will not have a very big impact on the consumers who are looking to participating in the new diabetes program that is being promoted by Southern Ohio Mercy Hospital. The primary goal would be that this diabetes program would be covered by insurances as a preventative service for the patient.
5
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The targeted audience for the new diabetes program being offered by Southern Ohio Mercy Hospital would be mature adults. The program has been developed to help monitor patient care, admissions and re-admissions that are concerning diabetes health.
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Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...
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- Challenges securing long-term funding and approaches taken like partnering with hospitals to use community benefit dollars.
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- Open discussion of Albuquerque's mobile market program and challenges with data collection and privacy concerns.
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1) In the 1990s, AFLAC had low brand awareness of 14% due to boring campaigns. To increase this, AFLAC launched the iconic "Duck" logo and extensive TV advertising.
2) The strategy was highly successful - by 2001, 90% of AFLAC's target audience recognized the brand, sales increased 30%, and sales leads grew 20%.
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- A print ad for Kit Kat that came to life using augmented reality, with over 144,000 scans and users spending an average of 61 seconds interacting.
- A Samsung ad that allowed users to virtually try accessories like a smartwatch by capturing the print ad.
- An ad for Fireguard fire protection that used augmented reality to show a selfie protected from fire, engaging hundreds.
- Events and mobile apps created by brands like Coke Studio, Louis Philippe and Star TV to engage audiences through proximity marketing and content on mobile.
Parle G - Buzzing on Wheels
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Dignity Health launched the "Take Back Your Morning" campaign to encourage people to spend less time on their smartphones and more time connecting with others. The campaign pointed out that most people check their phones within minutes of waking up, before even interacting with family. It invited people to pledge to start their mornings device-free and spend time with loved ones instead. The campaign included videos, social media posts, and painted sidewalk messages promoting human interaction over technology use. It achieved over 2 million video views and 38,000 social media engagements, spreading Dignity Health's message of how social connections can improve health.
Research template
The Stonewall campaign has several purposes:
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Marketing StrategyIntroductionHealth C.docx
Marketing Strategy
Introduction
Health Care Options and Our Audience
Highest ethnicity groups: Hispanic and African American
Highest age group: 65 – 74 and 75+
Low Income families are the highest social group
(Ohio Diabetes 2011 Fact Sheet,” 2011)
Hospitals
Clinics
In-home care
Assistance Programs
The targeted audience for our new Diabetes Program is minority groups aged 65 and older with a low family income. The statistics in Ohio reflect that this audience is the highest social group to be affected by diabetes. (Ohio Diabetes 2011 Fact Sheet, 2011)
Given this market, the marketing campaign must have a wide stretching plan. Social Media, radio, and television will all have to be incorporated into this campaign as the targeted audience has an eclectic skill set for gathering information.
3
Information Sharing
Verbal communication
Technology
Observance of commercials
Group outings.
The mature consumer shares information in a multitude of ways. Verbal communication such as party conversations and small talk are a common way they share information, even about health. Also, more adults in their 60’s are using cell phones and are transitioning into some basic forms of social media. This implicates the mature audience still uses classic forms of information sharing like speaking and writing to each other. This also brings to light that the mature audience also is becoming more aware and utilizing modern technology. Television and radio commercials are a standard and should also be used as the mature audience still rely on classic methods of gathering information.
4
Health Care Reform
Federal health reform that uses “building blocks” approach to build off of the current health insurance system we have today in the United States. While building off of it to provide people with access to health insurance coverage, establish legal protections for consumers, and set up mechanism for consumer to shop knowledgeably for insurance
Effect on new diabetes program
Here is information on what the health care reform is doing for consumers who are looking to pick up insurance or get improvements in their current plans.
The health care reform will not have a very big impact on the consumers who are looking to participating in the new diabetes program that is being promoted by Southern Ohio Mercy Hospital. The primary goal would be that this diabetes program would be covered by insurances as a preventative service for the patient.
5
Health Care Reform Continued
Targeted Audience
Marketing to targeted audience
The targeted audience for the new diabetes program being offered by Southern Ohio Mercy Hospital would be mature adults. The program has been developed to help monitor patient care, admissions and re-admissions that are concerning diabetes health.
With the Health Care Reform and marketing to the targeted audience of mature adults it is essential that they under that that the program is going to be covered ...
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The Pure Air Lovers Society (PALS) was created by Suzlon to build an online community dedicated to improving air quality. The campaign targeted young Indians aged 18-35 to promote individual actions like reducing pollution and signing up to receive reminders and connect with other "PALS" online and through social media. An interactive banner and website at www.pals.in encouraged participation and led to over 1.1 million registered supporters. The multi-channel social media campaign successfully raised awareness and engaged people in positive environmental actions.
Mirinda #ReleaseThePressure campaign
A platform to elevate the Relevance and Preference for Mirinda among young urban India by enabling a shift from comparison to compassion – a change that helped saving precious lives
Millward Brown - Unicef
The UNICEF UK 'Speak Up For Children' mobile campaign from Q2 2012 sought to raise awareness and donation intent. Millward Brown's ad effectiveness tool measured brand perceptions pre- and post-campaign exposure. The 4-month campaign across mobile networks and publishers significantly increased mobile ad awareness, association that UNICEF improves children's lives, favorability, and donation intent. It also drove perception that UNICEF is committed. The campaign was more effective for females, impacting awareness, favorability, and association, while males saw higher awareness and donation intent. Future campaigns should add calls to action and ensure branding and messaging are simple.
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Notes built environment cohort 6.28.16
The document summarizes a discussion between participants of the Built Environment Cohort Call #2 on June 28. Key topics discussed include:
- The Food Trust's work in Philadelphia to increase access to healthy foods through programs like their healthy corner store initiative and farmers markets.
- Challenges securing long-term funding and approaches taken like partnering with hospitals to use community benefit dollars.
- Strategies used by The Food Trust to encourage corner store owners and children to choose healthy options.
- Open discussion of Albuquerque's mobile market program and challenges with data collection and privacy concerns.
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This document is a cover sheet and contents page for a marketing assignment on the Nescafe coffee brand. It includes the student names and numbers, assignment details such as title, word count and due date. The contents page outlines the topics that will be discussed in the assignment, including a SWOT analysis, environmental forces, products, pricing, promotion, placement and brand strategy. It also includes an introduction to Nescafe as the 35th top brand owned by Nestle worth $13 billion annually with 94 billion cups sold worldwide each year.
Social marketing
Sky Television launched a social marketing program called "Reach for the Sky" to help young people explore opportunities and find their potential. The program aims to inspire teenagers and their parents through inspirational TV ads, Sky magazine, and the company website. By addressing social issues and contributing to the community in this way, Sky hopes to build its brand, attract new customers, and encourage loyalty among existing customers.
NSAC Final book
This document outlines research conducted for a marketing campaign for the Snapple beverage brand. The research found that Snapple consumers fall into two main segments - "Heavy Users" who drink Snapple regularly because they enjoy it, and "Snap from the Past", which includes both light users and former users who have lost their connection to the brand. The research also determined that consumer attitudes and buying behaviors did not differ significantly between the "Heartland" and "Non-Heartland" regions as originally thought. As a result, the campaign will target both regions with one cohesive national message instead of separate regional strategies, in order to maximize outreach and reconnect with lapsed users.
Nestle Website redesing
The document discusses an internet marketing campaign for Nestle in Venezuela. As the consumer relationship marketing manager, the author developed a new website with communities focused on babies, kids, and adults. The redesigned website segmented Nestle's products into health, nutrition, and wellness benefits and was linked to different consumer life cycle stages. For example, the babies community provided new mothers information. After three months, the new website saw a 35% increase in unique visitors, over 40% of whom visited more than three times daily. The bounce rate was under 2% and conversion rate for newsletters and coupons reached 42%.
Ebiquity Health and Wellness
This document discusses communication trends observed at the 2017 Cannes Lions advertising festival related to pharma and health. It identifies several key trends, including using data creatively to engage consumers, employing innovative technologies like VR and AI to improve patient lives, embracing local culture to build relevance, and featuring authentic real patient stories. The document provides examples of award-winning campaigns that exemplified these trends and suggests they can inspire pharma brands to communicate beyond just promoting products.
Aflac presentation
This document discusses AFLAC's brand awareness and image promotion strategy. It outlines how:
1) In the 1990s, AFLAC had low brand awareness of 14% due to boring campaigns. To increase this, AFLAC launched the iconic "Duck" logo and extensive TV advertising.
2) The strategy was highly successful - by 2001, 90% of AFLAC's target audience recognized the brand, sales increased 30%, and sales leads grew 20%.
3) AFLAC created brand associations like being #1 in supplemental insurance, doing philanthropic work, and having a unique "Duck" mascot. These increased favorability, strength, and uniqueness of the brand in customers' minds.
Working 4 Purpose campaign
This document outlines a public relations campaign created by PRSSA students at Grand Valley State University called "Working 4 Purpose" to raise awareness for the nonprofit With Purpose. The campaign's objectives were to increase brand exposure for With Purpose, spread awareness about issues surrounding childhood cancer, and direct people to With Purpose's website and social media channels. Key strategies included social media posts, on-campus communication like tabling and stickers, and a partnership with Headbands of Hope. Through tactics like created Facebook ads and boosting engaging posts, the campaign was successful in meeting its objectives of bringing awareness to over 400 people, informing over 320 people about childhood cancer issues, and directing over 100 people to With Purpose's online presence.
Social Marketing
The document discusses Sky Television's "Reach for the Sky" social marketing program. The program aims to inspire teenagers and help them discover opportunities and their potential. It targets young working people influenced by entrepreneurship programs. Sky promotes the program through television announcements, their magazine, and website to build their brand and attract new customers while encouraging loyalty. The goal is for Sky to play a key role in helping young people explore life choices and inspire them to think about their future opportunities.
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The document provides examples of case studies using augmented reality and mobile apps to engage audiences. Some key examples include:
- A print ad for Kit Kat that came to life using augmented reality, with over 144,000 scans and users spending an average of 61 seconds interacting.
- A Samsung ad that allowed users to virtually try accessories like a smartwatch by capturing the print ad.
- An ad for Fireguard fire protection that used augmented reality to show a selfie protected from fire, engaging hundreds.
- Events and mobile apps created by brands like Coke Studio, Louis Philippe and Star TV to engage audiences through proximity marketing and content on mobile.
Parle G - Buzzing on Wheels
Parle G wanted to promote their brand in rural India using mobile phones, as cell phones had become widespread. However, rural India had low internet access. So Parle G developed a strategy using their product distribution vans, which traveled throughout India, to deliver game and video content to nearby mobile phones via Bluetooth. The vans urged consumers to turn on Bluetooth to download zero-cost, region-specific content in local languages. Over three months, the campaign reached over 674,000 users across 59 cities and villages using 60 vans, greatly exceeding the download target.
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The Times of India Chennai edition published a special feature on Akshaya Tritiya, an auspicious day for buying gold, to help jewelers promote their collections and capitalize on the occasion. All print ads in the feature were enabled with augmented reality technology allowing over 2,600 users to view interactive content about jewelry collections directly on their mobile devices. This virtual experience engaged users for an average of two minutes and significantly increased visibility for both the publication and featured jewelers.
Cadbury 5 Star
Cadbury 5Star launched an interactive mobile marketing campaign at college festivals to promote brand engagement among youth. Students could turn on Bluetooth on their phones to receive clues and media about a treasure hunt game. They also played a maze game with branded levels and could upload photos and videos to social media. Over 60,000 students engaged through downloading content, 10,000 played the game multiple times, and 6,000 uploaded photos, helping generate viral engagement for Cadbury 5Star at a lower cost.
Wagon R
Maruti Suzuki launched a mobile game for their WagonR brand to connect with target consumers and generate leads. The game allowed users to race a virtual WagonR car and learn about its features while waiting in malls and other locations. Over 5 lakh users engaged with the game, which had over 1 million game sessions and generated more than 4,000 test drive requests, showing the effectiveness of using mobile games and experiences to market to consumers.
Volkswagen Polo
Volkswagen wanted to promote its new Polo hatchback model in India at low cost by directly engaging the target audience. It partnered with airports in major cities to enable Bluetooth and WiFi connections, displaying notices encouraging passengers to connect to learn about the Polo. Through the mobile connection, passengers could access a custom application with design details, specifications, dealer locations and test drive booking for maximum brand impact. The campaign was highly successful with over 50,000 engagements in one month, delivering rich media information to passengers at no direct cost through a clutter-free mobile experience.
Star TV creates new Buzz on Mobile
Star TV wanted to promote its new shows airing on channels like Star Plus. It used location-based service Buzz to deliver exclusive trailers and promos of upcoming shows to audiences' mobile devices. Buzz hotspots in cafes, restaurants, malls and train stations across 18 cities provided mini Star TV channels on users' fingertips. Over 3.3 lakh engagements were achieved in a month, exceeding expectations, with each user viewing an average of 7 pieces of content and 25% being repeat users, showing the solution generated interest in Star TV's programs.
RCB
Royal Challengers Bangalore wanted to leverage their Indian Premier League franchise to build brand loyalty and engagement with cricket fans. They created a mobile app that allowed fans at the stadium to share photos, discuss the match, and view opinions to feel more connected during games. Only fans at the stadium could post, but their posts were visible online, giving them an exclusive experience to share. The app engaged fans through quizzes with prizes during matches. It was highly successful, receiving 50,000 engagements compared to only 1,250 twitter feeds, and half of users continued using it at subsequent games.
RCB @ IPL V
The Royal Challengers Bangalore, owners of the Bangalore IPL team, partnered with TELiBrahma to launch an innovative campaign to increase ticket sales and brand awareness for the inaugural IPL season in Bangalore. TELiBrahma deployed their Bluetooth-based Buzz solution at the stadium, allowing spectators and employees nearby to receive instant match updates, participate in contests to win prizes, and access Royal Challengers content. The campaign was highly successful, with over 100,000 fan registrations and 240,000 downloads during the first 28 hours, and major brand partners were able to effectively engage with customers through the new platform.
Mercedes Benz
Mercedes Benz wanted to promote its brand and products at the Auto Expo 2010 using a mobile platform. They worked with a company to create a mobile app experience at their stall that allowed over 18,000 unique users to easily access details about Mercedes car models by pressing their phone screens. This mobile solution engaged over 60,000 people and provided an innovative brand experience that generated both brand awareness and leads for Mercedes Benz.
Maruti
Maruti wanted to leverage the IPL cricket tournament to create brand awareness in an innovative way. They partnered with Buzz, a network that delivers sporting content to consumers on the go. Buzz created a platform where pre-stitched cricket highlights and Maruti ads could be downloaded for free via WiFi or Bluetooth at over 700 Buzz hotspots in 15 cities. Over 1 million downloads were achieved, demonstrating how mobile can help brands engage consumers and generate ROI from sponsoring sporting events.
Lucozade - Marathon on Mobile
Lucozade, the official sports drink of the Sunfeast World 10K Bangalore Marathon, partnered with TELiBrahma to promote itself and sample its product at the marathon expo. Visitors to the expo received Lucozade branded content and a mobile application with tips for running by turning on their Bluetooth. Over 65% of expo visitors downloaded the Lucozade content, achieving over 5,000 engagements over 4 days and creating buzz about the marathon on social media. The mobile application and sampling messages helped promote Lucozade at zero cost prior to its commercial launch in India.
Louis Philippe
Louis Philippe, an apparel brand, wanted to more effectively communicate offers during an end-of-season sale. They deployed a mobile advertising campaign on Buzz to target consumers within 1 km of LP stores, prompting them with a special offer and delivering coupons to their phones to redeem for an additional 5% discount. Over 41,000 engagements occurred in just 4 days, with 41% of users who received coupons redeeming them and spending an average of Rs. 4,000 each, resulting in Rs. 20.5 lakh in sales - outperforming other advertising channels.
Idea
Idea 3G wanted to leverage the popularity of IPL cricket to reach their mobile audience. They partnered with BuzzAtPlaces to create a platform that delivered near live cricket highlights and branded content from Idea to sports fans on the go. Over 1500 phone models in 700 hotspots across 15 cities could access the Idea content for free via WiFi or Bluetooth. The campaign was successful with over 1 million downloads and 46% of users viewing match highlights, proving mobile can help brands engage consumers and generate ROI from sponsorship.
ICICI iMobile
ICICI bank wanted to promote their new mobile banking app, iMobile, to increase downloads at no cost to customers. Buzz network deployed posters in ICICI bank branches asking customers to turn on Bluetooth, which automatically sent them the iMobile app and instructions. Over 100,000 customers downloaded iMobile across 2 months, and the marketing team won awards for their successful campaign that targeted customers directly in bank locations.
Coke Studio
Coca Cola launched Coke Studio, a music fusion show, to create brand awareness through music and establish a unique brand experience. However, the disconnect between the campaign and points of consumption presented a missed opportunity. The solution was to prompt consumers at Coke partner locations to download wallpapers, videos and audio clips of Coke Studio content to their phones, with over 1,500 handsets supported. This ensured a large reach and engaging experience. As consumers frequently returned to download fresh content, it created a positive brand connection cycle. The campaign exceeded expectations by reaching over 10 million consumers, many of whom engaged repeatedly, demonstrating the brand goodwill earned through an innovative mobile strategy.
Coke Open Happiness
Coke launched Coke Open Happiness Season 2 to provide content to consumers anytime for happy occasions through their mobile phones. The campaign allowed users to access free internet and download Coke content like videos and wallpapers when visiting locations partnered with Buzz. Over 12 million users engaged with the campaign, each viewing an average of 7 pieces of content. Integration with social media increased brand awareness. The campaign successfully connected Coke, locations, and consumers in an innovative way and demonstrated how brands can leverage mobile entertainment.
Chennai Express
The Chennai Express film team wanted to promote the upcoming movie in an exciting way to generate hype. They partnered with BUZZ to release exclusive movie posters and content at malls and other busy locations. Users could access wallpapers and share on social media, generating over 2 million engagements in 2 weeks. The campaign was successful in connecting with fans and measuring interest prior to the film's release.
Sikkim Manipal University
Sikkim Manipal University wanted to promote its distance education and online learning programs to increase student enrollment. It created a mobile brochure about its courses and distributed it through Buzz kiosks in cafes, enabling over 30,000 users to access program information, register with the university, and speak to counselors in just two weeks. The virtual brochure delivered an engaging experience to users' phones and successfully generated leads for the university in an innovative and cost-effective way.
More from TELiBrahma Technologies Pvt Ltd (20)
Saffola
- 1. Case Study – Pledging a Younger Heart http://telibrahma.com Follow us on http://www.facebook.com/PointARTApp BUSINESS CASE Saffola carried the Healthy heart campaign on print to create awareness among readers & pledge for ‘YOUNGER HEART’. The Brand wanted to create awareness about the heart ailments thus enable consumers to manage their heart health without a change in their lifestyle. The challenge was to create the right content on mobile and help people understand the risk and take necessary action. SOLUTION The print Ad was augmented and carried a clear “Call for action” prompting users to engage with the Ad. As the reader placed the phone – enabled with the intARact, a Happy Birthday visual wishing the user to celebrate for a younger-healthier heart was played. The experience was extended to deliver information through a heart age calculator utility, creating stickiness around Saffola’s initiative towards healthy heart. RESULTS The campaign recorded 1Lakh+ WAP Hits and 14k+ WAP Submissions across major cities. 80% of the WAP Hits were received by people of the age 26-50. It was observed that mostly males led in calculating their heart's age. HIGHLIGHTS The campaign generated a scope for improving awareness among the reader by delivering the information directly on users’ mobile. The visual aid delivered a deeper impact and urged more users to pledge for a Healthier Heart. The campaign created opportunity to associate m-Health and advertising. Demonstrated how a mobile strategy can enhance impact & returns from traditional media investments. The mobile strategy devised ensured to reach many Indians prompting them to pledge for a healthier heart.