“John Cena and 4 others adopted DrinkPrime”.
That’s the notification I woke as much as on a random Tuesday morning. Now, why would John Cena, an American wrestler and actor, comply with DrinkPrime, an Indian water air purifier firm?
The solely clarification?
He acquired us confused with Prime Hydration – An power drink firm owned by former YouTube rivals KSI and Logan Paul. But this wasn’t the primary time DrinkPrime was mistaken for Prime Hydration. In truth, we’ve been tagged in a number of tweets by the founders themselves! On common, we get at the very least 3 improper mentions each week whereas the hashtag #DrinkPrime is utilized in most tweets and posts.
DrinkPrime has all the time been part of the ripple impact of Prime Hydration’s occasions. On the day of Prime Hydration’s launch, our web site site visitors elevated by 50% and we had 78% new customers! Moreover, that week, we noticed a rise in natural search by 70%!
Did you realize that this power drink offered out hours after it was launched? No newspapers or TV advertisements and no billboards. So, how did they do it?
With the pure energy of non-traditional advertising!
From launching the model on an Instagram dwell session to the Co-founders pretending to work at Walmart – Prime Hydration had a variety of advertising stunts up their sleeves to endorse their drink.
They’re not the one ones taking this route of promoting. Recent traits present that manufacturers are shifting away from the herd with non-traditional advertising. They need to experiment with new applied sciences whereas leveraging fashionable mediums and methods the non-traditional means! This is how manufacturers plan on breaking by the muddle.
In easy phrases, any unconventional means of reaching your viewers and making an influence may be thought of non-traditional advertising. While conventional promoting is changing into costly with its effectiveness on a decline, non-traditional advertising has confirmed to achieve success in rising buyer recognition and engagement. Traditional media has limits that non-traditional types of promoting can break.
Let’s take an instance of influencer advertising; some of the well-known and profitable types of non-traditional advertising. Valued at ₹900 crores, the Indian influencer advertising business is likely one of the fastest-growing industries on this planet. Influencer advertising is predicted to develop by 25% to succeed in ₹2,200 crores by 2025. Why is that this type of advertising witnessing this sudden rise?
Because a one-size-fits-all technique isn’t an excellent one (be it in water purifiers or advertising).
DrinkPrime has to this point been profitable in its non-traditional advertising makes an attempt by implementing the influencer advertising technique. Our subscribers are unfold throughout the age group and inside an age group additionally comes a number of pursuits. The finest approach to attain them? By tapping into their pursuits and influencers that cater to these pursuits. From cricketers and homemakers to magnificence influencers – we’ve labored with a wide range of influencers. While advertising DrinkPrime we search for areas the place our viewers is just not anticipating us. We’d reasonably have a 10-second model integration in a naturally shot Day in The Life video as a substitute of an in-your-face celebrity-endorsed advert on tv.
One of our most profitable campaigns was with Anu Kargada. With 924K views on the promoted video, out web site knowledge reveals a big spike in each English and Kannada touchdown pages in the course of the interval of the marketing campaign.
Through influencer advertising, in contrast to the normal route, you may steer away from spending all of your advertising price range on a single channel and attain your viewers on their most well-liked platforms. Studies recommend that sponsored or collaborative content material can improve model consciousness by 50%!
However, non-traditional advertising is just not all the time about being refined. Beer manufacturers promoting on coasters to Kitkat designing bus benches formed like their chocolate bars – the avenues for non-traditional advertising are infinite! I bear in mind visiting an amusement park the place Oreo had marketed their well-known vanilla and chocolate biscuits within the type of a round bench!
With its genuine and related means of promoting, non-traditional promoting has been profitable in overshadowing conventional methods. This doesn’t imply that the normal methods are fully out of the image. Traditional strategies would possibly work wonders for some manufacturers, relying on their product and companies. At the top of the day, advertising is all about connecting along with your viewers on the proper place and on the proper time.
The article is authored by Manas Ranjan Hota, Co-founder and COO of Drink Prime
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