e4m & Snapchat webinar: Expert lay focus on the future of cameras in marketing
The growing relevance of cameras in the lockdown times has led marketers to acknowledge its importance in brand building. To delve more into the topic, e4m along with Snapchat hosted ‘The Power of Camera Marketing’ webinar on 25th June 2020.
Stalwarts like Dante DiCicco, Senior Manager, Snap Inc; Ganish Bahl, Director Digital Marketing, Vivo India; Neel Pandya, Head of Media, L’Oreal and Prasanna Raman, Advertiser Solutions Lead, Snap India laid the foundation for the importance of camera, especially for brands and marketers with Snapchat experts discussing the power of the camera to bring people closer, not only to each other but closer to the brands and products that they love.
Keynote speaker, Dante DiCicco, Senior Manager, Snap Inc kicked off the webinar with a presentation on ‘The Power of Augmented Reality’. His session touched upon different talk points about the success story of Snapchat, including the 3Cs of Camera Marketing (Conversation, Commerce and Customers), creating an AR experience by marketers while working from home and more.
DiCicco spoke about the initial days of the app: “Snapchat is not about capturing the traditional Kodak moment. It is about communicating with the full range of human emotion- not just what appears to be pretty or perfect”. His entire presentation was focused around 5 focal points, which were- Snaps in Focus, Building a local business, globally, future of camera, 3 Cs of Camera Marketing and brand impact of Snapchat in India.
Under “Snaps in Focus”, he talked about the three themes in focus: Building Platforms, Embracing Principles and Bridging physical and digital. “Real connections are more important than ever. There are over 229 million daily active users on Snapchat today,” he said.
Moving further, DiCicco emphasised on the importance of India as a market for Snapchat. He talked about building local business, globally. “Premium storytellers in India have access to 10 languages including Hindi, Marathi, Gujarati, Punjabi, Urdu, Tamil, Bengali, Malayalam, Telugu and Kannada,” he added.
“Communication with friends increased by over 30% in the last week of March compared to the last week of January, with more than a 50% increase in some of our larger markets”, added DiCicco.
Talking about the future of the Camera, the Senior Manager pointed out the importance of camera and augmented reality/ virtual reality. Looking at the data, he informed, “There is 170+ million engagement with Augmented Reality daily and 75% of our community engage with AR lens experience”.
When it comes to camera marketing, he said that the AR-enabled approach increases impact and reach. He informed that there has been 22% increase in the lens usage in COVID. Snapchat also introduced lens studio in order to give their users a better AR-enabled experience.
According to DiCicco, the three Cs of Camera Marketing are “Conversation, Commerce and Customer”. He asserted, “The future of hashtag is digital and the future of store is extending beyond the physical footprint”.
DiCicco concluded by reiterating the brand impact of Snapchat in India.
The keynote session was followed by a panel discussion on the topic, ‘Making your Business Future-Ready’. Thought leaders Ganish Bahl, Director Digital Marketing, Vivo India; Neel Pandya, Head of Media, L’Oreal; and Prasanna Raman, Advertiser Solutions Lead, Snap India shared insights on reaching out to the consumer to remain top-of-mind in this dynamic world. They also exchanged thoughts on marketing strategies with a focus on the importance of millennial and Gen Z and camera as an ad product. Prasanna Raman acted as the moderator of the panel.
The three panellists began by discussing their first memory of using a camera. The experts discussed whether Millennials and Gen Z fit into the current strategy. Responding in the affirmative, Bahl said, “Everyone has got different set of product lines different set of offerings that are there for a different set of audiences.” He added, “As a company and as an organisation, we majorly have the challenge to create the right mix of products, which can offer the best offerings to either millennials or the Gen z. No matter what the audience is, we want to offer the right set of mix.”
Neel highlighted that millennials and Gen Z constitute 65% of the country’s population. He too agreed and said that none of the brands will not have them as part of their strategies. He added, “Secondly, if in case the brands are not targeting these people and rather the elderly, these are the people who are influencing the elders in the house, so you are indirectly talking to them.” Neel acknowledged the point that millennials and GenZ value content, are smarter and brands have to win their loyalty before being able to sell their products. They are a crucial part of the cycle.
Raman quizzed the marketers asking them about keeping a brand relevant. Bahl replied, “We have been trying to do a lot of innovative work at this time of the pandemic. We have launched products and have partnered a lot with Snap and Facebook as well.” He added, “ We are working on an AR solution on the unboxing the product, as it plays a big role in our category. We thought of creating something where consumers don’t have to come to our store, rather we can reach out to their houses. So we created an Insta AR solution wherein you can go, engage with brands and experience the products at the basic levels.”
“We intend to make to user journey very seamless and easily adaptable. If you like the product we will connect you to the nearest store, our guy will come to your place and deliver the product. You don’t need to step out. The industry is gradually moving in that direction where we have to look at more modernized and more consumer-led solutions, because everyone, mils and gen z, all of them know what they want,” further added the digital marketer.
Concluding the panel discussion, Raman took views on how to pick relevant partners from the experts. Neel informed, “We need to keep these 5 parameters in mind when selecting a partner. These include Objective of the brand, its Target audience, its targeting opportunities, adaptability to brand’s requirement and cost efficiency”.