Marketing Case Studies - Kanupriya Sindhu

Big lessons from small businesses

Observing small businesses and their growth strategies always fascinate me. Many a time, these businesses impart far more practical knowledge than what we get to learn in structured classrooms.

Last week, many counties in Central Europe reinstated strict lockdown. Budapest, where I reside currently, is back to the lockdown state of March 2020. Schools, colleges, malls, and restaurants, have been completely shut. Going back into the lockdown makes me wonder if the world will ever recover from this pandemic and will we ever go back to our earlier lifestyle again?

The announcement about the lockdown from the Government sent panic waves across the city. While consumers got busy hoarding on to stuff, small business owners developed fresh worry lines on their foreheads wondering about their existing stock and revenue. Especially the ones with perishables. But as is generally the case, it’s the time of crisis when true leaders emerge. 

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Keeping A Gratitude Journal: Tips and Resources

While writing my last post, I didn’t realize it will open up such interesting conversation threads with my readers. That post connected with many. Some went down memory lane remembering their own old diary. Whereas, some shared how their outlook towards life has changed ever since they started practicing meditation, gratitude-journaling, or journaling in general. Some asked me thought-provoking questions in different forums where the link was shared. 

Going through those queries, I felt my last post had an incomplete ending. The readers expected more. Some takeaways, or practical insights that they can implement in their lives. Especially the ones, who are new to the world of journaling.

Honestly speaking, it was an impromptu post. Something that I felt like sharing as an aftereffect of revisiting my old journal. And I am glad I did. I wasn’t prepared for such heartwarming direct messages and engaging WhatsApp conversations. I always thought my audience profile is mainly folks from product and marketing backgrounds. As that’s the kind of content I mostly share here. But I was in for a pleasant surprise. Personal stories have a charm of their own. Especially when they connect, entertain, or inspire you to act. 

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Gratitude Is Scientific

Earlier this month I got a chance to spend a few days at my childhood home. I visited that place after long and got to spend some time there after many, many years. While browsing through my childhood memorabilia and hostel trunk box, I ended up finding my old diary there. I definitely need to thank my mother for this. She has carefully preserved some precious moments of our childhood despite changing cities and countries multiple times. 

I have spent a considerable amount of my childhood days in hostels. In that era of no internet and no mobile phones, our prime mode of communication with families and friends used to be letters. Handwritten letters :). And the most favorite bedtime activities were reading and writing. Writing in a physical diary :). If you are someone of my age group, I can already see a smile on your face reading these lines. Did it remind you of your diary or letters :)? Aren’t these memories precious? To me, it was like finding a treasure trove. Finding my old self, reuniting with the little dreamy girl that I was.

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Hope is a magical thing

2020 – the year of extraordinary challenges, and unexpected chaos. 

The year of unprecedented crisis and unimaginable loss.

The year that made the whole world standstill.

The year that made us reflect, reset, and refill. 

This year has been exceptionally tough for many in ways more than we can ever imagine. The general mood across the globe has been gloomy and stressful. 

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The value of shareworthy content: Spotify Wrapped

It’s that time of the year. It’s time for Spotify Wrapped :).

See, I told you yesterday, it’s December, the month when we will be bombarded with year-end reflection posts. Some that we will be looking forward to. And some that we wish we hadn’t seen.

Spotify Wrapped is an interesting example of that. Some laugh at it, some love it, and some hate it. But despite the love and hate relationship with it, people share it. And as a product marketer, that’s the most intriguing part of it for me. 

The moment I spotted #2020Wrapped in my Spotify app, I headed to Twitter. And as expected, it has been trending on all social channels. Full of funny memes, as well as happy messages. 

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Stories humanize brands: Lessons from B2B brand storytelling

In my last post, I mentioned how festivals bring out some of the best marketing campaigns of the year. From Diwali in India to Christmas across the globe, we get to see brilliant films and creatives during this time of the year. The year 2020 of course has been different. Pandemic has changed the rules of marketing to a large extent. But the festive spirit is still alive in the market. I’m sure we will get to see a lot more brilliant marketing stories in the next one month.

Two participants from my last workshop messaged after reading this post. Their feedback – it’s easy to evoke emotions and build stories around B2C brands. How about B2B? This is one question that makes me smile. I get this question asked in almost every session, especially when I am interacting with tech companies. And every time my answer remains the same 🙂 –

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Storytelling lessons from a two and a half minute film

I’m sure by now, we all have seen this new Christmas ad by Coca-Cola. It’s beautiful, meaningful, and most importantly

It stays with you!

It’s like watching a complete film in two and a half minutes. 

It has drama. The kind of drama that has anticipation mingled with uncertainty. 

The central character goes through conflict, challenges, climax, and finally a happy ending. An ending that leaves you teary-eyed and pulls at your heartstring.

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Ephemeral Content: How To Use It Effectively In Your Marketing Plan

Between my last post and this, nothing much has changed in my LinkedIn feed, as far as stories are concerned. I see a few folks using it, but I am yet to experience something unique or share-worthy. I plan to try it soon and will hopefully get some data in a couple of weeks. In the meantime, here’s the second part of the post on “Ephemeral Content” and how to use it in our marketing plan.

Before we proceed further, what exactly is Ephemeral Content Marketing?

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Ephemeral Content Marketing- Kanupriya Sindhu

The Rising Popularity Of Ephemeral Content

LinkedIn launched stories a few weeks back. I can already see it picking up in my own network, and on the platform in general.

Ephemeral content is on the rise like never before. Started by Snapchat but made mass by Instagram stories, there is something very captivating about the short-lived form of content these days. I am yet to try LinkedIn stories. But if I observe my own behavior on other channels, especially on Instagram, I am more active with stories than posts. 

While I knew the answer for the same, but before jotting down this post, I carefully evaluated my own behavior on why I like stories more? The answer is clear and it’s the same for me, as it is for many of you – it’s quick and not “permanent”. I don’t have to worry about the long-lasting impression of my posts and the imprint that I am leaving on the web. I like that it’s in the moment and not long-lasting.

And that’s the beauty of ephemeral content – quick, in-the-moment, and transient.

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