They say “Smile is the best medicine”. The easiest thing which a person can do is to make others smile. Brands are understanding the significance of connecting with their customers and are coming up with ideas which are relate-able and easy to understand by their target market. Recently, Mc Donald’s Pakistan came up with an interesting idea which later transformed in to a digital campaign. The campaign was called “Spreading Smiles” and it was all about promoting smiles. Now that’s quite a thought from the team behind this campaign. The campaign did fairly well as it was a talking sensation over social media including the key social media platforms in Pakistan i.e. Facebook, Twitter and Instagram.
The campaign was launched in the month of Ramadan, a month in which Pakistani’s emphasize on doing good deeds because of the merciful month, we tend to throw lesser tantrums on others and practice forgiving others. The placement (one of the P’s of marketing) of the campaign “Spreading Smiles” was noteworthy, as it gelled well with Ramadan. The message communicated throughout the campaign was based on two main factors:
What makes you smile?
How can you spread smiles?
Promotion of The Campaign “Spreading Smiles”:
The promotion (another P of marketing) was quite simple. A few videos were shot asking people how they spread smiles. Videos got viral over social media with more than 100’s of posts on Instagram and 200 – 300 posts on Facebook (including shares and posts) and over 500+ tweets on Twitter. The digital campaign did not look forced by any means. So, that’s a plus considering how many brands are promoting their digital campaigns aggressively.
Crisp, Concise and Clear Message:
Yes, these are just the 3 C’s of communication out of 9 – and Mc Donald’s Pakistan’s team has effectively used them in the digital campaign. People responded to the hashtag with complete understanding. Plus, a few also related the hashtag of #SpreadingSmiles with their personal experiences and how they can spread smiles or have already spread smiles earlier in life. If the brand’s message is communicated clearly and precisely (concisely), it gets a lot easier for target audience to first relate and then participate with the brand in the campaign.
Keeping It Simple – Was The Key:
Without shoving the digital campaign of Spreading Smiles in the throats of people, the campaign stood out quite impressively as it was easy to track, kept on engaging users from the different parts of the country and finally giving 20 million impressions throughout the campaign (only on Twitter). Now add the exposure received on Instagram and Facebook along with the digital outreach through relevant blogs. So, the key to excel in any marketing campaign whether digital or traditional is SIMPLICITY.
— Shafiq Ul Hasan (@shafiqulhasan81) June 16, 2017
Smart, well planned and properly executed campaigns have always turned out great, and it looks like Mc Donald’s Pakistan is following the right steps of how to penetrate in the market.
By the way next blog will be focused on “How to penetrate in the market”.