We are being bombarded by a plethora of contents almost every day. From educational to emotional, brands are competing with each other to be super relevant and grab their audience’s attention. In this series, which we plan to publish every month with our own opinion from the marketers’ perspective.
We are expecting, you will be able to learn what’s trending in the marketplaces, why brands are adopting a certain type of content. The intelligent use of creativity by brands and agencies in Bangladesh.
1. Trend Catching Social Post by Akash DTH
There’s a travel hype during the post-pandemic time in Bangladesh. After Sajek, people are focusing on the northeast part of the country, Panchagarh, from where the third highest mountain of the World Kangchenjunga can be visible. In October and November, the peak of this mountain is partly visible and becoming a trendy destination for many travel lovers. This quickly gave rise to the new series of the meme, that,
“Kangchenjunga can be visible from anywhere in the Country if the weather is good.”
There are user-generated posts (UGC) and memes, from where it’s seen that Kangchenjunga can be seen from Mirpur 10 Circle or Noakhali City.
So, Akash DTH – the country’s top Direct To Home (DTH) service provider came up with a Facebook post that surprisingly correlates with their brand while promoting their widespread coverage within the country.
What we think:
This is a brilliant portrait of a trend-catching post. Though bit a coincidental. But Akash (means Sky in Bengali) perfectly caught the moment to promote their DTH service and their coverage strength within the Country in one post. The creative execution was simple without any copywriting blunder. There are other brands that tried to join this bandwagon but failed due to a lack of creative execution or poor choice of copy. This organic content on Social was appreciated by a wide range of audience gathering 1500 reaction, 310 comment,s, and 45 shares within a day.
2. Copywriting done right by Superstar Lighting
Superstar lighting, a home lighting solution brand that is available in every small electronic shop in our country are known for their good quality products while their social media presence has been consistent than other brands in a similar space. Their recent series of organic posts promoted quick-witty copywriting that can have a double meaning yet have the elements to instantly catch the eye of the readers. At the same time, they are promoting their specific product USP (Unique Selling Point) at the same creative.
What we think:
From the design, you can understand it’s a copy focused content. Why does it work? Because they did not just use a double meaning copy. They also used trendy catchphrases that we see around social media, which are not very common in verbal or written statements in our daily life. Like: ক্যামনে কি? or এ কেমন সাইন্স? These quirky copies generate curiosity among audiences mind since a call to action were also created by questioning the primary statements.
Easily audience can navigate to the bottom part as they kept the design theme minimal (and colorful for the newsfeed eyeballs). Where they clearly explained one specific USP of Superstar Lighting that completes the question. Well, there’s no guilt if they attach a little product photo on their posts, right? Now you know, why it works for the social audience.
3. Leveraging Competitor’s PR Blunder – Press Ad by Lifebuoy
Lifebuoy was finally able to throw a stone at their local competitor in the health and hygiene category. These tactics are not new, rather practiced by many brands across decades. This is notable to us because this is the example of leveraging competitors’ weakness in a certain way, through single communication – you can shift customer’s buying behavior toward your brand almost instantly. Especially when health concern is there.
Wonder what happened? A renowned brand Savlon distributed by ACI in Bangladesh was charged 10 Million taka and fined by a Mobile Court and Investigation agency from Bangladesh Government for using a harmful chemical in their hand sanitizer product. This particular product was the best selling one during the pandemic time for this brand and it was proven that they were using methanol in its Savlon-branded hand sanitizer. Which can potentially damage some organs or can cause death.
This was a huge blow to a trusted and carefully maintained brand like Savlon in Bangladesh and Lifebuoy caught the wind to promote directly its compliance in using the best chemical for their own Sanitizers.
What we think:
Lifebuoy used a classic step with this press ad on The Daily Star. Directly stating, that their sanitizer is methanol free – a direct blow to Savlon’s blunder. Those who are aware of the news can instantly shift their brand preference to Lifebuoy since the price point is the same. Yes, we approve of this classic yet effective communication tactic.
4. A great awareness post went poof! by Pizza Guy
We all know, rape awareness was a trending topic during the month of October amid horrifying news of rape incidents across the country and how it became a grave problem which many of us didn’t realize as it’s sensitive in nature. The awareness campaign led to a city-wide protest by students and eventually led the Government to issue up to the death penalty for the accused if proven guilty.
Different brands, companies, and their spokespersons showed solidarity with the move where conflicting opinions were there from different parts of the country about taking consent, rape-related to the adaption of western culture, and clothing.
Different brands posted solidarity creatives while some brands tried experimental posts from their own viewpoint to raise awareness for supporting topics around rape awareness. One of the brands was Pizza Guy – a go-to name for Dhaka dwellers, who like the local taste of their pizza.
They tried to play around the awareness related to consent and clothing choice. Where it’s a common conception among pupils that rape happens due to the western or improper clothing of the females. Some people justify this from the viewpoint of religion and some are more extremist in their choice of word (As everyone is so brave on social media with their opinion, huh!).
Though many appreciated their communication style for this creative. But, two major complain that rose from the audience side is:
- Who are more sensitive about their religious view, didn’t like that for obvious reasons.
- Some did not like, that a serious issue is portrayed in a promotional way through product showcasing. They asked for a direct solitary approach.
However, being a home-grown pizza brand. Pizza Guy did not take the risk and removed the post afterward. Probably they took their lesson from the #BoycottTanishq campaign run by the Indian netizens who did not like the message of Inter-faith marriages due to their religious beliefs.
What we think:
From a marketer’s perspective, it all makes sense to use social awareness in our creative and we know that most marketers will appreciate the bold move by the Pizza Guy since the creative execution was also meaningful.
But, take a step back. Do you think, Pizza Guy did the right thing by putting down the post amid controversies? They could stand their ground and come up with reasons for their opinion. This was a great chance for them to create a bold voice of their own that could attain a loyal base of followers who shared a similar belief.
But, instead, they respected (or feared?) everyone’s opinion. and we think, it’s right. Social Media is becoming a conflicting place. We are sure, they did want to make their comment section an active war zone. Since a large chunk of their customers is not just millennials from upheaval families, but also families and baby boomers who are conservative than the Gen Z and progressive millennials. Thank you, but, no thank you, Pizza Guy.
5. Adapting Social Prank by Airtel
Airtel Bangladesh is known for its youth-focused non-conventional communication and content that creates buzz around what GenZ likes most.
This time, they made an adaption from a social prank video content that went viral. Though the actual prank video was full of slangs in the local Chittagong dialect. But, who cares when it comes to GenZ communication, right?
What we think:
While many millennials did not like the post since it’s associated with vulgar content in many ways. But, থামেন ভাই, Airtel needs only younger army’s attention who like BTS and don’t ask us what else.
From a marketers perspective, we think it’s relevant for their TG, period.
6. Trying to cut ties by debunking misconception – LafargeHolcim
Supercrete – a limestone cement brand from LafargeHolcim recently shared this post on their social media. While we know, it’s adds value to the local market when you’re an MNC brand and showcase your country of origin. But, why now?
Because, amid great resistance from Islamic minded population, who are flooding social walls with #BoycottFrance and #BoycottFrenchProducts – there are multiple lists going around in online media’s. The name of the companies with strong French Ties or French origin. Since the part of the brand, Lafarge has passed ties with France before merging with Holcim (a Swiss brand) later on. Many people are still believing LafargeHolcim and their sub-brand Supercrete is a French product and it’s everyone’s duty to boycott them.
Many decision-makers in the construction companies or developers are baby boomers and millennials. They have a strong sense of religious purpose and surely, many will follow the same judgment based on their emotions. Supercrete wanted to clarify this and trying to calm people down with this post.
What we think:
We surely do not know, if there’s a considerable business challenge that Supercrete is facing now for this reason. But, when it starts a conversation, where other brands with French ties are silent. It means one thing, that Supercrete is sensitive toward certain demographics and trying to be locally relevant. Where many other brands may not come up with a statement as their local strategy or opinion may vary from country to country. We applaud the initiative of Supercrete for trying to save their own (Ahem!) ground. But, surely it’s not a good move for a global brand if it’s not followed by other countries too. The comment says it all. Most of the people’s sentiment are against it and they are thinking it’s a lie promoted by the brand itself. We’re surprised, no counter opinions are coming from their end.
6. Celebrity endorsement gone wrong by Vivo Bangladesh
Vivo – a Chinese smartphone brand manufacturer recently launched a new android phone featuring former Lux Channel i Superstar and top model Bidya Sinha Saha Mim with a series of video using Drone and decent quality production.
However, it’s common for the brand to aware their KOL or celebrities in Bangladesh to not promote any competing brand for a certain period of time, specially during the campaign promotion time.
The content distribution are carefully managed by either agency, brand or sometimes the agent of the celebrity (or celebs him/herself).
What happened wrong here is, Mim promoted Vivo’s event in one set of Instagram stories where a personal story snap of her had appeared on the same set. That showcase iPhone 11 Pro Max. Though Vivo is no match for iPhone and not competing in the same OS section. Still, it’s a classic endorsement fault where Vivo failed to integrate her image into their brand profile. (Mim has a whopping 2.5m followers on Instagram).
Yes, the story can be put down. But, netizens were quick to take a screenshot and we are documenting it for a local case, so every one of us can take this seriously in our next campaign!
No matter what, we love you Mim apu!
What we think:
There’s nothing to analyze here. We have some recommendation for the brand advocates.
- Clearly mention it in the clause that competing products should not appear during the campaign period.
- Try to manage content distribution by your own team than Celebs agents.
- Even if the blunder happens unintentionally. Keep the authority to ask the KOL to put down the portion of the post for less distribution in the future.
- Don’t try to avoid it, because people do not have goldfish memory for a brand disaster like this. They will notice anyhow and share this over messenger without you noticing that!
- If your negotiations are not bonded for exclusivity during the campaign period. Try to make sure, KOL doesn’t promote any competing brand when you are actively using paid media.
- Be a little flexible. Gift the device to the KOL. Try to get this into an agreement that he/she should use this for organic posts and offline events for some days till the campaign is over.
- For the celebs: it’s also your duty to keep things in check. The examples like this are not generally appreciated by the brands and can hurt the prospect of future contracts.
and here’s a content we loved from our neighbors! 🙂 🙂 🙂
I hope, you liked this new blog series named Content that caught our eye. We intend to publish it every month from now on and share our opinions from a marketer’s perspective on why it worked well and where we could improve. Some perspective may or may not match your views and there’s no way we are trying to defame anyone or any brand. (We’d love to work with you all!). If you have any objections, email us at firstname.lastname@example.org. We will review that with priority.
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