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Zee Melt 2017: Engagement and creativity dominate sessions on Day-2

David Weeks, Aditi Shrivastava and Ashish Limaye discuss content, metrics, innovations, opportunities, creativity and data

Aditi Shrivastava and Ashish Limaye

The sessions on day-2 of Zee Melt 2017 primarily discussed content, metrics, innovations, opportunities and lot more.

The afternoon session at the ViewClickShare conference saw interesting speakers. David Weeks, Executive Director at The Week, shared a case study on how they associated with Rolex and created – Rolex and The Week – Innovation and heritage.

The Week rolled out various pieces of content around Rolex Awards which was concluded earlier last month. The publication told stories about various associations people have had with the watch.

The next session was by Aditi Shrivastava, Co-Founder, Pocket Aces Pictures, where she spoke about how ‘Engagement is the new TRP.’

She claimed that across all platforms, the average reach of Pocket Aces is 25 million; 1.5 million average video views. Most of the traffic is from top cities – Delhi, Mumbai, Bangalore, Hyderabad, Pune, Chennai and Kolkata and they have a fair gender spread – 50:50 men versus women.

While there is reach, Shrivastava questioned – are reach and views the only metrics to consider on digital? She shared an example of content pieces that they had analysed and told the audience that reach and views were not the only way to measure the success of a campaign. “A campaign may have less reach, but more engagement and that’s when you know which campaign is more successful. Engagement in terms of shares, comments and average watch time also form tools to measure content. Reach, views and engagement are not mutually exclusive,” she said.

But could it happen with branded content too? She answered, “Yes, it can happen with branded content as well. Branded content and engagement are not mutually exclusive. Pocket Aces has worked with brands like Lifestyle, Furlenco, Red Chillies, Freecharge, Tinder, Oyo Saffola, Stylecracker and many more.”

“It must be noted that not all metrics are created equal. Not all platforms are created equal. YouTube is a watching platform; Facebook is an engagement / advocacy platform and both are very important. 70 per cent of YouTube sharing happens via Whatsapp which is dark sharing. Facebook is completely opposite,” Shrivastava said. “New age platforms like Instagram and Snapchat cannot be ignored.”

The last session was by Ashish Limaye, CEO, Happy Finish, APAC. Limaye spoke about creativity in a data driven world.

He asked the audience – ‘Is there space for creative when there is a lot of data that is created?’ He further explained that there is an argument about creativity in this data driven world. But what is really driving it?

Limaye pointed out five factors that are driving this argument. The first one is the fact that transactional behaviour is on rise. Consumers are engaging less and transacting more.

The second point was the fact that creative guys were more focussed on awards. “They are creating content that is worthy of winning an award, but may not make an actual difference to the lives of people,” he said.

The third aspect was about how marketers are chasing results. “While creative guys are making award winning work, marketers are chasing results. No doubt that they are achieving that.”

The fourth factor is about how the media is doing precision targeting. Today media agencies are doing programmatic buying, programmatic advertising, targeting and retargeting and so on.

The last point is that creative is subjective. One cannot measure a creative like how one can measure a video view and that’s what makes it subjective.

Limaye further continued by sharing a campaign they did for Baby Dove in UK. They merged creativity and data in order to come out with the final campaign. The first part of the campaign showed a hypothetical mother holding a baby on a hoarding which read ‘Is there a perfect mum? #RealMums.’

Baby Dove urged moms to share their pictures with their children and about 1800 mothers sent their images. What Limaye and his team at Happy Finish did was to make an image from those 1800 images to come out with a picture for the ‘#RealMum.’

That is how they merged creativity, data and insights in this case. In the end it is the marriage of creativity and data that works. Limaye concluded, “There is huge space for both to co-exist and they must. The marriage of creativity and data is the future.”

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