Page 23 - IBT October 2020

marketing and PR agencies have had 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 sales more brand owned content
to transform themselves as well. methods for absorbing, interpreting, natural progression towards a 2200 - 2500 calls per day to the continuous innovation in their shot up channels and brand sponsored
Digitization has created not just 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 presence in contents are likely to be see
the future.
hundreds but thousands of touch avalanche of data being generated by a Technology, but a designed for agility and Affairs. A research led by BRAC needs. Sunsilk believes that girls are Result 4. A More Adaptable Marketing:
the digital media and engaging in
University to assess campaign
to be left boundless and set to
points where brands can engage with
digitalization.
Eid occasion just maintained the
customers. Whereas once significant
Digital channel when making a purchase. 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 in upcoming days. With the
Mindset
effectiveness, found 55.3% of
achieve as they wish while Sunsilk
the Bangladeshi consumer. These
success of being launched properly.
effort had to be exerted to gain
An omnichannel and adaptable
Asiatic MCL works to
respondents at baseline compared with
feedback from customers, however
days, customers jump from channel to
approach to be seen during th
will keep catering to their needs in
for an aircraft carrier to turn itself
lands to Sunsilk’s brand promise
They’ll look on websites, Facebook
uncertainty about normalizati
struggling to absorb the feedback
not seen any child marriages within
2018 and created a buzz in the
around 180 degrees. While engaging
pages, search from mobile devices and
from user-generated content and
“Hair on your side”. As a brand that
brands digitally and in other
their community in the past year.
market. There was a huge shift in
In Bangladesh, adolescents,
in this ‘quick-turn’, the sea men on
caters to everyone’s need, in 2018
medias will be seen producing
social media channels.
compare prices across multiple apps.
the market share. Business case
estimated at 31 million and nearly
board need to hold on something
Today, platforms like YouTube have
Sunsilk stepped first to launch a
communication materials that
Asiatic 3sixty's most
volume sold in 3 weeks and
20% of the population, face many
solid because they’ll soon be tilting at
The Change in Our
easily be adapted to resonate
enabled ’regular’ people to become
range of formulated specially for
reached 130,000 outlets with stock
challenges. In particular, 52% girls are
a 30-degree angle.
those who wear Hijab as part of their
the current scenario. Certain
incredibly influential. Companies no
Behavior
1,965,068 Impressions: 10,293,832
years impacting their health and
campaign/campaigns
digitally evolving world is very
endorse their products in order to get
The agency translated the thoughts of
growing in Bangladesh which
Post Engagement: 924,552. Video
Agency teams now need to realign
potential. Drivers for child-marriage
similar to this.
millions of people interested in their
marketers can leverage from.
the women of today’s time into a
(Trueview): Reach: 726,924
include underlying socio-cultural
themselves to the changing needs of 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: consume will likely hold steady, or entertainment for individualistic platforms are exponentiall
Clients are not always fully geared to
the end consumer to stay relevant. In 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: even increase. consumption, a shift in marketing have already seen the effecti
fact, even the definition of with no credentials other than droves required to align themselves with chastity, perception of maturity, social SKITTO- TOTALLY COOL SIM absolutely relevant and authentic for 27.69% Completion Rate: 26.02% As the largest communications approach due to the growing uses of messaging apps along
‘marketing’ is transforming. It is no of followers on social media have the 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 them. After extensive surveys done solutions provider in town (not just in availability of data can be forecasted other widely popu
longer a one to many, one-way ability to influence those simply by continues to change) digitally. This is norms drive child-marriage despite witness child-marriages persisting in action words ‘Raise your voice’ of brand, Skitto needed to create greater on the target groups, the agency tried Committed to Agility, terms of size or business volume but not only globally but also here, in bKash, Imo and Likee. A
advertisement but an omnichannel endorsing a certain product. often because many of the evolutions legislation in place, and high their country and believe that their traditional protest slogans. With it, affinity with the nation’s youth while to assemble their insights where they also in terms of resources), Asiatic Bangladesh. consumers spend a substantial
delivery for conversations, In short, digital transformation – the that come quickly through proper awareness of it. community expects them to marry off the ECM slogan says “Balyo biye educating them about the product's identified millennials are hard to Productivity and MCL has been committed to 1. Use of Data to Ensure ROI: amount of time in these apps,
engagement and experience. This is a rise of the internet and digital digitalization don’t come easily or The Prime-Minister of Bangladesh their daughters early, they are more rukhte holey, awaj tolo taley taley” benefits. reach through traditional channels embracing agility, productivity and with an increasing access to data going forward recycling of
massive expansion of the traditional technology, the impact of IoT and cheaply. Thus, most clients, although has committed to end child-marriages likely to do so. Re-directing these means “Raise the beat to end child The launch of the “Totally Cool SIM” only as they spend most of their time Efficiency efficiency by boosting their in-house and chances of influx in assets to minimize both cost
marketing and PR role, calling for 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 digital and content development smartphone sales brands looking production is likely to be se
more new approaches, greater 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 like capabilities. Over the last four years, to spend their budget efficiently 5. Rise in The Popular
Digital transformation has become with the best of brands and has won technical, analytical and data 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’re they have trained themselves not just will move towards a more Conversational AI and
synonymous with business the highest number of awards. The marketing skills than ever before. marketing and PR stratagems that 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 race. It’s to leverage huge data sets, but also data-backed approach. Rather than Automation: During the
transformation. And with digital communication agency has indelibly Agencies are having to learn to use 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 challenge. new technologies and media, all the going for a mass and catch-all coronavirus shutdown, one thi
business transformation, of course, paved the path as industry leaders customer analytics, predictive 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, and while creating new strategies for approach, the advent of that took a major hit for all
comes digital marketing and have etched the blueprint on analytics, and customer experience 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 cross-channel engagement. All of this customization tools from digital companies was customer se
transformation. At Asiatic MCL, the which the future of digital marketing mapping to deliver integrated 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 months, we has enabled them to meet the current giants like Facebook, YouTube and highly
idea is to inhale inspiration and is being realized. experiences that are compelling, 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 marketing challenges created by the pandemic. google brands are more likely to conversational AI bots read
exhale innovation. The agency personalized, and consistent. They 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, In the end, as we enter the ‘new move to a more customized answer customer questions and
strongly believes in constant and Interacting and 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 normal’, there are just as many approach in terms of keep their worlds moving has
continuous innovation to eliminate 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 opportunities as there are barriers. communication expenditure. attention of the world’s larg
mundaneness and rediscover new Creating Dialogue 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 irrelevant. A major And while none of us know what 2. Collaboration in Marketing: tech companies. From
perspectives to tell a story. Asiatic In the past, marketing was all about 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 revenue that tomorrow holds, the team at Asiatic With service-based digital voice-controlled video
Marketing Communications Limited is pushing the message to the market 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, print and on are betting that their ability to adapt companies quickly acquiring more collaboration to person
the oldest and largest communication and waiting for the result. Nowadays attitudes around child-marriage and communal events with great successful campaign. ground activations has slowly either and reinvent themselves will help ground, we will see a lot more on mobile devices to the chat
agency in Bangladesh. Since its it is all about interaction and related adolescent issues. involvement of the community, be it a Execution: been replaced with virtual/digital them build a brighter future for the collaborative marketing. The helping with online shopping.
inception in 1966 it has been working dialogue. 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 altogether. entire industry. symbiotic relationship seen during its 2020 GTC Conference, N
CEO Jensen Huang made a massi
the pandemic has a strong
Today’s Bangladeshi consumers are gathered from national surveys marriage. Asiatic MCL’s campaign Minds SUNSILK HIJAB REFRESH in 3 different stages: As expected, such a sudden shift led possibility to stay, be it through bet on conversational AI w
to substantial revenue challenges
(BDHS, MICS), commissioned
Being the leading brand Sunsilk
• Stage 1- Pre-hype: Using the power
fast becoming active participants in worked to reposition child marriage The outcome of the campaign was of digital media, there was an across the industry. Trends to watch out content marketing or through cross launch of its Jarvis frame
an experience economy. The meteoric 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 as a for in the Digital platform promotion. This, bringing latency in conversat
Bangladesh now wear Hijabs as part
and government agencies,
rise of smartphones has seen more Unacceptable Offence’. all the major news outlets as well as & influencers by discussing every whole has experienced a decline in especially for small and medium AI to as little as 3ms while
and more people using them every 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 live sports Marketing brands can become a way to providing the possibility for
humidity of this region is harsher on
community discussions; and
day to help make decisions, find declaration is commonly announced local TV stations have aired the PSAs who wear hijab and also only and live entertainment events), there Covid19 has reiterated the importance minimize cost through a shared like 3D, Eye Contact and Li
brands to buy from or learn more 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 of having a more integrated approach budget approach. Reading. With more advanced
contemporary and optimistic. They
such as social norms, diffusion of
about a product. Now, more than ever, catch everybody’s attention, we channels donated free broadcast time after influencers got gift basket impressions from regular online video in terms of communication. It has not 3. Content Marketing on The features and automation at a
they are starting to value how they 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 platforms only accelerated digital marketing as Rise: With steady increase of lesser cost brands are likel
The findings indicated that while
own passion and make their mark in
experience brands. That extends to campaign visual mnemonic. 20 radio channels are broadcasting anything before using to compensate for the decline in other a safer and more effective way to online content consumption make their shift towards a mo
both online and offline stores, as well 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 content reach the audience but has also brands rather than traditional automated digital customer se
issues particularly child-marriage
possibilities and set pathways that
as social media or other potential 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 propagated behavioral shifts that are advertising tactic will be adopting leaving only the speci
touchpoints along the way. 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 social here to stay. With increased exposure marketing through contents for a instances to human custom
changing circumstances their hair
the immediate community plays the
With consumption patterns changing, protest rallies. The slogan picked up so far. The National Helpline number more organic impression. A lot representatives.
most vital role for supporting or care needs have also evolved. Sunsilk very successful. Also with the right distancing, but the rate at which they to apps and means of digital
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