Consumer Goods & Digital Marketing

Traditional Methods of Marketing

We have builds Brands like Gold Spot, Thumps Up, Limca, Maaza & Citra.

Marketing is all about building Relationship with Consumers

Gold Spot did it with Jungle Book

Thumps Up with flicker book of cricket, autographed mini Bat and Ball

“Bisleri500” Digital Campaign - A Case Study

About

How digital channels were successfully used to promote and drive viewership of Bisleri 500 TVC’s and to create engagement around the same.

How it happened..

3 new TVC’S planned for Bisleri500 in the summer of 2013

How it happened..

The ads were;

• Quirky ,Humorous ,Bold and 3 in number• Positioned to target the youth

Classroom Casanova

Angry Bride

Superhero

Task we had.

How to usethe digital medium to promote the TVC’s ?

Strategy Adopted

Make it Exclusive

Involve the Audience

Create Conversations

Gratification

How we went about..

With prelaunch, launch and post launch activities we made sure buzz around the new set of TVC’s are kept alive on digital platform

Exclusivity

The TVC’s were launched first on the digital platform before airing on TV

First 4 days thus were allotted for pre-launch activities

Teaser 1

Teaser 2

Teaser 3

Teaser 4

Teasers grabbed immediate attention of the brand’s almost 50k strong facebook community.

They together received

697 Likes 243 sharesAnd a series of curious and excited comments

Launch of TVC’s on Facebook

TVC 1 - College Casanova

TVC 2 – Angry Bride

TVC 3 – Superhero

And the responses were encouraging..

The efforts were well noted

Post Release….

Taking cues from the TVC’s which ended witha very catchy “Kholo..Peeyo.. Shabaashhh!!” ,we made extensions for the word “Shabaash”

Facebook Quiz Contest

An activity that promises

• Further views on the TVC’s

• To keep the buzz alive

• Help grow the facebook fanbase

• Engagement

For the same, we created the “Shabaash Quiz contest”

The contest that ran for 2 weeks and had 4 questions. The answers were hidden in the 3 TVC’s .

2,269 unique entries were received for the contest.

Facebook fan base grew from 43,323 to 80,292

And one ardent fan won the grand prize of Ipad Mini

World Shabaash Day

Extending further to create a buzz on the twitter platform, we celebrated “World Shabaash Day” - on the 18th of April between 2pm and 6pm -a day to cheer for anyone/anything one wishes to cheer for!!

World Shabaash Day

Two hashtags were made use of;

#Shabaash#WorldShabaashDay

And the results were nothing short of amazing!

The nation ‘Shabaash’d each other!!

The day saw 2,043 mentions of the hashtags which comprised of;

736 Tweets, 684 replies 623 Retweets.

This together resulted in creating 1,440,965 potential impressions .

And the tag went trending nationally;

….even the next day morning !!!

And it the word found its presence offline as well..!!A screenshot of Hindustan Times 21st April 2013 – Mumbai Edition

Numbers we loved reading

Total TVC Views in 20 days – 48,620 & growing

Facebook Growth Percentage – 85.33%

Twitter Community Strength - 1,160

…Shabaash!