case study rebranding strategy ramakrishnan laxman

8/11/2019 Case Study Rebranding Strategy Ramakrishnan Laxman

1/22

MCCS channel rebranding


2/22


3/22

Channel share prerebranding

News Network

No. ofChannels

Mkt Share

MCCS Network (STAR News, STAR Ananda, STAR Majha)

3 25%

TV Today (Aaj Tak, Tez, Headlines Today, Dilli Aaj Tak)

4 24.50%

Zee News Network (Zee News, Zee Business, 24 Ghanta, Zee 24 Taas,

Zee News UP, Zee 24 Ghante Cgarh, Zee 24 Ghantalu)

7 21.30%

TV 18 (IBN 7, IBN Lokmat, CNN IBN, CNBC Awaaz, CNBC TV 18)

5 19.20%

NDTV Network (NDTV India, NDTV 24x7, NDTV Profit, NDTV Hindu,

NDTV Metronation)

5 10.10%

Source: TAM, CS 15+, CY 2009+CY2010, 6 rto 25 hrs, HSM, All days


4/22

Channel Reach

The 3 channels reach out to more than 50 million viewersin the country weekly.


5/22

MCCS digital presence

4 websites newsbullet.in, star.newsbullet.in, starmajha.com andstarananda.in

YouTube/starnews /starmajha /starananda [20 Million Views/Month ] Number one News network on YouTube

Facebook Starnews [2.8 L] Starmajha [1.4 L] Starananda [64 K]

Twitter Starnews [61 K ] Starmajha[6 K ] Starananda [600 ]


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The Rebranding


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The Challenges

The Rebranding had to be done within one month.

We had to reach out to our entire genre within this period

to inform them about the change.

All our existing digital properties had to be migrated tothe new brand.


8/22

Objectives

Recreate a new identity.

Communicate the change seamlessly.

Create mass awareness aboutrebranding.

Reach maximum unique users


9/22

The Media

TV

Print

Outdoor

Digital


10/22

Digital

Genre Reach (Unique Users)

Hindi - 11 Million

Marathi - 5 Million

Bengali - 1 Million


11/22

Communication Channels Selected

News

Regional News

Search, Social , Video &Ad Networks


12/22

The Message


13/22

Social Strategy

90% of Indian internet audience is present on Social media

Top Social platforms in India FB, Youtube, Twitter

Approach

Viral campaign Video promos on Youtube

Social ad campaign


14/22

Viral Video - Namayana

Video plays here

A 3 minuter humorous animation film to promote our rebranding


15/22


16/22

Social impact

4.5 Million users reached over Facebook during campaign.

Out of this 1 million was Viral reach.

Total impressions on Facebook = 19 Million


17/22

Facebook Viral Reach


18/22

Social Listening strategy

Tools Used

1. Google Alerts

2. Social Mention

3. Hootsuite

4. Who Talking


19/22


20/22

Sentiments

Mix of Positive and Negative sentiments around the Video.

There was a significant amount of Negative sentiments

around the video as the characters were similar tomythological religious characters.

While there was nothing offensive about the video, we did

not want too much negative sentiments attached to t hebrand at the early stages.

We decided to take down the video


21/22

Reached 11 Million exclusive users

Over all campaign Average CTR 0.36%

Campaign results post rebranding


22/22

Channel status

case study rebranding strategy ramakrishnan laxman

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