Nike's Historic Moment, Unacademy's Six, and other interesting stuff
I have no special talent. I am only passionately curious- Einstein ๐
BonjourโฆHelloโฆand Namaste !
Hiii, I am your host Nayan. ๐
andโฆ..
Welcome to the first issue of Curiosity Culture.
let me introduce Curiosity Culture - A weekly newsletter about Marketing, Creativity, Business, and Culture.
The newsletter will hit your inbox every SUNDAY.
3 Rules of the club ๐
You should have boundless curiosity
Remember the first Rule
We DO TALK OPENLY about Curiosity Culture.
I will be sharing original and curated stories on the topics mentioned above. Bonus sections: Weekly recommendations (Books, Podcasts, Videos, etc.), Threads of the week, and Curiosity Shots.
(Click on the underlined text to feed your curiosity - All external links)
Why Curiosity?
โThe important thing is not to stop questioning. Curiosity has its own reason for existence. One cannot help but be in awe when he contemplates the mysteries of eternity, of life, of the marvelous structure of reality. It is enough if one tries merely to comprehend a little of this mystery each dayโ.
-Albert Einstein
On that note,
letโs get started.
Nikeโs historic Moment - We did it, Joe!
Last week Nike got 45 Million reach without investing a single penny.
You must be wondering how?
We all have seen an iconic video of Vice President-elect- Kamla Harris, where Kamla Harris congratulating Joe Biden
" ๐ถ๐พ ๐ฝ๐๐ฝ ๐๐.๐ถ๐พ ๐ฝ๐๐ฝ ๐๐, ๐ฉ๐๐พ. ๐ธ๐๐'๐๐พ ๐๐๐๐๐ ๐๐ ๐ป๐พ ๐๐๐พ ๐๐พ๐๐ ๐๐๐พ๐๐๐ฝ๐พ๐๐ ๐๐ฟ ๐๐๐พ ๐๐๐๐๐พ๐ฝ ๐๐๐บ๐๐พ๐," ๐ช๐บ๐๐ ๐บ ๐๐บ๐๐ฝ.
She was wearing Nike's sweatshirt in that video, which was followed by a tweet
"We did it, @Joe Biden"
Nike's famous motto is "Just Do It", which is perfectly fitted with the narrative. And that video garnered 45 million views and counting. Even Nike's marketing team couldn't have created this historic moment. It's just happened. The right thing at the right time.
It is the result of the long-term marketing direction and strong branding of Nike. Their motto is universal and so powerful that it created a unique cultural phenomenon around the world.
It is not an overnight success. It is the addition of small experiences that Nike created all these years. It is the result of strong brand equity. This type of phenomenon is only possible when you have become part of peopleโs lifestyles and people resonate with your brand personality.
Nike is not just the brand, ๐ถ๐ ๐ถ๐ ๐ฎ ๐ฐ๐๐น๐๐๐ฟ๐ฎ๐น ๐ฝ๐ต๐ฒ๐ป๐ผ๐บ๐ฒ๐ป๐ผ๐ป.
Unacademy hitting Six With this ad!
Already 11 million views and countingโฆShared by lots of influencers, celebrities on Social media.
You can Watch this great ad here:
What is so special about Unacademy latest ad?
and Why it got so much traction?
Creativity in advertising has many dimensions. These are - Originality, Flexibility, Elaboration, Synthesis, and Artistic value.
According to Harvard Business Review, many ad agencies use most of these elements in one ad. And most of them use the Artistic+Originality dimension, which they think has the highest impact and effectiveness.
โ๏ธ But Originality+ Elaboration mix has the highest impact according to HBR- Creativity in advertising paper.
In this ad, we can see that there is a mix of originality and Elaboration.
Originality: An original ad comprises elements that are rare or surprising or that move away from the obvious and commonplace.ย This ad has a surprising elementโฆdoesnโt it?
Elaboration: Many ads contain unexpected details or extend simple ideas so that they become more intricate and complicated. Isnโt this ad contain unexpected details and brilliant use of game cricket to explain simple ideas.
It is a mix of both elements with a story relatable to their target audience. I think this ad hits the right notes at the right time and has the right mix of dimensions of creativity.
Bravo team Unacademy and McCann Worldgroup ๐ฏ๐ฏ
๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ฒ๐ฟ๐ ๐ผ๐ฏ๐๐ฒ๐๐๐ถ๐ผ๐ป ๐๐ถ๐๐ต ๐ป๐ฒ๐ ๐๐ฒ๐ฐ๐ต๐ป๐ผ๐น๐ผ๐ด๐ ๐ฎ๐ป๐ฑ ๐๐ผ๐ผ๐น๐ !
It took around 4 billion years to evolve from single-cell organism to who we are today - The way we think and behave
One new technology is not going to change Marketing forever. It is bullshit.
Do you think artificial intelligence going to change the basic behavior of humans?
of course, it going to change how we see the world and things around us.
But, AR, VR, AI, Machine Learning, Bitcoin, Blockchains are not going to change marketing. These are enablers in delivering a more personal experience to the consumers. These technologies are not going to change how we behave or think.
Whenever I read some articles on "This technology is going to change Marketing" - I see nothing but fluff.
Did Pokemon Go change Marketing?
Did TikTok change Marketing?
Fundamentals of Marketing are still relevant, and most importantly โUnderstanding how your target audience behaves and creating great experiences around the moments that matter to customersโ is still the secret sauce.
Yes, new things come up and you need to be aware of it. But, being obsessed with these technologies and tools not going to solve your problem.
Tight segmentation, targeting, positioning, and long term and short term marketing strategy will definitely help than wearing that VR headset.
Centre of Marketing is still - People you care about and not technology.
What do you all think?
Weekly Recommendations ๐ค
Diwali Campaigns 2020
Diwali is an important festival in India. This year Diwali was very different. Due to Covid-19, there were lots of adversities, and people were not able to celebrate Diwali as usual. Still, we managed to light up Diyas in someone elseโs lives and thatโs the beauty of India.
There were lots of special moments in Diwali 2020, this Diwali was more about making someone elseโs Diwali special. Many brands captured these moments and told many beautiful stories.
Watch here some of the best campaigns of Diwali 2020
Are you confused about โWhat the heck is a Marketing strategy and how to create one?โ
I have got you covered. I have a kickass podcast episode recommendation for you.
In this episode of Everyone hates Marketer Podcast by Louis Grenier, Mark Ritson discusses Marketing Strategy and 4 Steps to creating a rock-solid Marketing strategy. I am sure you will take notes while listening to this.
Listen Here and Thank me later ๐ -
Threads of the Week ๐งต
Handpicked by me. I am sure, you will love it.
How to Get Rich? - Without getting lucky!
I know what are you thinking right now, is there any short cut or magic pill to become rich? of course NO.
But, this is the best, meaningful, logical thread/ article I have ever read on โHow to Get Rich?โ by non-other than Silicon Valleyโs Indian-American renowned investor - Naval Ravikant
Thank me later by paying 1% of your wealth In the future. ๐
(Directly click on the tweet to read it)
How to write a companyโs landing page?
JUST READ IT. Great practical examples, if you are interested in copywriting.
(Directly click on the tweet to read it)
How to make difficult decisions in life?
This is one of the helpful thread I have read on โTaking difficult decisions in lifeโ by non-other than Entrepreneur, Content creator - Ankur Warikoo
(Directly click on the tweet to read it)
Curiosity Shots๐ดโโ๏ธ๐ช
How Tim Cook Made Apple His Own: When he took over in 2011, Mr. Cook followed the advice of his predecessor: Donโt ask what I would do. Do whatโs right. He continued waking up each morning before 4 a.m. and reviewing global sales data. He maintained his Friday meeting with operations and finance staff, which team members called โdate night with Timโ because they stretched hours into the evening. Read this fascinating story of how Tim Cook made Apple as - His own reflection.
(Click on the bold, underlined heading to read)
The Big Lessons From History: History is full of specific lessons that arenโt relevant to most people, and not fully applicable to future events because things rarely repeat exactly as they did in the past. How do people think about risk? How do they react to surprise? What motivates them, and causes them to be overconfident, or too pessimistic? Those broad lessons are important because we know theyโll be relevant in the future. This is an interesting read about history and lessons from Covid-19.
Economics for the people: We value what we measure. When we measure the wrong things, the result is perverse. Today, what matters most to a thriving life is not counted at all in our dominant economic performance indicators. A natural environment that will continue to provide us with fresh air, clean water, rich soil โ not counted. Communities that educate and nurture their members โ not counted. Read this interesting take on the wellbeing of people and the planet from an economical lens.
Personal Update ๐
I had this idea on my mind for the last 2-3 months of starting a Newsletter. I was thinking a lot about โWill people read it?โ
And then thoughtโฆOk, letโs find out (Curiosity, you know !)
I donโt know how it will shape in the future. I have interesting things on my mind to share with you all. I am sure, we will grow together in this journey. Curiosity is a life skill, it is a mother of all invention and it is declining. So, letโs build a community of Curious minds.
I have no special talent, I am only passionately curious (Einstein said thatโฆso, it must be right ๐)
Andโฆ..I am listening to the โKasoorโ song by Prateek Kuhad this week over and over and guys we need more Prateek Kuhad in our country.
I am waiting for your feedback/ review of this project. Do reply to me on my mail or social media.
You can connect with me on ๐๐
Nayan Mohitkar - Linkedin
nayan_mohitkar - Instagram
@NayanMohitkar - Twitter
Okayโฆ
Signing offโฆUntil next time with new stories โบ
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Great curiosity culture ๐
Thank you for threads.
!
Waiting for the next issue๐