-One of the leading pen brands in India since last 2 decades
-Traditionally relied on TV advertising, often with known faces as
brand ambassadors & had a very limited digital footprint.
-Considering the amount of time spent by the target group online,
it was essential for the brand to tap digital media to connect with
3. DIGITAL MEDIA OBJECTIVES
- Develop a connect with the audience which primarily consisted
of high school & college students and youth
-Have interesting content & conversations with the audience
-Make Rotomac a cool brand to hang out with among the TG
4. DIGITAL MEDIA ROADMAP
To create a fun-zone for the fans that will give the audience a
space to chill out & relax with the brand.
Create branded content that goes with its youthful brand image
that is & at the same time in synce with its tag lineLikho India Ki Nayi Pehchaan
To Leverage Salman Khan as the brand ambassador.
5. WHAT THE BRAND WAS DOING WRONG?
Few things that the brand wasn’t doing
6. WHAT THE BRAND WAS DOING WRONG?
• Rotomac’s Facebook page operated under the name
Rotomac Global Private Limited
– People are more l likely to converse with a brand, not a company.
• Content Mix
– More text, less images & lacked connect with the audience
• Only about 2000 likes
– Not befitting a popular brand like Rotomac
7. WHAT THE BRAND WAS DOING WRONG?
- Infrequent Updates
- Mostly text only
-Lack of visual content
-Didn’t leverage the
potential of the brand
8. HOW DID SOCIAL SQUARED
-Created an altogether new
brand page – Rotomac Pens
-Page design & content in sync
with the brand identity in
10. CONTENT MIX
Engaging content centered around:
Salman Khan (Brand ambassador)
Puzzles and Riddles
Product related posts
Exciting things that can be done with pen
Achievers & Inspirational people
Celebrate events, festivals & celebrity
-A channel to have
Rotomac ads, most
of which have a
with the audience
-Nearly 50K engaged followers
(Accrued over a period of 8 months: June 2013- Jan 2014)
-Regular conversations with the audience
-Basic CRM & handling customer queries through Social
-Constant brand recall among the TG even in absence of
any major ad campaign
Built an image of youthful & cool brand in online space too
17. ABOUT US
Social Squared is a full service digital media agency from
Founded by IIM Alumni, we are a young team of digital
media enthusiasts, hackers & marketers.
Our team collectively brings experience across diverse
industry sectors like IT, FMCG, Retail, Education etc.
Social Squared works across all the 3 digital media:
18. CONTACT US
Futuready services Pvt. Ltd.
210, V-Mall, Next to Sai Dham,
Off WEH, Thakur Complex,
Kandivali (E), Mumbai - 400101
www.socialsquared.in | firstname.lastname@example.org
022-42645743 | 9619197705 | 9819022035