Embed Size (px)
Citation preview
Insights &Inspirations by
Marketing in the time of Adversity
In these unprecedented times, business as we know it is changing forever. Organisations are under pressure to minimize impact by playing their part in contributing towards combat efforts, look a�er the well-being of their employees and innovate when it comes to marketing in these testing times.
01
02020202
Platform & Industry Trends
Learnings & Guidelines
Inspirations from brands on Disney+ Hotstar
01
02
03
This guide is an effort to help agencies and marketers continue to connect with theirconsumers in these trying times.
02
PLATFORM & INDUSTRY TRENDS
01
03
VOD 96% 97% 97% 3 hrs 33 mins 3 hrs 56 mins 3 hrs 59 mins
COVIDDISRUPTION:
WEEK 3
COVIDDISRUPTION:
WEEK 2PRE-COVID
COVIDDISRUPTION:
WEEK 3
COVIDDISRUPTION:
WEEK 2PRE-COVID
11%12%
TIME SPENT/USER/WEEK (Min)% USER/WEEK
4 HOURS WEEKLY ON VOD: THE NEW NORMAL ON SMARTPHONES
People are at home spending even more time than they normally do online – consuming video content, social media and chat applications. Consumers are constantly demanding more entertainment options to keep themselves occupied. What better opportunity can there be for brands’ digital campaigns and socially relevant messages?
Users are spending 4 hours on video on demand (VOD), making it a preferred platform for brands to showcase their messaging
COVID Disruption Data as compared to Pre COVID-19 Data
Source - BARC Nielsen insights series (Edition 4) 04
NEWS APP
GAMING
VOD
SOCIALNETWORKING
37 MINS
3 HRS37 MINS
3 HRS59 MINS
4 HRS32 MINS
TIME SPENT/USER/WEEK(HRS:MINS)
NEWS FOR MORNINGS, ENTERTAINMENT FOR ALL OTHER TIMES
As consumers spend more time indoors, all time is emerging as prime time on VOD.
Hourly share of time spent on categories
Source - BARC Nielsen insights series (Edition 4) 05
INDIA IS WATCHING DISNEY+ HOTSTAR
12 out of the top 15 shows watched on OTT are on Disney+ Hotstar.
8 out of the top 10 movies watched across OTT are on Disney+ Hotstar.
Based on COVID Week 4, 4th-10th April 2020
Based on COVID Week 4, 4th-10th April 2020
Source - BARC Nielsen insights series (Edition 4) 06
DISNEY+ HOTSTAR IS ON TOP OF CONSUMERS’ MINDSDisney+ Hotstar is the most searched OTT platform with 2.6x search volume vs the next biggest platform.
Disney+ Hotstar is seeing an uprise in the time spent and content consumed on the platform. The daily watch time has surged by 11% since mid-March 2020.
AmazonPrime VideoDisney+ Hotstar Voot Zee5 SonyLIV
Inte
rest
ove
r tim
e
75
50
25
0
OTT Search Trends(Source: Google Trends, 22nd March - 24th April 2020)Source - Disney+ Hotstar
15-03-20
16-03-20
17-03-20
18-03-20
19-03-20
20-03-20
21-03-20
22-03-20
23-03-20
24-03-20
25-03-20
09-03-20
10-03-20
11-03-20
12-03-20
13-03-20
14-03-20
72
1014
02
22
Google Search Trends
Watch Time
07
• Mythology content has seen an increase of 75% in watch time driven by Mahabharat
• News viewership has grown 8x in terms of watch time and 4x in terms of reach
• Action, Comedy, Drama are key genres which have also seen a spike in consumption
GENRES LEADING THE GAME: NEWS & MYTHOLOGY
There is a rise in consumption of family-friendly content.
Source - Disney+ Hotstar
202
0-0
2-2
6
202
0-0
2-2
7
202
0-0
2-2
8
202
0-0
2-2
9
202
0-0
3-0
1
202
0-0
3-0
2
202
0-0
3-0
3
202
0-0
3-0
4
202
0-0
3-0
5
202
0-0
3-0
6
202
0-0
3-0
7
202
0-0
3-0
8
202
0-0
3-0
9
202
0-0
3-10
202
0-0
3-11
202
0-0
3-12
202
0-0
3-13
202
0-0
3-14
202
0-0
3-15
202
0-0
3-16
202
0-0
3-17
202
0-0
3-18
202
0-0
3-19
202
0-0
3-2
0
202
0-0
3-2
1
202
0-0
3-2
2
202
0-0
3-2
3
202
0-0
2-2
1
202
0-0
2-2
3
202
0-0
2-2
5
202
0-0
2-2
7
202
0-0
2-2
9
202
0-0
3-0
2
202
0-0
3-0
4
202
0-0
3-0
6
202
0-0
3-0
8
202
0-0
3-10
202
0-0
3-12
202
0-0
3-14
202
0-0
3-16
202
0-0
3-18
202
0-0
3-2
0
202
0-0
3-2
2
202
0-0
3-2
4
202
0-0
3-2
6
202
0-0
3-2
8
202
0-0
3-3
0
202
0-0
4-0
1
202
0-0
4-0
3
202
0-0
4-0
5
202
0-0
4-0
7
202
0-0
4-0
9
202
0-0
4-1
1
202
0-0
4-1
3
202
0-0
4-1
5
202
0-0
4-1
7
202
0-0
4-1
9
202
0-0
4-2
1
News Watch Time Mythology Watch Time
08
A NEW PRIME TIME HAS EMERGED
More at-home time has led to a surge in content consumption in the a�ernoon time-band. People are staying indoors and have uninterrupted viewing time.
Post - COVID
Pre - COVID
00:00:0
001:0
0:00
02:00:0
003:0
0:00
04:00:0
005:0
0:00
06:00:0
008:0
0:00
09:00:0
010
:00:0
011
:00:0
012
:00:0
013
:00:0
014
:00:0
015
:00:0
016
:00:0
017
:00:0
018
:00:0
019
:00:0
020:0
0:00
21:00:0
022:0
0:00
23:00:0
0
Timeband-wise Watch Time
Source - Disney+ Hotstar
Time
09
26-02-2
027-0
2-20
28-02-2
029-0
2-20
01-02-2
002-0
2-20
03-03-2
004-0
3-20
05-03-2
006-0
3-20
07-03-2
008-0
3-20
09-03-2
010
-03-2
011
-03-2
012
-03-2
013
-03-2
014
-03-2
015
-03-2
016
-03-2
017
-03-2
018
-03-2
019
-03-2
020-0
3-20
21-03-2
022-0
3-20
23-03-2
024-0
3-20
CTV Watch Time
CONNECTED TVs SEE A SPIKE IN GROWTH
Connected TV (CTV) watch time has spiked by 85% since the start of March 2020. The daily reach on CTVs has grown by 60% in the same period.
Source - Disney+ Hotstar 10
SUMMING UP INSIGHTSTHAT IMPACT MARKETERS
By virtue of being the biggest OTT platform in the country, consumption and user engagement have seen a huge surge.
OTT = Disney+ Hotstar:• Most searched OTT platform, 2.6x search volume vs next biggest platform
• 11% surge in daily watch time
• 80% spike in connected TV watch time, 60% rise in reach
• Majority of top content viewed by India is on Disney+ Hotstar
Genres that lead consumption:• News viewership has grown 8x in terms of watch time and 4x in terms of reach
• Mythology content has seen an increase of 75% with family-friendly content growing in viewership
• Action, Comedy, Drama are key genres which have also seen a spike in consumption
Engaged Audiences:• 20 -25% of daily viewers are interacting with the social feed which is 1.6x that of live sports
• Daily engagement of viewers has gone up by 18% to 47 mins/day on entertainment
• Content consumption in the a�ernoon time-band has shot up by 20%
Here are the key highlights:
11
LEARNINGS & GUIDELINES
02
12
BRANDS SHOULD COMMUNICATE NOW, MORE THAN EVER
Consumers are open to brand conversations and are appreciating brands that understand the times we are in. In fact, research shows consumers even approve of business-as-usual advertising.
72% advertisers continue to remain active
Source -Star Distillery report, BARC Nielsen insights series (Edition 4)
9 out of 10 Approve of brands showing solidarity
65% Approve of "normal"advertising
1378
939
1st AprilPre - COVID 2nd April 3rd April 4th April 5th April 6th April 7th April 8th April 9th April 10th April
954 979 1006 1063975 990 1006 1035 1042
Advertiser Count
13
Brands that are active now are seeing a direct co-relation between marketing efforts, social chatter and search trends. As seen here, Rajesh Masala has been able to overtake market leader MDH Masala by being active.
CHALLENGER BRANDS ARE CHANGING THE STATUS QUO BY ADVERTISING
Source - Star Distillery report 14
Consumer mentions related to the adsBrands which are advertising outperform market leaders in terms of search interest
0
20
40
60
80
100
03-0
4 23
:30
04-0
4 04
:30
04-0
4 09
:30
04-0
4 14
:30
04-0
4 19
:30
05-0
4 00
:30
05-0
4 05
:30
05-0
4 10
:30
05-0
4 15
:30
05-0
4 20
:30
06-0
4 01
:30
06-0
4 06
:30
06-0
4 11
:30
06-0
4 16
:30
06-0
4 21
:30
07-0
4 02
:30
07-0
4 07
:30
07-0
4 12
:30
07-0
4 17
:30
07-0
4 22
:30
08-0
4 03
:30
08-0
4 08
:30
08-0
4 13
:30
08-0
4 18
:30
08-0
4 23
:30
09-0
4 04
:30
09-0
4 09
:30
09-0
4 14
:30
09-0
4 19
:30
10-0
4 00
:30
10-0
4 05
:30
10-0
4 10
:30
10-0
4 15
:30
10-0
4 20
:30
Rajesh Masala MDH Masala
Inte
rest
ove
r tim
e
Date
Fevicol tweaked its logo to emphasize social distancing
Tech Mahindra updated its logo temporarily to stress on Staying Home
Asian Paints –Har Ghar Kuch Kehta Hai
Star India with Jjust Music –India will Rise & Smile Again
Source - Star Distillery report
BRANDS ARE BEING APPRECIATED FOR PUTTING OUT TOPICAL CONTENT
Brands understand that relevance is even more critical at this time.
15
soap; Fans appreciated Lifebuoy’s selfless campaign during such an adverse
Lifebuoy witnessed an upswing in searches.
0
20
40
60
80
100
0
2000
4000
6000
8000
10000
•
•
Week of April 5,2020
Week of April 5,2020
–
• Amul recorded the highest social media men�ons since 2019 during the week of April 5th
• The highest surge in social men�ons were observed during April 5th-when the old ads were shown on TV
Google Search Index on Amul: India (1st Jan 2016- 10th Apr 2020) Social Media Men�ons on Amul: 1st Jan 2020 – 10th Apr 2020
BRINGING IN NOSTALGIA AND SELFLESSNESS IS HELPING WIN CONSUMERS HEARTS
Amul saw a surge in search and social mentions triggered by its old ads being run during Ramayan.
Source - Star Distillery report 16
KEY GUIDELINES FOR EFFECTIVE MESSAGING
Keep going: When it’s dark, you don’t turn out the lights. You switch them on. This is no time to step back from your marketing efforts; instead, it’s time for action. It’s time for brands to recalibrate marketing strategies, modify messaging and make bold choices.
Messaging is the ultimate key:
Brands need to be careful not to come across as opportunistic during these times. Being compassionate and positive in messaging will define their relationship with consumers over the long term.
Keep the following criteria in mind:
Creatives are not a deterrent: You can’t shoot content as you normally would. However, brands are refusing to be deterred by this; they’re showcasing their creativity through home-shot videos. There is a great opportunity to use influencers to tell brand stories via customised, self-shot videos.
• Social relevance: Spreading social awareness, tips to stay safe and healthy
• Nostalgia: Bringing back advertising relevant to the current times
• Topical marketing: People are thinking of little else during the lockdown, so brands are building association by going topical
17
INSPIRATIONS FROM BRANDS ON DISNEY+ HOTSTAR
03
18
Given the current focus around immunity-building, Red Label has re-introduced its old ad which highlights the immunity-boosting benefit of their Red Label Natural Care range of tea.
Ariel has brought back its #ShareTheLoad adurging men to share the burden of household chores. This ad is relevant in current times.
A PERFECT MARRIAGE: BRAND CONNECT AND THE CURRENT TIMES
19
BUY NOWAriel#ShareTheLoad
A BRAND IN NEED IS A FRIEND INDEED
Metropolis is spreading awareness around its COVID-19 testing service, a key offering right now.
Bajaj Allianz is talking about their cashless medical insurance which is relevant in current times.
20
KNOW MOREMetropolisBlood Collection@home
Vicks’ topical film reminds us to stay connected with each other while we stay indoors. It ends with the message, #ShowWeCare by staying in touch remotely.
Dettol is spreading awareness around the importance of washing hands regularly with either a soap or a handwash, to stay safe from COVID-19.
SPREADING AWARENESS: A TACTIC THAT’S NEVER OFF THE MARK
21
LEARN MOREVicks IndiaVicks Social Distancing
LEARN MOREDettolKeep Calm and Wash Hands
Tide shows solidarity in the fight against COVID-19 by thanking healthcare workers – referred to as 'Angels in White' – in their topical film.
SHOWING SOLIDARITY GOES A LONG WAY
22
BUY NOWTide UltraThank You #AngelsInWhite
Kellogg’s has partnered with Disney+ Hotstar to share their brand message via customized self-shot videos by influencers.
BEING INNOVATIVEDURING TRYING TIMES
23
Disney+ Hotstar Ad Sales InitiativeTo encourage the spread of social awareness in this time of crisis, Disney+ Hotstar would like to announce a partnership initiative for brand campaigns with social messaging around COVID-19. For campaigns that have this message,Disney+ Hotstar will contribute 20% of the brand's advertising investment made on its platform. These campaigns will be run on a composite mix of news (upto 10s pre-rolls) and entertainment.
24
