Establishing live connections with audiences this Election: Rishabh Sharma, Twitter India
Guest Column: Rishabh Sharma, Brand Strategist, Twitter India, says to build strong consumer connections, brands should embrace purpose-led strategies and marketing solutions for key moments
Digital platforms have challenged the conventional ways in which brands and advertisers talk to their consumers. Consumers flock to platforms like Twitter during key these cultural moments to see what’s happening and join in the conversation, and so in today’s day and age, it becomes critical for brands to engage in storytelling by leveraging these moments that matter.
Consumers follow brands that stand for something. Brands that stand for something don’t just have a positioning, but a point of view. Today, several brands have been flexing their purpose muscles to adapt marketing campaigns that take a stand on issues they care about. Recent research studies highlight that 75% of consumers expect brands to make a contribution to their well-being and quality of life. (Source: Havas, Meaningful Brand Study 2017).
To build strong consumer connections, brands should embrace purpose-led strategies and marketing solutions for key moments. The general election is unarguably the greatest Indian marketing battle and with no conversation being bigger than #LokSabhaElections2019, brands have been tapping India’s election interest to encourage people to vote.
Twitter recorded 45.6 million Tweets for the 2019 Lok Sabha Elections from the election announcement date until the first week of April’19 and shines because our audience is highly influential and receptive to information. These qualities can drive results for brands aiming to create conversations around key moments that impact India. Here are several ways in which brands have tapped into the potential of the #LokSabhaElections2019 on Twitter.
Encouraging Political Participation & Voter Education
Samsonite India (@SamsoniteIndia) launched the #EkDinKiChutti initiative, encouraging people to take a day off and travel home to vote. We all associate Samsonite with travel and the message #TraveltoVote straight away tapped into the heart of election conversation.
We travel to our hometown for love. The love of friends & family, the love of home cooked meals and memories. This time, let's travel for another love. The love for our country.
— Samsonite India (@SamsoniteIndia) 10 April 2019
Many of us are registered in a different city. Come, let's take #EkDinKiChutti and #TravelToVote pic.twitter.com/4YLVrUQDRu
DailyHunt’s (@Dailyhunt_India) #KhudKiSochBanao campaign reinforced the significance of forming one’s own opinion at a time where the presence of multiple information channels can often lead to the misrepresentation of facts, biased coverage and impact neutrality.
The election season is here. And you'll find tota-people roaming all around! To spot one, just check if they are repeating someone else's opinion. If you know someone like that, share this film with them and tell them. #KhudKiSochBanao pic.twitter.com/ahTI2UrQ2L
— Dailyhunt (@DailyhuntApp) 2 March 2019
KFC India (@KFC_India) at their creative best, put out their famous slogan to encourage people to vote, but with a twist; ‘Finger Inkin’ Good’.
Similarly, @KiaMotorsIN played on their brand name to ask Indians, “Kya aapne vote kia?”
Be Finger Inkin’ this election!
— KFC India (@KFC_India) 11 April 2019
Tag your voting buddy. #Elections2019 #IndiaElections2019 pic.twitter.com/X4MMpG4Xsl
Did you cast your vote for #LokSabhaElections2019 today? #ThePowerToElect #ThePowerToSurprise pic.twitter.com/dm9zfzDuKV
— Kia Motors India (@KiaMotorsIN) 11 April 2019
Appealing to Patriotism
Google (@GoogleIndia) launched a Google doodle to mark the beginning of the 17th general elections in the country. Google India launched the #VotingAnswersMadeEasy campaign to educate users on the basic questions first-time voters may have while casting their vote.
Have questions about which ID to carry when going to vote?
— Google India (@GoogleIndia) 23 April 2019
We can help answer - just key in ‘how to vote’ in the Google app. #VotingAnswersMadeEasy pic.twitter.com/AH4qLkLMHZ
Connecting with the Youth
Benetton India’s (@benetton_india) #UnitedByVote campaign urges youth to take the power in hand. Twitter India launched our very own #PowerOf18 initiative to encourage the youth in India to participate in civic engagement and contribute to the public debate on Twitter.
It's time to take a stand. It's time to voice your opinion. It's time to silence the wrong. It's time to #ShowThemPower. It's time to be #UnitedByVote. pic.twitter.com/tQtitYBCkC
— Benetton India (@benetton_india) 24 April 2019
It is clear that digital platforms are the primary means for political parties and candidates to reach out to their electorate, at a time where the electorate is highly tuned in - why should this be any different for brands?
The brands mentioned above utilised the momentum of these elections, and engaged with the audience at the right time, ensuring successful brand awareness. This kept Twitter timelines more relevant, interesting and engaging!
(The author, Rishabh Sharma is a Brand Strategist with Twitter India)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com
