Goodyear Joy Of Journey                           Services Offered:                             Concept Building, Researc...
Status Check      - Goodyear has associated with Travel for the past two years      - They conduct contests inviting user ...
Challenges      - Presence of well-entrenched travel platforms such as      Holiday IQ, OKTataByeBye, Trip Advisor etc.   ...
Methodology            Brand                                    ORM        Interrogation            Product            Pro...
Methodology (contd.)           Strategy          Content     Technology                              Plan        Platforms...
Step 1- Digital Audit      4 broad areas which      affect the Brand equity      and perception-      - Brand related     ...
Insights      - Brand messaging focuses on safety and innovation      - Neutral sentiment of the brand implying that the b...
Step 2- Product Profile       - Value proposition: Safety and innovation       - 19 products       - Technological Innovat...
Step 3- User Profile    Source: Market Research Society of India New SEC System report 2011@shackcompanis                 ...
Insights: Target Group      - Age Group: 24-45      - Socio-Economic Classification: SEC A1, A2      - Education: Graduate...
Activities      What do they do?      Mapping the different kinds of journeys that people undertake      based on their in...
Interests      What do they like?      Mapping the various joys that simultaneously shape as well as emerge      out of th...
Opinions      What do they think?      - They are ambitious      - The duration of their journeys is limited by the availa...
Online Consumption      - 25-35 years user segment is the single largest age group      online      - There are c. 47 mill...
Online Activities@shackcompanis          15 |
Step 4- Segmentation      Identifying four key user segments that the brand can      connect with through the theme ‘Joy o...
Step 5- Strategy      3-pronged strategy      - Inform: Disseminate information as well as crowd source        information...
Content Strategy      Joy Of Journey as a story telling platform to immerse in an      intimate and personalized descripti...
Content Strategy (contd.)      Travel Tales- Blog section wherein travel bloggers contribute their      stories about jour...
Plan    Pre-Launch phase-        - Establish the brand on social networking sites & manage presence        - Interact with...
Step 6- Design & Development      Website Concept 1: Cluttered by the presence of too many      elements on the page which...
Design & Development      Website Concept 2: Minimalist design using the brand colours      prudently, cleaner & less clut...
Design & Development      Website Concept Final: Defining the borders after interaction and      feedback from the client@...
Thank You:                 info@shack.co.in@shackcompanis                      24 |
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Goodyear: Digital Marketing Case Study

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Goodyear India's digital marketing initiative with Shack Companis.

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Goodyear: Digital Marketing Case Study

  1. 1. Goodyear Joy Of Journey  Services Offered: Concept Building, Research & Strategy, Information Architecture, Graphic Design, UI Design, User Experience Design, Graphic Design, Template Development, Content Strategy (Blog, Articles, Comics, Multimedia, Social Media)  Duration: 4 Months@shackcompanis 1 |
  2. 2. Status Check - Goodyear has associated with Travel for the past two years - They conduct contests inviting user generated stories in partnership with auto magazines Objectives - Use New Media to spread brand awareness - Create a platform based on travel - Engage online users with the brand in a meaningful discourse@shackcompanis 2 |
  3. 3. Challenges - Presence of well-entrenched travel platforms such as Holiday IQ, OKTataByeBye, Trip Advisor etc. - Brand perception of Goodyear is neutral in the eyes of the Indian audience. They cannot relate Goodyear with any adjective or symbol - To create relevant and different content which catches the attention of users, resulting in them spending time on the Goodyear platform - Impact the brand in measurable terms while increasing brand affinity@shackcompanis 3 |
  4. 4. Methodology Brand ORM Interrogation Product Profile AIOs User Profile Geography Demography Product Usage Media Usage Segmentation Pattern Pattern (based on attributes)@shackcompanis 4 |
  5. 5. Methodology (contd.) Strategy Content Technology Plan Platforms Design & Development Pre-Launch Phased Launch Launch Post-Launch@shackcompanis 5 |
  6. 6. Step 1- Digital Audit 4 broad areas which affect the Brand equity and perception- - Brand related - Product related - Campaign related - Competitor related@shackcompanis 6 |
  7. 7. Insights - Brand messaging focuses on safety and innovation - Neutral sentiment of the brand implying that the brand is not generating relevant conversations - Definite brand image for competitors - Association with Travel for the past two years with a scope of improvement in communication - Most of the brand related discussions were happening on dedicated car forums and auto review sites@shackcompanis 7 |
  8. 8. Step 2- Product Profile - Value proposition: Safety and innovation - 19 products - Technological Innovations- - Active Corner Grip - Armor Grip - 3 Zone - Silent Armor - One Tread - Run on Flat@shackcompanis 8 |
  9. 9. Step 3- User Profile Source: Market Research Society of India New SEC System report 2011@shackcompanis 9 |
  10. 10. Insights: Target Group - Age Group: 24-45 - Socio-Economic Classification: SEC A1, A2 - Education: Graduate and Post Graduate professionals - Gender: Skewed towards males - Cities: Tier I and Tier II cities@shackcompanis 10 |
  11. 11. Activities What do they do? Mapping the different kinds of journeys that people undertake based on their interests and reason for travelling@shackcompanis 11 |
  12. 12. Interests What do they like? Mapping the various joys that simultaneously shape as well as emerge out of these journeys. 7 key themes emerged- Self- Bonding with Romance Relaxation Discovery Family Bonding with Discovering Spirituality Friends new places@shackcompanis 12 |
  13. 13. Opinions What do they think? - They are ambitious - The duration of their journeys is limited by the available time - They believe that the reward is in the journey and not the destination - Safety and durability of tyres is an important purchasing decision especially for people who are frequent off-roaders@shackcompanis 13 |
  14. 14. Online Consumption - 25-35 years user segment is the single largest age group online - There are c. 47 million daily internet users - There are c. 15 million users who have mobile access to the internet - There are 39 million internet users who are employed out of which c. 27 million are household heads - 8 million of internet users are car owners and about 23 million are owners of two-wheelers@shackcompanis 14 |
  15. 15. Online Activities@shackcompanis 15 |
  16. 16. Step 4- Segmentation Identifying four key user segments that the brand can connect with through the theme ‘Joy of Journey’@shackcompanis 16 |
  17. 17. Step 5- Strategy 3-pronged strategy - Inform: Disseminate information as well as crowd source information - Facilitate: Facilitate journeys by providing information through experiences - Community: Create and moderate community of travellers, travel enthusiasts and travel aspirants@shackcompanis 17 |
  18. 18. Content Strategy Joy Of Journey as a story telling platform to immerse in an intimate and personalized description of the journeys laden with memories and experiences which one cherishes@shackcompanis 18 |
  19. 19. Content Strategy (contd.) Travel Tales- Blog section wherein travel bloggers contribute their stories about journeys that they have undertaken Gallery- Photo blogs and photo essays Podcasts- Audio/Video podcasts of journeys, interviews and theme related documentaries Comic Strip (Where is Rosh: The Tyre Diaries)- Presenting the essence of the platform through an illustrate comic strip Trip Planner Application- Helping travellers plan their journeys, this app provides them with directions, POIs like hospitals, workshops, ATMs etc. and blog posts and images relating to the journey from our website.@shackcompanis 19 |
  20. 20. Plan Pre-Launch phase- - Establish the brand on social networking sites & manage presence - Interact with & engage the users around the theme ‘Joy Of Journey’ Launch phase- - Unveiling the website and familiarising users with the platform - Promoting the launch through owned as well as paid platforms Post-launch phase- - Provide quality content through the ‘JOJ’ website and establish it as the go-to platform for travel stories and travel writing - Building up the community around the brand - Plan contests to engage with and reward users - Measure takeaways for the brand and the user@shackcompanis 20 |
  21. 21. Step 6- Design & Development Website Concept 1: Cluttered by the presence of too many elements on the page which hampered the user experience@shackcompanis 21 |
  22. 22. Design & Development Website Concept 2: Minimalist design using the brand colours prudently, cleaner & less cluttered interface, reduced scrolling and navigation time considerably@shackcompanis 22 |
  23. 23. Design & Development Website Concept Final: Defining the borders after interaction and feedback from the client@shackcompanis 23 |
  24. 24. Thank You: info@shack.co.in@shackcompanis 24 |
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