The most unexpected things appeal to our customers. Did you know for example, that the most popular YouTube video for India, in September, with over 50 million views, is for DSP Mutual Fund, an investment manager?
Why is it so popular? Well, it’s very funny. It has an overweight Daddy figure getting depressed and not dancing, until a relative advises him that DSP Mutual will take away his investment worries – when he starts dancing again.
Unmetric, a social media intelligence firm focused on brands, uses its analytics platform to analyse top performing campaigns, content and videos and the DSP Dancing Uncle topped the chart of brand content, by views on YouTube, uploaded from 21-30 September for India
The videos forming the rest of the top ten are more predictable, but the important one is the Dancing Uncle, which has almost twice as many views as any of the others.
As loyalty transformation moves along, it is worth remembering to expect the unexpected.
At the same time, there is a warning this week from Senior Proctor & Gamble marketer Allison Tummon Kamphuis who is arguing that businesses are increasingly seeing their commercial success linked to “genuine purpose”, but warns against joining causes that do not match.
Tummon Kamphuis is the global programme leader for gender equality and the children’s safe drinking water programme at P&G.
It is an argument against supermarkets pushing their customers to bring their own bags to save on plastic waste, when the aisles are full of plastic wrapped foods. We need to “walk the talk” says Kamhuis.
So how will ITV, Channel 4 and Sky balance the fact that they have publicly joined forces to promote healthy eating and an active lifestyle among children, with £10m earmarked for TV space, with the need for advertising revenue from those same brands selling the bad, sugar and fat laden bad stuff?
The healthy eating push will be an extension of ITV and Veg Power’s “Eat them to defeat them” campaign by Adam & Eve/DDB that previously ran solely on ITV and aired from January. The three-year partnership kicks off now, with activity from the three TV sales houses starting in 2020.
Its goals are to tackle rising obesity levels among the young, reach 90% of children in the UK and help dissuade them from eating foods and drinks high in fat, sugar or salt and to exercise more.
All good stuff to keep us occupied at The Loyalty Surgery next week (October 16th & 17th in London). See you there.
Footnote: There are just a handful of tickets remaining. Email: email@example.com if you want to join the debate