If you think @unacademy @dream11 @CRED_club and the lot are burning money by sponsoring IPL, you don& #39;t understand how brand marketing works.
There are many conundrums that come with practicing my craft. Primary among them is "data-driven". https://abs.twimg.com/emoji/v2/... draggable="false" alt="😏" title="Grinsendes Gesicht" aria-label="Emoji: Grinsendes Gesicht">

Impressions, views, likes, shares, are all token metrics, exercises in vanity.
(Yet, everyone wants these)
This is not to say no metric should be tracked. Every campaign has its core metrics, but holding a brand building team at gunpoint to these numbers defeats the very idea of a & #39;brand-building& #39; campaign.
Events like IPL are as mass media as they come. What you get is a large captive audience and 50+ days of your brand in every thinkable medium: from digital to tv to print to social.

Trying to measure RoI for these campaigns is missing the forest for the trees.
Instead, getting the house in order before a campaign is live is far more important. Rally your leaders to engage more, make sure you have a pipeline of content across channels, ensure the website is simple, clean etc...:

Hygiene + compelling proposition.
Here& #39;s where we are: lot of marketing is social centric - and digital is notorious in this regard.

Doesn& #39;t matter if you have the best content, culture, product. If you can& #39;t market it, you can& #39;t go big.

IPL is big. More so in today& #39;s times.
From a brand marketing pov: Truth is, shifting perceptions are hard, long-term, and can add immeasurable value.

The only way to measure success is to first marry the founder& #39;s vision of the company with the creative process of the practitioner.
Brand marketing should then by entwined with product and people: Corporate + Employer Branding.

Then trust the team by providing the right resources - tools, people, budgets, authority.

Magic will happen. Slowly, but surely.
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