Goodyear: Digital Marketing Case Study


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Goodyear India's digital marketing initiative with Shack Companis.

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Goodyear: Digital Marketing Case Study

  1. 1. Goodyear Joy Of Journey  Services Offered: Concept Building, Research & Strategy, Information Architecture, Graphic Design, UI Design, User Experience Design, Graphic Design, Template Development, Content Strategy (Blog, Articles, Comics, Multimedia, Social Media)  Duration: 4 Months@shackcompanis 1 |
  2. 2. Status Check - Goodyear has associated with Travel for the past two years - They conduct contests inviting user generated stories in partnership with auto magazines Objectives - Use New Media to spread brand awareness - Create a platform based on travel - Engage online users with the brand in a meaningful discourse@shackcompanis 2 |
  3. 3. Challenges - Presence of well-entrenched travel platforms such as Holiday IQ, OKTataByeBye, Trip Advisor etc. - Brand perception of Goodyear is neutral in the eyes of the Indian audience. They cannot relate Goodyear with any adjective or symbol - To create relevant and different content which catches the attention of users, resulting in them spending time on the Goodyear platform - Impact the brand in measurable terms while increasing brand affinity@shackcompanis 3 |
  4. 4. Methodology Brand ORM Interrogation Product Profile AIOs User Profile Geography Demography Product Usage Media Usage Segmentation Pattern Pattern (based on attributes)@shackcompanis 4 |
  5. 5. Methodology (contd.) Strategy Content Technology Plan Platforms Design & Development Pre-Launch Phased Launch Launch Post-Launch@shackcompanis 5 |
  6. 6. Step 1- Digital Audit 4 broad areas which affect the Brand equity and perception- - Brand related - Product related - Campaign related - Competitor related@shackcompanis 6 |
  7. 7. Insights - Brand messaging focuses on safety and innovation - Neutral sentiment of the brand implying that the brand is not generating relevant conversations - Definite brand image for competitors - Association with Travel for the past two years with a scope of improvement in communication - Most of the brand related discussions were happening on dedicated car forums and auto review sites@shackcompanis 7 |
  8. 8. Step 2- Product Profile - Value proposition: Safety and innovation - 19 products - Technological Innovations- - Active Corner Grip - Armor Grip - 3 Zone - Silent Armor - One Tread - Run on Flat@shackcompanis 8 |
  9. 9. Step 3- User Profile Source: Market Research Society of India New SEC System report 2011@shackcompanis 9 |
  10. 10. Insights: Target Group - Age Group: 24-45 - Socio-Economic Classification: SEC A1, A2 - Education: Graduate and Post Graduate professionals - Gender: Skewed towards males - Cities: Tier I and Tier II cities@shackcompanis 10 |
  11. 11. Activities What do they do? Mapping the different kinds of journeys that people undertake based on their interests and reason for travelling@shackcompanis 11 |
  12. 12. Interests What do they like? Mapping the various joys that simultaneously shape as well as emerge out of these journeys. 7 key themes emerged- Self- Bonding with Romance Relaxation Discovery Family Bonding with Discovering Spirituality Friends new places@shackcompanis 12 |
  13. 13. Opinions What do they think? - They are ambitious - The duration of their journeys is limited by the available time - They believe that the reward is in the journey and not the destination - Safety and durability of tyres is an important purchasing decision especially for people who are frequent off-roaders@shackcompanis 13 |
  14. 14. Online Consumption - 25-35 years user segment is the single largest age group online - There are c. 47 million daily internet users - There are c. 15 million users who have mobile access to the internet - There are 39 million internet users who are employed out of which c. 27 million are household heads - 8 million of internet users are car owners and about 23 million are owners of two-wheelers@shackcompanis 14 |
  15. 15. Online Activities@shackcompanis 15 |
  16. 16. Step 4- Segmentation Identifying four key user segments that the brand can connect with through the theme ‘Joy of Journey’@shackcompanis 16 |
  17. 17. Step 5- Strategy 3-pronged strategy - Inform: Disseminate information as well as crowd source information - Facilitate: Facilitate journeys by providing information through experiences - Community: Create and moderate community of travellers, travel enthusiasts and travel aspirants@shackcompanis 17 |
  18. 18. Content Strategy Joy Of Journey as a story telling platform to immerse in an intimate and personalized description of the journeys laden with memories and experiences which one cherishes@shackcompanis 18 |
  19. 19. Content Strategy (contd.) Travel Tales- Blog section wherein travel bloggers contribute their stories about journeys that they have undertaken Gallery- Photo blogs and photo essays Podcasts- Audio/Video podcasts of journeys, interviews and theme related documentaries Comic Strip (Where is Rosh: The Tyre Diaries)- Presenting the essence of the platform through an illustrate comic strip Trip Planner Application- Helping travellers plan their journeys, this app provides them with directions, POIs like hospitals, workshops, ATMs etc. and blog posts and images relating to the journey from our website.@shackcompanis 19 |
  20. 20. Plan Pre-Launch phase- - Establish the brand on social networking sites & manage presence - Interact with & engage the users around the theme ‘Joy Of Journey’ Launch phase- - Unveiling the website and familiarising users with the platform - Promoting the launch through owned as well as paid platforms Post-launch phase- - Provide quality content through the ‘JOJ’ website and establish it as the go-to platform for travel stories and travel writing - Building up the community around the brand - Plan contests to engage with and reward users - Measure takeaways for the brand and the user@shackcompanis 20 |
  21. 21. Step 6- Design & Development Website Concept 1: Cluttered by the presence of too many elements on the page which hampered the user experience@shackcompanis 21 |
  22. 22. Design & Development Website Concept 2: Minimalist design using the brand colours prudently, cleaner & less cluttered interface, reduced scrolling and navigation time considerably@shackcompanis 22 |
  23. 23. Design & Development Website Concept Final: Defining the borders after interaction and feedback from the client@shackcompanis 23 |
  24. 24. Thank You: 24 |