WEEK 41: The Masterpiece

A few days ago, a Graphic Designer on the team asked me for a favour. She gave me a reference image and asked me to sketch it out as best I could. She told me that it would be used as a fun little piece of content for Humour Me. Now I’m no artist, but I happily obliged. After putting in my blood, sweat and tears into this drawing, I submitted it to her, only to see that she used it for this:

I must confess that I did not really put that much effort into this (as you can probably tell) and I found the entire thing hilarious.

Speaking of using me for Humour Me’s content, the new Creative Associate – my protégé of sorts – came up with a fun content idea for Humour Me’s social media pages that was in the format of a comic strip. He used the other team members as references for his characters, and claimed that his characters were only loosely based on team members. Here’s what he wrote about the character that was based on me:

The Manager: She’s strict, demanding, and is extremely obsessed with running things in an organised way. She’s the intern’s mentor and is one of the two main characters of the series. She’s witty and sarcastic.

 

Moving on, we recently released a film for Arctic Fox showcasing their brand ambassador, Bhuvan Bam. Once again, the entire team was blown away by the power of influence. But do not make the mistake of assuming that I am now pro-brand ambassadorship – the film we created with Bhuvan Bam was not your typical brand ambassador led advertisement. Take a look for yourself:

After watching the video, you will have noticed that the primary focus is on Bhuvan Bam, not Arctic Fox. But if you have been following the content we have been creating for Arctic Fox, you will see that the entire video is perfectly aligned with the brand’s philosophy – diving into your creative dream and pursuing it with relentless optimism and perseverance. Essentially, we packaged branding as entertainment, giving the audience something they found genuinely engaging, and simultaneously generating organic brand referral. The power of Bhuvan Bam’s influence came in handy with regards to the reach and viewership of the video. On a normal video, we would have to spend around INR 5,000 on digital promotion to hit the 12,000 view mark (although if you have been keeping up with this journal you will know that views have nothing to do with the success of a campaign as they can be bought – I am simply pointing this out so that you understand the scale of Bhuvan Bam’s impact).

With absolutely no promotion spends whatsoever, these are the metrics that the video amassed within 72 hours of its release:

o   Instagram

§  16,000 views

§  45 comments

§  113 shares

§  1000+ new followers

o   YouTube

§  10,000 more subscribers

§  770,000 views

§  97,000 likes

§  2,000 comments

We are all still reeling from the impact.

 

See you next week!

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