In one of our earlier blog post, we had explained the use of online videos for the brand. The post explained the distinct benefits this medium provides for each brand. We shall illustrate that with a case study of an Indian Client – Kaya Skin Clinic.
Indian Case Study:
Kaya Skin Clinic offers specialized and customized skin solutions (products & Services) to its consumers. They were pioneers in their field as they introduced scientific approach towards skin care treatments. Today, Kaya skin clinics are present all across India and in key Middle East markets.
One of their service offerings is Kaya Bridal. We had decided as part of social media strategy to engage with its consumers by creating visual content. It was important for the customers to understand the process and benefits of it especially during their special occasion of marriage.
Do have a look at the video that was created for Kaya Bridal service
[youtube=http://in.youtube.com/watch?v=YEYKv7fZ8Gg]
Kaya decided to create videos only for online medium as it was a perfect fit with its target group. The video was then uploaded on several Indian and International video sharing sites for user viewing.
On conducting research, following aspects stood out distinctly:
1. The viewers were able to recall most of the steps involved in the Bridal Glow process and that too with just one viewing.
2. They were able to relate better to the terms like ‘microabrasion’ that they hear from dermatologists but were not able to visualize it.
3. The video helped Kaya in building the brand value of ‘skin expert’. Kaya is about scientific processes, trained professionals and detailed understanding.
4. A lot of respondents cited that they saw value for the price that they were paying for Kaya bridal service thereby helping Kaya in overcoming one of it’s key barrier – expensive place to visit.
Is that it?
Just creating the video and uploading is not the answer. The video has be a part of the over all social media strategy. The next important steps are people aware about it and reach out to the relevant people. This is the most critical stage. There have been several times even in the case with most websites that are made beautifully but besides the clients and agency no one really visits it!!
Social Media Marketing plan helps in planning the other social media platforms that the brand has to be present in. It helps in creating content relevant to that medium and help reach out to the influencial bloggers of that category. All these help in increasing visibility.
In Conclusion:
Experiment with the online videos as they provide business solutions for the corporate. But ensure that you have got a complete social media marketing plan in place for that.
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