ICMA 2017: Master content-marketing multi-year programs by brands

More and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amongst the clutter that is also content. Audacity e4m Indian Content Marketing Awards aim to celebrate the talent, expertise and hard work that go behind cracking breakthrough ideas and concepts to create exceptional brand stories. As we inch closer to D-Day, we take a sneak peek at these master content-marketing multi-year programs by brands which have been running for more than two years.  

Benadryl

To create an entertainment based campaign related to the benefits and values of brand Benadryl cough syrup, Benadryl tied up with BIG 92.7 FM to launch the ‘Benadryl BIG Golden Voice Hunt’, a Radio-based singing competition. City-wise shortlisted candidates were pooled together in Mumbai for grooming cum competition by Singer Abhijeet. An interactive digital portal was exclusively created for the campaign and one winner was chosen among participants from 45 stations across India. 

Accenture

The Accenture Innovation Jockeys (season 5) contest created a lot of buzz on campuses. The closing date was August 17. The contest was open to all colleges across the country and was conducted by Accenture India in partnership with Yahoo India. The idea behind it was to kindle young minds to come up with innovative ideas by using technology to transform India. The brand garnered a lot engagement and received  up to 9,300 submissions in the first four seasons from students across tier I and II cities, including 1,300 ideas in 2014 and the number almost doubling to over 2,450 the following year.

 

Dainik Jagran

The media house decided to turn teacher for the nation . A full page ad in Dainik Jagran laid down the vision of the initiative. Radio and brochures reaffirmed this. 23 articles on specific topics like Equality of Right and Opportunity’, Life Skills, Essence of Sacrifice, Essence of Contentment, Virtue of Commitment, Tolerance & Acceptance were carried under a column named Jagran Sanskarshala in the newspaper. 29 ads covering good values on specific topics were released. A website (www.jagransanskarshala.com) was created and promoted. A value education course book was created for specific class/age groups and made available to students. 1382 schools across 13 states partnered the movement and upto 10,17,612 students registered for the programme. Motivational workshops were conducted in over 12 cities, 29 ads were released reaching 56 mn readers of Dainik Jagran and over 6000 teachers and over 2000 volunteers involved in conducting the exam.