Page 22 - IBT October 2020

Digital Marketing
Leading the Change in
Digital
Communication
Digital transformation has become with the best of brands and has won
synonymous with business the highest number of awards. The
transformation. And with digital communication agency has indelibly
business transformation, of course, paved the path as industry leaders
comes digital marketing and have etched the blueprint on
transformation. At Asiatic MCL, the which the future of digital marketing
idea is to inhale inspiration and is being realized.
By Marjiya Baktyer Ahmed exhale innovation. The agency
strongly believes in constant and Interacting and
continuous innovation to eliminate
mundaneness and rediscover new Creating Dialogue
perspectives to tell a story. Asiatic In the past, marketing was all about
Marketing Communications Limited is pushing the message to the market
the oldest and largest communication and waiting for the result. Nowadays
agency in Bangladesh. Since its it is all about interaction and
inception in 1966 it has been working dialogue.
Today’s Bangladeshi consumers are
fast becoming active participants in
an experience economy. The meteoric
rise of smartphones has seen more
and more people using them every
day to help make decisions, find
brands to buy from or learn more
about a product. Now, more than ever,
they are starting to value how they
experience brands. That extends to
both online and offline stores, as well
as social media or other potential
touchpoints along the way.
With consumption patterns changing,
20
marketing and PR agencies have had
to transform themselves as well.
Digitization has created not just
hundreds but thousands of touch
points where brands can engage with
channel when making a purchase.
the Bangladeshi consumer. These
days, customers jump from channel to
They’ll look on websites, Facebook
pages, search from mobile devices and
compare prices across multiple apps.
The Change in Our
Behavior
Agency teams now need to realign
themselves to the changing needs of
the end consumer to stay relevant. In
fact, even the definition of
‘marketing’ is transforming. It is no
longer a one to many, one-way
advertisement but an omnichannel
delivery for conversations,
engagement and experience. This is a
massive expansion of the traditional
marketing and PR role, calling for
more new approaches, greater
technical, analytical and data
marketing skills than ever before. marketing and PR stratagems that
Agencies are having to learn to use
customer analytics, predictive
analytics, and customer experience
mapping to deliver integrated
experiences that are compelling,
personalized, and consistent. They
are also having to adapt and reinvent Digital mindset is achieved, there is a featured in the PSAs has generated too evolved and went through e-commerce positioning, the sal
natural progression towards a
continuous innovation in their
2200 - 2500 calls per day to the
shot up
methods for absorbing, interpreting,
the digital media and engaging
avalanche of data being generated by
designed for agility and
and acting in the face of the Transformation is not future-proofed, tech enabled culture Ministry of Women and Children products to cater to their changing • Stage 3 – with proper prese
Affairs. A research led by BRAC
needs. Sunsilk believes that girls are
a Technology, but a
to be left boundless and set to
digitalization.
customers. Whereas once significant
Eid occasion just maintained th
University to assess campaign
now agencies often find themselves In the naval world, it takes five miles End Child Marriage 72.7% at midline indicated they had their journey of autonomy – thus • The campaign was launched i
Mindset
effort had to be exerted to gain
success of being launched prope
effectiveness, found 55.3% of
achieve as they wish while Sunsilk
Asiatic MCL works to
respondents at baseline compared with
feedback from customers, however
will keep catering to their needs in
Result
for an aircraft carrier to turn itself
lands to Sunsilk’s brand promise
struggling to absorb the feedback
not seen any child marriages within
2018 and created a buzz in the
around 180 degrees. While engaging
their community in the past year.
from user-generated content and
“Hair on your side”. As a brand that
market. There was a huge shift
In Bangladesh, adolescents,
in this ‘quick-turn’, the sea men on
social media channels.
caters to everyone’s need, in 2018
the market share. Business case
estimated at 31 million and nearly
board need to hold on something
Sunsilk stepped first to launch a
Today, platforms like YouTube have
Asiatic 3sixty's most
volume sold in 3 weeks and
20% of the population, face many
solid because they’ll soon be tilting at
range of formulated specially for
enabled ’regular’ people to become
challenges. In particular, 52% girls are
reached 130,000 outlets with st
a 30-degree angle.
those who wear Hijab as part of their
incredibly influential. Companies no
years impacting their health and
1,965,068 Impressions: 10,293,8
campaign/campaigns
digitally evolving world is very
The agency translated the thoughts of
endorse their products in order to get
Post Engagement: 924,552. Vide
potential. Drivers for child-marriage
similar to this.
the women of today’s time into a
millions of people interested in their
include underlying socio-cultural
longer need to hire celebrities to Trying to run a business in a rapid married before 18 and 18% before 15 successful belief replacement. Facebook: Reach:
(Trueview): Reach: 726,924
Clients are not always fully geared to
product or service. Ordinary people make the difficult and rapid hard left norms surrounding gender roles, Campaign One: communication plan that is Impressions: 1,054,723 VTR:
absolutely relevant and authentic for
with no credentials other than droves
27.69% Completion Rate: 26.02%
chastity, perception of maturity, social
SKITTO- TOTALLY COOL SIM
ability to influence those simply by how the world has changed (and security and low value of girls. These resisting norms. When parents the particular rhythm and core call to Bangladesh’s first ever truly digital on the target groups, the agency tried Committed to Agility,
required to align themselves with
of followers on social media have the
them. After extensive surveys done
norms drive child-marriage despite
brand, Skitto needed to create greater
continues to change) digitally. This is
witness child-marriages persisting in
action words ‘Raise your voice’ of
to assemble their insights where they
endorsing a certain product.
legislation in place, and high
affinity with the nation’s youth while
Productivity and
often because many of the evolutions
their country and believe that their
traditional protest slogans. With it,
identified millennials are hard to
In short, digital transformation – the
awareness of it.
educating them about the product's
digitalization don’t come easily or
rukhte holey, awaj tolo taley taley”
their daughters early, they are more
technology, the impact of IoT and
only as they spend most of their time
rise of the internet and digital that come quickly through proper The Prime-Minister of Bangladesh community expects them to marry off the ECM slogan says “Balyo biye benefits. reach through traditional channels Efficiency
has committed to end child-marriages
The launch of the “Totally Cool SIM”
likely to do so. Re-directing these
means “Raise the beat to end child
cheaply. Thus, most clients, although
AI–has changed the way people aware that advanced “digitization” is by 2041; eliminating marriages <15 perceptions thus became central to marriage’. campaign managed to reach a online to look for people who have Running a creative agency in a
behave. And this change is such that necessary, still remain wary of the and reducing <18 marriage rates by the campaign. The campaign branding maintained whopping 76,300,518 people on the same mentality and have same digitally enhanced world is a lot
it literally drives into obsolete, the amount of restructuring and one-third by 2021. Through efforts by The core audience was the three campaign properties – the Facebook and their ads have been preferences in life. They love the trying to build a car while you
investment needed in order to achieve the government and partners to community at large including protest beat, the ‘Dhol’ drum and a viewed 296,229,606 times on influencers they follow as they find driving it in a Formula One r
used to exist before. Starting from the the same. ensure education and appropriate adolescents themselves, who in turn helpline number. Facebook alone! This enabled Asiatic similarity in their way of thinking never going to be an easy
sharing of data and its analysis, to Thus, the biggest challenge that services for girls, the practice has exert pressure and influence on The first of the Public Service to gain 1,409,063 post reactions and can relate to the problems & Add to it a COVID-19 pandemic, an
making campaigns more collaborative agencies at times face is in helping been declining but not fast enough. parents. Through them the campaign Announcement Series focused on along with 32,063 comments and opportunities. we have an unprecedented business
and engagement oriented, digital their partners realize that the ‘digital’ Acceleration of efforts was required to worked to create reverse public fictional modelling of community 5,866 shares. The link ads on So the idea was to create a slightly crisis. Over the last few mon
transformations have reinvented how in ‘digital transformation’ is not a achieve targets. pressure on parents to not get their disapproval and triggering Facebook have been clicked 3,879,265 non-traditional launch plan where have seen conventional marke
companies can reach, connect and technology, but a mindset. Once that Asiatic MCL’s client, UNICEF, along daughters married early. widespread public unacceptability; times. Their GDN ads were seen they will first talk about their practices becoming inadequate,
learn from their customers. with the government and other and the following PSAs showcase 117,531,201 times, it generated problems through the most hyped consumer behaviors rapidly mutate
partners commissioned the ageny to real-life situations where ordinary 2,394,482 clicks. On YouTube, they influencers of the time who are and established communication
develop a campaign that would help Creatively combating Child citizens are taking a range of actions got 309,381 views and 11,359 clicks popular in digital media and create a channels become irrelevan
END CHILD MARRIAGE by inducing Marriage to end child-marriage and improve in total. And most importantly, their buzz, and then launch the product chunk of advertising revenu
rapid shifts in social norms and In Bangladesh, weddings are adolescent wellbeing. online SIM sales saw 28.78% increase! with all other media necessary for a previously came from TV,
attitudes around child-marriage and communal events with great successful campaign. ground activations has slowly eith
related adolescent issues. involvement of the community, be it a Execution: been replaced with virtual/digital
The agency delved into the data right age marriage or even a child The Campaign that Changed Campaign Two: Sunsilk Hijab Refresh was launched activities or abandoned altoget
gathered from national surveys marriage. Asiatic MCL’s campaign Minds SUNSILK HIJAB REFRESH in 3 different stages: As expected, such a sudden shift l
to substantial revenue challenges
• Stage 1- Pre-hype: Using the power
(BDHS, MICS), commissioned
Being the leading brand Sunsilk
worked to reposition child marriage The outcome of the campaign was of digital media, there was an across the industry.
research by various developmental from being a ‘Celebration’ to a ‘Totally tremendous. The PSAs were shared by identified above 30% of the women in organic need created through KOLs However, while the industry
Bangladesh now wear Hijabs as part
and government agencies,
Unacceptable Offence’. all the major news outlets as well as & influencers by discussing every whole has experienced a declin
stakeholder workshops, and In a culture where any news or on their social media channels. 10 of their belief. But, the heat and frustration and agony of the girls revenues (especially from liv
humidity of this region is harsher on
community discussions; and
declaration is commonly announced local TV stations have aired the PSAs who wear hijab and also only and live entertainment events), th
proceeded to analyze it using theories with a traditional ‘Dhol’ drum to for free (worth $ 170,920). 4 TV their covered hair. Sunsilk girls are revealing something is coming, has been a marked increase in
contemporary and optimistic. They
such as social norms, diffusion of
catch everybody’s attention, we channels donated free broadcast time after influencers got gift basket impressions from regular onlin
innovations and social learning. decided to use the ‘Dhol’ drum as a for the drama serial (worth $ 90,785). continuously strive to follow their from Sunsilk and asked not to say and connected social media pl
own passion and make their mark in
The findings indicated that while
campaign visual mnemonic. 20 radio channels are broadcasting anything before using to compensate for the decline in o
decision-making around adolescent The campaign slogan followed the PSAs for free. Social media has the world and try to balance new • Stage 2 – Launch: with the buzz areas. Simply put, the type of
possibilities and set pathways that
issues particularly child-marriage
age-old way of protest which is reached 233,638,306, 166,505,559 created in social media and along our audiences consume may have
occurs within the family (parents), commonly used in political or other engagements and 156,971,275 views have been pre-defined. With this with ATL, the trade launch was certainly changed as a result of
changing circumstances their hair
the immediate community plays the
protest rallies. The slogan picked up so far. The National Helpline number
most vital role for supporting or care needs have also evolved. Sunsilk very successful. Also with the right distancing, but the rate