Essay Example on OMO Tag & Imagine Dubai Win Big at Dubai Lynx

Introduction

Several branded content campaign winners have been outlined in the Dubai Lynx website. OMO Tag Campaign was used to provide a solution to prove the effectiveness of OMO's stain removal ("Dubai Lynx - International Festival of Creativity," 2019). The tag allowed the users to witness this effectiveness through an immersive and surprising experience by putting the users in charge of sampling. The Imagine Dubai Campaign portrayed an image of Dubai city and used the Imagine Dragons to communicate its message about the city of Dubai ("IMAGINE DUBAI," 2018). The band Imagines Dragons were ideal artists who had a global appeal and shared their interests and values in the Dubai city. The group showed a variety of activities done by holiday-goers who visit Dubai, portraying that the city is a travel destination for a global audience.

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Tummyfish Campaign was based on the innovative idea to improve the water consumption habits of children ("Dubai Lynx - International Festival of Creativity," 2017). The idea was enfolded in an enjoyable story which convinced the children that a fish was living in their tummy, and drinking water every day will help care for the fish. Another campaign was the "Hello Happiness Phone Booth" that showed there are alternative mediums that are becoming very popular, especially the digital content. From another campaign, the Egyptians at some point became fragmented, and each person was adhering to different political ideologies and groups. The Dayman Maabaad Campaign thus came to remind them of what they shared in common and remind them of the strength the country derives from its diversity ("Dubai Lynx - International Festival of Creativity," 2014).

Communication Strategies and Tactics

However, these branded content campaigns had different communication strategies and tactics. OMO Detergent used its brand purpose "Dirt is Good" to grab the attention of people at traditional marketing points. It used a personal live demo and introduced the OMO tag on people's clothes. The company also advised them to remove the tag and place it inside their washer since one tag was capable of removing the dirt of three garments ("Dubai Lynx - International Festival of Creativity," 2019). In the "Imagine Dubai Campaign," the band released the content on their channels, to the base of their mass followers, which allowed the fans to engage, share, and promote the content to their friends through powerful peer to peer engagement.

The "Tummyfish Campaign" used a technologically-based strategy to communicate its innovative ideas. A children's book was produced and distributed in bookstores and schools, where families were directed to download an interactive mobile app that allowed the children to meet their Tummyfish. The "Hello Happiness Phone Booth" campaign showed the importance of online video capturing in communication to reach the target markets with the right content and solutions. Lastly, the Dayman Maabaad campaign used a song that was posted on Youtube to bring a sense of togetherness in Egypt ("Dubai Lynx - International Festival of Creativity," 2013). The song reflected that each state has different people, musical styles, and dialects.

Significance of the Branded Content

Branded content is of great significance. First, it creates an enjoyable story that customers enjoy and makes it accessible on their preferred channel, as it is the case in the Tummyfish Campaign. As a result, there is a better chance of brand advocacy. For example, the Imagine Dubai Campaign placed the content at the core and was able to reach its mass audience, which could not be reached in a traditional sense. Secondly, branded content uses emotive and meaningful messages; hence the company can show the customers what it is all about, improve affinity, and set a loyalty stage (Harvey, 2018). At the same time, the customers are given a chance to connect with new customers and strengthen their relationship with existing customers. Further, OMO Tag states that dirt is good, hence encouraging the customers to embrace real-live experiences. Lastly, branded content brings more trust and authenticity. Branded content gives a clear understanding of brands that are trustworthy and authentic. Focusing on customers more than profits, a company begins to develop a stronger sense of trust.

The Value of Branded Content in Content Creation

Content creation adds a lot of value in branded content. Branded content should show expertise in the field, define a unique tone and voice, nurture leads, generate buzz, and so on (Svec, 2019). For a company to put its brand messaging in the spotlight, it must research on the topics that currently attract the most audience and generate debates. With that in hand, the content can be created at this particular interest and contribute value. Additionally, when creating the branding content, it is beneficial to have valuable insight into the sentiment of the audience. At this point, the company should focus on the customer's emotions and take the trending subjects and turn them into content that creates a powerful impression. This is evident in the "Hello Happiness Phone Booth" campaign, which focused on the trending alternative mediums of mass communication and paid special attention to online video capturing. So, defining the mindset of the audience gives the direction of the tone that will be used in branded content.

The value of branded content is also based on constant competitive analysis. With content creation produced, the company should perform constant competitive analysis because it is competing with many companies that are shooting similar brands for the same goals. Analyzing the competitors' strategies ensures that the company's branded content brings the industry a profound impact and does not shuffle in the competition.

Applicability of Branded Stories in IMC Principles and Practices

Integrated Marketing Communication (IMC) principles and practices involve coordinating all messages of marketing communication to `focus on every message and ensure they work together. A brand is more than a product, and the responsibility of creating and maintaining a successful brand depends on the marketing function. Since a brand is a perception characterized by emotions that result from experiences, there is a need for communication function to make the brand memorable and meaningful to the user. The branded stories have been able to choose marketing communication options that complement and reinforce one another. They have also integrated direct marketing, advertising, promotion, and public relations in their brand campaigns, all of which are a practical guide to IMC (Moriarty, Mitchell, & Wells, 2015).

References

Dubai Lynx - International Festival of Creativity. Dubai Lynx - International Festival of Creativity. (2019). Retrieved 23 April 2020, from https://www2.dubailynx.com/winners/2019/promo/.

Dubai Lynx - International Festival of Creativity. Dubai Lynx - International Festival of Creativity. (2013). Retrieved 24 April 2020, from https://www2.dubailynx.com/winners/2013/branded/.

Dubai Lynx - International Festival of Creativity. Dubai Lynx - International Festival of Creativity. (2017). Retrieved 24 April 2020, from https://www2.dubailynx.com/winners/2017/branded/.

Harvey, S. (2018). Here We Are, Now Entertain Us: The Benefits Of Branded Content. Fabrikbrands.com. Retrieved 23 April 2020, from https://fabrikbrands.com/the-benefits-of-branded-content/.

IMAGINE DUBAI. Dubai Lynx - International Festival of Creativity. (2018). Retrieved 23 April 2020, from https://www2.dubailynx.com/winners/2017/branded/.

Moriarty, S., Mitchell, N., & Wells, W. (2015). In Advertising & IMC: Principles and Practice, Global Edition.

Svec, K. (2019). The Hidden Value of Content Creation in Brand Development | E2M Blog. E2M Blog. Retrieved 24 April 2020, from https://www.e2msolutions.com/blog/the-hidden-value-of-content-creation-in-brand-development/.