Dulux India invites consumers to end a 10-sec tale
Dulux India’s new marketing strategy has come forth to integrate the fad around visual interaction and creativity to ensure high level of brand engagement from its consumers. It launched ‘TenSecStory’ where participants were asked to write a creative ending to a ten-second story.
Dulux India posted a message saying “How should this #TenSecStory end? Tell us & stand a chance to win #iPhone6 & gift vouchers. Tweet using #TenSecStory” on its official Twitter page, inviting entries from consumers.
The India arm of the global paint brand AkzoNobel has aggressively pushed the campaign on social media platforms such as Twitter and Facebook. Dulux daily releases a short film where consumers are asked to write an ending to the film with ‘unwind’ as the theme.
Prathap Suthan, Managing Partner and Chief Creative Officer at Bang in the Middle, urges to look at the larger picture. “The campaign is revenue-motivate but all marketing campaigns of a brand on social media may not necessarily translate into revenue. The motive of the campaign is to get people talking about the brand and communicate to the brand Dulux India,” he said.
Through the #tensecstory, the brand Dulux India engages with a group of consumer with key focus on communication through the web and particularly the social media. Marketers have increased the focus of brand marketing on social media as it helps them easily track what the consumers are talking about and also evaluate the effectiveness of the respective marketing campaign.
However, Vivek Bhargava, Chief Executive Officer at iProspect Communicate2 begs to differ and believes that the brand has not adequately leveraged the benefits of brand engagement marketing campaign. The numbers such as 7000 retweets on Twitter inspite of having Farhan Akhtar in the campaign is quite low.
“Dulux has executed better campaigns, this particular campaign failed to engage me, this particular video failed to generate excitement or elicit engagement as per my opinion, the involvement of a celebrity such as Farhan Akhtar could have been leveraged much more effectively,” Mr Bhargava said.
When you are communicating with a crowd, the key lies in how viral the content gets and how quickly. The seed of the campaign wasn’t strong enough according to Mr Bhargava. Dulux India should have employed paid media on Twitter, Facebook, YouTube and re-marketing to ensure better reception of the campaign in India, he added.
The consumption pattern of a commodity like paint is not constant in market. The company will always find a small section of people indulging into the product but the brand has the responsibility to keep the other larger portion of its potential consumers engaged in the communication process in a creative manner.
