Submission for Stage 3 - Have Your Say by Simplify360 By Team Oxymoron #Casia 2014 #MaaKaKhana

1. Stage 3
Have
Your
Say
Team Name: Oxymoron
Name of first member: K Raju Krishnan
College Name: Department of Business Economics, DU.
Name of second member: Vipul Gupta
College Name: Department of Business Economics, DU.

2. Bring My Food.com
Proposed Social Media Campaign
#MaaKaKhana

3. Existing Customers
analysing their composition on the following parameters
Age
Gender
Work profiles
Frequency of orders
Age wise exposure to media content
Find out emotional connection points
Sector-wise distribution of customers
To assess existing type of demand

4. exposure to BuzzFeed, YouthKiAwaz, ScoopWhoop & the likes
find out emotional connection points
time at which they are online
Job Sectors making maximum orders
Zero-in on our potential
target customers
On the basis of age, working life, gender profile
Finding their presence on media platforms
Their frequency of visits on social media
on such media platforms

5. Proposed Media Platforms
Biggest video
sharing
website
Huge presence
of target group
as well as
publishing
houses
Micro-Blogging is most
suitable for working
professionals

6. Key Considerations
An offline event to engage the communities
for a two-months period both online as well as offline.
Videos help in connecting the communities due to
the personal touch that they provide, thus a video
to start the campaign is a must.
To maximise the reach of the campaign, collaboration be
made with social media houses like ScoopWhoop,
BuzzFeed, YKA, Eatlo, Little Black Book Delhi, etc. to maximise
reach.
Using a common hashtag through all the
platforms to popularise the campaign.

7. Components
A separate webpage (a sub-domain)
for the campaign on
the website.
An introductory video with
#MaaKaKhana
An event named #MaaKaKhana for 50
working professionals in 5th week.
Text based content to keep the
engagement up and running.
Videos showing how mothers
(existing homemakers) feel about
cooking food. (one video each in
week 2, 3 and 4)

8. Pre-Campaign
Existing
customers
Existing mother
chefs
Mothers in
general
Potential
Consumers
talk to the following
Identify emotional points of the target
consumers
collaborate with the online media publishing
houses to cover the entire campaign

9. Sample Webpage - maa.bringmyfood.com
FB and Twitter Social buttons
Twitter Feeds for #MaaKaKhana
Facebook comments for constant updates on the campaign
Promotions
(delivery free
on a monthly
order, 80INR
per meal,
menu, chefs,
etc.

10. Teaser Video
4 working
professionals
4 mothers
Job pays you well, you can
afford luxuries, eat at fancy
places but then, when you
come back, there is no one to
take care of you.
Mother’s love and affection is
missing. The personal touch is
missing.
#MaKaKhana is missing.
To a mother, her child is
everything. She makes sure that
the child gets his food in his lunch
box when she can’t reach him,
fruits, juices and what not.
And then, finally, to make sure
that the child eats one more
chapati, one more bite.
Compiled into a 2 minute video
4+4 connection points in the form of stories to strike a chord
with the target audience…

11. 1st week – Launching campaign with the
video using #MaaKaKhana.
Put a CTA at the end to the event in 5th week.
CTA – if you are away from home, tell us what you miss the
most. The best ones will get a chance to meet our fleet of
mothers who are feeding young professionals around
Delhi.
Launched in collaboration with the following
for maximum exposure and
reach

12. 2nd, 3rd & 4th week – Engaging with the
customers on Twitter, Facebook and YouTube.
Use videos, replies to comments, twitter contests
and blog posts/videos from existing mothers.
At the end of 4th week, send out personalised invitation with
Home-Made laddoos to the selected working professionals for the
#MaaKaKhana event.
Connecting sons
and mothers.
Live feeds with
twitter.
#MaaKaKhana
5th week – Event #MaaKaKhana

13. 6th and 7th week
Sharing experiences of those who attended the
#MaaKaKhana event.
Posting this content on the campaign-blog as well
as all the social media platforms.
8th week
A video compilation
of the entire journey from
the beginning in the
form of a story.

14. Evaluating the Campaign
The number of visits on the campaign page and
visits to main website from thereon. Also, the number
of referral traffic from the campaign’s social media
platforms to the main website.
Assessing the engagement created during the
campaign with the usual engagement that the page
generates in other periods.
Considering a target of 50,000 orders in 2 months, we
should be able to reach out to a mass half a
million considering a 10% conversion rate.
Look at the metrics of the posts during the
campaign like reach, likes, comments, re-tweets, etc.
Footprint on #MaaKaKhana during different weeks
and the entire 2 months.