Goodyear India's digital marketing initiative with Shack Companis.

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. 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. 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. Methodology
Brand
ORM
Interrogation
Product
Profile
AIOs
User Profile Geography Demography
Product Usage Media Usage
Segmentation Pattern Pattern
(based on attributes)
@shackcompanis 4 |

5. Methodology (contd.)
Strategy Content Technology
Plan Platforms
Design &
Development Pre-Launch
Phased
Launch
Launch
Post-Launch
@shackcompanis 5 |

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. 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. 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. Step 3- User Profile
Source: Market Research Society of India New SEC System report 2011
@shackcompanis 9 |

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. 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. 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. 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. 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. Online Activities
@shackcompanis 15 |

16. Step 4- Segmentation
Identifying four key user segments that the brand can
connect with through the theme ‘Joy of Journey’
@shackcompanis 16 |

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. 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. 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. 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. 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. 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. Design & Development
Website Concept Final: Defining the borders after interaction and
feedback from the client
@shackcompanis 23 |

24. Thank You:
info@shack.co.in
@shackcompanis 24 |