Stage 3

HaveYourSay

Team Name: Oxymoron

Name of first member: K Raju KrishnanCollege Name: Department of Business Economics, DU.

Name of second member: Vipul GuptaCollege Name: Department of Business Economics, DU.

Bring My Food.comProposed Social Media Campaign

#MaaKaKhana

Existing Customersanalysing their composition on the following parameters

AgeGenderWork profilesFrequency of orders

Age wise exposure to media contentFind out emotional connection points Sector-wise distribution of customersTo assess existing type of demand

Zero-in on our potential target customers

exposure to BuzzFeed, YouthKiAwaz, ScoopWhoop & the likesfind out emotional connection points time at which they are onlineJob Sectors making maximum orders

On the basis of age, working life, gender profile

Finding their presence on media platforms

Their frequency of visits on social media on such media platforms

Proposed Media Platforms

Biggest video sharing website

Huge presence of target group

as well as publishing

houses

Micro-Blogging is most suitable for working

professionals

Key Considerations

Videos help in connecting the communities due to

the personal touch that they provide, thus a video to start the campaign is a must.

To maximise the reach of the campaign, collaboration be made with social media houses like ScoopWhoop, BuzzFeed, YKA, Eatlo, Little Black Book Delhi, etc. to maximise reach.

Using a common hashtag through all the platforms to popularise the campaign.

An offline event to engage the communities for a two-months period both online as well as offline.

Components

A separate webpage (a sub-domain) for the campaign on the website.

An introductory video with #MaaKaKhana

Videos showing how mothers (existing homemakers) feel about cooking food. (one video each in week 2, 3 and 4)

An event named #MaaKaKhana for 50 working professionals in 5th week.

Text based content to keep the engagement up and running.

Pre-Campaign

Existing customers

Existing mother chefs

Mothers in general

Potential Consumers

talk to the following

Identify emotional points of the target consumers

collaborate with the online media publishing houses to cover the entire campaign

Sample Webpage - maa.bringmyfood.comFB and Twitter Social buttons

Facebook comments for constant updates on the campaignTwitter Feeds for #MaaKaKhana

Promotions(delivery free on a monthly order, 80INR per meal, menu, chefs, etc.

Teaser Video

4 working professionals

4 mothers

Job pays you well, you can afford luxuries, eat at fancy

places but then, when you come back, there is no one to take

care of you.

Mother’s love and affection is missing. The personal touch is

missing.#MaKaKhana is missing.

To a mother, her child is everything. She makes sure that

the child gets his food in his lunch box when she can’t reach him,

fruits, juices and what not.

And then, finally, to make sure that the child eats one more

chapati, one more bite.

Compiled into a 2 minute video

4+4 connection points in the form of stories to strike a chord with the target audience…

1st week – Launching campaign with the video using #MaaKaKhana.

Put a CTA at the end to the event in 5th week.

CTA – if you are away from home, tell us what you miss the

most. The best ones will get a chance to meet our fleet of mothers who are feeding young professionals around Delhi.

Launched in collaboration with the following

for maximum exposure and reach

2nd, 3rd & 4th week – Engaging with the customers on Twitter, Facebook and YouTube.

Use videos, replies to comments, twitter contests and blog posts/videos from existing mothers.

At the end of 4th week, send out personalised invitation with

Home-Made laddoos to the selected working professionals for the

#MaaKaKhana event.

Connecting sons and mothers.

Live feeds with twitter.

#MaaKaKhana

5th week – Event #MaaKaKhana

6th and 7th week

Posting this content on the campaign-blog as well as all the social media platforms.

Sharing experiences of those who attended the

#MaaKaKhana event.

8th weekA video compilation of the entire journey from

the beginning in the form of a story.

Evaluating the CampaignThe number of visits on the campaign page and visits to main website from thereon. Also, the number of referral traffic from the campaign’s social media platforms to the main website.

Assessing the engagement created during the campaign with the usual engagement that the page generates in other periods.

Considering a target of 50,000 orders in 2 months, we

should be able to reach out to a mass half a million considering a 10% conversion rate.

Look at the metrics of the posts during the campaign like reach, likes, comments, re-tweets, etc.Footprint on #MaaKaKhana during different weeks and the entire 2 months.