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Eleve Credentials 2015c

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Eleve Credentials 2015c

  1. 1. C R E A T I N G ) T A L K A B L E ) B R A N D S )
  2. 2. ‘People read what they want to read and sometimes it’s an ad’ Howard Luck Gossage Advertising Innovator, Inconoclast
  3. 3. In a fast and constantly evolving space, traditional display advertising such as banners, pre-rolls and pop- ups are performing poorly due to low public appeal 0.2% 99.8 % of banner ads are ignored, and the pre-roll skip rate is increasing rapidly… Banner&Click&Through&Rate&
  4. 4. “The uphilll task brand face is having to compete side-by-side for our attention against our friends and family members.” Social Media Too close for comfort…
  5. 5. “…Nielsen reports that 33% of people find banner ads on social networks more annoying than in other places.” In short, Social Media adverts can be disruptive and spoil the experience too
  6. 6. “Make your Ads Human” The Answer
  7. 7. Brand Advocacy Spokespeople) Ambassadors& Enthusiasts&& Taking the route of human recommendations for brands leveraging the WOM of individuals with high reach U s u a l l y b l o g g e r s a n d avid social media users, they posses the power to influence their peers on various social media platforms.
  8. 8. Why are they important?
  9. 9. 2/3rd of the economy is influenced by personal recommendations. 20% of consumers are key influencers of purchasing activities of 72% of the population. Consumers mention 56 brands in conversation per week. 62% of these discussions are positive. Each peer recommendation reaches 150 people on the social web. 1 in 3 people come to brand through a recommendation. The most recommended co. in any given category grows 2x the category average. Yahoo!&&& Comscore& 40% of advocates answer, comment, or give opinions online several times every week.
  10. 10. At the end of the day, people decide the opinion their peers form for your brand basis: •  what you do •  who you are •  AND what they hear from their peers
  11. 11. Friendship Actions build… Advocacy which sparks… Conversations that leads to… Recommendations that turns to… Saleswhich are that usually… Higher in profits and lower in acquisition cost…
  12. 12. A suite of outreach tools help you to run successful content & influencer marketing activities for your brands We offer… Identify Right Influencers Eleve’s IOM (Influencer Outreach Management) Tool helps you identify the right influencers whether it’s by niche, location, reach or other metrics. Manage Your Influencers Organize your influencers & expand your social influence by effectively communicating your message to them building long term relationship.
  13. 13. Measure your ROI of Your Influencing Understand which activities are driving results and demonstrate the ROI of your program. Engage on the GO Option to Engage through a Mobile app for your client & the influencers so you never miss a beat. Scale Your Influence Reach a wider audience, at a lower cost.
  14. 14. The&Pla=orm&
  15. 15. Explore) A powerful search engine with instantaneous and detailed filtering of Influencers The power to scale your outreach programs through the right influencersEngage) Expand) Establishing long term relationships for the brands with the influencer community An integrated tool, allowing you to search, measure, monitor and report all social and influencer related engagement across product ranges
  16. 16. What’s&new&in&the&pla=orm?&
  17. 17. Influencer Performance Reports Segregated&Influencer&performance& Reports/segments&–&making&sure&you& have&a&track&of&how&your&influencers& affected&a&larger&audience&
  18. 18. Responsive Website Ensuring&you’re&able&to&access&your&account& on&the&move&L&as&a&brand&and&as&an&influencer&
  19. 19. Lightening Fast Campaign Management Create,&Launch,&and&Manage&your&campaign&in&2&easy&steps&
  20. 20. Instant Alerts Instant&alerts&and&chat&for&communicaQon&& between&brands,&managers&and&influencers& For&near&instant&TAT&
  21. 21. System Notifications #Tag&Trending& NoQficaQon& Automated&Daily& Reports& Duplicate/Offensive& Content&Alert&
  22. 22. Automated Daily Reports Influencer&ContribuQon& Campaign&& Performance& Automated&daily&reports&to&ensure&& You&are&abreast&of&everything& Happening&in&your&campaigns&
  23. 23. Hashtag Alerts Instant&email&alert&for&all&concerned&& every&Qme&your&hashtag&trends& /change&in&hashtag&status&
  24. 24. Smart detection of duplicate content published through influencers and other users in order to deliver high quality engagement Duplicate/Offensive content alerts
  25. 25. Interest& Groups& Meet&Ups& CreaQve& Freedom& Focus&on& rich&content& generaQon& Social& integraQon& Mediums of Engagement
  26. 26. Our network at a glance
  27. 27. Bollywood
  28. 28. Food
  29. 29. Music
  30. 30. Technology
  31. 31. Fashion and Lifestyle
  32. 32. And many more…
  33. 33. Our Partners
  34. 34. And&many&more…& Clients who trust us!
  35. 35. Success Stories
  36. 36. The&Challenge& & •  The&world&cup&fever&was&on&and&everyone&on&Twier&was&talking&about&it&including&Brands&&&individuals.&The&challenge&was& to&keep&Coke’s&engagement&unique&and&high&on&the&topic.&& •  India&does&not&have&a&significant&football&following&with&Cricket&taking&the&cake&when&it&comes&to&Sports.&& •  The&idea&was&to&create&conversaQons&solely&with&influencer&support&and&no&Brand&property&involvement.&& The&Strategy& & •  The&team&came&up&with&a&unique&proposiQon&of&custom&hash&tags&for&all&the&new&real&Qme&developments&for&the& tournament& •  A&network&of&established&influencers&sparked&conversaQons&around&the&campaign&with&Coke&messaging&revolving&around& the&World&Cup,&match&predicQons,&trivia,&memes,&videos&and&players&.&& •  A&spew&of&footballLcentric&contests&were&conducted&by&the&influencers&and&advocates&of&the&Coke&brand&& The&&Outcome& & •  A&total&of&6.2&billion&impressions&were&generated&for&the&enQre&duraQon&of&the&campaign!& •  4&of&the&custom&Coke&hashtags&trended&all&over&India&on&Twier&for&mulQple&days!& •  A&network&of&120+&influencers&was&deployed&for&the&campaign& •  There&were&more&than&2,64,000+&conversaQons&generated&around&the&Coke&campaign& & Coca)Cola)World)Cup)Campaign)(Large)Events))
  37. 37. GSK)Women’s)Horlicks)Campaign))) The)Challenge) •  Increase&buzz&and&conversaQons&around&the&newly&released&Women’s&Horlicks&TVC& •  Create&engagement&&around&the&theme&of&nutriQon&and&wellnes& •  The&Brand&had&a&minimal&presence&on&Social&Media&with&no&prior&social&media&engagement&acQvity& executed&& The)Strategy) •  The&team&planned&the&execuQon&of&the&campaign&on&social&media&by&reaching&out&to&its&established& network&of&influencers&and&gegng&them&promote&an&engaging&contest&keeping&in&mind&the&core& objecQve&of&the&campaign& •  The&contest&involved&inviQng&social&media&users&to&give&a&reason&why&their&moms&would&benefit&from& having&Women’s&Horlicks& •  The&TVC&which&was&hosted&on&YouTube&was&also&acQvely&shared&at&appropriate&intervals&during&the& contest&by&the&influencers&thus&increasing&views& & The))Outcome) •  #Women’sHorlicks&trended))all)over)India)organically&for&the&enQre&duraQon&of&the&contest!& •  #ForMyMom)as)a)keyword)also)trended)naMonally)on&Twier&for&more&than&7&hours!& •  63%&of&all&parQcipants&in&the&contest&were&women& •  The&TVC&received&more&than)5000+views)on&YouTube&
  38. 38. •  Engaged with 4 well known Food Bloggers with good online presence to experience the product •  Bloggers also encouraged to create and share content through their blogs, and social as well •  Through content and conversations, multiple enquiries about the product received, with users also purchasing the same PHILIPS)Air)Fryer)Product)Seeding)&)Content)CreaMon)
  39. 39. And many more… Impressions)&)Opinions)
  40. 40. Bacardi)Triangle)Campaign)) The&Challenge& •  The&Bacardi&Brand&India&team&wanted&the&vibe&of&the&giganQc&music&fesQval&to&be&illustrated&in&the&online&campaign&which& was&to&last&for&more&than&2&weeks.& •  The&Bacardi&Triangle&campaign&should&be&the&most&talked&about&and&outwardly&visible&topic&dominaQng&all&other&trends& during&the&duraQon&of&the&contest.& •  Since&this&was&a&global&campaign&with&a&lot&of&visibility,&the&challenge&was&to&differenQate&the&efforts&taking&place&in&India&to& capture&eyeballs&and&create&engagement.&& The&Strategy& •  The&team&at&Eleve&reached&out&to&some&prominent&influencers&across&Twier&who&would&act&as&amplifiers&of&the&enQre& campaign&and&spread&word&of&mouth&digitally&about&the&chance&to&win&these&epic&party&Qckets.&& •  The&contest&was&spread&over&11&days&with&a&different&hashtag*for&all&eleven&days&of&the&contest.&This&strategy&would&help& keep&the&conversaQons&fresh&and&also&ensure&that&Bacardi&would&make&it&to&the&trends&map&as&many&Qmes&as&possible.&&& The&&Outcome& •  The&campaign&on&Twier&ensured&more&than&53,000&users&engaged&with&the&Brand&for&the&acQvity&&& •  An&unprecedented&223&million&&impressions&were&generated&with&a&unique&set&of&20&million&&people&touched&as&part&of&the& acQvaQon& •  In&terms&of&visibility,&the&Bacardi&Triangle&made&it&to&the&India&Twier&Trends&7&Qmes,&organically!& •  Bacardi&India&broke&into&the&top&5&Twier&brands&list&(in&terms&of&interacQon)&by&Social&Bakers&for&the&month&of&September!&
  41. 41. ThumbsTUp)Star)Campaign) The)ObjecMve) •  Generate&user&generated&content&in&the&form&of&‘selfies’&with&a&ThumbsLUp&Can&or&bole&to&stand&a& chance&to&spend&a&day&with&superstar&Salman&Khan&& & The)Strategy) •  The&team&reached&out&to&its&established&set&of&online&influencers&to&spread&awareness&about&the& acQvity& •  Leveraging&the&fandom&of&Salman&Khan&and&his&immense&popularity&in&India,&entries&for&the&Thumbs& Up&campaign&were&invited&from&Social&Media&users& & The))Outcome) •  The&acQvity&created&more&than&66,900+)conversaMons!& •  This&campaign&also&saw&a&whopping&53,000+&acQve&parQcipants& •  44.8)million)impressions)were&generated!&
  42. 42. Why Eleve? We&trigger&a&dialogue&between&brands&and&their& TG& Healthy&environment&for&more&organic& parQcipaQon&& Cost&effecQve&& We&drive&opQmized&and&varied&conversaQons&& ExecuQons&at&required&speed&as&per&need&& Influencers&increase&the&posiQve&tonality&of&the& campaign&& One&way&communicaQon&& Few&organic&responses&& Highly&expensive&& Pushes&only&a&single&communicaQon&& Only&one&pace&of&campaign&& No&control&on&senQment&of&topic&and&conversaQons&generated&& Eleve&Trend& Paid&Trend& Because&Organic&Outreach&is&much&more&effecQve&
  43. 43. We’re just a call away Eleve Media Pvt. Ltd. C-1993, Sushant Lok 1, Gurgaon-122002 Rohit Khanna Mobile: 9911147700 Rohit@eleve.co.in Prince Khanna Mobile: 9811577006 Prince@eleve.co.in

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