Branded content is brands' luxury investment, it isn't promising in fulfilling sales objectives: Nicole Ferraz of Blink Digital

In times of crisis, when consumers are not buying much other than essentials, it's an opportunity for brands to create an emotional connection with them through content marketing in order to increase brand love and value in their minds. But at the same time, content marketing isn't an effective tool to fulfil sales objectives, believes Nicole Ferraz, Creative Director at Blink Digital.

"If the objective is sales, branded content isn't so promising when it comes to delivering on numbers. It's a brand's luxury investment. During the new normal that is Covid, a lot of brands have been set back so now the priority is to see results. So it's necessary for us as partners to deliver accordingly and imperative we concentrate on business-led creatives today that can give tangible results in terms of sales," said Ferraz.

She said, "If it is to appeal to the emotions of your consumer, create a connection with your audience, or convey the values your brand stands for creatively, branded content is your go-to medium."

The agency is known for its various digital innovations. Most recently, it created a buzz for its some of the content-led campaigns like ICICI Bank's Father's Day Laugh or Lose Challenge, KFC Home Studio and KFC Home Kitchen.

Ferraz said unless it's a long-term content plan with several content pieces, it's tough to gauge the impact of content marketing on sales.

In a conversation with BuzzInContent.com, Ferraz discussed various challenges in the content marketing space and how content can be best utilised to its full potential, especially during these unprecedented times.

How do you see the branded content and content marketing space shaping up in India?

Branded content has been a big part of the Indian brand's strategy for a while now. Branded content is so much more than it used to be; it's more than just a video where your brand comes in incidentally or is somehow the main hero through really good storytelling. Today branded content can be found in a variety of formats. From videos, live streams, podcasts, online games, there's so much to choose from. Our storytelling is evolving because we're now storytellers in an Information Age. I use information and data to find out where my consumer resides in the digital ecosystem and create that content accordingly. Can I build a connection with my Gen Z consumer through an online game? For sure. Can I make my brand more loved by creating a podcast for its consumers that addresses societal issues while making people feel inclusive and heard? I can. These are all ways of looking at branded content and proof that it's not showing any signs of slowing down.

Indian consumers are also changing the way content can unfold today. They now produce their content singlehandedly, making UGC a successful model, especially during the pandemic. So as I see it, branded content isn't slowing down, it is, in fact, pushing us to develop new ways and formats in which to tell our brand's stories.

What are the challenges you face while pitching content solutions to the brands?

With content marketing efforts, it's hard to show the impact it makes on the business' bottom line. So unless it's a long-term content plan with several pieces, it's tough to really know whether it's making a difference in your sales. Budgets are also a challenge, and for many reasons, apart from production. It's essential to identify the right influencer for your brand, but due to budgets, you're pushed to settle on someone that isn't a good brand fit. Another challenge is having an agile process in place on the client's side to get things done quickly and on time, especially for topical days. Some corporations might have too many approval stages and, therefore, feedback rounds that change the message of your deliverable. If it is multiple pieces of content, then sometimes even consistency gets affected. It's hard to navigate sometimes, but it's crucial you find a way.

How game are you on the influencer marketing front? What expertise does your agency bring on this front from the rest?

I think influencers serve a big purpose for brands today. A lot of consumers find it hard to trust a brand because they lack that human connection or element. Influencers help bridge that gap, making your brand more trustworthy and relatable while also increasing reach.

At Blink Digital, we've used influencers to promote shows and create fun branding for Audible Suno, we've had the biggest influencers in the online gaming industry for Intel's Gamer in the House play PubG for six hours with fans, we've also had a range of influencers from mega to micro play a part in KFC Home Studios and KFC Home Kitchen as well. At Blink Digital, we carry out end-to-end executions, from ideating, curating and executing, giving us the ability to be agile when needed, while also solely in control.

We haven't seen much innovation in the branded content front in India. Is there a limited scope of innovation in content?

Not at all. Brands like KFC, Zomato, Audible Suno, and so many more have all pushed boundaries with their innovative content in India. I'm interested to see where we're headed. Like we say at Blink Digital, the internet can't be stopped. There's a new innovative way to consume content almost every week in the digital ecosystem if you pay attention.

There is so much content being generated by brands that consumers have started getting content fatigue. How does one make sure that the brands don't add to the already present content avalanche?

I don't think there's any prescribed formula. However, there are a few things you can keep in mind. First, break the moulds your competitors have made for the category, go against the tide, sometimes in its own way, that's clutter-breaking. Second, create content your consumer wants to bring up in a conversation; after all every person today is about a social conversation that brings engagement and interaction to their pages. Lastly, it's okay if your brand or product isn't the hero of your content. Sometimes your brand needs to be the much-needed platform your consumers are waiting for to interact and engage along with other like-minded individuals. It's okay sometimes for your brand to play gaffer and let your consumer take the spotlight.

What are the key ingredients of a successful content marketing strategy?

Data-driven decisions can make your content marketing successful, but what are some of the things you need this data to back or really scrutinise? You need data to help you get a deeper understanding of the most common problems your customer's faces, and you need data to get a coherent understanding of how and from where your audience gets their content so that you can create platform-specific content if needed. Once these are in place, ask yourself what the goal of this content is for your brand, and plan accordingly. Today the number of brands that have come out with successful content marketing strategies encourages engagement while empowering their audiences. And it's that kind of open-to-all interaction and engagement where brands grow best.

Content is the king and also the new salesman in today's day and age, especially since Covid loomed over the world. How equipped is the agency on the branded content and content marketing front? Do you have a separate team for brands' content requirements?

Extremely equipped, and we don't believe in a separate team. We're lucky to be in an industry where working from home doesn't mean always compromising on our content. We just got more creative. A lot of our projects became team-building exercises. Isolated from our crew and peers, it pushed us and made everyone go the extra mile, creating makeshift sets and VO studios too out of little corners in our homes when needed, always ensuring good content for our brands regardless of the circumstances.

Please tell us about some of your major branded content initiatives done for brands?

At Blink Digital, we've done a lot of branded content in the last few months. We've released KFC Home Studios and KFC Home Kitchen; both designed to have KFC lovers be more active during the national lockdown. Intel's Gamer In The House, a six-hour PubG PC marathon was created to give gamers a chance to interact and engage with each other as well as the best gamers in the industry while learning how to game responsibly during self-isolation. Also, ICICI Bank's Laugh or Lose Challenge, a fun content piece that had fathers and their kids invest in delivering good dad jokes and duelling it out in a challenge for Father's Day.

Blink Digital is like a master in digital innovations. But I haven't heard Blink being so keen on the branded content front. What's holding Blink in this direction?

It's not that we aren't keen on it; it depends on what your brief is. If it is to appeal to the emotions of your consumer, create a connection with your audience, or convey the values your brand stands for creatively, branded content is your go-to medium. ICICI Bank's Father's Day Laugh or Lose Challenge, KFC Home Studio and KFC Home Kitchen are all great examples of that. However, if the objective is sales, branded content isn't so promising when it comes to delivering on numbers. It's a brand's luxury investment. During the new normal that is Covid, a lot of brands have been set back, so now the priority is to see results. So it's necessary for us as partners to deliver accordingly and imperative we concentrate on business-led creatives today that can give tangible results in terms of sales.