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Associate Vice President, HealthKart
How HealthKart built a campaign that received over 9mn views on Youtube
Behind the Viral Tum Kya Samjhoge: Here’s How to Create a Video Marketing Campaign that Converts
The problem is: society always sides with the mainstream! What the masses follow, masses follow. But since when did passion and enthusiasm become mainstream?
They never did, and they never will.
Perhaps that is what sets the passionate people apart from the placid. Perhaps these differences fuel these people, who pierce through the trials of society and keep repeating until success.
This was the essence of HealthKart’s viral video marketing campaigns. It is an example of a master-campaign, a story for the real people, told by the real people, and in the end, it became of the real people.
According to the annual Wyzowl’s State of Video Marketing Survey report, 86% of businesses use video as a marketing tool, and 92% of marketers who use video say that it’s an important part of their marketing strategy. In addition, perhaps 87% of video marketers reported that video has a positive ROI.
Marketers are trying hard to tap into the power of video marketing campaigns, relying on such data and trends and following the popularity of features like YouTube shorts and Instagram reels.
To help marketers create such successful video marketing campaigns, Rocketium, in its recent episode of the growth marketing podcast series Spilling the Magic Beans, spoke to Kaustuv Paliwal—Assistant Vice President of HealthKart, about the techniques of creating a successful video campaign.
HealthKart is a health and fitness nutrition company that garnered much attention for its viral “Tum Kya Samjhoge” (You will not understand!) video campaign with over 9 million views on YouTube and still counting.
The video, which focused on their ‘MuscleBlaze’ protein powder, makes a good case study for the marketing leaders on how they can harness the power of video campaigns for successful marketing.
Rules to Creating a Successful Video Marketing Campaign
Here are some master guidelines that you can follow while creating your next video marketing campaign:
1. Exclude to include
The first rule marketing leaders should follow in video marketing campaigns is to niche down the target audience. As brand owners and marketing strategists, one must understand the importance of figuring out the right audience for their products or services.
And for this, marketers need to understand whom they need to exclude to include their target audience. American entrepreneur and best-selling author of the best marketing practices’ books, Seth Godin, has rightly said: “Everyone is not your customer.”
Talking about his journey of creating such a video campaign which turned viral, Kaustuv shares two objectives on which they focused:
- To resonate with the audience
- To find the right audience
Kaustuv explains that their product—sports nutrition supplement—targeted Indian customers, especially those into fitness and sports. At the time of the company’s inception in 2012, the Indian fitness nutrition market was heavily dominated by expensive US brands.
And the only way to compete with those dominant brands was to provide the Indian consumers something affordable without any compromise in the quality.
But then the next challenge was to find the right target audience. Fitness and sports enthusiasts were the more extensive set of audience, and this category keeps fluctuating. This is where the principle of ‘exclude to include’ came into the picture, regarding which Kaustuv says:
2. Catching hold of the right emotion
Ads work best when they resonate with the audiences’ emotions.
And the best way to do this is to catch hold of their emotion via the campaign. MuscleBlaze did the same by hyper-targeting a niche audience for their ad campaign. As a result, their ad brilliantly caught hold of the emotions their core audience group could connect with.
Kaustuv explains how the brand tried to delve deeper into the psyche of its target consumers. For instance, the ad touches on the emotions of being bullied for pursuing a sport (as a career/passion), and how this passion to do something bigger doesn’t fit well with many.
This is how the campaign got its title and subject: “Tum Nahi Samjhoge,” (you’ll not understand), reflecting the inability of society to grasp the passion these enthusiasts (the target audience) carry.
This idea and emotions reflected in the campaign resonate with the real-life emotions of HealthKart’s target audience. Kaustuv says:
“To represent the emotions of fitness people, we wanted to move beyond a transaction statement.”
MuscleBlaze spun a set of beautiful stories in just approx 2 minutes. Among other themes, the video shows a man in a wheelchair doing push-ups early morning to avoid the crowd; a guy working out with a gas cylinder on his rooftop while being made fun of by his friend, and a girl running while the people sitting in a bus going through their Instagram feed—all reflecting the Junoon (passion) of fitness and sports enthusiasts.
3. Conversations create campaigns that convert
Another important takeaway from Kaustav was that conversations are crucial in creating successful campaigns. In this regard, he says:
“There are focal centers in every community, and generally, people who are committed to a certain passion sport are the focal center of information and word-of-mouth.”
Talking to these people, who are the focal centers in any community, brings a lot of perspective for the marketers. And all the stories shared in Muscle Blaze’s video were nothing but different perspectives of people on the challenges and taboo they had to face from people who didn’t understand their passion. Kaustuv says:
“The whole strategy of speaking to them, making products for them, and getting their problems corrected made us relevant to the rest of the audience.”
So, this set of people always serves for the word-of-mouth publicity. Unlike the other set of people, they keep going in and out in the community, cling to the core audience group, and represent credibility.
4. Understanding the right audience
When choosing the right audience for a video campaign, Kaustav emphasized that it depends on one’s business model. It is more daunting to understand your audience in a B2B model compared to the B2C, as in the former, there is no direct connection with the audience. Explaining his strategy, he says:
“We went back to our data team and asked them to tell us our very regular consumers based on their consumption.”
He explains that they gradually understood that their core consumers do an activity more than five days a week. And then Kaustuv’s team started interviewing those people.
Kaustav shares that when they spoke to these consumers, they narrated their experiences of having been marginalized because of their extreme commitment to the sport. And this is how they got all these stories to create such a successful video campaign. Kaustuv says:
“The solution is right in front, to speak to your customers, time in and time again; this is what the world’s best marketers tell us.”
5. Defining the problem in one line
Regarding how to converse with the consumers, Kaustav says that a good marketer knows to extract a one-line written statement from the whole story of his customers. He says:
“It’s very important as a marketer to understand what exactly I do resolve in for.”
He says to define this one-line written statement you need to understand specific questions before creating the campaign like:
- Why is he doing this particular activity?
- Who is stopping him from doing this activity?
- Who’s encouraging him to do this activity?
- What are you resolving?
Catering to all these questions in just one line could help marketers create that final resolve that resonates with the customers.In the end, the two biggest takeaways that came out from this conversation were: first, to follow the exclude to include principle so that you lead up to the second takeaway of finding your niche audience with whom your campaign and content resonates.