Amplify Brand Purpose with Mobile-Focused Innovation, Marketing & Advertising News, ET BrandEquity
With consumers spending more time on smartphones than ever before, mobile is becoming the primary launching pad for brands to connect, engage and acquire consumers. As brands become more aware and concerned about building mobile (3M) marketing maturity, this article features groundbreaking stories from the pioneering brands that amplified their brand purpose through mobile-first innovation.
When the lens paves the way for marketers
When reaching consumers became more nuanced than ever, some of the most resilient brands returned to Zeroth ‘P’ – Purpose – and ensured their messages and campaigns were guided by it.
Brands that encourage users to follow hygiene practices
As India’s early lockdown restrictions eased, Domex, the clinical disinfection brand of Hindustan Unilever Limited, took responsibility for keeping key Mumbai train stations clean and safe for its 7.5 million daily commuters. The brand’s initiative to reassure commuters about clean and sanitized spaces could still be missed without the right awareness. Therefore, Domex leveraged mobile to introduce the ‘Domex’ disinfection alert system and contact commuters with real-time updates.
Leveraging InMobi’s polygon mapping and a time-based programmatic approach, the brand shared personalized messages with commuters about when exactly their current subway station was last sanitized. By tracking these users’ GPS signals to ensure they matched the coordinates of the mapped polygons, the brand accurately identified subway commuters traveling through the mapped stations. LAT/LONG signals synchronized with the API stream identified the last disinfection time and calculated it relative to the current time. The brand combined these signals and sent real-time messages about the station’s last sanitized hour to commuters on the apps they use most while on the go. Not only has the brand stepped up to sanitize public spaces, but it has also provided reassurance in a time of extreme anxiety and stress for more than millions of daily commuters.
Brands that have supported the fight against vector-borne diseases
As Indian consumers increasingly channeled their energies into fighting COVID, Godrej Consumer Products Limited stepped up to continue sensitizing households to the ever-existing and persistent threat of vector-borne diseases. Following the pandemic, diseases like dengue fever, malaria, and chikungunya continued to be prevalent and spread widely across the country. However, amidst all this, with the decline in programming-based TV consumption, mobile has become the primary source of information, news, content and entertainment for Indians. This meant the brand needed to take a mobile-first approach to making personal and home security easier for millions of homes.
GCPL enabled full funnel efficiency with the right mix of media, data, and creatives on mobile using InMobi platforms. The brand maximized its impact by personalizing communication with the target audience of each of its 7 brands, offering 3 unique videos for each brand in 5 different languages, which represents 105 unique mobile creations. By leveraging programmatic capabilities, Godrej ensured effective delivery of personalized, goal-oriented communication and stood out from the clutter.
Brands that have stepped up to support small businesses
India is home to a thriving ecosystem of hyperlocal, small and medium-sized businesses, including the Asian Paints dealer network which saw an immediate impact once the pandemic hit the country. When digital became the ‘way of life’ amid lockdown restrictions and concerns about societal safety, physical stores except for emergency supplies and household supplies were all closed. The brand was a firm believer in reviving the dealer network by bringing attention to their stores during the pandemic.
To promote its initiative, the brand partnered with InMobi and, by connecting potential customers with nearby retailers, the brand deployed custom location polygons that tracked footfall, covering a network of over of 800 Asian Paints Color World stores across India. With the right targeting capabilities, immersive ads, and location polygons provided by InMobi’s mobile solutions, Asian Paints sparked joy in the community and helped its retail network thrive during the pandemic.
Mobile as Purpose Amplifier in the Next Normal The role of brands in the economy and their responsibilities to society as a whole have become paramount in the new normal. Brands with purpose continue to make a positive difference and deliver lasting value. With the average Indian spending almost five hours a day on their smartphone, mobile is now the backbone of brands running targeted campaigns across the region to progressively impact the world.
To learn more about how brands are amplifying their purpose on mobile, read InMobi’s Indian Mobile Marketing Handbook 2022.
Brand Connection Initiative