Date post: | 26-Dec-2014 |
Category: |
Marketing |
Upload: | yasha-chandra |
View: | 210 times |
Download: | 1 times |
HAIR AFFAIR - A Digital Saga of Shampoo
DIGITAL FOOTPRINTS
Fans : 2.3 M | Talking : 56,104Good : Regular updates, capitalizing on events, interlinked SM | Bad : Average Engagement
Followers : 27.4 K | Following : 437 | Tweets : 18.5KGood : Cross property promotion #Cannes|
Subscribers : 10,391 | Video : 185Good : Owned media, brand reinforcement
Followers : 18655 | Following : 14 | Posts : 299Good : Good use of brand ambassadors
Fans : 22 M | Talking : 362,369Good : Response Management, multi brand, database collection | Bad : Global page, no Dove India
Followers : 3889 | Following : 354 | Tweets : 2,942Good : Bloggers meet
Subscribers : 5,362 | Video : 78Good : Viral content – usually global campaigns
No Presence
Fans : 8.4 M | Talking : 142,826Good : Content strategy | Bad : Less contests and giveaways
Followers : 788 | Following : 78 | Tweets : 1,155Good : Replicated content from Facebook
Subscribers : 13,557 | Video : 95Good : Very engaging relevant information
Followers : 334 | Following : 11 | Posts : 104Good : Unique content not just copy of other Tresmme platform
Fans : 1.2 M | Talking : 7,253Good : - | Bad : Irregular updates, not very engaging content, average contest and promos, no reputation mgmt
Followers : 3,829 | Following : 697 | Tweets : 6224Good : Linkages to other social media channels. #HairDare | Bad : User engagement – push strategy
Subscribers : 1,856 | Video : 41Good : Channel for all promotional activity| Bad : Not informative to the audience
No Presence
ABOUT HER
Experimental
Influenced by Social platforms
Importance of self expression
Conscious about brands
MAXIMIZING REACH
MEDIA
Optimize, interlink – owned, paid and earned
STRATEGY
CAMPAIGN : ‘You Shine’
What : Consumers will nominate girls/woman who’ve ‘shone’ through the hardships to achieve remarkable success. Include – education, technology, sports, social awareness, entrepreneurship
Why : Campaign will translate well on earned, owned and paid platforms. High chance of virality. Offline component.
How : Follow three phase approach - 1. Selection 2. Journey 3.Felicitation
PHASE 1Selection
PHASE 2Journey
PHASE 3Felicitation
PHASE 1Selection
Earned Owned Paid
Online Press Release
Identifying and targeting influencers
Microsite : Registration and story
Social Promotions : Facebook, Twitter, Linkedin, Instagram
Paid Advertising on Facebook LinkedIn, Twitter
Outreach through mobile
Earned Owned Paid
Online Press Release
Video : Create 30 sec video of those selected
Social Promotions : Facebook, Twitter, Linkedin, Instagram
Paid Advertising on Facebook LinkedIn, Twitter to encourage voting
Outreach through mobile for voting
PHASE 2Journey
SEO : Blog about the contestants
Earned Owned Paid
Press Release : Announcement of winners
Video : Announcing/ Live streaming winners
Social Promotions : Facebook, Twitter, Linkedin, Instagram
SEO : Blog about the Winners
PHASE 3Felicitation
Interview with the winners
Mailer/SMS – Database who participated in voting
Thank You