Earlier this month, Facebook launched a new phase of its consumer marketing campaign in India – Together Together. This milestone marked the first anniversary of Facebook consumer marketing in the country. Chatting with exchange4media, Avinash Pant, Facebook’s Chief Marketing Officer, talks about his campaign, the importance of India as a market and their main destinations for the country.
Tell us about the latest Facebook marketing campaign. What ideas prompted you to launch your latest campaign now?
This is a continuation of our More Together campaign, which we launched last March. The new milestone marks the first anniversary of Facebook’s advancement in consumer marketing in the country and continues to celebrate stories that showcase the power of connections and how people can do more together than alone. At this stage, the company aims to shed light on people who have used the power of their connections and communities to share, connect and grow.
As part of the campaign, we launched three 45-second films, as well as the #FBPePoocho digital campaign, which explores how people can get support and solutions by reaching out to their Facebook contacts. In addition to this, the campaign will also feature outdoor ads that feature creators who have used Facebook to achieve their hobbies and growth.
In the past year, when most interactions have shifted online, we’ve seen countless ways people have used our platform to connect, get help, and support one another. Our team has done extensive research and seen how people across the country are using Facebook and have drawn inspiration from these real-world examples to hand-pick a few stories that will resonate with everyone. Over the past year, we have run five campaigns to strengthen our brand’s confidence that people can do more together than alone. In the final phase, we also continue to honor people who have used the power of their connections to help others, become self-reliant, or have improved their skills.
What is Facebook’s overall consumer marketing strategy in India?
India is a key market for Facebook, our largest communities are located here, and through our consumer marketing, we are focused on two important things: building trust with the people who use our products and services, and creating value around each of our apps. We want to convey the true value of each of our applications and technologies that play a role in people’s lives. For Facebook, the main thing is to bring value to people through community and connections. With the More Together Campaign in India, we do just that by showing how people can do more together by harnessing the power of their communities and connections.
How did you develop a 360-degree campaign strategy for television, digital television, print, radio and outdoor advertising?
The new phase of our integrated campaign includes three 45-second films, which are broadcast in different languages on television, in print, digital, on radio and in outdoor advertising. We also leverage the power of our own platform to bring these inspiring stories to life with the #FBPePoocho digital campaign about how people can get support and solutions by reaching out to their Facebook contacts.
As part of the advertising and print campaign, we feature eight authors from categories including Sanjyot Kir (Your Food Lab), Curly Tales, the dynamic Husband-Wife TV duo SIT, Varun Pruthi, Maithili Thakur, Madhura’s Recipe, BhaDiPa and Follow Love. who have pursued their passions and made a name for themselves by leveraging the power of platforms like Facebook.
What is the overall impact of the campaign?
We are amazed and amazed at the many ways people come together to help and support each other, or connect on Facebook using our apps. There are many stories that have motivated and inspired others to seek help, forming evidence of the social nature of our being and our ability to empathize, inspire, discuss, and help. Our consumer marketing campaigns focused on covering these stories, inspired by real-world experiences of people using the power of their connections, and were well received by our audience.
Over the past year, we have seen an increase in the use of the Facebook family of apps everywhere, including in India where people have come together in different ways on our platform, such as Mahita Nagraj, who formed the Caremongers India group. (Now HumanKind Global) to help people in isolation or Ek Saat: Quarantine Heroes Support Group, which focused on mental health. Features such as our Facebook blood donation tool are also increasingly being used by blood banks and hospitals to meet their blood needs as part of social distancing measures.
Through our marketing efforts, we have focused on demonstrating the power of connections and demonstrating our faith in the brand that people can do more together than alone. We were able to tell stories of how people supported each other through our platform and used it as a force for good. One such example was Puja Didi from our Diwali campaign and how she is helping to support as many households as possible through the hardships of the pandemic through her dairy business. The decision to hire more staff even when the business is low is costly. However, as the plot unfolds, it demonstrates limitless possibilities when people come together. The film was inspired by several of these resilience stories that we saw across the country when the pandemic disrupted normal life and that made it go viral, with over 230,000 Facebook shares and 160 million reach.
With a focus on marketing, what will Facebook look like in 2021?
Through our marketing efforts, we will continue to build faith in our brand and focus on telling more and sharing stories inspired by real people. Facebook will act as a support tool for millions of people in the Indian Internet ecosystem by providing a platform that broadly supports bringing stories to life. In addition, we will continue to build the trust of the people who use our products and services and add value to each of our applications. In addition, we will celebrate stories that show the power of connections and how people can do more together than alone.
You’ve used some contributors in your OOH campaign. What prompted you to include contributors in your latest campaign?
Facebook has always been a platform for self-expression, with public figures and creators leading the way as sources of information and inspiration. Facebook provided creators with a platform to pursue their passions and allowed them to connect to a much wider audience and build a strong community, while equipping them with the tools to experiment with new content formats. During the pandemic, many creators changed their content to share inspiring stories, use videos to showcase their work, or even raise awareness of mental well-being in a special way.
As part of our outdoor advertising and print campaign, we attract creators who have pursued their passions and made a name for themselves using the power of our platform. We featured eight authors in categories including Sanjyot Keer (Your Food Lab), Curly Tales, the dynamic Husband-Wife duo of TV actors – SIT, and other authors including Varuna Pruthi, Maithili Thakur, Madhura’s Recipe, BhaDiPa and Follow Love … They are social proof that dil holo, duniya tumhare saat hai works. While television tells us inspiring stories, outdoor advertising will focus on real-life stories from Facebook-centric creators, as well as digital, widely used to showcase the power of people coming together on our platform.
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