Tag: content marketing

Cracking topical content – Reaching half a million Newsfeeds in a day

With the annual hindu festival of Rakshabandhan (Rakhi) this weekend, what better way to celebrate then to pull off a classic News-jack. Content Marketing can be so much fun.. from brainstorming, designing to finally hitting that post button. Two hours of madness to pull off topical content, with urgency of a news channel! ;) Here’s the Facebook link

What this guy did on Rakhi will blow your mind (lol)

Happy Rakshabandhan
Happy Rakshabandhan ;)

 

News-jacking is the practice of injecting your ideas into a breaking news story and generating of social media coverage and engagement.

Pointers to crack News-jacking

  1. Act Fast: Trending topics don’t last forever, start to finish in 2 hours.
  2. Brand DNA: What’s the point if the brand ain’t relevant in your post.
  3. Break the chaos: Think outside the box, like way outside sometimes ;)
  4. Distribute, Distribute, Distribute: Initial seeding super important!
  5. Make it share-worthy: We reject 90% ideas trying to answer this question: “Why would anyone share it?”
  6. Keep it short and simple: Human attention span is at the lowest ever, and you’re fighting through overwhelming content density
  7. Don’t make an Ad! Like paste this on your wall!

First 24 Hours – Half a million reach (organic)

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News-Jacking The Infamous Govt. Ban!

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The news spread like wildfire, govt. without notice banned porn in India. Now that’s something a brand will never associate with, forget creating content around it. But then we thought, what would Amul do? Amul’s creatives have by far been the inspiration for topical content, the original king of news-jacking in India.

News-jacking is a fancy-schmancy marketing lingo for topical content, or easily put: Breaking news + Brand DNA, for creating content.

We racked our brains, until we hit the sweet spot, spot on, yet subtle. Since our brand DNA is all about celebrating travel, we merged the ‘ban’ with popular tourist destinations, and the idea was born.

Ban is the new ‘B’ word

banaras

brisbane

Take a look at the entire album

When stuff like this happens, you got to become CNN for 2 hours, from brainstorming, to design, to post, super fast at execution. And results were great, and since it is in the news still, it’s growing :)

Content Ideas Are Everywhere; Execution is Everything

If your job is to create content, there are ideas everywhere you look. Case in point, the latest series of minimalistic graphics we did, idea for which was born sitting on Indigo’s flight flying to Mumbai.

The good old guide for flight passengers

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How about flipping the theme :)

The team got into research, and produced some kick-ass visuals. From writing copy to numerous design reviews, we spent hours brainstorming the theme, design and possibly a video in the making :) Check the slide-deck below. 

 Content ideas are everywhere, team-work in execution is everything.

From the eye of a content creator – Stories everywhere

From the experience on the flight, to curious observations. With the world your playground and tools in your phone, stories get real and raw :) Personal stories during the trip, nothing ‘brand’ or ‘marketing’ about it :)

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Mighty Maharashtra

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Curious observations, visualised :)

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How a Video Got Reach of 25 Million – Case Study at #11MarCon

iamai

Presented the ixigo case study at the IAMAI Marketing Conclave in Mumbai last week. What an exciting event, enthusiastic audience and an experience to remember. On Day 1, there was an interesting session on video marketing, with who’s who of the video marketing world defending their stands.

It was a revelation to learn that we’re doing two things very different from the industry:

  • we produce all videos in-house and
  • we don’t focus on influencers (the messengers), but focus on producing kick-ass content (message) for our social community instead.

On Day 2, had my little case study presentation. The story of how we pulled a reach of 25 million from a video, and the best practices in viral video marketing. The energy was infectious, the session went off script, rapid fire answers to interesting questions from the audience. Find the slide-deck from the event below, and tweets about it. 

Slide-deck : Case Study

Tweets from the event