Ads based on social media trends (what people are talking about) requires lightening fast execution and comes with great risk. In continuation with previous post about weekly round-off of some creative and eye-catching ads, here are this week’s picks.
The first and perhaps very important thing for brands is the new trend of #BoyCott Trends. Zomato, the food delivery app, faced the irks of Twitter users. The minor issue got trending due to over-enthusiast CEO decided to use Twitter to preach! Each social media platforms has unique characteristics and should be used carefully to engage with consumers rather than annoying them or teach them ethics! The most interesting (hilarious) thing was that out of nowhere, UberEats jumped-in to support Zomato and became part of BoyCott (#BoycottZomato #BoycottUberEats) trends. Seriously, either create your trend or keep mouth shut. I guess young CEOs or social media team is too much influenced by NIKE’s ‘Dream Crazy’ campaign which won at Cannes. But NIKE and Zomato? Seriously? A refresher on Amir Khan controversy and its huge negative impact on SnapDeal needs an immediate revisit!
Then, we had friendship day. SBI and Amul did make use of it but very different ads. Though, rhyming attempt from YONO SBI looks really pathetic, in comparison to real friendship message from Amul.
Then, article 370 which generated multiple trends and became Cersie to put whole Twitter on fire. But, again AMUL did so well without touching any serious conflict.
SO how to handle such trend? Read it here.
Professor of Marketing at Jaipuria Institute of Management, Lucknow. Ph.D. in Marketing, IIM Lucknow. Ex-assistant Prof at IIM Ranchi, visiting faculty to IIM Lucknow. Writes for ET BrandEquity, Campaign India, BusinessWorld, Times of India etc.