The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect in order to acquire new customers and retain existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and more importantly, are these changes here to stay. Vanda Ferrao, chief marketing officer, WOW Skin Science, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand in today’s digital era presents exciting opportunities for growth, innovation and visibility. WOW Skin Science, like many forward-thinking brands, embraces the digital landscape, leveraging ecommerce platforms to reach a wider audience. Despite increased competition, brands remain committed to delivering exceptional value to customers, continually innovating its products and marketing strategies.
However, in the contemporary digital era, brands recognize the significance of both traditional and digital approaches. While traditional channels remain influential, brands are increasingly embracing ecommerce platforms and digital marketing strategies to broaden their reach and establish direct connections with consumers. The culmination of both channels allows for greater flexibility, enabling brands to adapt quickly to changing market dynamics and consumer preferences. By embracing digital channels, brands can establish a stronger online presence, connect with a wider audience, and build lasting relationships with customers, driving growth and innovation in the digital age. While nowadays, it’s easier than ever to reach potential customers, the competition is fierce and brands need to be innovative, authentic, and customer-centric to succeed.
What are the recent best marketing or advertising campaigns you have seen and why?
In recent years, marketing campaigns have evolved significantly, with brands striving to engage audiences in innovative and meaningful ways. One such exemplary campaign is WOW Skin Science’s “WOW Activated Naturals.” By blending humor seamlessly into its TV commercials and forging strategic partnerships with influencers, WOW Skin Science captivated audiences and effectively communicated its brand message. This campaign not only showcased the brand’s innovative products but also demonstrated its dedication to authentic consumer engagement.
In addition to the innovative TV commercials, WOW Skin Science pursued various collaborations and engagements to further amplify the impact of its “WOW Activated Naturals” campaign. Leveraging the power of social media, WOW Skin Science partnered with renowned influencers such as Saloni Gaur and Twarita Nagar, who resonated with their audiences and effectively communicated the brand’s message. Moreover, WOW Skin Science hosted an exclusive event titled “WOW & WIT: The Glow Comedy Show,” as an extension of the campaign. This unique event featured top comedians and beauty influencers like Sakshi Sindhwani, Sumukhi Suresh, and Nauheed Cyrusi, whose comedy sets revolved around the challenges and quirks of maintaining glowing skin. Building on the success of “WOW & WIT,” WOW Skin Science launched an exclusive YouTube series featuring the show’s engaging segments in three episodes. By embracing integrated marketing strategies that blend traditional and digital channels, WOW Skin Science ensured that consumers not only saw but experienced the WOW effect of its Activated Naturals first-hand, setting new benchmarks in beauty marketing.
Which brand in the last year has made the best use of digital and how?
In the past year, numerous brands like Swiggy, Zomato, Maybelline, L’Oréal Paris, and BoAt have showcased remarkable success in digital marketing endeavors. These brands have embraced digital platforms to engage with their target audience effectively, utilizing innovative techniques such as CGI-infused content, strategic billboard campaigns, and the utilization of user-generated content. Through these creative approaches, they have not only strengthened their online presence but have also fostered meaningful connections with consumers. By remaining attuned to consumer preferences and leveraging digital tools innovatively, these brands are shaping the future of marketing, driving positive brand experiences, and fostering brand advocacy among their audiences.
The two brands that stood out and garnered eyeballs are Uniqlo and Adidas which effectively utilized CGI in their advertising campaigns. Uniqlo employed CGI to announce the opening of its stores in India, with an advertisement featuring a ship labeled “From Tokyo to Mumbai” at Marine Drive, unveiling the brand’s offerings from cargo containers. On the other hand, Adidas showcased the Indian cricket team’s new jerseys through CGI, with the jerseys flying from a stadium via drones. These examples demonstrate how digital tools can be utilized creatively to engage audiences and make announcements in visually striking and memorable ways.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In the post-Covid world, digital marketing continues to evolve, presenting new opportunities for brands to connect with consumers. By embracing conversational marketing, brands can foster deeper relationships and deliver personalized experiences to their audience.
After the outbreak of Covid-19 and its associated limitations, WOW Skin Science has successfully leveraged various digital channels which include engagement with influencers to amplify its brand message and reach a wider audience. Additionally, the brand has implemented personalized marketing tactics, tailored content and offers to meet the specific needs and preferences of individual consumers. Furthermore, WOW has prioritized creating emotional connections with customers through engaging and relevant content of digital platforms, fostering a sense of trust and loyalty among its audience.
Conversely, it is important for brands to ensure promptly addressing customer feedback, demonstrating commitment to customer satisfaction and continuous improvement. Moreover, brands should refrain from over spamming consumers with excessive marketing messages, respecting their privacy and preferences. However, it is important to maintain consistency in messaging across various digital channels, reinforcing brand’s identity and values to consumers.
In the contemporary scenario, brands should recognize the importance of authentic and empathetic communication, which resonates strongly with consumers, fostering brand loyalty and advocacy.
One recent bad case of advertising you have seen, and why?
While there’s no particular example to highlight, it’s crucial to emphasize the ground rules that brands should follow in advertising and recognize the importance of ethical advertising practices. Brands should strive to uplift and inspire their audience, avoiding manipulative tactics or false claims in their marketing efforts. By promoting inclusivity and diversity in advertising, brands can foster a sense of belonging and connection with their audience. It becomes vital for brands to prioritize integrity and authenticity so as to build stronger relationships with consumers, driving positive brand perception and long-term success in the market.