Digital Case Study – FMCG – Mcdowells #No1Yaari

With video advertising becoming the most potent engagement weapon in the digital marketing parlance, brands & ad agencies have quickly grabbed this opportunity with both hands & using it to maximise their advertising ROI.

Mcdowells, as a brand, has been a big fan of using long & short form videos in the past to promote their brand message. Clearly, their spends have gone up significantly in the last 3-4 years, especially into digital. I am sure a lot is to do with their target segment which is mainly SEC A,B Youth & young adults.

Just like their past videos, the latest video ad campaign Mcdowells No1Yaari is focusing around the relationship & the chemistry between 3 friends. ( read this )

The 7 minute movie has gained popularity since its release last week especially with the song – Aisi Waisi Dosti Nahi by Mohit Chauhan becoming very popular.  ( you can also download it here )

Storyboard

I think DDB Mudra has done a fabulous job in conceptualizing & creating the whole brand video around close buddies, amplifying nostalgia and stitching special moments that resonate well with the overall brand proposition of McDowell’s No. 1

Digital Marketing Plan

Mcdowell’s is putting all their marketing arsenal around promoting the video through owned, earned & paid media.

McDowell's FB Page

A very high frequency, high visibility Television & Youtube campaign followed by fully loaded engagements on their Facebook page where they are pushing the video & shots from the brand video ( which has become a best practice for promoting all long form videos).

Now, here’s the problem, a brand page with 340K + fans is getting double digit likes on its posts, and that is absolutely unacceptable. It shows a poorly crafted social media campaign. Not to blame the agency, but most of the social campaigns are running with poorly conceptualized idea &/or devoid of any strategic audience insights where marketing ROI is just a “by the way” conversation.

Interestingly, the brand has also done some cool on ground engagements like “world’s first ever Yaari-O-Ke zone for KWC 2014 India trials.

McDowell's Yaari-O-Ke KWC 2014 Trials

McDowell’s Yaari-O-Ke KWC 2014 Trials

 

A good engagement, especially keeping in mind the brand’s focus on music & their previous ad commercial with Indian Skipper M.S Dhoni.

The brand has also done some contextual integrations ( this is what I call curated advertising) with a lifestyle portal called “Live In Style” that has a small community of party goers, bloggers, writers, fashion enthusiasts and lots of curated content around different lifestyle related topics ranging from popular hangouts, food, events in town etc.

The campaign has been well received on Twitter but no strong one to one engagement used by the agency. The idea was powerful for the Twitter audience and the hashtag #no1yaari could have been used in a much more engaging way.

Also found Planet Radiocity running a small campaign using twitter on #no1yaari

 Mobile Strategy

Brand hasn’t left any stone unturned. McDowell’s has even created a Karoake App which is doing very well on Android Play Store (see below). (The app is made by Hungama Digital.)

Overall, I think the brand has done a good job in expanding their reach and create multiple touch points of engagement in online, mobile & social media to continuously interact with their core target audience.

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