🍱 A new look for The Marketing Kable
A bento box of curated inspiration
Hello and welcome back to The Marketing Kable, where we're inspiring you with ideas, voices and campaigns we've curated just for you.
something to read
Microbe rising. November 18 - 24 is World Antimicrobial Awareness Week. The WHO has a bunch of resources to help companies and individuals support its annual global campaign to improve awareness and understanding of AMR and encourage best practices among the public, One Health stakeholders and policymakers. Take a look at the campaign guide and materials.
something to watch
Put Your __ To The Test. This refreshing ad campaign from US-based Quest Diagnostics had us laughing at its sheer cheekiness. The campaign needles viewers to take control of their health with suggestive visuals and graphics designed to tap into the cultural vernacular. It works precisely because the visuals are so on point and evocative of the body part in question. The background score "I am a perfect human specimen" just adds to the sass of it all. Eggplant anyone?
Our takeaways:
Humour is a terrific tool to overcome the fear barrier.
A kickass track can add an extra dimension to your storytelling.
something to listen
Seth promise. “We don’t have mass media anymore. We have micro media. The internet is not a mass medium, even though more people use it than watch television.”
Every marketer worth their salt has heard of Seth Godin. If you're a baby marketer and new to this world, Seth is an American entrepreneur, author, and public speaker and the author of 18 books, including the best-sellers Purple Cow, Tribes, and our personal favourite, All marketers are liars storytellers.
In this episode of the Social Pros podcast, Seth talks about what he thinks about the state of social media and the importance of being consistent.
Our takeaways:
Marketing and advertising are not the same thing.
Social media success is about having a noteworthy product, not a noteworthy post.
Consistency is more valuable than authenticity.
something to inspire
The soap that could. In addition to Menopause Awareness, October was also Breast Cancer Awareness month. When writing the last Marketing Kable, we were reminded about a powerful campaign from a few years ago from one of India's most loved brands - Lux.
Breast cancer is also one of the most common cancers in women all over the world but also the most curable if detected early.
It is the most common form of cancer among women in India and accounts for 1 in 4 incidences of cancer and 1 in 4 cancer deaths. Young women between the ages of 25 - 49 account for almost 38% of all breast cancer cases.
In India, women feel uncomfortable and awkward about touching their breasts, making it difficult to detect the disease early. And Lux's research told them that over 75% of Indian women shied away from self-examination.
We think the campaign titled, The Soap with a Lump was a purposeful product innovation, a trigger to remind women to examine their breasts when bathing and showering, alone and uninhibited. The soap was designed to be lumpy until the soap became a sliver, a tacit reminder that ignoring your breasts won't make cancer disappear.
something to learn
Oh Snap! In honour of World Restart a Heart Day on October 16, Snap Inc. partnered with social media startup GoSpooky and The International Federation of the Red Cross and Red Crescent Societies to create a new augmented reality lens to teach people on Snapchat how to perform CPR. We love to see the latest technologies being used to reach younger audiences. By using this Snapchat AR filter, you could potentially save someone’s life.
India has the most Snap users, and the company is now betting big on small-town India with a souped-up Android app. Something to consider for your next campaign.
That's it for this edition of The Marketing Kable. If you received this newsletter as a forward, do consider signing up. It's forever free and just for you.
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