CONTEXT is what makes the difference. I must say that not just the car but also the Marketing team is SMART! Very Simple & to the point.
The rules which apply to traditional Content marketing do not work for new age digital content marketing. Most of us agree to this simple statement but ironically, most of us do not follow it. The reasons are not that simple. Most marketers set their goals right but then start treating their approach exactly the same way as they would to traditional content marketing. One of the reason is they do not understand the new medium. Not their fault- It is complicated.
The first challenge is that within digital ecosystem, there are so many different platforms- facebook, Twitter, Instagram (well, I don’t need to list them down). Each of them behave differently and uniquely and therefore I refer to each one of them as a separate independent medium within digital ecosystem. A piece of content apt to reach out to a community of Facebook users may not be apt for another platform. This logic leads to a very important question: How can one solution fit all?
It’s a simple answer from a marketer’s perspective: A central thought around the brand should be the binding element and all other mediums just drive the central Thought. Fundamentally & logically, this approach is perfect.
Now, the Agency comes into picture and they follow this brief and do as they have been told. Let me take a hypothetical example to explain this. A brand decides to create a 3 dimensional on-ground art masterpiece made out of multiple objects which is a perfect fit with brand values & brand brief etc. Now what an Agency would usually do is:
So Client’s criteria is met and client is happy. Agency did its job fantastically because the art piece is awesome. Agency get’s a nice AV made which can be showcased in various award functions. So that Agency is also Happy.
Unfortunately, Agency forget to adapt this central thought keeping in mind behaviour of various digital platforms. They Agency failed to take into consideration the basic premise on which that particular platform is developed. For instance,
This kind of approach is a very internal perspective led Campaign and does not take into consideration audience’s point of view. Unless the agencies as well as Clients understand this dynamism & complexity of various online mediums, they are unlikely to do justice to Create content, i.e if they are able to create great content at first place!
I sincerely believe that this is one of the simplest and most successful Case study for Marketers to learn from. The end goal of any product is to provide happiness to the consumer, directly or indirectly & this one Captures happiness so perfectly.