Digital Marketing Strategy

ofKansai Nerolac Paints

Agenda

• Website

• Social media Presence

• Search Engine optimization

• Android mobile App

• ‘Create the new jingle’ campaign

• ‘Paint the Change’ Initiative

• Big Umbrella Buzz

• Big Umbrella Buzz – Facebook Contest

Website

Social Media Presence

Nerolac has strongest presence on FB; Better than all competitors

Facebook

Décor Tip on FB

• A guidebook providing tips for home decoration

• A daily activity on the page• Tips to increase brightness in the

room, effective layouts, combining light with the color of the wall

• Descriptive photos- act as interior designing catalogue

Seasons of the year

495049

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• Different shades of monsoon, summer, etc. & associations with the season

• Promotes the different shades in a unique manners

Twitter Presence

• Very active on twitter• In sync with the Facebook Page• Small & Interesting tips- Décor Tips• Every festival is talked about• Nerolac Excel TVC contest on both

FB & twitter to drive more traffic and improve consumer recall

• Various campaign promotions on facebook as well as other engagement to get more likes

Presence on Youtube

Dedicated channel on Youtube257 Subscribers in 1 week

Videos include:• Latest TVCs- Extended version• Popular campaigns of the past• Clips from News on TV Channels• Making & Behind the scenes • Coverage of BTL promotions• Eg. In the popular uploads section-

Nerolac Excel TVC (209,488 views in 4 weeks)

Search Engine Optimization

Next to follow are references of • Wikipedia• Healthy homes• Stock prices on-

Moneycontrol, Money.rediff

• Facebook• Twitter

Other searches- Shade cards, texture paints, price lists (directed at the consumer)

Present in inorganic/paid search results

Featuring among the top in the organic

search Result

Android Mobile App

Mobile App for Nerolac paints launched on

Google Play on 31st May 2013.

Developed by Digital Law & Kenneth.

About the App:Nerolac Color Style is a mobile app which allows users to pick a colour, using their Fandeck of 1500 Nerolac Paints shades or from the user’s favourite picture and build the Monochromatic, Analogous or Complementary combination. The app allows users to experience the look and feel of a room’s colour combination before paints are actually applied. The app also includes insights on Vastu principles and how they can help a home.

Though only 53 users have rated the app, 43 of them have said given it 5 stars. Its overall rating is 4.7 which is a very high score.

Users are able to give their feedback on the app for others to see before downloading

Android Mobile App App Features

Pick a ColorBuild personal colour palettes from existing

colours or those from clicked photos

Virtual PainterMark the area on a photo to be painted and apply colour to see what a room would look

like before actually applying paintColour Combo Guide

Helps select colour combinations for interior and exterior based on Vastu principles

Product RangeAllows users to browse through the entire

Nerolac range of Wall finishes, Wood, Metal and Ancillaries

Store LocatorLocates nearest store based on GPS

Profession Painting ServiceNerolac comes to your doorstep with stylers

CalcCalculate approx. painting budgets

ConnectLinks to Social Network sites and TVC videos

GameNerolac and non-Nerolac paint quality game

Create a New Jingle Campaign Campaign run in 2012 by Nerolac paints in association with TalentHouse India, an online platform that provides opportunities for the creative community.

Nerolac has an iconic jingle that people of all ages can relate to. Keeping in line with their brand new range of health and environment friendly paints for young consumers, the company decided to reinvent their jingle as well.

What better way to do this than to crowdsource it from their target market.

Winning Entry – Rs. 1 lakh

4 Runners up – Rs. 25000

Special Facebook app ‘ Kuch change karein, chalo tune badlein’ created. Competition open only to people who had liked their Facebook page. Once participants upload their jingles, other members can vote on the jingle that they like the most and the entry with the most likes wins.

Create a New Jingle Campaign

Benefits of crowdsourcing

1. Let your consumers own you

Build a direct connect with your consumers

2. Come across as a Social Brand

Fans given incentive to join the community

3. Connect with next generation

Crowdsourcing provides pull for the young and restless

4. Creates a social buzzVoting system on Facebook

boosts page likes and activity

What Nerolac could have done differently

Though the campaign generated a lot of buzz and activity on their Facebook page and had a lot of people talking about it, Nerolac could have capitalized on this opportunity in a few

more ways than what they already did.

Use of PinterestPinterest Social media site could have been used to connect

more with their customer base and spread word of the campaign. Pinterest calls pages as ‘boards’ and no Indian

company has done anything on it till date.

Use of visual mediumMore of a connect could have been created if a visual

medium, more significant to paints depicting colour had been used instead of developing an audio based

competition.

Use of traditional radioNerolac’s use of social media seemed almost forced. They could have also had the campaign running on radio which

made more sense for a jingle competition

Through a dedicated Facebook page, consumers were involved in the selection of the site to be painted. They were asked to upload photographs of the sites that were in a dire need of a revamp.Top 25 sites were shortlisted by Nerolac, out of which the one receiving the maximum likes and touching maximum lives, was selected for makeover.870 liters of donated Nerolac Paint was used to paint a one-km long stretch outside the Delhi University wall.

In January 2013, Nerolac launched a new initiative – ‘Paint the Change’ – to encourage consumers to donate unused or left-over excess paints towards structures across the country that are in need of beautification and renovation.Through this initiative, Nerolac urged the consumers to ‘Paint the Change’ they wished to see.

‘Paint the Change’ Initiative

When Nerolac came out with its Nerolac Excel Total exterior paint, which had a unique weather defence formula, it created a Big Umbrell Buzz. It claimed that the houses that aren’t protected by this new paint will need to install very big umbrellas above their roofs!

Bringing the point of using a larger than life umbrella across, called for a similar social media buzz in the online world. Fans were asked to register on a Facebook app to know about the better alternative to the big umbrella.Beginning with updates that told fans something big is on its way, the page soon shared pictures of the giant umbrella, asking fans to register for the exclusive preview and also invite their friends. Then followed short teaser videos arousing curiosity for the big umbrella being carried across the town.Eventually the film was released on the 1st of August as a YouTube share and also within the app.The ad was aired on television much later.

Big Umbrella Buzz

Nerolac came up with a contest hosted on a Facebook app ‘Nerolac Excel – Smart Alternative’. Fans were asked to watch the new ad, share it with their friends and make sure that they watch it, to be on the top of the list for winning cool SRK merchandise. Similar updates were also shared on the Nerolac Twitter page, leading one to the Facebook page to know the mystery behind the big umbrella.

What could have been better:The contest Facebook app took too long to load after you ‘like’ the page and then led to a wrong page. It wasn’t tested properly before deployment.People failed to understand how the app worked, as something weird happened after liking the page – it displayed a group of people under ‘Your score sheet’.The campaign could have created some funny waves on Twitter with the ‘big umbrella’; probably inviting Twitter users to share what they would do with a big umbrella or giving away incentives for witty answers shared at the time of launch teasers.

Big Umbrella Buzz – Facebook Contest

Thank You