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8/11/2019 Case Study Rebranding Strategy Ramakrishnan Laxman
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MCCS channel rebranding
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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
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Channel Reach
The 3 channels reach out to more than 50 million viewersin the country weekly.
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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.
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Objectives
Recreate a new identity.
Communicate the change seamlessly.
Create mass awareness aboutrebranding.
Reach maximum unique users
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The Media
TV
Outdoor
Digital
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Digital
Genre Reach (Unique Users)
Hindi - 11 Million
Marathi - 5 Million
Bengali - 1 Million
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Communication Channels Selected
News
Regional News
Search, Social , Video &Ad Networks
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The Message
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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
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Viral Video - Namayana
Video plays here
A 3 minuter humorous animation film to promote our rebranding
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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
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Facebook Viral Reach
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Social Listening strategy
Tools Used
1. Google Alerts
2. Social Mention
3. Hootsuite
4. Who Talking
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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
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Reached 11 Million exclusive users
Over all campaign Average CTR 0.36%
Campaign results post rebranding
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Channel status