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<ul><li><keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief strategist &amp; founder, Salt and Paper Consulting writes how brands colors are now both category and audience agnostic. </li><li>He further shares a few reasons behind this paradigm shift. </li></ul> What do Volkswagen, Volvo, Tata, Ford and GM have in common? They all are reliable family cars with blue logos. How about KFC, McDonalds, Wendy’s, Pizza Hut and Burger King? They all are global fast food chains with either or both, red and yellow in their identities. And till about a decade ago, it was all fine and dandy till digital content clutter multiplied our brand exposure to a whopping 5000+ on an average day. And that meant the compelling need for acute differentiation over everything else. Let’s look at the topical industry of the year - EdTech. The whole industry came into being post digital burst. And in their identities, whilst catering to the same audiences their approach to <keyword id="9709248" type="UNKNOWN" weightage="20" keywordseo="brand-colors">brand colors</keyword> couldn’t have been more drastically contrasting. Byju, India’s second most valuable startup at $10Bn adorns a bright purple, something which experts used to put in the segment of richness and royalty. Udemy with its coral shade usually seen in lifestyle brands has intentionally moved away from its launch color of grass green. Coursera on the other end of the spectrum is safely engulfed in the reliable blue (think sweet spot between the old and new Facebook color). And finally look at Khan Academy, a blend of sea green and ocean blue. I would argue brands colors are now both category and audience agnostic. And there are four reasons for this major paradigm shift. The Differentiation Paradox: Of course the trained mind might argue the above example is just an anomaly so let’s go back to the automobile category we opened our discussion with to see this point through. In the last decade, the new electric car segment is slowly overpowering old heavyweights. What’s interesting though is as much as these shiny, new kids stand for the same brand promise of blending sleek style, sustainability and automation, their colors try to intentionally stay as apart as possible. Leading the pack Tesla shines in its signature passion red, Faraday Future graces the color of powerplay jet black, Fisker has famously named its brand colors California sunset (orange) and Pacific ocean (blue), the Chinese born Byton decks a more luxurious grey and the adventure friendly Rivian chose orangish yellow. Superdry’s orange boasts of its fun and bold collection, Zara’s black promotes the high street range inspired by luxury fashion weeks. And why not, as the concept of brand colors needed to be synonymous with the “brand experience”. Now though, the audience is aware enough to know that just because Grab taxis are green, they don’t only move with an oil free, electric fleet. Honestly, as long as the story behind your choice of brand color is believable you can paint the canvas with whatever you wish for. Breaking the traditional need for popping colors, Unilever’s new age Talenti Gelato comes in a pure transparent identity to just focus on the product and cut the clutter in the ice cream shelf simultaneously. Ola, India’s answer to Uber uses an exclusive pear color something eponymous with sporty, not exactly a massy cab service using Wagon R &amp; Swift Dzire cars. But does it work? Quite brilliantly actually, the point of differentiation is well made and well reaped. The Niche Maze Before the digital era, market penetration used to be mostly about what the masses demanded. And honestly rightfully so, for neither there was internet to measure the size of niche interests nor a way to get them delivered online to spurt segments scattered all over. And what it has resulted in is making colors more unisex, boldly unique and universally acceptable. Lyft’s Magenta and Dunzo’s Mint Green paves way for many more to come in the coming decade. Let’s try to understand the repercussions of not having niche colors. In the Indian media ecosystem look at the known brands Zee News, NDTV, ABP News, Republic, Aaj Tak, BBC Hindi, The Wire and Firspost ALL have red in their logos. Let’s forget for a second if all these brands have similar personalities, experience or values of the color red. Let’s rather say in 2021 you want to start a media corporation catering to millennials. Don’t you think a berry blue or sunshine yellow will give you a niche identity distinctively apart from all your industry peers and make the consumer immediately associate you with the color no matter on which medium it is used? Reliance Jio certainly would have considered it while starting to slowly move towards Persian blue from its bright red similar to core competitors Airtel and Vodafone. So would have AirBnB while choosing a coral shade over their old blue similar to Booking’s identity. <div type="image" title="Color Logos Case" msid="77389917" hostid="261"></div> Content Overload: One of the most profitable industries inarguably today is the smartphone hub with over 1.5Bn average annual unit sales and still a long way in penetrating the global population. No matter where you are from, you can’t deflect from its plethora of content across platforms. Oppo and Vivo with their selfie camera positioning had planned a budget of INR 2200 crores for the Indian market to dwarf Samsung at its own game. Xiaomi, who finally did overthrow Samsung poured INR 3500 crores last year aiming at an even more aggressive advertising strategy. All pointing towards an inevitable content war subtly numbing the audiences to all headlines and creatives. And hence you see Xiaomi goes with a blazing orange, Oppo graces forest green, One Plus Christmas red, Google Pixel a more humbling grey to Apple’s black while Vivo goes for sailor blue. We aren’t talking about one off anomalies that used to happen in every category like Ferrari’s legendary lemon yellow backdrop whilst Audi, Mercedes, Toyota, Honda, Hyundai, Nissan, Jaguar &amp; Lexus all go with the same kind of logo in metallic elements on their cars. These smartphone examples are of all category leaders and none come close to the other’s color no matter how close their audience, personality and brand experience might be. Now one of the major brand identity tests is to create a fictional character with a rich personality to match with your corporation’s values, vision and heart. The catch is, it only works if your audience feels that metaphor coming alive too. Otherwise as you will agree, every horse breeder can sell a Unicorn. And with all due respect the 2020s audiences have evolved from all color tones (and it’s kind of fair if not lovely). Now they are more interested and invested in what you actually do both with your offering and beyond it for the overall society. They know how to filter the frills from the flowers. Typography before color: The formula is minimal typography for maximum impact. Uber tweaked its logo element to a bolder no nonsense font of its name. Indian food delivery pioneers have removed their famous spoon and now just have Zomato written in a thicker and slightly curved style. The legendary Absolut Vodka which had a designer cursive line - ‘Country of Sweden’ in the logo itself has switched to just a navy blue Absolut enjoying the solitude. Visa has removed the card element last decade and even fired the fiery yellow edge to allow blue to engulf all of its typography on this one. Dominos have hit puberty late but by making the name come out of the inclined box they now demand complete attention. IHop, Dunkin... the list honestly keeps going on but the verdict is clear. Clarity of your name in the logo, something that can be read in a nanosecond during a digital post or banner is what works today. And when pure simplicity takes absolute precedent, intricate elements, three tone color schemes and parallel mascots take a backseat. Bold is the new black and clarity is the new color. Millennials demand this world to stop seeing colors, at least without any preconceived prejudices. And if anything the creative industry should be elated with this transformation, one less box to fit into. Let the old labels make way for legacy. If only the world would start having bold brands who can make shirts for men and call it pink. Oh wait, we already do - Pink Shirtmaker, London owned by the Louis Vuitton group. By Abhik Choudhury, Chief strategist &amp; founder, Salt and Paper Consulting. He is also a visiting faculty of Market Research and Campaign Planning at <keyword id="9497386" type="COMPANY" weightage="20" keywordseo="the-indian-institute-of-mass-communication">the Indian Institute of Mass Communication</keyword>, New Delhi. You can reach him at abhik@saltandpaper.co.

The relevance of brand colors are redundant, it’s all about differentiation

<ul><li>'How do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them,' asks <keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief Strategist &amp; Founder, <keyword id="9206683" type="UNKNOWN" weightage="20" keywordseo="Salt-and-Paper-Consulting">Salt and Paper Consulting</keyword>. </li><li>As a solution, he further shares 4Cs that marketers can keep in mind while targetting millennials. </li></ul> The youngest millennial would be graduating this year and the oldest would be ready to enter forties. It is understandable if the internet lingo would have made you believe they are high schoolers and undergrad Beliebers who love to follow trends and post memes. While the truth is most are working, creating those trends and didn’t have a virtual life before college. They are the core spenders in the world and the dream segment of nine out of ten brands. In the last decade justified by the abundance of internet information and acquired wokeness, they went from being the most brand loyal to least brand loyal demographic. One thing though is certain, they demand a certain shareability from every brand they engage with - shared purpose, passion and experience. So how do you market to the generation addicted to buying things yet vary of every advertisement and deal that reaches them? This is where the 4Cs come in: Custom: It’s 2020 and the clutter across is so much that millennials get hooked to anything curated for them, makes them feel unique and extra special (right up there with free shipping and easy returns). Even if it is the packaging of cola, chocolate bars, shoes or headphones. The personalisation though needs to happen in both marketing and operations for it to truly work. So Sainsbury’s will do geotargeting to people around their stores and treat them with coupons on specific products and categories they have previously purchased. Content streaming sites will show different movie posters in accordance to visual preferences. Even news sites are tailoring the position of articles to the relevant interest of returning visitors. If you want to design your favorite sneakers on NikeID and get a personalized video of your favorite athlete with your design and the order confirmation - it is already a reality. These kinds of surgical custom designed products and services are the new normal, irrespective of the category. Any brand that still thinks it can prosper with the millennials by talking to all of them at the same time is basically trying to trend the thousand year old Yoda during baby Yoda’s pinnacle. And you can see it even in brand ambassador choices, luxury carmaker Audi once only signing global HollyWood sweethearts like Hugh Jackman (peak of Wolverine) &amp; Chris Hemsworth (peak of Thor) is now enlisting Stephanie Gilmore, the seven time world surfer champion and Masie Williams, best known from the cult GoT driving their electric models. The millennials want to feel the communication is realistic and made for them. Conscious: In a world that feels on the edge all the time, a sense of shared purpose can be an exceptionally underrated motivator for millennials. They were the first generation coming out of their puberty listening to the desperate warnings of climate change. While stories of dire animal extinction and water wars have been there for two decades, they are finally in a position to do something about it. So when they have to choose between two global sports shoe brands one made from ocean waste, another from regular synthetic materials, the preference shift is automatic. When for baby boomers likeability of the products is paramount, millennials desire corporations they can look upto and pride in the said association. Overnight millennial hashtag takeovers on social media can tell you, an ethically and environmentally careless brand will be bulldozered irrespective of the billion dollar revenues it might have clocked until then. Aerie and Rihanna's profitable lingerie brands rightfully promote body positivity and comfort over being seduction machines. At the same time, the once legendary Victoria’s Secret, still insensitive in gauging the evolution of beauty and inclusion, consequently had to close 50+ stores in North America and even cancel its annual fashion show over declining viewership. Just last year Coke’s bold headline read: 'Don't buy Coca-Cola if you're not going to help us recycle!'. Levis’ claims to have saved 3 billion liters of water till now and their corporate goal this 2020 is to make 80% of denims with their Water&lt;Less™ techniques. Fast fashion giants H&amp;M with their Garment Collecting programme promises to use 100% of clothes gathered and even give gift vouchers in exchange to preserve a more sustainable environment. Do they stand the conscious test of millennials? While Forever 21 went bankrupt last year, H&amp;M as per official statement went on thriving globally with 33 percent increase in India, Poland by 21 percent, in Mexico by 18 percent and in Russia by 12 percent. And while denim brand Diesel filed for bankruptcy last March, Levis’ went public the same month, entered<a href="https://fortune.com/fortune500/2019/levi-strauss/"> Fortune 500</a> and saw an annual revenue growth of over 13.7%. So yes, sustainable stands by brands can be both socially contributive and profitable. Community: Millennials work on two spectrums simultaneously; personalisation and togetherness, much more than any other preceding generation. As much as they would need to feel special, they feel empowered with the knowledge of shared interests. That's why Marvel Universe becomes the global infallible franchise of the decade while Xiaomi (approx. 3% to 30%) and OnePlus (approx. 4% to 40%) enter the pinnacle of their smartphone segments in a highly competitive Indian market in just 4 years. And that’s the beautiful fabric of a strong brand community, it can create viable, long-term fans who not only purchase more but turn into serious advocates impressed with the quality of service and value system. Another reason community building is so imperative for millennial brands is that e-commerce in 2020 is deal driven and opportunist. A pure black Adidas training t-shirt is available on two dozen e-commerce websites from anywhere between 10-70% discount. The alarming bit though is that the same is true for similar competition offerings of Nike, Puma, Reebok and Under Armour. Without an earned community, none of them can survive in such a cannibalistic mass market. In the end we are living in that stage of civilisation where below the layers of custom we all love to be a part of a cult. Gifting that feeling of belongingness is the key to become more than a product, become the shared 'experience' you keep hearing about every now and then. A cafe like Starbucks boosts walk-ins from the stay at home generation with a loyalty program that makes the music playing at the cafe available for download through Spotify, Lyft users collating ride points for in-store purchases and the occasional free Instagram friendly Pumpkin spice. You are a new beer, you need to socialise in strategically designed brunches with the right crowd. You are a tea cafe and you need to do poetry readings and book signings so that a shared community evolves beyond the listed product or service. As long as the word is being positively spread by your homegrown community even before your advertising agencies, you will keep growing 2020 or 2050. Connected: Harnessing the intricate bond between audiences and brands technologically and emotionally. If there is one thing millennials respect as much as black friday deals, it is a brand who is smart and knows where, when and how to reach them real time. And especially since most know (and approve if the overall experience evolves remarkably) they are being tracked 24*7 through IoT hotwords and their internet journey, they expect you to market to them in smarter ways. Precisely why you need to be clever, it is an open book exam and just knowing the definition won’t impress the reviewer anymore. Automation is the expected form of communication and each product should transform into more than what it used to be. Smartphones are mini DSLRs, smartTVs convertible laptops and even players like Dyson have patented headphones that will purify the air around. Connected brand relationships are forged on transparency, value and relevance, are responsive to trends and proactively encourage immersive and memorable experiences. Millennials are habituated to infinite information and reviews at their fingertips. You can’t work in silos with a “great product” anymore, if your competition knows how to trend his pizza bar or sneaker cafe they are the one who will be written about and the hashtags tailor made for. Your marketing via technology needs to be connected at all levels and soon enough you will see your audience gravitating towards you. Upon deep data mining, Vans sees that skateboarders are one of their biggest supporters and decides to host House of Vans pop-up locations at skateparks within major cities like NYC and Chicago. This gave skateboarders a feeling of exclusive belongingness whilst sharing thoughts with like minded people, listening to live music, and shredding. What was step two? Vans then promoted the launch of their new shoe line honoring David Bowie in these pop ups. Millennials are like those misunderstood artists who might come across as aloof in the first go but when stirred with honesty they manifest into the most passionately driven customers. Conscious. Custom. Community. Connected. Go unlock your core audience’s full potential. - By Abhik Choudhury, who is the chief strategist &amp; founder of Salt and Paper Consulting. He is also a visiting faculty of Market Research &amp; Campaign Planning for the Advertising &amp; PR department at Indian Institute of Mass Communication, New Delhi. You can reach him at abhik@saltandpaper.co

The essential 4Cs of millennial marketing

<ul><li>As the world is still adapting to life under lockdown, it is perhaps time to take cue from our introvert friends who have been leading fulfilling lives despite not going out and socializing as frequently as extroverts. </li><li>It is also time to make the most out of the myriad options available online to keep ourselves engaged and entertained. </li><li><keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, the Chief Strategist &amp; Founder, Salt and Paper Consulting shares some valuable tips on how to ace this lockdown by sharing some of the things one could explore, while living life in isolation. </li></ul>It’s 2 am on a Tuesday night, Sufjan and Sinatra lullaby in the background as I write this article like I would have had two months ago. If you’re reading this on your smartphone, have food, internet and a place to call home, then you’re already luckier than most people in such an intimidating year; count your blessings. In the last century there has been the Spanish Flu and Asian Flu killing millions in months. The striking difference now is you can watch movies on demand, stroll through museums in virtual reality and work from home with Zoom and Hangouts Meet in the luxury of your living room. In the last two decades we have made a world where superficial need of social validation by going to exotic vacations, posting the #OOTD bought last evening from Zara, mushy selfies with partners and albums of office pub outings is the new normal; all of this to stir digital endorsement in the form of likes and comments from people you meet twice a year. And now with self isolation that void feels like a black-hole to a generation flirting with ADHD, who can’t fathom the idea of calm having been bred in chaos their whole lives. For a welcoming change now is the time for them to take cues from the introverts in their groups who anyway used to skip the dance parties, game nights and karaoke clubs. So how did they survive the last decade when it is becoming suffocating in less than a fortnight? To begin with, their idea of happiness isn’t dependent upon others, call them geeks but they will find equal joy in binging Stranger Things alone as much as you did by getting sloshed with stranger beings till the wee hours of the morning. One of the biggest myths about introverts is they avoid crowds because they are afraid of them when in reality it’s a lifestyle choice even for some of the most powerful people in the world like Zuckerberg and Gates. So when you look at it for what it truly is, you can learn to not only accept but also appreciate the temporary tweak. The choice to voluntarily lay off red meat to control high cholesterol demands acquired maturity. A lifestyle shift by definition urges an evolved state of mindset, don’t see it as a downgrade of your freedom but an upgrade of your consciousness. Another wonderful thing to emulate is their innate ability to love and pamper themselves. Pizza with truffle oil tastes magical on its own and treating yourself to fresh mimosas while sunbathing on your balcony needs just a good playlist, not a big brunch invitation. Such a beautifully liberating thing it is to enjoy one’s own company, no? A few years ago, <keyword id="657946" type="PERSON" weightage="20" keywordseo="Millennials">millennials</keyword> started a trend #staycation where going to local Spa and doing movie nights at home gardens was preferred over foreign travels. How about trying #digitaltourist this autumn which feels like RR Martin’s winter. We can send group invites to friends and whilst sharing screens doused with virtual reality, walk through some enviable museums like <a href="https://artsandculture.google.com/partner/musee-dorsay-paris">Musée d’Orsay, Paris</a>, breathtaking <a href="http://www.museivaticani.va/content/museivaticani/en/collezioni/musei/cappella-sistina/tour-virtuale.html">Sistine Chapel</a> to <a href="https://artsandculture.google.com/partner/rijksmuseum">Rijksmuseum, Amsterdam.</a> Your gang loves to hang out with animals? <a href="https://www.dublinzoo.ie/animals/animal-webcams/penguins/">Penguins at Dublin Zoo</a>, <a href="https://www.marylandzoo.org/animals/live-cams-feeds/giraffe-live-cam/">Giraffes at Maryland Zoo</a> to <a href="http://cincinnatizoo.org/home-safari-resources/?fbclid=IwAR3A-m7WgYMmOifLNsEcTju6mlFQfb-QdRis-P0etv2-Z51qXSeRQ1C_mzA">Hippos at Cincinnati Zoo</a> are being live-streamed during their feeding times. <a href="https://www.youtube.com/watch?v=MCBYvd5LKa4">Melbourne Symphony Orchestra</a> to Met Opera New York are giving the suave music lovers a real virtual treat. The National Theatre, London will be showcasing free plays every Thursdays from 2nd of April and U.S. National Emergency Library is offering free digital access to <a href="https://archive.org/details/nationalemergencylibrary?sort=-downloads">1.4 million books</a>. If you want to polish business skills, events such as <a href="https://www.salesforce.com/connections/">Salesforce Connections</a> and the <a href="https://www.adobe.com/summit.html">Adobe Summit</a> are virtual and free this year. Even the coveted <a href="https://ocw.mit.edu/courses/economics/14-73-the-challenge-of-world-poverty-spring-2011/video-lectures/">lectures</a> of Nobel Award Winning Economists Esther Duflo and <keyword id="370528" type="PERSON" weightage="20" keywordseo="Abhijit-Banerjee">Abhijit Banerjee</keyword> and The Museum of Modern Art with series of free classes on <a href="https://www.coursera.org/moma">Coursera</a> are waiting for passionately curious visitors. If you’re missing your gym sessions, yoga studios like <a href="http://www.oneyogalondon.com/">One Yoga</a> and <a href="https://www.yogiapproved.com/classes/">Yogi Approved</a> are live streaming online classes so that you can find peace in these unprecedented times. In India, <a href="https://www.cure.fit/cult/home">Cult.Fit</a> has generously made high octane, live workout sessions with the likes of Mary Kom, Mandira Bedi and Vijender Singh free for all. Whatever your heart desires this year, in all likelihood someone out there has already made it available for you to learn from home. This January, Samsung introduced Neon, artificial humans ready to share experiences with evolved emotions and intelligence. But there is still time for the 'Black Mirror' meets 'Her' product to be available for purchase. Till then, we need to find solace in self isolation with what we have grown up with. If even after the curfew ends by staying another twenty days indoors we can flatten the curve, let’s make #digitaltourist the trend of the month to save the year. - This column has been authored by Abhik Choudhury, the Chief Strategist &amp; Founder, Salt and Paper Consulting. He is also a visiting faculty of Market Research &amp; Campaign Planning for the Advertising &amp; PR department at Indian Institute of Mass Communication, New Delhi.

Introverts and the Internet will save you in quarantine

<ul><li>In the last decade, the way audiences globally especially <keyword id="657946" type="PERSON" weightage="20" keywordseo="Millennials">millennials</keyword> consume and relate to <keyword id="912191" type="PERSON" weightage="20" keywordseo="social-content">social content</keyword> has completely transformed.</li><li>They expect a higher purpose and more impact from what they professionally do, which basically translates to them being far more involved in global issues than their predecessors.</li><li>Abhik Choudhury, Chief strategist and Founder, Salt and Paper Consulting decodes the science that goes behind creating impactful social campaigns that work with the younger audience.</li></ul>Much before a pandemic forced the world to go virtual, the biggest social movements of the present generation were already happening in the digital space. Yet for most NGOs and brands the outreach content is still stuck in an 80s time loop. In the last decade though, the way audiences globally especially millennials consume and relate to social content has completely transformed. They expect a higher purpose and more impact from what they professionally do, which basically translates to them being far more involved in global issues than their predecessors. The first realization social workers around the world need to have is that generating sympathy and <keyword id="6354502" type="COMPANY" weightage="20" keywordseo="CSR">CSR</keyword> does not always need to be the same. You can be bold without discounting fun. Engaging without ever crossing the line of rash. In the digital generation, it is never about the what - always how. The same eighty-year-old story of <keyword id="25718" type="PERSON" weightage="20" keywordseo="batman">Batman</keyword> when told in the right tone by <keyword id="127480" type="PERSON" weightage="20" keywordseo="Christopher-Nolan">Christopher Nolan</keyword> elevates the original content itself. 1. Optimistic visuals “Millennials are the nation’s most dogged optimists,” when an <a href="https://www.nytimes.com/2014/08/17/fashion/the-millennials-are-generation-nice.html" data-type="tilCustomLink">NYT article</a> quoted this Pew report a few years ago, the world was already starting to get shaped by them. Yet, poverty porn a phenomenon made infamous in the 80s, still remains an unfortunate reality that needs to be demolished; your content across causes needs to instill empathy not forced pity. Millenials want dignity to be a fundamental right and promoting people at their worst doesn’t make the cut. The social campaign should stay away from becoming look at this - feel sorry - pay - go. Treat them with respect and make them a part of the narrative and conversation. Some exceptions like US based Charity Water who affirm making clean water available to 11 million people lead the way with their fresh approach of putting the water crisis across in a positive and pleasantly bright way. Photoshoots right out of a lifestyle magazine; African women adorning beautiful local attire with a contagious smile. Does that picture make water conservation efforts less serious or the positivity disregard the compassion we should feel towards the less privileged? On the contrary, theirs might be the only water conservation poster millennials would share on social media tagging their friends. 2. Participative text There is a certain indifference that seeps in when you command people to help. Relatability and passion are the key to modern social text. Think posts of <a href="https://www.instagram.com/humansofny/?hl=en" data-type="tilCustomLink">Humans of New York</a> while writing about social causes. Just because something is painful, it does not mean that it cannot be motivating and bring people together. In a small tweak between 'Give money for books' vs 'Pay forward your childhood stories', the same content instantly starts looking very different. The trick is to let go of the shock value of your headlines and ask yourself how can I sprinkle more kindness in it. '1 out of 3 local kids remain uneducated. Donate here' can very well also be framed as 'Matt wants to win a Nobel prize for finding a cure for cancer one day. Support him.' 3. Let them follow the money Most non-profits agree that fiscal responsibility and transparency are imperative yet one has to scroll through their website to find them in finer details. In the 2020s, your woke audiences are looking for shared accountability and in the digital space know of a hundred sources to find it if you won’t give it to them. They want to be involved in the full circle of how exactly their hard earned money will be used to make a difference. So either you can tell them to pay $100 to educate a school kid like eight out of ten Facebook ads you yourself see or you can look at them like equal partners and clarify the details while asking for money. The lesson here is earn the trust and respect, don’t demand it and expect others to blindly abide. You would have heard the phrase, follow the money. Let them. 4. Data mine industry leaders Possibly one of the only good things coming from the Cambridge Analytica uproar was Facebook being forced to be more transparent with their ads. So now below the About us section of the company profile, you can see the page transparency box. By clicking on see more, the rabbit hole takes you to a new pop up with details like when the page was made, which countries the admins operate from and most importantly the ad library. Once you click on the <a href="https://www.facebook.com/ads/library/?active_status=all&amp;ad_type=all&amp;country=ALL&amp;view_all_page_id=20373776304" data-type="tilCustomLink">ad library</a> you can see every ad run by that brand or NGO across the world including the post creative, ad budget, reach detail and target audience segregation. Basically everything you would want to perfect for your digital ad funnel but usually can’t because of the paucity of funds being a smaller NGO or a startup. But when it comes to the collective goodness of the society there is no wrong way to get valuable insight as everyone is on the same team. Use these data points to understand what kind of content people actually are emotive to and relate to in comparison. While making posts in regional languages what kind of communication works better? If you are not a global charity organisation supported by billionaires it might really help to do this research before working on promoting your project after understanding where your campaign plan stands in accordance with the best global industry standards. It's an absolutely free goldmine of data if you know where and how to look. 5. Kill the gimmicks In a world of overnight trends it is very easy to fall in the trap of force fitting oneself to it just to stay in the limelight of conversations. And while for a product to be surrogated like this can still pass, a cause immediately looks too desperate with an innate lack of genuineness. Your audience is smart and understands how the media works, they won’t wait to call you out if you make your cause ride a topical wave without any likely association with it. Stay away from gimmicks with millennials, period. They are looking for passionate cause custodians not advertising opportunists. The crisis communication costs during such fallouts can be pretty steep. Look at how in the midst of #blacklivesmatter movement last year, Microsoft had found itself under fire for asking Artist Shantell Martin to make a Black Lives Matter mural while it's 'still relevant'. There is no substitute for sincerity. In the end, the trick is to find the simultaneously delicate balance between the topical issues that need immediate attending without discounting the tenacity of holding on to the long term goals of making this world a better place. With kindness, dollops and dollops of it.

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The relevance of brand colors are redundant, it’s all about differentiation

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The essential 4Cs of millennial marketing

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Introverts and the Internet will save you in quarantine

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The science behind selling social campaigns

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