Download - Goodyear: Digital Marketing Case Study
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Goodyear Joy Of Journey
Services Offered: Concept Building, Research & Strategy, Information Architecture, Graphic Design, UI Design, User Experience Design, Graphic Design, Template Development, Content Strategy (Blog, Articles, Comics, Multimedia, Social Media) Duration: 4 Months
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Status Check
- Goodyear has associated with Travel for the past two years
- They conduct contests inviting user generated stories in partnership with auto magazines
- Use New Media to spread brand awareness
- Create a platform based on travel
- Engage online users with the brand in a meaningful discourse
Objectives
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Challenges
- Presence of well-entrenched travel platforms such as Holiday IQ, OKTataByeBye, Trip Advisor etc.
- Brand perception of Goodyear is neutral in the eyes of the Indian audience. They cannot relate Goodyear with any adjective or symbol
- To create relevant and different content which catches the attention of users, resulting in them spending time on the Goodyear platform
- Impact the brand in measurable terms while increasing brand affinity
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Methodology
Brand Interrogation ORM
Product Profile
User Profile Geography
AIOs
Product Usage Pattern
Media Usage Pattern
Demography
Segmentation(based on attributes)
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Methodology (contd.)
Strategy
Design & Development
Content Plan
TechnologyPlatforms
Phased Launch
Pre-Launch
Launch
Post-Launch
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Step 1- Digital Audit
4 broad areas which affect the Brand equity and perception- - Brand related- Product related- Campaign related- Competitor related
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Insights
- Brand messaging focuses on safety and innovation
- Neutral sentiment of the brand implying that the brand is not generating relevant conversations
- Definite brand image for competitors
- Association with Travel for the past two years with a scope of improvement in communication
- Most of the brand related discussions were happening on dedicated car forums and auto review sites
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Step 2- Product Profile
- Value proposition: Safety and innovation
- 19 products
- Technological Innovations- - Active Corner Grip- Armor Grip- 3 Zone- Silent Armor- One Tread- Run on Flat
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Step 3- User Profile
Source: Market Research Society of India New SEC System report 2011
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Insights: Target Group
- Age Group: 24-45
- Socio-Economic Classification: SEC A1, A2
- Education: Graduate and Post Graduate professionals
- Gender: Skewed towards males
- Cities: Tier I and Tier II cities
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Activities
What do they do?Mapping the different kinds of journeys that people undertake based on their interests and reason for travelling
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Interests
What do they like?Mapping the various joys that simultaneously shape as well as emerge out of these journeys. 7 key themes emerged-
Self- Discovery
Romance Relaxation Bonding with Family
Spirituality Bonding with Friends
Discovering new places
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Opinions
What do they think?
- They are ambitious
- The duration of their journeys is limited by the available time
- They believe that the reward is in the journey and not the destination
- Safety and durability of tyres is an important purchasing decision especially for people who are frequent off-roaders
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Online Consumption
- 25-35 years user segment is the single largest age group online
- There are c. 47 million daily internet users
- There are c. 15 million users who have mobile access to the internet
- There are 39 million internet users who are employed out of which c. 27 million are household heads
- 8 million of internet users are car owners and about 23 million are owners of two-wheelers
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Online Activities
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Step 4- Segmentation
Identifying four key user segments that the brand can connect with through the theme ‘Joy of Journey’
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Step 5- Strategy
3-pronged strategy
- Inform: Disseminate information as well as crowd source information
- Facilitate: Facilitate journeys by providing information through experiences
- Community: Create and moderate community of travellers, travel enthusiasts and travel aspirants
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Content Strategy
Joy Of Journey as a story telling platform to immerse in an intimate and personalized description of the journeys laden with memories and experiences which one cherishes
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Content Strategy (contd.)
Travel Tales- Blog section wherein travel bloggers contribute their stories about journeys that they have undertaken
Gallery- Photo blogs and photo essays
Podcasts- Audio/Video podcasts of journeys, interviews and theme related documentaries
Comic Strip (Where is Rosh: The Tyre Diaries)- Presenting the essence of the platform through an illustrate comic strip
Trip Planner Application- Helping travellers plan their journeys, this app provides them with directions, POIs like hospitals, workshops, ATMs etc. and blog posts and images relating to the journey from our website.
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Plan
Pre-Launch phase- - Establish the brand on social networking sites & manage presence- Interact with & engage the users around the theme ‘Joy Of Journey’
Launch phase-- Unveiling the website and familiarising users with the platform- Promoting the launch through owned as well as paid platforms
Post-launch phase-- Provide quality content through the ‘JOJ’ website and establish it as the go-to platform for travel stories and travel writing- Building up the community around the brand- Plan contests to engage with and reward users- Measure takeaways for the brand and the user
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Step 6- Design & Development
Website Concept 1: Cluttered by the presence of too many elements on the page which hampered the user experience
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Design & Development
Website Concept 2: Minimalist design using the brand colours prudently, cleaner & less cluttered interface, reduced scrolling and navigation time considerably
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Design & Development
Website Concept Final: Defining the borders after interaction and feedback from the client