Details about eight social media campaigns by Indian brands that have been executed on the basis of content being created by their fans. Read the story here- http://lighthouseinsights.in/8-interesting-content-co-creation-campaigns.html/

1. The Coolest
Content Co-Creation
Campaigns of 2014

2. 1. Cadbury Silk #FirstLoveIs
This February, Cadbury Silk had
launched a limited edition pack for
Valentine’s Day. For the
promotions, it asked the
community to share what ‘first
love’ meant to them and surprised
them back with a personalized
doodle shared in real-time. It
resulted into a massive 6.1 million
impressions on Twitter. While
Silk’s Facebook page saw an
increase of 76K+ fans, the Twitter
handle added 1K+ followers. 23K
users downloaded it on their
mobiles. Read more on the
campaign here.

3. 2. Cornetto Cupidity Call Centre
Cornetto had created the Cornetto
Cupidity Call Centre this Valentine.
One could dedicate song lyrics to
their loved ones and see them
being sung by professional singers,
through a dedicated website and a
Facebook app. The campaign had
10 singers for 3 days adhering to
the requests sent in by the users;
close to 3650 videos were
generated within a record time of
3 days. The co-created songs have
now been added into YouTube
playlists for people to view and
enjoy. Read more on the
campaign here.

4. 3. Asian Paints Speechless mime
videos
Asian Paints had launched the
‘Speechless’ TVC with brand
ambassador actor Saif Ali Khan.
The campaign was extended onto
social media with the ‘The Royale
Aspira Beyond Words’ Twitter
contest, which invited users to
share what made them go
speechless. The best tweets were
then converted into video mimes
dedicated to the creator of that
tweet and shared in real time.
Around 75 mime videos were
created from close to 11K tweets.
Read more on the campaign here.

5. 4. Cadbury Silk’s #SilkUp Personalized
Video Invite Cadbury Silk recently launched its
‘Treat for Two’ offer, where with
every large bar of Cadbury Silk,
one can avail two free cups of
coffee at CCD. To promote this, it
launched #SilkUp where fans
could tune in to a live webcast
featuring celebrity protagonists
and tweet their topics of
discussion in real time. Fans could
also tweet a quirky reason to take
a friend out for coffee and the
four would then create a
personalized video invite, in
almost real-time, for the person
tagged on the post. Read more on
the campaign here.

6. 5. Oreo Orange Creme #OreoBesties
For the new Oreo Orange Creme,
the cookie brand had launched an
extensive campaign on social
media where it reinforced the
friendship between Oreo cookie
and Orange crème calling them
#OreoBesties and how they blend
beautifully together. Apart from
fun fan engagement activities, it
also launched #BestieBond. Fans
shared entries talking about what
made their bond with their bestie
unique, while Oreo created live
#OreoBesties out of them in the
most visually appealing way. Read
more on the campaign here.

7. 6. Tata #SafariTrails My Day My Way
song To bond better with off-road
adventure lovers and Safari
aficionados across the country,
SUV brand, Tata Safari invited its
followers on Twitter to share their
desired lyrics with images or
videos of memorable Safari
adventures using #SafariTrails. The
videos and pictures received by
fans were then combined with the
lyrics to create the ‘Tata
#SafariTrails My Day My Way song’
with music composed by popular
artists – Vasuda Sharma, Gaurav
Dagaonkar and Sidd Coutto. Read
more on the campaign here.

8. 7. Cadbury Celebrations
#MeethiMemories
Cadbury Celebrations launched
#MeethiMemories in celebration
of Raksha Bandhan. The chocolate
brand invited brothers to share
“Meethi Memories’ or ‘sweet
memories’ with their sister for a
chance to win a special
customized illustration for her
Rakhi gift. Fans could add the
sweet memories on a Facebook
app which displayed the
customized illustrations and the
tweets made with
#MeethiMemories. Read more on
the campaign here.

9. 8. Micromax Canvas Doodle 3
For the Canvas Doodle 3
promotions, Micromax has
launched a campaign to drive
home the message of ‘Can doodle
without limits’, starting with an
animated TVC featuring a pig. The
pig comes out of difficult
situations as the doodler wishes
from his imagination. Extending
this on social media, fans were
invited to share whacky situations
for the piggy based on the TVC,
and the brand created doodles out
of these. These doodles are now
part of the brand’s Facebook
album. Read more on the
campaign here.

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