The digital revolution has sown the seeds of new budget-friendly marketing concepts like ‘Zero-dollar marketing.’ It is one of the most incorporated and least spoken forms of marketing as there is no fixed definition set in stone so far. Such strategies are often regarded as a bag of tricks that has lucrative benefits for any brand/company. However, before you assume it to be a leisure stroll, contemplate your thoughts; not having to spend big bucks on marketing also means that it needs to be compensated with efforts to achieve the desired results. To hit the mark, one needs a technical, yet creative mind that understands what consumers are looking for and plan a zero-dollar campaign accordingly. With offices in Mumbai, Toronto, and Delhi, Chimp&z Inc Worldwide is one such global agency that has led some result-oriented & award-winning zero-dollar campaigns. for its brands.
Here are a few digital marketing campaigns the agency implemented:
1. #BingeChristmasSpirit for Tata Play Binge: To celebrate Christmas, Chimp&z Inc envisioned a result-oriented ORM campaign for Tata Play Binge, formerly known as Tata Sky Binge. The campaign #BingeChristmasSpirit was conceptualized for Twitter. Riding on the wave of Christmas, the idea was to evoke Christmas cheer and promote positive emotions like joy and gratefulness, virtually. The brand interacted with 500+ Twitteratis from across the country last December by responding to their Tweets in trademark Tata Play Binge-style, as the audience expressed gratitude, and appreciated the efforts of the do-gooders.
The campaign video launched on Christmas received 2,26,720+ engagements and was featured by 12 well-known media publications. The campaign bagged two trophies at DIGIXX Awards 2022 for Best PR/ORM Campaign and Insights Research. Despite the quantum of the task, the campaign successfully captured the true essence of Christmas by spreading joy among the netizens.
2. #BappaFest2021 for Tata Play - Chimp&z Inc Worldwide created a special ‘fest’ for the divine occasion of Ganesh Chaturthi with different activities on Social Media to highlight Tata Play’s value-added services. The fest kick-started with a unique invitation post on the 1st day of the festival that swiftly gave a gist of what one can expect in the coming days. Talking about the next set of posts, as you all know, no fest is complete without audience engagement and fun activities, and so all the subsequent posts were engagement-centric, consisting of quizzes, music, celebration, and services offered by Tata Play. The campaign concluded with a beautiful pencil-sketch post dedicated to Ganpati Visarjan. This 11-day-long campaign was an engagement-led initiative that received stellar organic video views on various social media platforms. The audience was given a chance to participate and WIN exciting vouchers throughout the fest. The six social media posts garnered a total of 3.4m+ reach, 4.2m+ impressions, & 1.3m+ engagement.
“Both the campaigns were very well executed by Chimp&z Inc and we are happy that with minimal efforts we reaped big rewards.” – Anurag Kumar, Chief Communications Officer, Tata Play.
3. #TomandJerryBDayBash for Cartoon Network India - Cartoon Network’s classic, ‘Tom and Jerry’, with its immersive storyline, has created gales of laughter across the world since 1940. To rekindle the memories of 82 golden years and to boost Cartoon Network India's overall digital footprint, the agency devised Tom and Jerry's zero-dollar birthday campaign #LetItSlide in February 2022. The campaign was a mix of brand collaboration, user-generated content, and engagement-driven posts. Popular brands such as Parle G, Tata Play, Vinod Cookware, MuscleXP, Man Arden, Curious Cat Company, Feline Club of India, Portronics India, and many more collaborated with Cartoon Network for the campaign. The idea of dividing the campaign into three segments; pre-birthday, birthday, and after-party managed to drive remarkable engagement with fun and enticing activities. For the UGC-led contest, the audience was invited to upload pictures of how the iconic duo had created havoc around them and the most intriguing entries won exciting Tom and Jerry merchandise.
This social media campaign reached 214K+ users and generated 225k+ impressions leading to an increase in Cartoon Network India’s follower base on Instagram by 3K+ within a week.
New marketing strategies may come and go with time, zero dollar marketing strategies will never grow old. For new businesses, it is a voice that will create a brand name for them, and for established businesses, it is a voice that will retain the brand name and goodwill in the competitive market. After all, who would prefer to spend a king’s ransom for continuous marketing if it can be done with the guidance of a whip-smart team of social media & digital marketing experts? When you spot a winning trend, the benefits go far beyond profits. You not only receive significant brand exposure and new clients, but it also boosts your company's value.
Commenting on the successful execution of the zero-dollar campaigns, Angad Singh Manchanda and Lavinn Rajpal, founders, Chimp&z Inc, said, “Zero dollar marketing’ ideas are directly proportional to creating ‘word of mouth’ campaigns for a brand. In the digital ecosystem, If we can create chatter about a product/service or company it directly impacts the marketing and sales objectives of the brands. The strategy to do so is quite simple: look for what people like to watch, share and talk about first, then come up with a communication that the brand would like to own in the comfort space of the consumer. Give the campaign an objective and work around deep and thoughtful human insights to create entertaining/impactful campaigns.”