In the early days of lockdown, we found ourselves in an unusual time to go about business as usual. As individuals, we did the responsible thing and isolated ourselves from the world. But as marketers, we wondered if we should isolate our brands from audiences as well.
As we spoke to more of our brand partners, we realized that a majority of them wanted to continue engaging with users (from a safe distance). And they did an extraordinary job of using digital audio to provide relevant and useful solutions, softening the hard sell and opting instead to make the day a little easier on their audience.
As we make our way through ongoing challenges, we would like to take a moment and highlight some of the ways in which JioSaavn’s brand partners made the most of digital audio to stay relevant and sensitive in a fast-changing world:
1 — They Offered Relevant, Timely Solutions
Brands readjusted their marketing strategy to include information that could make a difference to users’ new day-to-day routine. A great example of this was Dettol, whose campaign reminded listeners to wash their hands the right way. Wildkraft created a custom brand anthem, #HainTaiyaarHum, to promote its new range of reusable protective masks.
Some of the most impactful campaigns over the last few months were from brands that used audio to offer relevant information and focused on the best way to help rather than going for the hard sell.
2 — They Joined Hands With Listeners on Opportunities for the Greater Good
Brands showed up alongside relevant social causes, mobilizing users to pitch in and make a difference to communities that were affected harder than others. Take for example Zomato and Swiggy, which used digital audio to promote their initiatives and ensure a reliable and steady supply of nutritious meals to daily wage earners. Brands like Uber set up a fund to help their driver-partners who had been left with little to no means of income, and with campaigns that reached over 100 million listeners across India, ensured that more hands came together to help.
3 — They Brought Moments of Joy to Listeners
The idea of social distancing was new to everyone, and listeners needed a feel-good reminder about friendship, love, and laughter. Brands used digital audio to remind listeners that we can still find ways to bridge the distance and stay connected virtually. A great example of this was Bumble, which used curated playlists that encouraged listeners to go old-school and share the love with mixtapes.
Flipkart was another example of brands keeping users entertained at home. The brand used JioSaavn to drive awareness and draw participants to its stay-at-home reality show, Entertainer №1, hosted on Flipkart Video app. Flipkart also kept the spirit of the show alive with curated playlists on JioSaavn.
The power of music and the spoken word knows no bounds, and brands like Amazon Prime Video used it to remind listeners that it is our near and dear ones that get us through the lockdown blues. The brand drove viewers to Season 2 of its original show, Four More Shots Please! with curated playlists dedicated to every kind of friend we have — My 3 am Friend, My Workout Buddy, My Love Guru, and more.
4 — They Supported Musicians
Concert halls, stadiums, theatres — sadly, they are all empty. This means that marketers have had to explore different avenues for their media spends, and also that musicians have had to look for new ways to continue earning a living from their art. Brands have used digital audio to solve both problems: case in point, smart wearables brand PLAY. By sponsoring live virtual concerts on JioSaavn, PLAY was able to put its name alongside sensational musicians while also helping the artist during the lockdown.
In the early days of the crisis, brands had to hurriedly readjust their marketing strategy to keep pace with a rapidly-shifting routine. And they were able to find a new rhythm thanks to the power of digital audio — the tool that enabled listeners, creators, and brand partners to stay connected.
We continue to navigate uncertainty, but what remains constant is that listeners are leaning heavily on digital audio — trying to get through the lockdown one playlist at a time. Despite current disruptions to your marketing strategy, your campaign can still go on. And we’d be happy to help. If you’d like our inputs on revising your message or telling your brand story with sensitivity, reach out to us at firstname.lastname@example.org.