Mediaboss Marketing

Published on February 2, 2022

The #OneNationBillionCelebrations campaign that strives to unite airports and passengers recently bagged 3 Platinum Awards at the AVA Digital Awards

1st February 2022, : India with its diversity of multiple regions and states has a rich legacy to celebrate, different festivals on the same day. That is probably the reason why each joyous celebration is shared when the symbolism of Ravana on Dussehra, praying to Maa Durga on Durgo Pujo and wishes for Pongal on Makar Sankranti are on the same day. A post dedicated to the various festivals like Thissur Pooram, Attukal Pongala and the Theyyam festival cater to different people on the same day. It is with this diversity and cultural unity that inspired the #OneNationBillionCelebrations campaign to further celebrate the bond of creating cherished travel memories between travellers and airports along with its social audiences together.

Each airport reflects the pride of the city and thereby becomes the Gateway to the exquisite & rare regional and cultural nuances that each region is iconic for. If youve recently been to the airports at Mumbai, Mangaluru, Ahmedabad, Lucknow, Guwahati, Jaipur, or Thiruvananthapuram, you would have noticed celebratory dcor and designs reflecting the hashtag #OneNationBillionCelebrations. This was part of a unifying 360-degree integrated campaign conceptualized and executed by Adani Digital Labs (ADL) that recently won 3 Platinum Awards at the AVA Digital Awards.

The AVA Digital Awards is an international competition recognizing creative professionals who plan, conceptualize, direct, design, and produce digital campaigns. Established in 1994, these awards are administered and judged by the Association of Marketing and Communication Professionals (AMCP) and are the most coveted digital awards globally. ADLs integrated campaign titled #OneNationBillionCelebrations outperformed the likes of Harvard, Deloitte, Dell, AT&T & Edelman to receive the topmost honor amongst 2500+ entries in 200 categories. The campaign was enlisted under 3 categories namely Digital Marketing, Integrated Marketing & SEO, and won a Platinum in each category.

The Idea

The #OneNationBillionCelebrations campaign was conceptualized to bring various celebrations of India under one umbrella and engage people via digital platforms and on-ground at various airports. The opportunity was to think of one umbrella thought that links everything together, appeals to people of all ethnicities and convey a uniform message of celebration. The team at Adani Digital Labs, after extensive brainstorming, conceptualized the campaign in September 2021 and rolled it out in October with Navratri. The campaign idea being that in India, we may have different names and traditions for different festivals, but the fervor and joy of celebrating them is equal & extraordinary. Thats what unites our great nation. India is thus one nation that has a billion celebrations going on.

Adani Digital Labs

Adani Digital Labs is a division of the Adani Group that is involved in strategy & planning, experience design, marketing & communications, tech & implementation, and marketing science. With a team of innovators, leaders and passionate collaborators, the expert team at ADL believes in creating an impact. Their team comprises experienced professionals in research, creative, content, digital & social marketing, social listening, SEO, UX, UI development, analytics, architects, product management and development domains.

The Execution Our Passengers were at the heart of each experience created

A one-of-its-kind 360-degree marketing campaign for 7 airports in India Mumbai, Ahmedabad, Lucknow, Mangaluru, Guwahati, Jaipur and Thiruvananthapuram, #OneNationBillionCelebrations engaged digital audiences via emailers, social media handles, website & paid promotions, contests; and airport passengers via events, activations, thematic dcor, installations, engagement activities, on-ground sales offers, selfie kiosks, special regional cuisines, and gifting. Activities like Khavda pottery, Mata ni Pachedi, Warli Art, Kaavi Art, Mandala Painting, Floral Painting, and more were undertaken to engage passengers at airports, giving them a taste of different cultures, traditions, values, and art. The employees of airports were given special #OneNationBillionCelebrations masks & badges. The offices were decorated with thematic selfie booths, danglers, coasters, and festive dcor.

The Result

The campaign led to more than 5000 website visits, garnered over 12 million impressions across social media handles, reached more than 10 million people, and over 5.3 million viewed the videos. From an SEO point of view, the challenge was to migrate various sub-domains of different airports onto a single domain. This was successfully undertaken and resulted in an increase in organic web traffic from 22,974 to 2,77,608 between July and December.

The #OneNationBillionCelebrations campaign will continue to win the hearts of a million people till April 14, 2022.

More here:
ADL'S Integrated Campaign Is Winning Hearts And Awards Globally - APN News

This is interesting, in a couple of ways. Today, Twitter has announced a new Twitter Toolbox hub, where it will highlight helpful, reliable Twitter analytics and creation tools to help maximize your Twitter marketing and growth process.

The new Toolbox is split into three segments: Expression tools, Safety Tools and Measurement Tools. For marketers, the measurement element is likely of most interest, with a range of Twitter analytics apps to offer more insight into your tweet performance.

Those are some great tools, while the expression element also highlights some handy tweet composition and scheduling options.

Ive used most of these tools at one time or another, and all of them have their purpose, and are worth spending some time with to see what you can get out of them.

But at the same time, I still find it a bit strange that Twitters promoting third-party apps for functions that it could actually build into its own native features.

Just last week, I noted that if Twitter really wanted to make money out of subscriptions - ala Twitter Blue - then it might be better off targeting business users, by creating a package of improved, native Twitter analytics tools and scheduling features, essentially building on TweetDeck, which it could make available for a monthly fee.

Twitter scaled back its analytics tools in 2020, with the removal of its Audience Insights element, and it hasnt added any alternative data options since, while it's also working on a new version of TweetDeck. Providing more in-depth analytics options for tweets would be of value, especially as the data would be coming direct from Twitter itself, as opposed to being filtered through a third-party tool which, to me, makes this new Toolbox announcement, in my view, a little confusing.

Why re-direct users to third-party apps when you could just build these tools yourself, then charge for access? Most of these apps operate on a freemium model, so theyre charging for access to your data. Why not set up your own, native dashboard of the same features as another potential revenue stream?

Of course, Twitter also wants to maintain connection with the developer community, and there is value in essentially partnering with these platforms to build better analytics options, and help more businesses users get more out of their Twitter process.

But it just seems like an obvious opportunity - if Twitters looking at subscription models anyway, why not give marketers even more insight into tweet performance and audience data as a paid tool?

I guess an updated Twitter Analytics/TweetDeck may still be on the cards at some stage, but until then, you have this new hub to highlight Twitter apps that Twitter itself effectively endorses as valuable and reliable, with each farming direct off of its own API.

And they are valuable tools, which could change the game for your tweet strategy.

You can check out the full overviews of each app in the new Toolbox here.

Read this article:
Twitter Launches New 'Toolbox' Hub to Highlight Helpful Creation, Moderation and Analytics Tools - Social Media Today

Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead.

Its amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021,#KpopTwitteronce again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally,#KpopTwitterconversations became more diverse and vibrant in 2021.

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter which also includes a list of rising K-pop stars if you want to get ahead of the curve.

Read more here:
Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic] - Social Media Today

Twitters set to continue its tradition of unique Super Bowl promotions, this time through a new activation which will see selected tweets showcased, in wide-screen, across the roof of SoFi Stadium.

As you can see in this example, Twitters Super Bowl push will see tweeted predictions about Super Bowl LVI displayed across SoFis amazing LED roof. That will enable regular Twitter users to get their name up in lights, and have their Twitter handle projected to the world for all to see. Well, all of those in a helicopter, I guess.

SoFi stadium also has a range of digital screens inside the facility as well, so the chosen tweets will likely be displayed internally and externally. And that could give fans a huge boost, seeing their name on the big screen, with Twitter putting out a call for predictions here in order to potentially be featured.

As noted, Twitter is gradually building a tradition of innovative Super Bowl promotions. Over the last two years, Twitter has printed peoples tweets onto the confetti which has rained down on the winning players at the end of the game.

Last years iteration of this push included messages of thanks for frontline workers, amid the ongoing pandemic, adding another angle to the confetti messages.

Twitter has also implemented various team emojis and in-app activations to facilitate Super Bowl discussion, while its also long been involved in the NFL media push around the Super Bowl, further solidifying its links to the event.

This new initiative takes things to another level literally which will ideally help to further cement Twitter as the place to be for Super Bowl discussion and engagement.

Its a crucial event for tweet engagement. Throughout this past season, there were more than 4 billion video views on NFL-related tweets, while NFL post-season discussion jumped almost 400% versus the previous regular season.

Given this, it makes sense for Twitter to make a grand gesture in support of the event, and showcasing tweets on one of the biggest screens possible is certainly one way to do just that.

Read more:
Twitter Will Showcase Super Bowl Prediction Tweets on the Roof of SoFi Stadium in New Promo Push - Social Media Today

Is influencer marketing part of your digital marketing strategy for 2022?

With the rise of more creative, more native-aligned platforms and spaces, brands are increasingly relying on influencers to connect with new audiences, while the growing use of AR and other new technologies also necessitates a familiarity with platforms that takes time and knowledge to maximize.

Influencers can be a great avenue in streamlining such process, but you have to know your audience, and what kinds of influencers theyre tuning into, in order to get the most out of your influencer marketing efforts.

To provide some more context on this, the team from SocialPubli has put together this overview of five key influencer marketing trends of note for 2022. And while these notes wont address all of the info you need, they could help you formulate a better outreach strategy, based on the latest trends and shifts within the creator space.

Check out the full infographic listing below.

Read the original post:
5 Trends that will Dominate Influencer Marketing in 2022 [Infographic] - Social Media Today