Some traditional brands have truly evolved into digital powerhouses, showcasing the incredible potential of modern marketing. In 2024, brands like Cadbury, Colgate, and Fevicol are leading the charge, demonstrating that adapting to new strategies is essential for staying relevant. As a social media marketing agency, we’re eager to delve into how these brands have successfully navigated the digital marketing industry. Through clever social media campaigns and engaging influencer partnerships, they highlight that innovation and humour can go hand in hand. Join us as we unpack their stories and share insights that can inspire your own brand’s digital journey!
- Why the Transition?
- Cadbury India’s Sweet Social Shift
- Colgate: Adapting to Social Trends
- Fevicol: From Adhesives to Memes
- Key Takeaways
- In Conclusion
- Frequently Asked Questions
Why the Transition?
In the past, traditional brands relied heavily on traditional marketing methods like print advertisements, TV commercials, telemarketing and billboards. Campaigns like Kit Kat’s “Take a break, have a Kit Kat” and Cadbury’s “Kuch meetha ho jaye” effectively reached their audiences. However, as technology developed, the mindset of target audiences shifted towards mobile screens rather than billboards. While these traditional strategies were effective, they often lacked the two-way interaction that today’s digital world offers.
So now, we see a significant shift towards social media marketing. Why? Because it allows brands to engage directly with their audience. Digital marketing opens up opportunities for viral marketing, where content can spread like wildfire across the internet. Social media platforms enable brands to create relatable and shareable content, such as memes, which can quickly capture attention and go viral.
Another powerful tool brands are using is influencer marketing. By collaborating with influencers, brands can reach their target audience more authentically. These influencers have built trust with their followers, making their endorsements highly effective.
The key advantage of developing a specific social media strategy is the ability to interact with customers in real-time and measure results instantly. Brands can track engagement, monitor feedback and adjust their strategies on the go. This real-time interaction helps in building a stronger connection with the audience and improving the overall marketing approach.
Let’s check out some traditional brands in India that have made the leap from old-school marketing to social media magic!
Cadbury India’s Sweet Social Shift
Remember Cadbury’s iconic “Kuch Meetha Ho Jaaye” campaign? Launched in 2004, it aimed to make Dairy Milk the go-to sweet treat for everyone, not just kids. This campaign became a cultural staple, encouraging people to swap traditional Indian sweets for a Dairy Milk bar to celebrate life’s little moments.
Fast forward to today, and Cadbury has embraced the digital age with
Cadbury’s social media strategy includes posting on trending topics, launching interactive campaigns like scanning QR codes for personalised messages and running the #PopYourHeartOut campaign. They’ve become masters at staying relevant, especially during big events like the World Cup, where they ran successful digital ads that captured the excitement of the moment.
Why did they make this shift? Simple. Social media allows for real-time interaction and direct engagement with consumers. It’s no longer just about broadcasting a message; it’s about starting a conversation. Cadbury’s evolution shows how even the most traditional brands can stay fresh and connected in today’s digital world.
So, from “Kuch Meetha Ho Jaaye” to trending hashtags and interactive campaigns, Cadbury is a prime example of how to stay sweet and relevant in the age of social media.
Colgate: Adapting to Social Trends
“Kya aapke toothpaste mein namak hai?” became everyone’s favourite question after Colgate launched this ad featuring Lara Dutta. Campaign, launched in early 2010, quickly became iconic in India. It brought the concept of salt in toothpaste into the spotlight, boosting Colgate’s brand recall and capturing a significant market share.
While traditional campaigns like “Kya aapke toothpaste mein namak hai?” were effective at building brand awareness, they often lacked the two-way interaction that today’s consumers crave.
Today, Colgate has embraced social media with enthusiasm. With 99.1k followers on Instagram as of July 2024, they’ve transitioned from traditional advertising to a vibrant social media strategy. They’ve moved from catchy taglines to collaborating with influencers like beauty influencer Deeksha Khurana, comedy influencer Aishwarya Mohanraj, travel and fashion influencer Manav Chabbhra and food influencer Shivesh Bhatia. For example, in their collaboration with Manav Chabbra, Colgate Visible White is highlighted as a travel essential alongside other must-haves, smartly influencing their audience to consider adding it to their own travel kits.
By moving to social media and partnering with influencers, Colgate can now connect with consumers in a more personal and relatable way. It’s no longer just about broadcasting a message; it’s about creating conversations and becoming part of people’s daily lives.
At our digital marketing agency, we see this transition as a smart move. It demonstrates how even the most traditional brands can stay relevant and connected in today’s digital age.
Fevicol: From Adhesives to Memes
Fevicol’s “Yeh Fevicol ka jod hai, tootega nahi” campaign, is nothing short of legendary. With its humorous scenarios and unforgettable tagline, Fevicol became the go-to name for strong adhesives.
However, while this campaign was relevant in its time, the rise of digitalisation meant that Fevicol needed to make a transition to stay connected with today’s audiences.
Fevicol has adopted social media quite impressively, and guess what? They’ve done it with their signature humour! They’re diving headfirst into meme marketing, giving everything from pop culture to current events a funny twist. This approach not only keeps their content entertaining but also ensures they stay relevant in today’s fast-paced digital age. Honestly, who doesn’t love a good laugh while scrolling through their feed?
Recently, Fevicol put its own humorous spin on how celebrities were transported to the venue at the Ambani wedding reception in Jamnagar. This clever and viral post perfectly aligned with current trends, showcasing their ability to connect with today’s audiences in a fun way.
By jumping into the world of memes, Fevicol connects with younger audiences who crave relatable and shareable content. It’s all about engaging with fans in a way that feels personal and fun.
As a meme marketing agency, we see firsthand how their ability to adapt not only strengthens their brand identity but also keeps them close to the hearts of consumers.
Key Takeaways
Now that we’ve explored how and why brands have made the leap into the digital landscape, let’s share some key takeaways that can benefit you:
Embrace Change
Traditional brands must adapt to the digital age to stay relevant. By shifting from static advertisements to dynamic social media strategies, brands like Cadbury, Colgate and Fevicol have successfully engaged with today’s audiences.
Interactive Engagement
The rise of social media allows for two-way communication between brands and consumers. Engaging content, such as polls, memes and influencer partnerships fosters a sense of community and keeps audiences involved in the brand narrative.
Leverage Influencer Marketing
Collaborating with influencers can authentically connect brands to target audiences. Influencers have built trust with their followers, making their endorsements invaluable in promoting products and increasing brand visibility.
Utilise Trendy Content
Brands that incorporate trending topics and relatable content into their marketing strategies can create shareable moments. Whether it’s humorous takes on current events or engaging campaigns, staying relevant helps capture attention in a crowded digital space.
Measure and Adapt
The ability to track engagement and customer feedback in real time allows brands to refine their strategies on the go. As a social media marketing agency, we understand that constant adaptation is key to maintaining brand loyalty and connection in this fast-paced environment.
In Conclusion
In a world where marketing is constantly evolving, these traditional brands are demonstrating that it’s not just about staying relevant; it’s about leading the pack. From Cadbury’s engaging social media posts to Colgate’s clever influencer marketing and Fevicol’s humorous memes, they are redefining what it means to connect with consumers in the digital age.
If you’re ready to refresh your marketing approach, we’re here to help! As a forward-thinking branding agency, we specialise in creating innovative solutions that resonate with your audience. Reach out to us at hello@florafountain.com and let’s embark on a journey to upgrade your brand’s presence in this exciting digital era!
Frequently Asked Questions
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...