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1. Social Media Strategy
S JJ Jewellers

2. Competition
Analysis
Key
Objective
Platform
Overview
Phase 1
Phase 2
Hygiene
content
Content
1 3
4
2
5 6
7 Digital ecosystem
overview

3. Competition analysis
For the value consciousconsumer.
From the house of TATA (trusted names for jewellery)
and wide range of collection.
Tanishq Jeweller
PCJ Jewellers

4. Tanishq Social Media
969,404 likes

5. Social Media Campaign- ‘’Aao Manaye Tanishq wali Diwali’’
Diwali Campaign
Mia on Wheel campaign
Regular Brand promised posts

6. PC Jeweller
1,052,562 Likes

7. Social Media Content; Review
• Posts about range of collection
• Most of the posts drive sales to
a third party aggregator,
‘WearYourShine’.
• Launch Posts of celebrities;
Aishwarya & Ravina

8. S.J.Jewellers Social Media Review
• 258 likes only, On the page.
• Not at all active page.
• No posts related to the brand’s
promise.
• Needs to build a community.
• Build the Brand through Brand
preposition; Simply Forever.
• Hence, engagement &
Conversion.

9. Where does S.J.Jewellers Stands?
Let’s start by building the
Community Page.

10. Key Objective
Engagement & Conversion
through Social Media
Community
Building
Brand Awareness
Objectives

11. Target Audience
Target
Audience
Demographic :
a. Location : Bilaspur
b. Age : 18+
c. Gender : Male & Females

12. How does S.J.Jewellers stand out?

13. How does S.J.Jewellers stand out?
The brand offers variety cateringto all
three audiences:
• The value conscious consumer
• The quality conscious
consumer
• The trend forward consumer

14. The challenge
The current target audienceperceives
the brand as a Non-Listener Brand,
hence we are losing out onthe
conscious consumer.

15. The key objective
The over-all objective on digital is
therefore to gradually make a
perception of the brand and construct
a brand identity.

16. Cross promotion & amplification for campaigns
Engagement platform, to start relevant conversations
Visual platform for visualstorytelling
To drive awareness through contextual banners
To host all videocontent
PLATFORM OVERVIEW
Hygiene Platforms
Hub
For campaign visibility

17. PLATFORM STRATEGY: Facebook
Primary role:
To reach the mass audience and create awareness about the brand and its proposition.
Insight
Organic reach is steadily declining for branded messaging on Facebook. but it’s ability to reach the mass
audience through paid communication is unmatched by any other digital platform
The strategy
To reach a mass audience, in order to lead them to the store and create awareness about the range of
products.
Best practices: Only Promoted Content | gifs | Carousel | Book now| Topical

18. PLATFORM STRATEGY: Instagram
Primary role
Instagram is a visual platform and will be used establish an identity for S.J. Jewellers through strong
relevant visuals
The insight
Instagram cannot be used to direct the audience to the website
The strategy
To instill aspiration and leverage the brand identity as a ‘Class Apart’ option through visual
storytelling
Best practices
don’t #hashtag abuse | organic images performs well| maintain visual consistency

19. PLATFORM STRATEGY: Youtube
Primary role
YouTube will be the hub platform hosting all video content.
The insight
Social media consumption is the highest in the form of short video format
The strategy
To create recurrent digital videos using the suitable collaborations to influence the brand perception.
Best practices
Use the right keywords| keep the videos short| maintain brand consistency

20. PHASE 1:
Objective:Definethe Brand
‘Simply Forever.’

21. On Website
• Create a POP Up on the website to collect Data.
• Data can further be used to send emails and SMS on the regular basis.

22. Communication (Brand posts)
• Brand Story - A commercial on S.J. Jewellers, Promoted (Experience of a lifetime)
• 1 promoted teaser post for the video
• Visual paradise
• Range of Collection.
• Stunning Store Photos
• Geolocation Targeting
• Offers
• Event updates

23. PHASE 1:
Objective:Define&establishthe
communication#SimplyForever

24. The communication (Campaign Idea)
# SimplyForever
Because you’ve got many special occasion to
spend with the your loved ones! We’ve got
plenty of ways to make it memorable and
forever!
How do we amplify this on digital?

25. Phase1: Option 2
BhartiSingh
Profession: Stand-up comedian
Bharti Singh, who is a popular face on television has been
recognized for her self-confidence & humor. In a specially
scripted stand up- she can talk about how,while there is
body shaming in fashion, there is no discrimination when it
comes to life. You don’t have to be fat, thin, tall, or short to
wear a certain type of Jewellery.
In a fun & edgy manner she establishes
‘#SimplyForever’ through the stand up.
(This can also be done as an on-ground activity powered by
S.J. Jewellers, which can then be released digitally. Also
known as influence marketing.)

26. PLATFORM STRATEGY: Youtube
The Big Idea:
In order to establish & define ‘#SimplyForever’ for the digital audience, we can kick-start with a
standalone digital film featuring an influencer from an off-beat profession.
Through unique stories, the video will establish the meaning of #SimplyForever

27. Phase1:
• 1 promoted teaser post for the video
The teaser will reveal the influencer, creating curiosity about the upcoming video.
• The video will be cross-promoted on FB.
• 1 promoted carousel post to direct the audience to the website
The carousel will feature snippets of the video in each post leading the audience to watch the video on YouTube.

28. PHASE 2: Oct.
Objective: Increase purchase intent& drive the audience
to the store through a Seasonal Day campaign
#Solemates

29. Phase 2: Oct.
The #SoleMate trail
Apart from leading the audience to participate in the quiz through promoted tweets. an engaging activity will be
hosted to create organic buzz about S.J. Jewellers.
Who’s that one friend who can put his/herelf in your shoes when you need them most? Tag your friend & let them
know using #Solemate as we have a surprise!
When the audience starts tagging, we will start a response mechanism, replying to the tagged tweets with the
quiz link.
Example: “ Here’s a gift from us to you! Take the quiz for special discount. Happy Friendship day” (just an example)

30. Phase 2: Oct.
The ‘Me Without you’ series
Instagram will showcase a series of posts as an ‘Ode to the most loved one’, for always being there.
The posts will be done in the ‘Happiness Is…’ look & feel, each with a relevant quote indicating how everyone is
incomplete without their best friend.
Me without you is like…

31. Regular Engagement
• Instagram Contest
• Facebook integration (On ground activation) to promote Check ins
• Loyalty Programs- Via Check- ins- offer visitors a free purchase or discount for visiting a certain
number of times.
• Event contests

32. Post strategy
Posting Strategy :
Content
Timing Frequency
Content :Photos, Quotes, Hashtags, Re-shares,
links with a 4:1 ratio of Sharing.
Frequency :Facebook : 7 Posts/week
Instagram : 4 Posts/week + 1
Blog Story/week
Timing :Facebook : 1pm and 4pm
Instagram : Monday after 2:00

33. Audience
Build up
Gratification
Regional
based
targeting
Sustenance Communication
Post Launch

34. Digital ecosystem overview
Educate
About the brand
About the range & collection
About the offers
Inspire
Using association with fashion
Using association with
influencers
Using high level imagery and
visual consistency
Engage
Through conversations
around topical content
By listening to the audience &
conversing with them
Through relevant contests

35. Thank you