Castrol website strategy presentation

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Content & website strategy approach for Castrol power1: creating a social aggregator platform as well as online community for avid bikers.

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Castrol website strategy presentation

  1. 1. THE  TASK:    To  create  a  website  that  will  represent  the  brand  Castrol  Power1  on  the  net,  and  help  in  increasing  the  awareness  of  the  brand  among  the  right  target  audience.  The  website  will  also  act  as  an  aggregator  of  user-­‐  generated  content  from  Facebook,  TwiCer,  YouTube  and  other  media.    
  2. 2. THE  INSIGHT:   Power  1  target  audience   is  moving  towards  digital   &  social  medium   strongly.     An  average  biker  today   likes  to  be  a  part  of   facebook  community   and  share  his  life  there.    
  3. 3. THE  OBJECTIVES:    To  engage  the  target  audience  on  his  chosen  plaOorm  &  create  a  posiPve  brand  influence.  The  website  will  not  only  serve  as  a  plaOorm  for  users  to  know  more  about  our  brand  and  bond  over  their  shared  passion  of  biking,  it  also  serves  as  an  aggregator  that  will  archive  all  the  selected  user  generated  content  from  social  networking  sites.    To  host  the  biking  specific  arPcles  that  will  be  provided  exclusively  to  Castrol  by  the  content  partner  xBhp.  
  4. 4. THE  TONE  OF  COMMUNICATION:    The  website  should  make  the  brand  Power1  synonymous  with  power  and  performance  The  tone  should  be  keeping  in  with  the  theme  of     •   Passionate  biking   •   ExperPse  in  biking   •   Power  and  performance     •   Legacy  of  Castrol  in  Motorsports  
  5. 5. WE  NEED  TO  DEVISE  &  INTEGRATE   AN  EFFECTIVE…  
  6. 6. LET’S  UNDERSTAND  YOUTH  TRENDS  Content  Credit:  Graham  Brown  (youth  trends)  
  7. 7. Are  you  going  to   Are  you  going  to   make  me   support  our   FAMOUS?   COMMUNITY?  TREND   TREND   "      Consumer  Generated                Content  &  MarkePng   "      Create  CommuniPes,        Not  just  sell  Products  
  8. 8. Are  you  going  to   Are  you  going  to   make  me  feel   help  me  support  a   IMPORTANT?   CAUSE?  TREND   TREND   "      The  rise  of  Community        ExperPse  &  Review   "      Social  Values  &  Youth        Movements  
  9. 9. Are  you  going  to   Are  you  going  to   give  me  direct   put  me  in  the   ACCESS?   DRIVING  SEAT?  TREND   TREND   "      Access  all  areas        Interact  1  on  1   "      Brand  Ownership  
  10. 10. Are  you  going  to   Are  you  giving  me   HELP  ME  to  get   room  to   where  I  want?   CREATE?  TREND   TREND   "    PromoPng  the  Influencers      The  parPcipants   "      Consumer  created        AdverPsing  
  11. 11. Are  you  going  to   Are  you  going  to   TEACH  me   make   something  NEW?   MY  OPINION  count?  TREND   TREND   "    Get  the  Brand  to  ‘educate’            and  create  ‘awareness’   10      Consumers  are  the  new        product  development  team  
  12. 12. THE  YOUTH  IS…  Super  connected        Views  community  as  essenPal  Trust  unknown  peers          Has  a  desire  to  be  ‘heard’  
  13. 13. INDIVIDUAL  COMMUNITY  
  14. 14. THE  APPROACH   Create  &  Maintain  a  balance  between   ‘ME’ & ‘WE’           Allow  the  audience  to  express  their  INDIVIDUALITY   Within  the  context  of  the  COMMUNITY    
  15. 15. THE  APPROACH   Create  &  Maintain  a  balance  between   ‘ME’ & ‘WE’          The  youth  wants  to  build  their  own   Young  people  have  started  to  INDEPENDENT  IMAGE  &  make   realize  the  sheer  power  of  UNITY  purchases  based  on  their  INDIVIDUAL  JUDGEMENT  rather  than   They  are  now  COLLABORATING  blindly  following  ‘trendseCers’.   with  LIKE-­‐MINDED  individuals  in   order  to  combine  their  strengths  Each  wants  to  have  his/her  UNIQUE   with  the  aim  to  achieving  style  and  be  known  by  the  choices   sustainable  success  faster  they  make.   Quoted  from:  MTV  connect  with  Young  India  
  16. 16. OBJECTIVES    OF    THE    ‘PLATFORM’    Build  a  community  >  powered  by  the  Brand    Create  a  ‘context’  >  to  build  awareness  of  the  product      facilitate  an  ‘open  forum’  >  Encourage  sampling  &  reviews      Let  the  people  be  the  judge  >  Rather  than  push  claims      ‘MarkePng  with  the  Youth’  >  not  ‘MarkePng  to  the  Youth’      PARTICIPANTS    become  BRAND  AMBASSADORS        The  community  creates  &  builds  the…        MESSAGE      CREDIBILITY      Word  Of  Mouth  
  17. 17. CONTENT  STRATEGY  There  are  2  segments  of  consumers  that  we  need  the  website  to  appeal  to:   •     Tie-­‐in  with  influencers  and  bonding  with  Power1   •     Increase  in  awareness  of  the  brand  amongst  biking  fraternity   as  a  whole  Thus,  our  strategy  is  two-­‐pronged:   •     We  need  a  plaOorm  that  appeals  with  the  experienced  biker   through  publishing  of  focused  content  and  hosPng  of  contests/   applicaPons  that  interest,  involve  and  graPfy  expert  bikers.   •     The  website  should  also  be  able  to  include  the  general  biking   junta  through  an  aCracPve  interface  and  by  involving  them  in   interacPve  conversaPons,  documentaPon  of  travelogues  and   light  applicaPons.  
  18. 18. THE  CONTENT  STRATEGY  FOR  
  19. 19.                            The  Macho  Bikes                          Extreme  Riding  CondiPons  (Eg.  Leh)                  Toughest  Driving  Routes            Bike  ModificaPon        The  specialists:  directory  of  niche  bike  services  Riding  Challenges  (Online  Games)  Power  1  uses  is  "Accelerate  the  Storm".    User  can  parPcipate  in  a  racing  game  with  different  levels  of  thunder-­‐storm.  The  acceleraPon  for  the  bike  is  provided  by  Castrol  Power  1  which  he  can  use  as  a  booster.  
  20. 20.                              Core  product  i.e.  "Power  1".                          Bike  Reviews:  content  from  xBhp                  Bikers  Stories    How  performance  has  evolved              Riding  and  Other  Tips        India  Map  with  pictures  of  bikers  at        various  locaPons  Bike  Maintenance:  how-­‐tos,  Pps,  video  guides  
  21. 21.                              Biking  Apps                          Share  your  Experience                    Clubs  &  CommuniPes:  Bikes,  Rides,  CiPes              Biking  Gear,  Accessories          Helmet  designs  &  Decals    Music  for  the  Road  

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