Guest Column: How beauty, hospitality, healthcare, banking industries are leveraging Vine

A normal tweet may go unnoticed, but a twitpic or an embedded video will always be looked at. Vine will be crowd-sourced & shared significantly. It can improve the search engine ranking of brands' social media platforms

e4m by Windchimes Communications
Published: Mar 22, 2014 10:08 AM  | 6 min read
Guest Column: How beauty, hospitality, healthcare, banking industries are leveraging Vine

Vine, since its origin,has exploded to millions of users, followed by brands which have started to take notice too. When it comes to branded Vines, a Viner has to come up with something what we call unique, original, different, playful and passionate. So a little guidance, few tips, methods and secrets is what this article holds. Read to know how Vine can be used by an array of brands and segments in the best way.

A look at a few interesting ways that brands and various industry segments can use the new video sharing app, Vine.

Beauty Industry
It serves a great purpose for beauty brands to be on Vineas it provides a visual medium for them to share products, experiences and how-to videos. This helps them create a desire for their brands.

What can beauty brands do on Vine?
• Show makeup applications processes, a specific technique by a beauty or make-up professional or a speed-up version of a nail polish or a lipstick application
• Interviews with professionals who can give a hands-on lesson or a quick tip when applying the makeup
• Beauty tip, clarification or a recommendation from an expert
• An interview of a famous model or celebrity sharing why they use a particular brand can create a desire for the brand. For consumers who are new to brand, something like this will likely create brand advocacy
• Product overviews can be shown that can include new products or shades
• A particular makeup or product that a celebrity or top models wear on an event, show or the runway

Brands can also show faces of models in makeup before a fashion event, which can help consumers get acquainted with the beauty products used. This can also serve as an exclusive sneak peek of the backstage making them feel like a part of the brand family, a feeling not many consumers get. This creates a desire for the brand in consumer’s minds!

Revlon India made use of these six seconds to run a campaign on Revlon Colorstay Ultimate Suede Lipstick- a Food-proof lipstick.

Hospitality (Hotels) Industry
Following are some of the activities that hotels can do to spice up through Vine videos:
• They can show a hotel tour that includes view of hotel, rooms, grounds, spa, etc.
• Hotel staff can be shown showcasing their skills. For example: how to plate up an afternoon tea & snack, how to make coffee or a drink
• Clips of an even, orchestra or live event in the hotel
• Short interview with guests
• Small but interesting features of hotels can be shown such as: flower arrangements, modular infrastructure, remote controlled curtains, etc.

With a clear focus on creativity, hotel brands can certainly attract a lot of visitors and guests. Sharing these Vine videos on social media platforms will also encourage interest in the brand. Fans and users can be encouraged by replying to their mentions of the hotel. These fans or guests can also be asked to post their own videos of the hotel. Vinevideos will indeed give a more human and personal touch to your customers.

Healthcare Industry
Healthcare brands can come up with the most compelling and beneficial videos. Here’s what they can do:
• Satisfied patients or supporters can share their praise through a Vine video attaching it with the brand’s hashtag. It’s a great way for people to know your brand better
• Highlight a new medical equipment or technology via video. How it works can also be briefly highlighted
• Healthcare organisation’s support for special days, weeks or months dedicated to health issues can be shown
• Inspiring messages to encourage support for a cause, personal stories of survival, interesting facts, etc., can be shared
• A new building, section or a renovation can be unveiled through a teaser
• Potential patients can be shown a virtual video tour that include high-tech features, beautiful surroundings & staff
• Spread the word about health classes, fundraising, blood donation drives etc. accompanied by benefits of the event, to encourage attendance
• A quick patient testimonial

Vine offers a great potential for healthcare brands to connect and communicate with their consumers in the most convenient and modern way.

Banking Industry
Yet another sector that can bank on interesting concept of Vine videos is the banking sector. Banks can do a lot on Vine to connect and communicate with their customers.
• Banks can show how to manage accounts alert preferences or deal with phishing e-mails through Vine videos
• Answer frequently asked questions
• Show an online banking journey to consumers giving a clear idea to them on what to do
• Create a thanking video for fans

Kotak Mahindra Bankhad created a Vine video to celebrate the milestone of 50,000 followers on Twitter. This is what they tweeted:

Woohoo! We just crossed 50K followers. A #Celebrating50K #Vine dedicated for you. Thanks for your support!

Following this, the bank sent a token of appreciation to the fans who engaged with theVine videos. They sent a personalised card to each of them, further adding to the overall celebrations.

In a nutshell, brands can do a lot with Vines. Brands can come up with:
• Promotional Vines – compared to long commercials you can promote a specific product or service
• How-to Vines – you can show Vines of how a product can be used in more than one way, etc.
• Before and after Vines – Vines of a revamped product/brand
• Storytelling – convert anything that is in a written form into a video & share
• Contests
• Ask a question through Vine, conveying a social message

A normal tweet may go unnoticed, but a twitpic or an embedded video will always be looked at. Vine will be crowd-sourced and shared significantly. It can improve the searchengine ranking of your social media platforms. By using tags, social buttons and share buttons, SEO can be boosted and traffic can be driven largely.

Have you as a brand or a consumer used Vine yet? If yes, then do share with us more ways of using Vine for businesses & brands or just show us your interesting Vines. So, what are you waiting for? Add Vine to your content marketing strategy and do not forget to pair the power of these Vine videos with social media.
 

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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur

The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
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With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.

The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.

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Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
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Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."

The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."

COOL has been published by Simon & Schuster India and is available on Amazon.

Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

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Disney Star signs 9 sponsors for Asia Cup PAK

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board

e4m by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
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e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.

According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.

As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.

A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

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Sorted 360 wins creative & social media mandate of Reliance Mall

The agency will manage offline and online campaigns for Reliance Mall

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
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Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.

"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

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KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
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KlugKlug has appointed Hemang Mehta as its Country Manager for India.

Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy

Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."

Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."

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