Debashish ChakrabortyPublished: 26 Aug 2019, 9:56 AM
Marketing Initiative

Is UC the next big content platform for marketers?

In a time of mushrooming internet browsers where each promises to have distinct features from the regular run-of-the-mill batch, a comparatively young player - UC Browser - has been riding high in the internet browsing segment. With a mind-boggling active user base of over 130 million Indians, in a short span of time, the brand has established itself as a front runner and claims to be the no.1 Mobile Browser in the world. Perhaps, with fake news and viral content at its peak, the brand's strategy to offer optimum quality content along with highly engaging activities has played a substantial role in its mammoth success.

Today, UC has risen above the clutter and stepped up from the common 'browser' tag to a full-fledged content platform. In addition to valuable content, the brand has kept the audience hooked with new and fresh activities. One such kind is its latest partnership with Amazon.in. This is the first time that the e-commerce giant has partnered with a traffic platform, thereby, showcasing the immense trust that brands are willing to put in the browser. The collaboration enabled Amazon.in to reach out to a massive chunk of its relevant audience and distribute a wide range of coupons – an offer which is difficult to scroll down on. Additionally, leveraging the upcoming movie Mission Mangal, the users were asked to spot the difference between the two almost similar creatives posted on the browser. Winners stood a chance to take home cashback vouchers and could even use them to buy tickets. This new and creative feature is a first-of-its-kind with a win-win situation for both the user and more importantly, the brand.

Is UC the next big content platform for marketers?
Is UC the next big content platform for marketers?
Is UC the next big content platform for marketers?

In addition to this, the brand has gone a step ahead and is providing entertaining and trendy contents around the movie along with exclusive clips from the film. Leveraging the festive season of Raksha Bandhan, the platform has also created content around the festival. Overall, this will not just keep the audience hooked due to the 'virality' but also because of other uber factors like exclusivity, engagement, and relevance. And this initiative with Amazon.in has certainly differentiated the brand from other players in the market. Also, soon the platform will be launching multi in-app activities to promote Mission Mangal via vote cards, comment cards and more.

Commenting on the joint event with Amazon.in, Mr. Yang, VP and spokesperson, UC, said, “UC always focuses on the user's benefits and needs. Launching this coupon festival is one of UC’s efforts to provide its 130 million Indian users with various benefits.”

UC Ads a dedicated sub-brand of UC curated to provide optimum solutions to brands has also played a major role in making the browser a preferred choice. With already major clients like e-commerce platforms, handset brands, FMCG, OTT, and others in its kitty, the brand is ready to team up with brands and platforms in creating innovative joint events and helping them get maximum popularity. Also in the past, it has done special branded campaigns and activities including Huawei Mate 20 Pro launch campaign, OPPO IPL branded campaign on UC Browser and more.

To conclude, a key USP of the platform is its reach. With substantial users in metropolitans, the brand also has a strong digital foothold amongst its Tier-2 and Tier-3 city users. Along with covering vernacular languages and catering to the content needs of almost every segment and class - UC is without a doubt an ideal platform for brands to target their audience.