26 Jul 2019

How to create campaigns that ‘move’​ people?

How do you create a powerful message or a campaign that lasts? A successful marketing campaign is the one that moves people and resonates with the brand’s target audience deeply.

We often struggle to fathom our target audience but the answer to understanding them lies in the complex amount of data we can gather. Having said that, data is just one piece of the puzzle.

The key to understanding your audience is in using that data to derive meaningful, valuable and actionable insights.

Often the mistake that companies make is to run before they can walk. As soon as a brief is given, teams get into the process of thinking and discussing ‘ideas’ that might work. Of course, sometimes there are terrific ideas that are executed by brands only to be disappointed with the outcome. That’s because those teams were shooting in the dark! Therefore, it’s imperative to analyse data and turn them into actionable insights for it to have a lasting impact on the end consumers.

There are many research and analytics tool that can bring data to life and help marketers with transformative insights. Global web index is one such tool that can be quite useful to collate consumer data.

Data can be easily aggregated into information but turning that information into knowledge and knowledge into insight, requires analytical skills, mindset and a deep understanding of business context.

Did you read what’s there in the image above? Most companies get stuck at this point and hence it’s increasingly becoming important to have people on the team with analytical mind-set who can help develop meaning to the vast amounts of data.

According to a report by Econsultancy55% of marketers say ‘better use of data’ for audience targeting is a priority in 2019. The report is based on a global survey of 12,815 marketing, advertising, ecommerce, creative and IT professionals working for both brands and agencies.

Data driven marketing topped the chart as organisation’s most exciting opportunity followed by optimising consumer experience and creating compelling content for digital experiences.

In my opinion, these three parameters are interconnected. Data leads to insights and with insight comes content personalisation which is key to delivering compelling customer experience and it further leads to creating digital experiences that resonates with the audience.

I’d like to highlight a couple of campaigns that I totally LOVE as they were created keeping the consumer insights at core and the creative thought behind them.

Celebrating ‘HIV Heroes’

Insight: There’s often a myth attached to HIV positive people that it can be transferred by touching.

To counter the stigma attached to the virus that can lead to Aids, an Austrian men’s magazine, Vangardist printed one of it’s editions by using blood from people who are HIV positive.

Yes, you read that RIGHT!!

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Julian Wiehl, the founder and editor-in-chief of the magazine said that they wanted to make a statement against the stigma and irrational fears about HIV and HIV-positive people.

“If you hold this magazine in your hands it is like holding somebody who is HIV positive. Nothing can happen, nothing can harm you holding the magazine, and nothing can harm you holding an HIV-positive person.” – Julian Wiehl

The magazine that’s usually published digitally wanted to make a bold statement and break the myth around the virus. Therefore, they launched a hard copy of the magazine – #HIVHeroes, printed using blood donated by three people who were HIV positive mixed with the ink.

For legal reasons, the magazine couldn’t be distributed without a warning and hence it was packaged in a plastic wrapper.

While there were restrictions to how the magazine could be distributed, there weren’t any to the level of creativity the magazine could go to.

By adding a transparent re-sealable wrapper, Vangardist added a stronger communication message for its readers and an additional dilemma, whether to avoid breaking the seal because of fear or to physically take the issue and the cause in their own hands and break the stigma attached to HIV.

A simple insight led to a courageous campaign by the magazine. Isn’t it?

Needless to say, it got everyone talking!!

https://youtu.be/42KKa3Wj47w

Always: #LikeAGirl campaign

Insight: Over half of girls quit sports at puberty as a result of a crisis in confidence.

The brand realised they had lost relevance with 16 to 24 year-olds and they wanted to try something unique to make a connect with their target audience. Once they delved deeper into the data, they found that by puberty, majority of girls quit sports due to lack of confidence.

In order to appeal to the younger audience and stop the drop in confidence the girls experienced at puberty, the brand created a campaign to encourage them to keep playing #LikeAGirl.

Indeed a great example of a powerful message crafted creatively with one key insight.

So, are you ready to develop your next big campaign that moves people and creates a lasting impact?

TESTIMONIALS

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Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon

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Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP

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Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google

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Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees

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PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL

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Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN

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Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater

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A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield

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Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited

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Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young

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Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India

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Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India

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Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees

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Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees

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SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston

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I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn

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SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina

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Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom

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I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank