{"id":93069,"date":"2017-07-07T09:00:09","date_gmt":"2017-07-07T03:30:09","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=93069"},"modified":"2017-07-07T11:26:01","modified_gmt":"2017-07-07T05:56:01","slug":"lenovo-got-5mn-views-with-facebook-live-video-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/lenovo-got-5mn-views-with-facebook-live-video-marketing\/","title":{"rendered":"Lenovo Got Over 5Mn Views Through Facebook Live Video Marketing"},"content":{"rendered":"<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"about-lenovo\"><\/span><img decoding=\"async\" width=\"150\" height=\"50\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenovo-logo-150x50.png\" alt=\"\" class=\"size-thumbnail wp-image-93388\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenovo-logo-150x50.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenovo-logo-300x99.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenovo-logo-220x73.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenovo-logo.png 389w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>About Lenovo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Lenovo is a multinational technology company that designs, develops and manufactures electronics ranging from smartphones, laptops and electronic storage servers. Being\u00a0 founded in a two bedroom guardhouse in Beijing \u201984, It is now one of the world\u2019s leading PC vendors and has a strong domain in smartphones as well<\/p>\n<figure id=\"attachment_93198\" aria-describedby=\"caption-attachment-93198\" style=\"width: 586px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017.png\" alt=\"lenovo Source - InfotechLead\" class=\"wp-image-93198 size-full\" width=\"586\" height=\"430\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017.png 586w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017-300x220.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017-150x110.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017-220x161.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/PC-market-share-chart-by-IDC-for-Q1-2017-480x352.png 480w\" sizes=\"(max-width: 586px) 100vw, 586px\" \/><figcaption id=\"caption-attachment-93198\" class=\"wp-caption-text\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 traditional pc vendors 2017\u00a0<\/figcaption><\/figure>\n<p style=\"text-align: justify\">Proudly displayed on their Facebook page, Lenovo says:<\/p>\n<blockquote><p>\u201c<em>We power ideas that help shape the future. If you have a vision, we have the passion to bring it to life. For us, Innovation Never Stands Still<\/em>.\u201d<\/p><\/blockquote>\n<p style=\"text-align: justify\">In the year 2016, they did just that. Lenovo decided to take on a campaign to help a young woman&#8217;s football team determined to break out of the stereotypes in their village in Hutup, Jharkhand. Towards the end of the campaign, that simple football team earned almost 5Mn views on Facebook with the help of <a href=\"https:\/\/www.digitalvidya.com\/blog\/lenovo-leveraged-content-marketing-and-witnessed-17-increase-in-brand-favourability\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lenovo<\/a>\u2019s use of real time marketing.<\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"about-the-agency\"><\/span>About the Agency<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"experience-commerce\"><\/span>Experience Commerce<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Winner of 3 Creative ABBYs 2015, IAMAI Gold 2016,<span> <\/span><span>3 Lighthouse Insights Digital Awards 2016\u00a0<\/span><span>and DEF&#8217;s SM4E Awards 2016 for Special Recognition in Women&#8217;s Empowerment<\/span>.<\/p>\n<p style=\"text-align: justify\">Experience Commerce is a digital marketing agency set up in Mumbai, India. The agency has a unique \u2018wired\u2019 approach to apply digital marketing practices for various brands. Using their proprietary \u00a0ION(Intelligent Objects Network) technology, the agency connects dispersed based websites, mobile apps and things on the internet to harvest 1<sup>st<\/sup> party consumer data using their Deep Listening technology.<\/p>\n<p style=\"text-align: justify\">\n\t\t\t<div class=\"course-cta\">\n\t\t\t\t<div class=\"title\"> Want to Build Career in <strong>Social Media Marketing?<\/strong> <\/div>\n\t\t\t\t<div class=\"sub-title\"> Know How to Accelerate Career & Business Growth <\/div>\n\t\t\t\t<div class=\"btn\">\n\t\t\t\t\t<button class=\"enrollBtn\"> Attend Live Orientation Session <\/button>\n\t\t\t\t\t<a class=\"amp-btn\" href=\"#gform_wrapper_286\"> Attend Live Orientation Session <\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"lenovos-brand-image-problem\"><\/span>Lenovo\u2019s Brand Image Problem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Lenovo has always been one of the go-to brands for electronics devices in India. However, what the brand always struggled with was the what the brand stood for at the end of the day. Most electronic brands at the time had a strong theme with a backing up campaign to support it. Lenovo\u2019s brand belief titled \u2018FailForward\u2019 ie taking failures and obstacles as part of the journey, had no real backing.<\/p>\n<p style=\"text-align: justify\">To overcome this problem of brand image, Lenovo decided to tie up with YUWA:<\/p>\n<p style=\"text-align: justify\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-300x300.jpg\" alt=\"\" class=\"wp-image-93268 aligncenter\" width=\"246\" height=\"246\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-300x300.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-150x150.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-600x600.jpg 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-220x220.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-500x500.jpg 500w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-595x595.jpg 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2-480x480.jpg 480w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/LOGO_2.jpg 720w\" sizes=\"(max-width: 246px) 100vw, 246px\" \/><br \/>\nA 501c3 California NGO whose mission was to promote a youth-driven approach to community advancement in rural India.<\/p>\n<p style=\"text-align: justify\">Based out of Jharkhand, YUWA \u00a0focuses on empowering young tribal girls with football. Their prime area of concern being Hutup, a rural region in Jharkhand infamous for child trafficking and child marriage.<\/p>\n<p style=\"text-align: justify\">In 2016, The YUWA team was invited to partake in the Donosti Cup. The world&#8217;s largest youth soccer tournament. Lenovo saw this as a perfect opportunity to showcase one of its core brand belief to the world by backing these girls and simultaneously provide some clarity to\u00a0 consumers about what they stand for in their minds.<\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"lenovos-campaign-objectives\"><\/span>Lenovo&#8217;s Campaign Objectives<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol style=\"text-align: justify\">\n<li>Lenovo decided to create an online campaign that revolved around the team\u2019s 2 week journey and achieve maximum online presence and engagement for it<\/li>\n<li>Through the engagement, Lenovo wanted to raise awareness about the YUWA girls cause, as well as invite people to sponsor building a school for these girls in their hometown<\/li>\n<\/ol>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"strategy-implemented\"><\/span>Strategy Implemented<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Lenovo decided that for being able to tie their brand title \u2018Fail Forward\u2019 to the campaign and get maximum engagement with consumers, real-time marketing via social media was the best path to take .<\/p>\n<blockquote><p>Real Time Marketing or Live Marketing<\/p>\n<p>Real Time Marketing (RTM) is the process of marketing at the right place, to the right audience and most importantly RIGHT time ie Its publicized live that starts and stops when the campaign begins and ends respectively. Good RTM campaigns are mostly unscripted and involves active audience participation.<\/p><\/blockquote>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"lenovos-initial-execution-error\"><\/span>Lenovo\u2019s Initial Execution Error<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Lenovo decided to take a risk revolving the entire campaign on a story telling approach.However, in order to promote the \u201cLive-ness\u201d of the campaign, they had to ensure everything was unscripted to promote authenticity.<\/p>\n<p style=\"text-align: justify\">Lenovo initially decided to focus more on the background story of the girls, their plight and struggles initially. They expected the audience to be captivated with just the struggles of the YUWA girls and come running to them. Now from a goodwill standpoint it\u2019s a good approach, however to increase online engagement and improve brand awareness it was not the right approach, as they expected the audience to be self motivated and come to them and not vice versa.<\/p>\n<p style=\"text-align: justify\">Remember never to assume or expect your audience to come running to your brand, no matter how heart warming or eye opening the creative might be. People like being spoonfed and sometimes you have to go a step out of your way to reel them in.<\/p>\n<p style=\"text-align: justify\">As a result the initial execution ended up with minimal audience interaction. Lenovo decided then that the best way to get maximum engagement was to make the audience experience and be a part of the football games along side with the YUWA girls.<\/p>\n<p style=\"text-align: justify\"><span>\n\t\t\t<div class=\"course-cta\">\n\t\t\t\t<div class=\"title\"> Want to Build Career in <strong>Social Media Marketing?<\/strong> <\/div>\n\t\t\t\t<div class=\"sub-title\"> Know How to Accelerate Career & Business Growth <\/div>\n\t\t\t\t<div class=\"btn\">\n\t\t\t\t\t<button class=\"enrollBtn\"> Attend Live Orientation Session <\/button>\n\t\t\t\t\t<a class=\"amp-btn\" href=\"#gform_wrapper_286\"> Attend Live Orientation Session <\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/span><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"new-creative-strategy\"><\/span>New Creative Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">The creative challenge was to have the audience follow the girl\u2019s journey while keeping the underlying brand title always visible while the entire campaign was live and unscripted.<\/p>\n<p style=\"text-align: justify\">#FailFoward worked perfectly for this. Lenovo focused on the message that \u00a0whether the girls won or lost, they were still going ahead.<\/p>\n<p style=\"text-align: justify\">Ranbir Kapoor, Bollywood actor, co-owner of premier football club Mumbai FC and brand ambassador of Lenovo played a huge role in this. While the entire campaign was filmed, he played the role of a storyteller who followed the girls journey through their high\u2019s and low\u2019s with their matches.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"key-marketing-decisions-taken\"><\/span>Key marketing decisions taken<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul style=\"text-align: justify\">\n<li>Lenovo decided to break the entire journey into the form of episodes. Initially leaking a <a href=\"https:\/\/www.digitalvidya.com\/blog\/lenovo-leveraged-through-ranbir-kapoors-presence-on-6-social-media-platforms\/\" target=\"_blank\" rel=\"noopener noreferrer\">teaser of Ranbir Kapoor<\/a>, to his fan clubs to pique interest and grab audience attention.<\/li>\n<li>When a significant reach was hit, the first episode was released through Lenovo\u2019s social channels and fan clubs. The release gained a massive amount of engagement as the audience connected well with the story. Since the girls were representing India and were coming from a simple lifestyle, an entire patriotic audience segment emerged holding the girls as the India\u2019s unsung heroes.<\/li>\n<li>After the success of the first episode, Lenovo decided to focus on their objective of building a school for in the girls hometown. They launched a social UGC(User Generated Content) campaign called \u00a0\u00a0\u2018Kick For A Brick\u2019.\n<figure id=\"attachment_93227\" aria-describedby=\"caption-attachment-93227\" style=\"width: 510px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142.png\" alt=\"Lenovo Facebook Live Marketing \" class=\"wp-image-93227 size-full\" width=\"510\" height=\"474\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142.png 510w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142-300x279.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142-150x139.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142-220x204.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-142-480x446.png 480w\" sizes=\"(max-width: 510px) 100vw, 510px\" \/><figcaption id=\"caption-attachment-93227\" class=\"wp-caption-text\">Lenovo education<\/figcaption><\/figure>\n<p>Every time a ball was kicked on social media, tagging the campaign, Lenovo responded by adding a brick to the YUWA girl\u2019s school. This led to massive amount of UGC ranging coming from students, mothers ,kids and even support from educational institutions<\/li>\n<li>Once the girls landed in Spain, they were filmed during their practice sessions to capture their individuality, hopes and fears. This added to the entire unscripted nature of the campaign and helped the audience connect deeply with the girls before the matches.<\/li>\n<li>As the tournament began, No one knew the outcome of the matches, the suspense had been carefully placed in the audience\u2019s hearts. However Lenovo stuck strong to their #FailForward campaign ie Win or Loose, the YUWA girls will always be winners in the hears of everyone and the audience picked up on it as well\n<p><figure id=\"attachment_93276\" aria-describedby=\"caption-attachment-93276\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match-300x199.jpg\" alt=\"Lenovo fb marketing\" class=\"wp-image-93276 size-medium\" width=\"300\" height=\"199\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match-300x199.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match-150x100.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match-220x146.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match-480x319.jpg 480w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/match.jpg 584w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-93276\" class=\"wp-caption-text\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0lenovo facebook marketing<\/figcaption><\/figure><\/li>\n<li>To boost the authenticity of the campaign all the matches were broadcasted live on Facebook and twitter using their live video features respectively. The matches were even shown to the YUWA girl\u2019s friends and family back home at Hutup.<\/li>\n<li>The Series aptly titled \u2018Girls With Goals\u2019 had their own website which housed all the UGC as well used as an initiative to educate people on the girls journey with daily updates. One could also contribute to the building of the YUWA girls through the website.<br \/>\n<img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-300x98.png\" alt=\"\" class=\" wp-image-93270 aligncenter\" width=\"502\" height=\"164\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-300x98.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-150x49.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-1024x333.png 1024w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-460x150.png 460w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals-220x72.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Girls-with-goals.png 2000w\" sizes=\"(max-width: 502px) 100vw, 502px\" \/><\/li>\n<li>By breaking into an Episode based format, Lenovo could successfully retain their followers by remarketing with teasers and upcoming episodes.<\/li>\n<li>The UGC with Kick For A Brick, had gone viral as it was the least amount of effort required to help a cause. People felt encouraged to spread the campaign themselves as it just required them to kick a football to aid building an entire school.\n<p><figure id=\"attachment_93228\" aria-describedby=\"caption-attachment-93228\" style=\"width: 613px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143.png\" alt=\"Lenovo Facebook Marketing YouTube \" class=\"wp-image-93228 size-full\" width=\"613\" height=\"536\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143.png 613w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-300x262.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-150x131.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-600x525.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-220x192.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-572x500.png 572w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-595x520.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/Screenshot-143-480x420.png 480w\" sizes=\"(max-width: 613px) 100vw, 613px\" \/><figcaption id=\"caption-attachment-93228\" class=\"wp-caption-text\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0lenovo ranbir kapoor youtube<\/figcaption><\/figure><\/li>\n<\/ul>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol style=\"text-align: justify\">\n<li><strong>For the objective of gaining maximum online presence<\/strong><br \/>\nCombining all the episodes, Including the live matches streamed on Facebook and the in between footage, <strong>10,000+ shares<\/strong> were received with more than <strong>5Mn views<\/strong> and <strong>800 genuine comments<\/strong>. The Live games gained an average 6000+unique viewers with each match.<\/li>\n<li><strong>For the objective of receiving donation to build the YUWA girls school<\/strong><br \/>\nThe fundraising campaigns raised around <strong>1.68 lakhs in 10 days <\/strong>itself. Urging the audience to contribute themselves on the website or by simply kicking a ball. Lenovo could ensure a steady supply of funds during the campaign.<\/li>\n<\/ol>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"learnings-%e2%80%93-real-time-marketing\"><\/span>Learning\u2019s &#8211; Real Time Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">While a brand can host a live event or campaign on their website using multiple CRM tools. However, live social media marketing has been gaining a lot of popularity due to the larger audience reach and engagement as compared to marketing on the brand\u2019s website. The audience can connect better with the brand, if the brand markets live on commonly used social media platforms like Facebook or Twitter rather than the brand expecting the consumers to come to them. Even better, if they can connect their brand with a trending topic at the right moment .<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"benefits\"><\/span>Benefits<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul style=\"text-align: justify\">\n<li>Increases Brand Awareness and reach in a very short time<\/li>\n<li>Improves Customer retention<\/li>\n<li>New consumers feel positive about the brand and promote it themselves through user generated content<\/li>\n<\/ul>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"rtm-where-can-a-brand-go-wrong\"><\/span>RTM, Where can a brand go wrong?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">While RTM is gaining lot of popularity, it is absolutely important to remember that this strategy can either boost your brand image or completely shatter it overnight if not handled properly. Below are few guidelines to remember while using this strategy.<\/p>\n<ul style=\"text-align: justify\">\n<li><strong>NEVER use RTM to exploit a tragic situation or natural disaster<\/strong><br \/>\nPeople are not stupid and can easily see through to the real agenda. Which will result in massive hate posts and will ultimately lead to the brand having to issue public apologies or even worst case be shut down just because they decide to opt out from being humane and chose a self promotion route to drive in more sales.<br \/>\nTake LensKart, an online eyewear store for example<br \/>\nIn 2015, Nepal was hit with earthquakes causing loss of lives and property. There were talks all over social media and the news on this daily. LensKart decided to drive a bulk sms sales campaign using the tragedy.<br \/>\n<img decoding=\"async\" width=\"300\" height=\"171\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-300x171.jpg\" alt=\"\" class=\"size-medium wp-image-93219 aligncenter\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-300x171.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-150x86.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-600x343.jpg 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-220x126.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-595x340.jpg 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart-480x274.jpg 480w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/07\/lenskart.jpg 700w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\nAs expected there was a public uproar. The public saw LensKart taking advantage of a natural disaster that costed many lives, just to drive in sales. This resulted in an apology bulk sms going out shortly after saying<br \/>\n&#8220;<em>We apologies for the accidental choice of words in our SMS. Our intention was not to hurt anyone&#8217;s feelings. We are extremely sorry for this error,\u00a0LensKart Team.<\/em>&#8221;<br \/>\nThis was displayed on their social media pages and both the co-founders had to issue apology messages on social media.<\/li>\n<li><strong>Respond to all feedback even the negative ones<\/strong><br \/>\nDuring an RTM campaign, actively responding to feedback and confronting negative one\u2019s with solutions, builds massive amount of trust with the brand in the eyes of the public<\/li>\n<li><strong>Impulsive Behavior to be replaced with a Paced Out approach<\/strong><br \/>\nThe whole purpose of RTM is engaging the audience at the <strong>RIGHT moment and not EVERY moment<\/strong>.New trends and topics will always emerge while old ones fade away. Situations may also suddenly change while using a trending topic; it\u2019s smarter to pick one that you can efficiently and safely utilize while focusing on the key takeaways from the topic. Takeaways that have developed a fixed view point in the public\u2019s mind and are most likely not to change during the entire course of the trend&#8217;s lifecycle.<\/li>\n<li><strong>Leverage all possible resources well to gain maximum traction<\/strong><br \/>\n<a href=\"https:\/\/www.digitalvidya.com\/blog\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Influencer Marketing <\/a>works extremely well with RTM campaigns, using celebrities or social influencers can help your campaign get the required traction and engagement as well.<\/li>\n<\/ul>\n<p style=\"text-align: justify\"><strong>Image Credits: <\/strong><\/p>\n<p style=\"text-align: justify\">indiantelevision.com<\/p>\n<p style=\"text-align: justify\">zeenews.india.com<\/p>\n<p style=\"text-align: justify\">rosethomson.files.wordpress.com<\/p>\n<p style=\"text-align: justify\">girlswithgoals.ketto.org<\/p>\n<p style=\"text-align: justify\">teamfundup.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>About Lenovo Lenovo is a multinational technology company that designs, develops and manufactures electronics ranging from smartphones, laptops and electronic storage servers. Being\u00a0 founded in a two bedroom guardhouse in Beijing \u201984, It is now one of the world\u2019s leading PC vendors and has a strong domain in smartphones as well Proudly displayed on their [&hellip;]<\/p>\n","protected":false},"author":10502,"featured_media":93389,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[37,54],"tags":[5607,8084,8091,8092],"class_list":["post-93069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-marketing","category-case-studies","tag-facebook-live","tag-real-time-marketing","tag-lenovo-facebook-live-video-marketing","tag-lenovo-real-time-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/93069","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/users\/10502"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/comments?post=93069"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/93069\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media\/93389"}],"wp:attachment":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media?parent=93069"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/categories?post=93069"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/tags?post=93069"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}