Case studies

906 views

Published on

1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
906
On SlideShare
0
From Embeds
0
Number of Embeds
217
Actions
Shares
0
Downloads
29
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Case studies

  1. 1. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Presented by:<br />Case Studies | Social Media Marketing <br />Markigence Communications Pvt. Ltd.<br />411-412, Ansals Majestic Tower, VikasPuri, New Delhi -110018, India <br />Tel: +91-11-45527530 | biz@markigence.com | www.markigence.com<br />
  2. 2. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  3. 3.
  4. 4. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />An Overview<br /><ul><li>Launched in 2008, Maruti Suzuki A-Star is a car that was made in India to meet European standards.
  5. 5. Led by A-star, Maruti Suzuki exported its highest ever tally of 8,565 units in February 2009 .
  6. 6. It is targeted at the youth between 18-28 and goes by the tagline of Stop@Nothing, which signifies self-belief and never-say-die spirit.</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Objectives<br />Maruti Suzuki collaborated with Markigence, a marketing communication and brand promotion agency, to layout the brand promotion and online reputation management for Maruti Suzuki A-Star.<br />
  7. 7. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Approach<br /><ul><li>Integrated Social Media space with TV/ATL campaign of “Share Your Story” by developing an FB app. Over 2,000 user participation, and winner chosen from FB entries
  8. 8. Creating a Viral Video “A-star Heroes”; downloadables such as wallpapers
  9. 9. Elevating the theme “Stop@nothing” with inspirational, knowledgeable content
  10. 10. Strategic media buying to increase the community size
  11. 11. Brand building exercises with regular contests, crowdsourcing, etc</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />How?<br /> Community @<br /><ul><li> Created a community of 20,000 members in 9 weeks; current count 46,000+
  12. 12. Sharing of Videos, images and inspirational content</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Consumer Engagement<br />
  13. 13. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Other Activities @<br /> CONTESTS<br />
  14. 14.
  15. 15. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />BLOGS<br />
  16. 16.
  17. 17. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  18. 18. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />PROMOTION @ <br />
  19. 19. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />VIDEOS<br />http://www.youtube.com/watch?v=h--_fdy2k30<br />
  20. 20. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />WALLPAPERS<br />
  21. 21.
  22. 22.
  23. 23. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />FORUM PARTICIPATION<br />
  24. 24.
  25. 25. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  26. 26. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br /> CAMPAIGNS<br />
  27. 27. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />PIC-A-STAR<br /> You love A-Star. It’s time to show how!Submit pictures of your A-Star experiences and stand a chance to win an exclusive car wrap from among 16 latest designs!! <br />
  28. 28. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Define your Attitude<br />If you were to wear your attitude on your T-shirt, what would it be? Comment and post your one-liners. It could be wacky, sporty, inspirational, philosophical or whatever that defines you!!Two answers with maximum likes win A-star T-Shirts printed with their name and the quote. <br />
  29. 29. In Christmas WeekPosts like:<br /> Hey friends. It’s time for the first contest of the Christmas Week. If you could play Santa for a day, what gifts would you give our citizens! A corrupt-free country, a green planet? The most appealing answer takes away an exciting gift hamper from A-Star! <br />
  30. 30. On Christmas<br />Hey people! Given a choice WHICH celebrity would you like to see as Santa today and WHY? <br />Give us interesting answers and the best answer wins a special gift from us!<br />
  31. 31. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Republic Day Campaign<br />A3-day Marathon starting January 25, was run saluting all the brave heroes who helped give India its identity! Every hour a story was posted continuously for three days.<br />
  32. 32. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />World Cup campaign<br />Contest series was about predicting some particular number in a match. Every correct or closest answer gets 10 points everyday. The top 10 will get Reebok watches at the end of the contest series.<br />Fetched 15,000 new members in just 4 weeks<br />
  33. 33.
  34. 34. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  35. 35. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />An Overview<br /><ul><li>Estilo was launched on facebook with a motive to engage with the audience.
  36. 36. The brand was launched with the campaign philosophy “Take a fresh view of life”. Later it was changed to “Come Alive”
  37. 37. The come alive theme supported the TVC ad which showcased CTD coming alive and displaying their emotions upon looking at all new Estilo.
  38. 38. It is targeted at the youth between 18-28 and goes by the tagline of Come Alive, which signifies a very refreshing and exciting feel of the car.</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Objectives<br />Maruti Suzuki collaborated with Markigence, a marketing communication and brand promotion agency, to layout the brand promotion and online reputation management for MarutiSuzuki Estilo.<br />
  39. 39. Approach<br />Community on 72,000+ members in 3 months<br />Consumer engagement through:<br /><ul><li>Contests on Facebook on themes varying from Guess who’s COMING ALIVE? to introducing CTDs- Hottie and Nottie.
  40. 40. Follow through on TVC – with promotional videos, contests and other activities revolving around the CTDs.
  41. 41. Ran a campaign where the CTDs went missing. The hi-tech characters had to be found to win a cash prize worth Rs. 1,00,000
  42. 42. Currently running promotional campaign around World Cup- Become part of Hottie or Nottie squad
  43. 43. Interactivity on popular blogging sites and forum discussion participation</li></ul>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  44. 44. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br /> CAMPAIGNS<br />
  45. 45. 25,472 active monthly users<br /> GUESS WHO'S COMING ALIVE?!!!Think you got a knack for cracking hints & winning prizes?Click on 'Who is Coming Alive?' Tab & get a chance to win Estilo T-shirts everyday .THE GAME BEGINS !!!<br /> What is your idea of coming alive and why? It could be river rafting, parasailing, strumming a guitar or just mad dancing on the road!Share your ideas in 20-40 words. Five posts with maximum likes win Estilo T-shirts every day.<br />
  46. 46. Guess 'What Happens Next!' & Win Exciting Prizes !!!Watch the latest Estilo 'Come Alive' TV Ad & guess what happens in the next TV AD?The correct or the closest answer wins a Puma Bag & accessories. Click on the 'What Happens Next' Tab to participate now!!!<br />
  47. 47. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br /> PROPOSAL KE BAAD<br />He’s proposed to her! Now what? Guess what happens in the next TV advertisement?Predict the correct storyline. The correct or the closest answer wins a Puma bag and accessories.<br />CLICK ‘Proposal KeBaad’ TAB TO PARTICIPATE NOW!!!<br />
  48. 48. 58,721 Active Users<br />4 hints were given in a day to guess the correct answer of the riddle like :<br />Today, my partner wants to watch a movie on DVD late evening, but she is not willing to name the film. She wants me to guess it. Her first clue is: This epic movie was one of the biggest hits of its time. I don't know if she’s talking Bollywood or Hollywood here! <br />Can you guess?<br />
  49. 49. Name To Fame<br />Name the Estilo male & female Hi-Tech characters! Click on the 'Name To Fame' Tab & give them a funny, cute or an innovative name. Winners get a chance to spend a fun-filled day with them. <br /> Participate now!<br />
  50. 50. Missing Hi-tech Characters<br /> The news from Maruti Suzuki R&D center is that an Estilo is missing with the Hi-tech male and female characters! We seek your help in finding them. The Maruti Suzuki officials have announced rewards for the one who can trace the missing Hi-tech characters. All the best. We’ll help you with any updates we get. Click ‘Missing Hi-tech Characters’ Tab to know more.<br />
  51. 51. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />It was Not just on road, it was online too!<br />Meet Hottie and Nottie<br />
  52. 52. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />How Hottie or Nottie are you?<br />
  53. 53. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Valentine’s Contest 23,576 Active Users<br />Upload a picture with your Valentine and get a chance to be the Estilo Valentine Couple and win Estilo goodie bags. What are you waiting for? Share NOW!<br />
  54. 54. World Cup Campaign<br />The game has begun. We bring to you an exciting Estilo World Cup contest.To participate and win cool Estilo goodie bag click on Estilo World Cup tab.Play on people!!<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  55. 55. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />17,013 Active Users<br />
  56. 56. Application on <br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  57. 57.
  58. 58.
  59. 59.
  60. 60. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Number of hits on various campaigns<br />December 1, 2010- January 1, 2011<br />
  61. 61. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Number of hits on various campaigns<br />January 1, 2010- February 1, 2011<br />
  62. 62. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Number of hits on various campaigns<br />February 1, 2011-March 22, 2011<br />
  63. 63. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Screen shot of users on First day of contest series<br />
  64. 64. Day 1<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  65. 65. Day 1<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  66. 66. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  67. 67. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />An Overview<br /><ul><li>True Value is a venture of Maruti Suzuki India Limited. Being the no. 1 brand of pre-owned cars the company has a very less visibility among customers.
  68. 68. Therefore company used facebook as a platform to educate the customers about the brand, increase brand awareness and also engage with the customers.</li></ul>Target Audience:<br />Pre-owned car buyers<br />Pre-owned car sellers<br />Youth<br />Families<br />Ladies<br />Elderly People <br />
  69. 69. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Objectives<br />Maruti Suzuki collaborated with Markigence, a marketing communication and brand promotion agency, to layout the brand visibility , brand awareness and also engage with the customers.<br />
  70. 70. Approach<br />Community on 8,000+ members in 2 months<br />Consumer engagement through:<br /><ul><li>Contests on Facebook on related themes like current world cup theme
  71. 71. Everyday wall posts :</li></ul>Brand centric <br />Theme centric-Trust and dependability<br /><ul><li>Interactivity on popular blogging sites
  72. 72. Developing interactive applications like CAROLOGY</li></ul>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  73. 73. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Built a community of over 8000 in just 2 months<br />
  74. 74. Consumer engagement<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  75. 75. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />World Cup contest<br /> World Cup contest series asking the users to predict the Man of the Match everyday. The winner is shortlisted in the evening after the match is over and is given various rewards. <br />
  76. 76. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  77. 77. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  78. 78. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  79. 79. Media buying<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  80. 80. Application on <br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  81. 81. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  82. 82.
  83. 83.
  84. 84.
  85. 85. Insights<br />Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  86. 86. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Insights<br />
  87. 87. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Chimes Aviation Academy<br />
  88. 88. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />An Overview<br /><ul><li>Launched in 2008, Chimes Aviation Academy (CAA) is a division of Chimes Aviation Private Ltd (is an initiative by UdayPunj, Founder Director of the Punj Lloyd Group)
  89. 89. Has been accreted with Limca Book of World Record with the largest integrated pilot training academy in India, with a capacity to train up to 120 pilots annually
  90. 90. Is India’s first and only ISO 9001: 2008 certified Pilot Training institute and also is amongst the very few privileged ‘Cessna Pilot Centers’ in the world
  91. 91. Has exclusive access to 3 airfields in Madhya Pradesh, Dhana (current operating base) & Baihar and Umaria with the largest operating fleet, more than 6000 Hrs of flying, 60+ resident students</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />What?<br />
  92. 92. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Activities @<br />
  93. 93. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br /><ul><li>Surrogate Branding: Adopted a strategy of word of mouth marketing by promotion of All About Flying
  94. 94. Facebook Profile of All About Flying</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />All about Flying<br /><ul><li>An online communityfor flying enthusiasts
  95. 95. Platform for interactive discussions about flying and everything related
  96. 96. Engaging forum which includes sharing of videos, images, articles, contests and quizzes</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  97. 97. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />How?<br />Word of Mouth Marketing: Surrogate Branding<br /><ul><li>Created a network of 8900 users, considering the niche group of flying enthusiasts
  98. 98. Generated constant user engagement with an average interaction per post of more than 70which includes comments, likes and wall posts
  99. 99. Frequent user comments on wall posts and photos with 34 as an average comment per post</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  100. 100. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Promotion @<br />
  101. 101. How?<br />Created a Banner on <br /><ul><li>Target Group: executives, CXO’s and people at higher ranking in an organization
  102. 102. Product Promotion: Private Pilot Training program:
  103. 103. Fastrack weekend program for busy executives
  104. 104. Designed to make Private Pilot License (PPL) holder in nine weekends
  105. 105. Lead Generation of 53 flying enthusiasts, achieved without any media buying and only through word of mouth marketing
  106. 106. Successful conversion of 3 such enthusiasts joining CAA</li></ul>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />
  107. 107. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />CAA banner on <br />
  108. 108. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />CAA website<br />
  109. 109. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Other Activities @ Social Media<br />
  110. 110. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Blogs<br />
  111. 111. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Blogs<br />
  112. 112. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Youtube Videos<br />
  113. 113. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Photo Bucket Profile<br />
  114. 114. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Q & A<br />
  115. 115. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Forums <br />
  116. 116. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Search Engine Optimization<br /><ul><li>On Page Optimization
  117. 117. Identification of areas on the Website for Search Engine Ranking
  118. 118. Internal linking
  119. 119. Content update with keyword rich elements
  120. 120. Off Page Optimization
  121. 121. Yahoo Q&A
  122. 122. Directory, Article and PR Submission
  123. 123. Link Building</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Samsung Mobile India<br />
  124. 124. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />An Overview<br /><ul><li>Samsung Mobile division manufactures and markets a wide range of mobile telecommunications products across pre-pay and post-pay markets, in both the consumer and business segments
  125. 125. Samsung's mobile phones are divided into 6 major categories: Style, Infotainment, MultiMedia, Connected, Essential and Business
  126. 126. The Mobile division is part of Samsung Electronics Co. Ltd</li></li></ul><li>Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />What?<br />Collaborated with a leading digital marketing services agency to develop content for engaging consumers on social mediafor Samsung Mobile India<br />
  127. 127. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />How?<br />Developed content for consumer engagement and Created a community of over 165,800 members in 3 months.<br />
  128. 128. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Consumer Engagement <br />
  129. 129. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Blogs<br />
  130. 130. Brand Strategy | Communication Development | Interactive Digital Media | Distributed Co-creation<br />Samsung Future Beyond Thinker Contest<br /><ul><li>Engaging contest that involves constant user communication
  131. 131. Surrogate Brand Promotion of Samsung’s Mobile’s latest offerings
  132. 132. Sharing of Videos, Images and interactive content about celebrities across different genres</li></li></ul><li>Thank You<br />Harsh VardhanDutta<br />#+91-9818262677<br />Markigence Communications Pvt. Ltd.<br />411-412, Ansals Majestic Tower, VikasPuri, New Delhi -110018, India <br />Tel: +91-11-45527530 | biz@markigence.com | www.markigence.com<br />

×