Tailored Multiplatform Marketing Campaigns & Innovative Experiences Prove the key to forging Connections Between Brands & Their Consumers
In an environment of ever-increasing information overload, advertisers and brands are constantly seeking innovative ways for their voice to be heard, and to connect on a personal level with their consumers. Tailor-made experiences are increasingly being recognised as a cost-effective way of achieving maximum targeted reach and a healthy return on their investment, versus the “one size fits all” approach.
For the bespoke approach to have maximum impact, it is imperative to understand the evolving relationship between advertisers and the channels they select to promote their products. Platform cross-promotion, and creating opportunities for brands to engage with consumers through a variety of touchpoints, will unlock the power of the brand, encourage spend and grow the business.
Pan-African broadcaster Viacom International Media Networks (VIMN) Africa believes the key to success for advertisers’ brands fighting for share of voice in an extremely competitive and saturated market is the effective use of innovative brand solutions across a variety of platforms.
“With the emergence of online streaming, digital channels, the proliferation of mobile phones and with the internet becoming more accessible across the continent, consumers today live and breathe real-time content. As such, advertisers constantly need to reinvent their brands in innovative ways to stay ahead of their competitors by offering a solid proposition to their consumers,” affirms Alex Okosi, Senior Vice President and Managing Director, VIMN Africa.
“Advertisers want to break through the clutter, and those who partner with VIMN Africa are able to authentically connect with our audiences because of the bespoke solutions we offer them. VIMN Africa leverages strong innovative initiatives that deliver the pre-requisite awareness, interest and ROI that advertisers expect. Advertisers who partner with us are able to grow their businesses because we deliver customised experiences for them beyond the 30-second spot on multiple platforms that matter to consumers,” comments Okosi.
VIMN Africa has a successful track record in spearheading continent-wide productions in both the digital space that are engaging for the youth and young adult market. Brands that choose to partner with and advertise via VIMN Africa’s highly engaged multimedia multiplex are set to gain significant reach, frequency and scale from a broadcast and digital perspective. By partnering with VIMN Africa on creative channel solutions from concept to broadcast, advertisers’ brands are woven into a distinct storyline that maintains the integrity of the content and the brand, while emphasising brand relevancy and driving a deeper connection with consumers.
This 360-degree approach to optimising content-led initiatives provides a solutions-based offering that not only meets the expected return on investment but - in many cases - surpasses it. VIMN Africa has redefined ROI metrics by demonstrating the impact of brand performance in response to these partnerships. By tapping into VIMN Africa’s diverse network, advertisers have access to a broad pan-African audience aged between 4 and 49, across a diverse demographic profile.
“All our key campaigns with advertisers are designed to exist multi-platform, encompassing linear TV, mobile, online, social media as well as experiential offerings. The degree to which each element is activated depends on the brand and the individual property, but it can include the creation of webisodes, mobisites, websites, social media content and customised events that live beyond the digital platforms.
“Our brands continue to enjoy increased social media interaction with our audiences and - with the ubiquitous presence of mobile in Africa - this provides an opportunity our partners to exploit the power of our brands in this space,” adds Okosi.
VIMN Africa continues to look for opportunities to amplify advertisers’ reach by creating unique content, increasing investment in local production and providing their brands with added value such as social media, events and PR opportunities, to name just a few. With a long history of developing award winning content, the company has been recognised for four year’s running with a Gold award for Best Sponsor Integration Spot at the Promax/BDA Africa Awards; recent examples of successful integrated brand solutions include: MTV Africa Music Awards (MAMA) 2015 / Absolut Vodka; The Daily Show with Trevor Noah / McDonald’s; Nickelodeon’s Genius / Melrose and The Comedy Central Roast of Kenny Kunene / Nando’s.
Celebrating its tenth anniversary this year, VIMN Africa has recently announced its biggest ever investment in local content for African audiences, across its growing suite of entertainment channels, including Comedy Central (DStv channel 122), Nickelodeon (DStv channel 305), Nick Jr. (DStv channel 307), NickToons (DStv channel 308), MTV (DStv channel 130), MTV Base (DStv channel 322) and BET (DStv channel 129).
“VIMN Africa continues to grow and expand our portfolio and footprint in the pay-TV and terrestrial TV space by optimising content beyond linear TV and through increased investment in local content. Advertisers who choose to travel with us on this exciting journey will be rewarded with unique marketing solutions to drive a deeper connection with their consumers and a positive return on their investment,” concludes Okosi.
Source: Press Release