Rajshri Entertainment is proposing social media strategies to promote their brands Rajshri Foods and BollywoodNow. For Rajshri Foods, they suggest creating 1-minute cooking videos for YouTube, Facebook and Instagram. They also propose a best vegetarian recipe contest that allows users to submit entries and vote. For BollywoodNow, they recommend using influencers, conducting celebrity interviews and podcasts, and creating a "Day in the Life" series to give fans behind-the-scenes access to their favorite stars. They also discuss content strategies to increase visibility for both brands on Twitter and Instagram.

1. RAJSHRI ENTERTAINMENT – SOCIAL
MEDIA MANAGER
Assignment by –
Nikhil Shambharkar

2. A. MAKE RAJSHRI FOOD ONE STOP SOLUTION
FOR VEGETARIAN RECIPES
1. We can make separate section for “1 min cook” on
YouTube channel which will also play on facebook &
Instagram pages of Rajshri Foods

3. Best Vegeterian Recipe facebook contest:
 We will ask out existing audience to send in the entries via
photos and recipes of their own.We can put a vote element
wherein everyone who are on the facebook page can vote
for particular recipe.
 We can extends its branding opportunity by both
suggesting voters try each of the recipes (i.e. buy and use
their product), and by sharing the voting with their friends
 Recipe contests like this are actually not that hard to create.
They don't have to be expensive, either we can use a third
party app to create an essay contest, or photo contest with
voting, and you could run a contest
 The winner of contest will get an opportunity to be our guest
in a studio
 We can also do facebook & instagram live for viewers on
stage recipe

4. 3. We can make more videos on “How to do
Videos”
 How to cut onions is already a highest viewed video
on our channel. Likewise we can make more such
videos on how to do certain things in kitchen e.g.
how to peel garlic easy way
 These techniques will increase the visibility and
increase the no of viewers for sure

5.  Paid promotion targeted towards demography
which have had highest interaction and post views
with interest towards vegan food on facebook &
instagram which can be replicated on twitter page
 The content can be quick video on how to make
vegan recipes

6.  We should definitely build a blog around the Rajshri
Food brand as it will drive the engagement from
social networking site to a website which ultimately
will be used for monetization purpose
 Also, having a blog will be beneficial in terms of
SEO purpose as well

7. B. MAKE BOLLYWOODNOW NO. 1 CHANNEL
FOR BOLLYWOOD NEWS
Using the help of influencers
 Asking bollywood and television industry celebrities
to mention the brand page on their tweeter handle
 Also other influencers on twitter can be tapped in
on particular campaign so as to be trending on
twitter for a particular day e.g. how an actor is
celebrating Holi using #bollywoodNowonHoli
celebration

8. A day in life of campaign (#knowyourstar)
 Every bollywood fans wants to know every minute
details of what its favorite superstars lifestyle must be
 Introducing the other side of star’s life with they
themselves talk about what are their like and dislikes are
 The pilot can be started with breakfast with star with
20min of video interaction of star either one on one or
using Facebook or instagram live through
bollywoodNow channel
 Live interactions always brings in many more audience
engagements and views on brand page with average
time spend increase on brand social media page

9. Podcast with Superstars
 Conducting podcasts with bollywood superstars on
social topics which are trending
 Audience mostly want to know what’s the opinion of
their favorite super stars
 The topics can be chosen through fan voting
system on facebook ,twitter & instagram
 #askthestar campaign to be used on twitter and
intagram to promote the idea of show and to
generate excitement amongst the audience
 Nowadays, podcasts generate huge viewership on
youtube channels

10. MAGGI
Buyer Persona
We have different buyer
personas involved:
 Married Women with kids
 Women purchasing for their kids
 Married (working / housewife)
 Middle-class and Upper-class
 Metros, Tier I & Tier II cities
 25-40 yrs old
 Their kids like noodles & its easy
to prepare
Youth – Teenagers & Young Adults
 Men & Women purchasing for themselves
 Could be married or bachelor
 Middle-class & Upper-class
 Metros, Tier I & Tier II cities
 16-30yrs old
 Easy, quick & cheap snack to prepare
Rajshri Food have the same TG audience on its social media
handle and Youtube channel

11. 15 DAY CAMPAIGN FOR BRAND PLACEMENT IF WE
ARE ASSOCIATING WITH MAGGI FOR BRANDED
VIDEOS

12. NEED FOR INFLUENCER SOCIAL MEDIA
MARKETING WITH MAGGI
 Nestlé took a long time to come out with a proper response despite nearly
19,000 mentions since the controversy broke (almost 2 weeks)
 Even then, the reply came across as tame and far from convincing
 Panic in Market - share price fell nearly 13.5% or by Rs. 941 in the fifteen
days to June 10, 2015
 Maggi sales fell 60% across India since the controversy began in the last
week of May, according to a Kotak Securities report
 Consumer grievances on social media were managed only with a
standard automated response, which did not impress its loyal consumers
Online reputation Management (ORM)

13. SOCIAL MEDIA – CONTENT MARKETING STRATEGY

14. GET FOUND (ATTRACT) – SOCIAL MEDIA
Campaign - #MeriMaggiDobara
• Aim - to engage previous customers as well as generate interest
among newer audience as well
• What – comprises of launching accounts on social media sites such
as Facebook, Instagram, Twitter,etc
• Post regularly with variations to
• recipes of Maggi + nutritious values
• of its ingredients
• When - Hold quarterly competitions encouraging more user generated
• data (recipe competition)

15. Put a Call-to-Action button on each of the social
media channels which allows users to
1.Submit their stories/recipes (user
generated)
2.Take them to a separate landing page or website
for new product launches
3.Also allow them to engage with
company should they have any enquiry,
response time to be less than 30mins
4.Place orders through e-commerce partnership

16. Place your screenshot here
Sample content for user engagement

17. Social Campaigns – Selfie Contest
 Aim – Identify key festive periods (for eg. Holi) & launch
selfie competitions around it
 #MaggiWaaliHoli
 Users will be asked to show how much they enjoy celebrating
festivals with Maggi
 Crowdsourcing through such competitions on Instagram,
Twitter, etc.
Get Found – Attract with social media

18. Tactical Campaign – Mothers Day
 Maggi has always been supportive of Mothers as they prepar noodles
for their kids
 Aim – to establish a connect with the Mothers and improve brand rep
 #MummyWaaliMaggi
 Involve some famous personalities
who are caring Mothers themselves
 Celebrate spirit of motherhood & showcase care for their children
 What – Generate Buzz through
Teaser video, promotions & advert

19. Tactical Campaign – Mothers Day
u
PLATFORM
TEASE
R 02
DAYS
LAUNC
H 03
DAYS
REVIE
W 05
DAYS
AMPLIFICAT
ION 08
DAYS
YOUTUBE CHANNEL
FACEBOOK FANPAGE
ACTIVITIE
S
TEASER CLIP “Mummy waali Maggi” CLIPS
“Mothers can trust Maggi” VIDEO
CHANNELS
FACEBOOK
GOOGLE
FORUM
OBJECTIVE
Showcase the bond
between Mother & her
children, establish
connect
Build up the engagement
about Mag
motherhood
beca
gi’s revival & celebrating
the spirit of se they care
for all
Keep the conversation about how
Maggi is safe &
that mothers can trust their kids with
Maggi
Viral the video clips Official launch the
campaign
Introduce all products
including new
ones
Push up the conversation about
the safety of
consumption

20. Collaboration with Influencers
 Do collaborations with popular food writers – their reviews can influence many people at
once
 Present across channels – Blogs, Facebook, Youtube, etc
 Ask them to taste some of the user submitted or Maggi’s own recipes and give valuable
reviews

21. SEO Plan
Check On-Page Content
For Keyword Stuffing Revise by
using alternative words
 Align our keywords to the ad copy
 Brainstorm a list of search
queries & keywords and use
Adwords keyword planner for
selecting the set of keywords
Review your META content for
harmful stuffing

22. SAMPLE LANDING PAGE (WEBSITE)

23. Mobile App
Functions – 1. Menu consisting all
recipes provided by all users
Call-to-action button to place an
order
Locations – find nearest shop
through store locator
Lets you go through reviews &
experiences of other users
Share recipes with your friends
& even gift them a product
Access the Loyalty program

24. Customer Loyalty & Engagement
Improvement
 Work upon signing-up each and every
consumer for their loyalty program –
exchange reward points for free goodies –
Lottery game
Suggestion – “Maggi Family” (Website &
Mobile App)
Provide daily or weekly newsletter for
consumers with regular updates & surveys
for gathering feedback
Increase personalization &
create content which is more
appealing for consumer

25. INTEGRATED MARKETING APPROACH
Campaign - Test My Maggi
 Mobile Vans Of Maggi
Where Customers Can Test Their Maggi
Packets Live With Mobile Equipments
 Provide Information On Food, Nutrition And Safe
Levels Of Lead In Food Any Random Sample Of
Maggi Will Be Tested
 Free Samples Distributed To Customers
 Users will be asked to share their experience
+ selfie online & receive goodies

26. ALWAYS ON STRATEGY
Online Advertising
 Review & Revise
PPC campaigns
 Landing page strategy
& development
 Monitor performance,
monthly analysis
and give suitable
recommendations
Content Optimization
 Optimize available
static website content
whenever needed
 Review CTA strategy
for lead generation
(hubspot)
 Continous review of
content (blogs, website,
etc) with editorial team
(fixed schedule)
Social Marketing
 Follow best practice
guidelines for Twitter,
LinkedIn, etc
 Social Media training for
key staff
 Expand social media
engagement among staff &
other resource
 Integration of social
media into every
marketing initiative

27. INCREASE VISIBILITY OF TELEMASALA &
BOLLYWOODNOW ON TWITTER & INSTAGRAM
 Using Bollywood & Television celebrity memes or
humour post on Instagram & Twitter Page
 We can use video memes on bollywood dialouges

28.  Mention other brands for a win-win situation
 Instagram & Twitter contest with partners for e.g.
contest winner will get movie ticket

29.  Guess the bollywood/television actor/actress or
movie creative posting as this type of posts
increases the engagement level of audience

30.  Asking one word review of newly released movie

31.  By highlighting user generated content on social
media pages as it promotes word of mouth publicity
amongst audience

32.  Using relevant hashtags on respective social media
pages

33. CONTENT VIRALITY
E-news
 For entertainment news to be viral the following factor
contributes to its virality:
1. Well researched news (fake news can hamper brand
image)
2. Candid or personal videos of celebrities in their real
life. Behind the scene videos works wonders in thiscae

34. Food
 The 60-seconds recipe video viz. zoomed in on the
process of making food create instant liking for this
kind of content e.g. Tasty
 Showing something new in content e.g. cutting
onion is perceived to be known to everybody but
still everybody is skeptical whether they know the
right process
 Encourage action : encourage viewers to try out the
recipes, oftentimes simply by including the link to
the full recipe, or the whole recipe if on Instagram.

35. Kids specific content
 The element of suspense in any content has always
worked for virality in kids content
 So, a funny videos involving animals or a story
series ending on suspense wherein the suspense is
been disclosed in next episode of series

36. THANK YOU!