A monthly snapshot of digital culture & platforms

1. ISSUE ONE
VIEWSFEED
VIEWSFEED
a monthly snapshot of digital culture & platforms
#meatban
#ILOOKLIKEANENGINEER
#PINJRATOD
#PEACEOUT
#WEMISSYOUTOO
#BREAKUP
FACEBOOK’S M
COULD CHANGE
THE GAME
TWITTER
LAUNCHES
MOMENTSAD BLOCKING:
BOGEYMAN OR
REAL THREAT?

2. introduction
The boundaries between the digital and analogue world
are getting increasingly blurred. Consumers, conversations
& experiences spill over from one into the other and long
established rules are broken in a matter of seconds.
The best marketing today taps into & creates conversations
online and offline, creating far more visceral brand
connections in real time.
Viewsfeed is a live streaming feed of the things
happening around us. A social media & news scan that
offers an insight into a) conversations that brands today
can be part of or create and b) newer ways of having
these conversations on rapidly evolving digital platforms
A monthly plug of smartness that hopes to make
Samsung & Cheil's engagement with this world much
more intelligent, adaptive and relevant.
Its what we at the agency are excited about, and hope
you will be too.
This first edition, covering both August and September,
is a snapshot of how the Indian digital audience is reacting
to a landscape marked by hatred & bans. It also reviews the
implications of the recent changes announced by
Twitter and Facebook on how brands communicate &
build relationships with their audiences.

3. SNAPSHOT
DIGITAL
CULTURE

4. snapshot1
Social media exploded against the meat ban in Mumbai and
while end consumers were the largest contributors to the
conversation, what was interesting was how brands got involved
in the conversation as well, using it as a topical marketing tactic
to assert their point of view
#meatban
RE-TWEETS -
ORIGINAL POSTS -
REPLIES -
53%
41%
6%
3000
POSTS
2231
USERS
23,799,691
REACH
48,904,033
IMPRESSIONS

5. Tech brands such as Bloomberg, Cisco, Fujitsu, DuPont, as well as universities have jumped in to the
conversations celebrating their employees, faculty and professors. Progressive technology brands are
realizing that women are an important audience, and are attempting to engage with them and the society
they live in beyond clichés such as “pink” marketing. In India, specifically, there is a huge role that tech
brands can play in the realm of women’s safety through tech based solutions- Apps, tracking devices,
safety buttons on apps etc.
The phrase “pinjra tod”, and drawings of birds scrambling out of cages on sidewalks and bus
stands was in support of a campaign started in August on Facebook by a few student-activists
from Delhi colleges against sexist rules in women’s hostels, and decrees across colleges in
Delhi – including Jamia Millia Islamia recently– that disallow women from staying out late.”
#PINJRATOD
WHY THIS MATTERS TO YOUR BRAND
When Michelle Glauser heard about the
#ILookLikeAnEngineer hashtag, she, like hundreds of
others around the world, expressed her support by
tweeting a photo of herself in an effort to combat
gender and racial stereotypes. Efforts are now on to
turn all the photos received from across the world
into an aggressive OOH campaign for which the funding
has been crowd-sourced. What started as
one photo on Twitter has turned into a movement.
#ILOOKLIKEANENGINEER
snapshot2

6. WHY THIS MATTERS TO YOUR BRAND
Social Media is where stories of marriages, relationships, and careers are played out. Facebook now knows
when people are morelikely to break up/ get engaged. The NAB #break up campaign from Australia and
#peaceout are just two examples of how brands have told similar stories as opposed to a TVC, using stunts,
influencer marketing and PR, creating buzz and generating great consumer content.
Last month a man named Asif Rasa Rana from
Gujranwala, Pakistan, shared a message with his
friend Mudasir on Facebook proclaiming that he
was no longer friends with Mudasir because
Mudasir was selfish and had an attitude, and
concluded that he was going to be best friends now
with his friend Salman instead. The story
travelled all over the world and Rana now wants
to make a video of himself.
Burger King’s McWhopper Invitation stunt
shows how brands can tell a story and make a
statement by employing multiple media, and
generate PR and positive consumer sentiment.
While the initial PR buzz died post the
response from McDonalds, the arrival of
4 other brands & very real plans for a
special “hybrid” burger to be sold on a special
day by all the chains involved in the pact,
re-ignited the conversations and engaged
the consumers in a big way.
Not only PR but fantastic UGC ensured
that this one is remembered for
times to come.
#BREAKUP
#PEACEOUT
snapshot3

7. From being a case study in failing to understand the power of social,
Maggi has become a case study on not only damage control but on rekindling affections and
bonds BY ENGAGING FANS ON THEIR STORIES, NOT JUST TALKING AT THEM
While Maggi’s initial cold response
post its ban, came under heavy fire,
it listened, adapted and came back with
one of the most emotional and cute
campaigns, which hit the nail on the
head as far as Maggi’s
relationship with its consumers goes.
In addition to frequent updates
and thank yous, the bullets that
Maggi fired were 3 short films
on social media which have
as of date received
2,000,000 views & 8,500 shares.
WHY THIS MATTERS TO YOUR BRAND
#WEMISSYOUTOO
snapshot4

8. SNAPSHOT
DIGITAL
PLATFORMS

9. In an interesting development,
Facebook launched its own personal digital assistant
within its Messenger app in a bid to challenge Apple's Siri,
Google Now and Microsoft's Cortana.
However, instead of being purely based on artificial intelligence (AI),
M also uses real people – almost like customer service
representatives – to complete tasks and answer queries.
This has big implications on marketers. Instead of clicking on your brand’s app, people will simply ask
for what they need. The association between the outcome of their desire and your brand will start to
evaporate and loyalty to brands will be under threat. Future marketing briefs will focus on going
beyond spontaneous awareness to ensuring the brand either becomes a verb or synonymous with a
generic term. For example, Uber’s brief would be: Get consumers to ask "M, book me an Uber"
WHY THIS MATTERS TO YOUR BRAND
FACEBOOK’S M
COULD CHANGE THE GAME
snapshot1

10. Promoted Moments would be ideal for brands that want to cover real-time events, seasonal narratives,
or other stories that unfold over time. Another way that brands could benefit from it would be by gaining richer
insights into the consumer mindset and using it to create stronger and more relevant content.
The millions of world changing tweets from world leaders, celebrities,
citizens reporting events, cultural memes and much more available only on Twitter
so far, will now be accessible by everyone through its new feature called Moments.
This is more than a hashtag search. Moments will be an editorially curated collection
of Twitter’s perspective on real-world events, high-profile content, user-generated
trends and memes. A “best of” for interested in seeing how the top stories of today
that everyone is talking about, are evolving. Though it is currently focussed on
user experience, Twitter has indicated a possibility of working with brands on
sponsored Moments to monetise its offering.
WHY THIS MATTERS TO YOUR BRAND
TWITTER
LAUNCHES MOMENTS
snapshot2

11. Mobile Internet sites face a new threat
as millions download ad-blockers to
their phones and tablets, removing pesky
adverts but potentially wiping out billions
of dollars in advertising revenue.
In a high-profile move by Apple, it plans
to incorporate ad-blocking software directly
into its latest iPhone and iPad operating
system iOS9. Apple has little to lose,
given that it does not rely on advertising
revenue in the same way as digital
competitors like Google and Facebook do.
"If advertisers get the sense
everyone is blocking ads, they are
going to stop funding content"
The push model of advertising is under threat yet again. The role of creativity using owned media,
in generating pull through earned media will become important again.
WHY THIS MATTERS TO YOUR BRAND
AD BLOCKING:
BOGEYMAN OR REAL THREAT?
snapshot3

12. INTERESTED IN KNOWING MORE OR WORKING WITH US?
SONAL NARAIN
Get IN TOUCH WITH
Chief Strategy Officer- SONAL.NARAIN@CHEIL.COM
SIDHARTH SHUKLA Head of Digital Strategy- sidharths1@cheil.com
CHEIL INDIA
(Regional Headquarters for Cheil South-West Asia)
2nd Floor, Global Foyer, Sector-43, Golf Course Road, Gurgaon, Haryana-122002
T: +91-124-480-5500 M: +91-70-427-40050