Transcript of "Nissan Micra Launch on Social Media - case study"
Phonethics.inAward winning CampaignAward winning CampaignBest use of Social Media in PR – 2011,Indian PR & Corporate Communication AwardsLaunching Nissan Micra using Social Media
Phonethics.inThe TaskNissan was all set to launch its new mini hatchback car‘’The New Nissan Micra’’ in IndiaThe Brand was present in the Indian market with the Nissan370z, Teana & X Trail
Phonethics.inPre LaunchNissan, a world leader in Automobile was relatively unknown in IndiaThe Hatchback Car Segment was highly competitive offering great sales, serviceand multiple dealer support and above all deep price benefits to theconsumer– There was a need to Create Awareness and buzz around the launch of Nissan Micra as wellas meaningfully leverage the Nissan legacy and stature as a global auto maker– Differentiated positioning in the minds of Indian hatchback buyers by highlightinginnovative features and aggressive pricing.– Build a communication channel with auto enthusiasts and informal bloggers / micro-bloggers to create a halo of ‘brand fans’– Create a Responsive, Welcoming and Fresh social media community
Phonethics.inPost Launch – InsightThe Indian consumer is not just price sensitive but is also quality conscious. S/He’slooking For a good deal at a great price. The Nissan Micra was widely received withpositive [if not glowing] reviews by the auto press and media.– There was a strong need to highlight Nissan Micra value for money and innovative and class leading featureshighlight Nissan Micra value for money and innovative and class leading featuresand bring across the positive endorsement from various reviewers and industry expertsand bring across the positive endorsement from various reviewers and industry experts– the social media pages also became a default ‘customer servicing’ channel as new buyers logged in. Theenthusiasm for the car was such that many of these buyers had booked the car in the pre-booking stagewithout ever having seen the car or taking a test drive.
Phonethics.inPost Initial Car Delivery Phase NeedThe community swelled rapidly and some of the focus was needed to beshifted to a ‘content’ centric approach. The brand needed a ‘STORY’– Keep Nissan Micra Brand Fans and Nissan Micra owners updated about Nissan News andInformation– Respond ‘Fast and Sharp’ to Nissan Micra Owners and prospective customers queries andmitigate minor issues
Phonethics.inCAMPAIGN EXECUTION /SOLUTION• A strong 370z page facebook community(370z) was created• We leveraged the popularity and cult figurestatus of the 370z to create an affinity forMicra on Facebook• These ‘brand fans’ helped launch aninvolved Nissan Micra Community onFacebook
Phonethics.inCAMPAIGN EXECUTION /SOLUTION• Fans were updated about Nissan Micra CarInformation and News• Several News/ Articles & Micra Contentadded by third part platforms were re-posted on Facebook community• Nissan Micra stylish design & uniquefeatures were highlighted by posting CarReviews and Articles
Phonethics.inCAMPAIGN EXECUTION /SOLUTION• The content approach tapped into currentconversations + brand contentEg: Pictures, Videos, Humorous cartoons, Greetings
Phonethics.inCAMPAIGN EXECUTION /SOLUTION• Topical content• Competitions based on highlighting NissanFacts, Tagging Nissan Product pictures andSharing images
Phonethics.inCAMPAIGN EXECUTION / SOLUTION• E Communities – Nissan Micra was discussed in e-communities like Carwale,IndiaCar, Autocar India, Zigwheels, AutoIndia, Vicky.in, etc
Phonethics.inCAMPAIGN EXECUTION / SOLUTION• Personalised response to queries• Social CRM strategy was put in place toregularly respond to Nissan Micra Carqueries and take immediate action onconsumer feedback
Phonethics.inMEASURABILITY• 10,000+ Fans on Nissan Micra Facebook Fanpage in 30 days• 21,000+ Fans on Nissan 370Z Facebook Fanpage in 60 days• More than 16,000 Monthly Test Drive Interest leads generation• 35+ New Organic Fans added on daily basis
Phonethics.inMEASURABILITY• More than 30% Nissan Micra Owners on Facebook Fan Page• More than 50% Monthly Active Users on Facebook Fan page• High number of Interaction and Post Views