As technology progressed, it helped to make the world a much smaller place. While in the past, people had to rely on letters to communicate with people living far away, as we moved ahead, faster, more efficient means developed. The world is moving towards a digital era, wherein we all have our digital personas on the world wide web. Social media has evolved to become an integral part of our lives, and most of us have accounts on multiple platforms. As the degree of internet penetration continues to rise, more and more people will join social media networks such as Instagram and Facebook. In fact, the competition amongst social media networking sites is so high that several of them have had to shut down due to a lack of an active user base. So how do social media sites ensure that they stay relevant and attract new users? Here’s a look at how Facebook is trying to stay on top of the game through an innovative marketing campaign.
What’s More Together About?
Social media giant, Facebook announced on Monday that it was going to launch a new campaign, More Together, in a bid to attract more new users in India. The initiative will focus on the app and will work towards making the company more relatable and human. One aspect of this program is to highlight stories that showcase the power of the network to bridge gaps and form relationships. This campaign will, therefore, help people realize how the platform has been integral in building connections and sustaining friendships all over the world. This campaign is the first of its kind in India and will go a long way in helping people become even more aware of Facebook’s power to bring people together.
Who’s Behind This Campaign?
The idea for such a campaign came from the Dentsu Aegis Network, which is a creative agency working in India. The plan was conceptualized by the head of this agency, Taproot Dentsu. The plan will see the release of advertisements in over eight Indian languages which will be aired all over the country in the weeks to come. The campaign aims to be a 360-degree strategy that will span across various mediums, such as radio, cinema, and social media.
Why Opt for Such a Campaign?
The main idea behind such a campaign was that in recent years Facebook had stopped telling stories about itself. Also, most of the time when such a story was put out, it was orchestrated by other groups and not by Facebook itself, which led to a divide in the narrative. Facebook India MD, Ajit Mohan believes that a campaign that comes from the social media giant itself will help in reaching out to even more people, as the narrative is extremely informal and personal.
There is a need to change the people’s perspective on Facebook, and such a campaign will help Facebook control its own narrative, as its own app will be at the epicenter of the campaign. Facebook also plans on spending even more on marketing and promotions within the country, and this campaign is just the start of many more things to come in the future.
Other Creative Members
The first TV commercial under this new campaign will release on Saturday and has been directed by none other than, Chak De India! fame Shimit Amin. Pallavi Chakravarti from Dentsu Aegis was given the responsibility to head the copywriting team behind the campaign and has incorporated several real stories from around the country. These stories capture the essence of what Facebook is and showcases it in a very raw light, inspired by real people and their stories.
Complementary advertisements have been led by Bharat Sikka and will feature YourFood Lab expert Sanjyot Kheer, Curly Tales fame Kamiya Jani and Madhuras recipe protégé Madhura Bachal. Furthermore, the ads will also feature Paula McGlynn, Sarang Sathaye, Chhavi Mittal, Varun Pruthi and Maithili Thakur.
All these people have used Facebook to build connections and improve their lives, and hence, will serve as ambassadors for the social media platform. This campaign comes after the brand’s famous decision to change its logo in November of last year and seems to be a continuation of that marketing strategy. Furthermore, the company has also appointed Avinash Pant as the MD for the Indian region.
Being a cinephile with a love for all things outdoorsy, Athulya never misses a chance to chase inspiring stories or poke fun at things, even when the subject is herself. Currently pursuing a degree in mechanical engineering, she is someone innately interested in technical and scientific research. Music reviews and op-eds define her as they allow her to explore different perspectives. Though sometimes she thinks she makes more sense playing the guitar than she does while writing.