Finding Opportunity in Times of Adversity

Finding Opportunity in Times of Adversity

“The Chinese use two brush strokes to write the word ‘crisis.’ One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger—but recognize the opportunity.” ― John F. Kennedy. Opportunity is exactly what we are looking at. Amid the terrible crisis, we are being forced to be more mindful about everything piece of content that we create and only the brands that know how to get deep into our emotions will prevail. In this newsletter, discover how Panasonic had perfectly blended wit and marketing in its latest campaign, OTT platforms on the rise, and what you should know now about Hotel digital marketing.

Yours, Hiram & Tabatha Founder and Co-founder Content Mist

Panasonic India’s Digital Campaign Crosses 100 Million Views on YouTube

• To bring forth the key proposition of the IoT solution, the campaign was also supported by heavy-duty surround using social media.

• Despite the scale of this campaign, the View Through Rate (VTR) was maintained at 30.5% and the brand lift study showed a significant 57.9% increase in recall, which was way above the industry benchmark of 25-30%.

• Besides digital films, influencer outreach across social platforms, we organized national dealer meets to reach out to our consumers directly.”

OTT Platforms Witness Huge Jump in Traffic as Cinema Halls Remain Shut Amid Lockdown

• With no film releases insight because of the shutdown of theatres and shoot of TV shows stalled across the country, what everyone is finding solace in are the OTT platforms. The web, in times of no new films or TV shows, has seen a drastic spike in their traffic.

• Tarun Katial, CEO, ZEE5 India confirms, “We’ve seen a spike across key metros, as audiences continue to consume a wide variety of content in 12 languages. Interestingly, we’ve seen a significant jump in the consumption of connected devices, too, and this could be because people are working from home.”

• Neeraj Roy, Founder & CEO, Hungama Digital Media, shares that since the beginning of March, they’ve seen an increase of over 20% in viewership on Hungama Play.

In the Time of COVID-19: Top 5 Things You Need to Know Now in Hotel Digital Marketing

 • People are searching for an escape and for quality content to lessen their stress and enhance the quality of time at home.

• If any marketing remains life at this time, the focus should be on brand awareness, with tasteful messaging that drives traffic to valuable content.

• Create a kid-friendly scavenger hunt: If your hotel has a large family segment, create printable cards for iconic landmarks in your destination, which parents can print, cut out, and hide to create a scavenger hunt. You can post the printable cards in a scavenger hunt blog post and share it on social media and email.