There are numerous examples one can quote for successful use of social media in India. It is almost a mandated requirement these days to leverage social media for promotion of any product or even gathering of information through listening tools. From FMCG to Electronics to Media itself leverage Social Media extensively. Even Politics has taken to Social Media. Some of the examples are detailed below.
When talking about successful social media campaigns one of the most recent and the important one that stands out are the Lok Sabha elections in India. The current Prime Minister Mr. Narendra Modi and his team very effectively utilized this medium to reach out to Audience and connect with them about their issues. The Prime Minister continues to leverage this medium even after being successfully elected to reach out and also source feedback from the citizens. Social Media acts as a medium for any citizen to connect with the Prime Minister directly which otherwise would not have been possible. For citizens it feels like a direct personal connect.
One of the other campaigns launched by the Prime Minister is the “Swaach Bharat” which translates to clean India. Prime Minister has been tagging all known personalities to the program who in turn tag other personalities so as to generate a network effect. The idea for such a campaign was to instill the need for cleanliness in everyone’s mind only then the Prime Minister believes will this campaign be successful. This campaign was actually, I think, derived from the Ice bucket challenge that drive a great deal of attention from worldwide to ALS disorder.
One of the other examples that comes to my mind is from my experience in the previous organization Cadbury. In the recent years there has been a increased focus on promoting our products via social medium. During product launches emphasis is made on visiting the Facebook page or following the twitter account. Continuous updates flow from not just the Cadbury brand but also the parent organization Mondelez. The then MD in fact took it upon himself to meet the young crowd and also check on posts and tweets very often.
An example from the Glamorous Hindi Movie world would be the trailers of various movies that are launched prior to the movie promotions. Movies such as Ra One, Bang Bang, Dabbang, PK etc.. have launched their trailers much earlier through You tube generating interest amongst the audience. Actor Aamir Khan in fact tweets regularly about his about to release film often releasing a new intriguing feature of his film to generate the inquisitiveness amongst the audience. TV channels also have been using Social Media to promote their new films or programs being featured. Case in point is the promotion of MI3 by Sony Six.
From the Industry, the campaign that stands out to me is the Philips LED ad were based on the trailers launch for Bollywood, Philips chose to release / leak videos of their new brand ambassador Ranbir Kapoor on you tube again. It generated a pre buzz that had millions watching the advertisement on TV.
The innovative campaign by Pepsico called ‘Oh yes, Abhi’ is another such example. Here the organization initiated a contest through social medium where anyone could script, shoot, edit and upload a video in 24 hours. The campaign was called Pepsi Shot 60. It had 200 uploads in 24 hours. Uploads from more than 3.9 million fans and these were to be voted by the fans on Facebook. A perfect example of creating a network effect. There are similar such examples from them of another campaign called ‘music abhi’.
From the FMCG world, P&G and HUL use Social Media Channel extensively too. There has been a recent example of how HUL converted a Snapdeal delivery issue into a wow campaign for itself. The customer of Snapdeal received a bar of soap instead of phone. There was a buzz on social media about the ordeal the customer had to go through to get a refund. HUL notched up this opportunity by not only providing a replacement phone but also providing its new set of products for the customer to use. The response was quickly on the social media and generated instant positive reaction towards HUL and negative to Snapdeal. Where Snap deal missed the opportunity HUL lapped it up. HUL has been a key user of this medium. The Dove campaign is one such to remember. During its product launch it ran a blogging campaign for customers to write about its product.
We can go on and on to quote many more such examples. Social Media Marketing is not just here to stay but to also grow. Slowly Social Media Marketing will have larger presence in comparison to the traditional marketing mediums.