Digital Marketing strategy for ICICI Bank. ICICI Bank Limited is an Indian multinational banking and financial services company headquartered in Mumbai, Maharashtra with its registered office in Vadodara, Gujarat. As of now, i.e. 2018, ICICI Bank is the second largest bank in India in terms of assets and market capitalisation.

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By Pooja Pathare & Tejas Zodage

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Khayal Aapka; Hum Hai Na

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iMOBILE APP AND WEBSITE

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CURRENT CAMPAIGN
#InvestInTogetherness
#AiFiFamily #FamilyBanking
www.investintogetherness.com
4 episode series
It talks about people investing their time in
everything but family. It aims at investing in
family together.

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Posts per day
1
Average number of
posts made by ICICI
Bank per day.
5.5M
Total Likes
5.5M
Total Follows
ICICI Bank ICICI Bank – NRI Services
75.9K
Likes
75.7K
Total Follows
Posts per day
1
Average number of posts
made by ICICI Bank per
day.

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478K
Followers
31.6K
Total Tweets
Tweets per day
9
Average number of tweets
made by ICICI Bank per
day.
231K
Followers
206K
Total Tweets
Tweets per day
250 approx.
Average number of tweets
made by ICICI bank per day.
ICICI Bank ICICI Bank Cares

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ICICI Bank ICICI Bank
65.5K
Followers
165
Total Posts
Posts per day
1
Average number of posts
made by ICICI Bank per
day.
Posts per day
0.3
Average number of posts
made by ICICI Bank per
day.
489K
Followers
126
Total Updates

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COMPETITORS

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COMPETITORS
We understand your world THE BANKER TO EVERY INDIAN

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COMPETITORS
67.7K 876K 65.5K
2.7M 17M 5.5M
315.2K 3.7M 478K
276.8K 879.2K 489K

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SURVEY
2
10
7
8
4
10
7
5
0
2
4
6
8
10
12
Investments Savings Account Loans and
Mortgagaes
Insurance Bonds Fixed Deposit Salary Account PayLater Account
No.ofpeople
Different type of services
Which services among these do you know about?

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Awareness among the millennials
about various services that ICICI has to
offer.
Aiming to get more engagement.
Many millennials don’t know about
various products and services banks
offer.
Though they have the need they aren’t
aware about various services banks
offer to invest their money.
Problem Campaign
objective

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FInvestment
(Financial Investment)
For every life stages:
Customized investment plans.

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Mr. Finvestor
A character present on website and application
which will answer all your questions or financial
investment queries.
He will guide you through all the process while
transacting or selecting a goal.

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MICROSITES

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MICROSITES

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MARKETING CONTENT MAP
ICICI
icicibank.com
Blog
/blog
FInvestment
/finvestment
Research Learning Centre
Goal 1 Goal 2 Goal 3
Posts On Internet
LINKS

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BUYER PERSONA
Income – 60K per month
Location – Mumbai
Device he use often ?
Mobile and laptop
What he does most using
his devices?
Facebook, email, Instagram,
songs
Amit Tandon
Age – 28 years
What does he have ?
Savings 95K account
Goals –
• Start saving for
retirement
• Pay for his wedding
• Save to buy a home
• Start his own business
• Start a family

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WEBSERIES
Total Followers = 867K
Average Viewership = 171K
Engagement rate = 1.47%
Total Followers = 3.5M
Average viewership = 930K
Engagement rate = 0.34%
Total Followers = 1.7M
Engagement rate = 1.19%
Total Followers = 5M
Average viewership = 2.06M
Engagement rate = 3.42%
Total Installs = 5M
Max. engagement rate = 1.8%

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OFFLINE: In-branch ATM/ TV Ads
• ATM having a human voiceover as Mr.
Finvestor will thank customers to be
loyal over years and choosing ICICI
• Gifting people cash vouchers and
personal gifts
• This will be done at a branch receiving
maximum footsteps
• User experience will be recorded and a
video showing various user experience
will be posted on Instagram and shown
as Television Ads

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SEO
68
88
100
77
68
Performance
Usability
SecuritySEO
Social
B-
B+ A B-
SEO Usability Performance
A+
SecuritySocial
DA 66

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SEO
These options include : The Stock Market. The most common and
arguably the most beneficial place for an investor to put their
money is into stock market. Investment Bonds. Mutual Funds.
Savings Account. Physical Commodities

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SEO
5 easy ways to make your money work for you. Money tip #1:
Eliminate your debt. Money tip #2: Invest in a retirement
plan. Money tip #3: Invest in a EPF or PPF. Money tip #4:
Automate your finances. Money tip #5: Leverage sub-savings
accounts.
Here’s what you need to think about today if you have kids who
may be college bound in future.
Does everyone actually need a financial plan? You might be
surprised to learn that we don’t think so.

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ASO
A+
Visibility Score

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E-MAIL MARKETING FOR SUBSCRIBERS
Welcome Services
Got Goals?
We know you were
confused.
We know what exactly
you are looking for
YES NO
+1
+2
+3+3

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EMAILS
1st Welcome:
Subject- Welcome to ICICI FInvestment
Preview- Your Savings and earnings is our prime motto
2nd Services:
Subject- Let your money make money for you
Preview- Here is the list of services we offer
3rd Goals:
Subject- Got Goals? We Got You Covered
Preview- We can help you achieve your goals
4th Email:
Subject- We Know what exactly you are looking for
Preview- Why shy, need help? Ask Mr. Finvestor he will
get a customized plan for you
5th Email:
Subject- We saw you are confused
Preview- Allow us to help you. Get in touch

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INFLUENCERS
Nick
Instagram 557K, ER 19.5%
YouTube 2.5M, ER 10%
Facebook 1.6M, ER 2%
2 video content with script on YouTube:
425,000 X 2 = 850,000
Content push 250,000
Videox2
YouTube
Average 1.7M – 2.3M
X2
Facebook
Average 158K views
X2
Instagram
Average 382K views
X2

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ADS
Social Media Ads:
Budget – ₹ 4,50,000
Platforms – Facebook and
Instagram
Duration of Ads – 2 months
alternate days
Reach – 430,000 approx.
Clicks – 172,000 approx.
CPC – ₹ 2.62
Interests are chosen from audience insights

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ADS
Bumper ads:
Budget – 50,000
Impressions – 120K-520K
CPM – ₹ 96.2
Social media ad

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REMARKETING ADS
Budget – ₹ 100,000
Target Audience – People who
have visited FInvestment web page
Aim – Conversion
*Tracked through Facebook Pixel

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ORGANIC POSTS

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THANK YOU!