Story behind the Video Marketing Campaign “How to scare your competitors?” from Charu Pandey

Being a daughter to an Air Force Officer, Charu Pandey develops the passion and commitment towards anything she takes up.

Charu is Marketing Head at Ziwo and the brain behind the campaign “How to scare your competitors”. She picks up most of her ideas and concepts by observing people from diverse backgrounds and behaviors.

At Ziwo also, she conceptualised one of the first uncontemporary and out of the box video which was a great success with 200K+ views on Linkedin with 16% jump in website traffic.

Read on to know more about Charu and the story behind this Video Marketing Campaign.

1. Tell us about your life journey, Charu?

Being a daughter to an Indian Air Force Officer, I have had the passion and commitment towards anything I take up running in my blood.

Besides, studying in 5 different schools in various parts of the country made me adaptable to any environment and a travel freak. (Believe me, I cannot stay in one place for more than 2-3 yrs).

So BTech was a nice break with 4 years in one single college followed by an MS in Information Systems from New York.

I have possibly picked up most of my ideas and concepts by observing people from diverse backgrounds and behaviors.

Check – Top 25 Video Marketing Disruptors in Middle East

2. How did you come up with the idea – “How to scare your competitors” video marketing campaign?

Halloween was around the corner and the idea was to show the flexibility and scalability of the platform which is not limited to just real humans.

That’s when I thought about incorporating this element of agents dead or alive.

3. Please share the story behind this Campaign?

Objective: Have a wow effect video focusing on the brand value proposition with Halloween Theme

Challenge: This was one of the first uncontemporary and out of the box video ever tried for marketing the ziwo brand, therefore everything was being done for the first time.

Outcome: Video received quite well. LinkedIn paid campaign resulted in more than 200K views & the email marketing campaign had a 28% open rate. It has also resulted in around 16% jump in website traffic MOM in Nov 2019

4. What is your major learning from this marketing campaign?

One needs to highlight the core benefit that your product provides over others for the audience to relate to your content.

Keep it as simple as possible with a touch of humor 

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5. What tips you would like to give to video marketers for producing unconventional video content ?

Go crazy and follow your gut. You might not hit the bullseye every time.

But if you have a clear focus and vision on what you want to achieve with each piece of content that you put out there, it will definitely be fruitful.

And yes keep trying something new.

Join – Invitation to join Global Video Marketers Community