MixORG conducted a campaign for Aditya Birla Group in which it created close to 1.9 million impressions of ABG Leadership Program advertisements in 10 days. The objective of online branding of ABGLP was successfully achieved.

1. Aditya Birla Group Leadership Programs
Online Branding
Feb 2012
MixORG
© MixORG

2. AGENDA
 Introduction
 Executive Summary
 Plat©©forms Used
 Online Strategy
 Outcome and Impact
 Learning
 Links
© MixORG

3. INTRODUCTION
© MixORG

4. FACTFILE
Brand • ABGLP
Company • Aditya Birla Group
Industry • Conglomerate
Duration • 10 days in February 2012
© MixORG

5. ADITYA BIRLA GROUP
 US $30 billion global corporation
 India-based, global conglomerate
 130,600 employees, belonging to 40 different nationalities
 Present in various sectors:
 Retail
 Mining
 Financial Services
 Cement
 Chemicals
 Textiles and many more…
© MixORG

6. ABG Leadership Programs (ABGLP)
Launch
• In 2007 by Aditya Birla Group
Objective
• Hire and groom the best talent from leading B-schools
• Cultivate high quality future leaders with innovative thinking
Programs
• LEAD (for individuals with 4-6 years‟ experience)
• LEAP (for individuals with 0-3 years‟ experience)
• Group Internship Program
Target Audience
• IIM Ahmedabad IIM Calcutta ISB-Hyderabad
• IIM Bangalore IIM Lucknow XLRI
© MixORG

7. Objective of the Campaign
Ensure Brand Building for the
ABG Leadership Programs
Create awareness about the
LEAD and LEAP programs
Encourage visits to the ABGLP
website and LinkedIn page
© MixORG

8. EXECUTIVE
SUMMARY
© MixORG

9. • ABGLP branding mostly offline and on website
Background • Hired MixORG to drive online branding through
Social Media
Major • Platform Development Lead Generation
Initiatives • Engaging Community Targeted Advertisements
• 1.9 million impressions in ten days
Impact • 1500 people clicked on ads
• Successful campaign with innovations
Outcome • Good introductory experience for ABG‟s first stint
with Social Media
© MixORG

10. PLATFORMS USED
LinkedIN Facebook Website
• Dedicated Company
Page was created
• Target audience • Facebook ads led
present in very large traffic to website
• Ads were run that led to numbers
the ABGLP LinkedIn
page • Targeted ads were run
© MixORG

11. STRATEGY
© MixORG

12. ONLINE BRANDING
Max
Networks Max ad
Ads to Attractive information
most used impressions
increase landing in most
by Target within
brand recall pages effective
Group budget
way
© MixORG

13. Innovation in Platform Development
 Decision to create dedicated space for ABGLP on LinkedIn
 Choice between:
LinkedIn Company Page LinkedIn Group LinkedIn Profile
Represent your career
Tell your company‟s story Start topic of discussion accomplishments
Highlight your products and Like and comment on Enable people to connect with
services discussions you
Engage with followers and drive
Follow people in your group Get and give recommendations
word of mouth
Share career opportunities Discuss career opportunities Search for jobs
Figure: Features of each of the LinkedIn pages
© MixORG

14. Innovation in Platform Development-
LinkedIn Company Page
• For online branding on LinkedIN
Best choice • Features most suitable for engagement
• Only allowed for registered companies (LinkedIn rules)
Problem • Verified via company email id and website
• MixORG purchased domain space in the name of ABGLP
Solution- • Created „company‟ email id -> registered Company Page
Innovation!
© MixORG

15. ENGAGING COMMUNITY
Attractive
Video
Banner on Tag employees
testimonials
Home Page
“Follow Share and
Company” recommend Office map
option products
List Programs as
Company “Share” the page Careers Tab
“Products”
© MixORG

16. © MixORG

17. © MixORG

18.  ABGLP Programs listed
as „Company Products‟
 Description of each
program given
 People can „Share‟ and
„Recommend‟ the
programs
Chitra
recommends the
GIP
© MixORG

19. © MixORG

20. © MixORG

21. Company
Page allows
the feature of
inserting
Google Maps
© MixORG

22. Lead generation
LEAD GENERATION mechanism in
LinkedIn
Visitors request to
be contacted with
information
Serves to gather
relevant leads and
create database
© MixORG

23. © MixORG

24. Reach Ads
directly to High CTR
the six target expected on
colleges Ads
Pay per
Bid type
impression
NOT Pay
ensured
per click
higher ROI
© MixORG

25. Outcome &
Impact
© MixORG

26. LinkedIn Facebook
Number of people targeted 3,514 61,700
Number of Impressions/ people viewing: 18,935 1,874,931
CPM (Cost per 1000 views) Rs 500 Rs 5.33
Landing Page of Ad LinkedIn company page ABGLP website
Number of people who clicked on Ad 87 1,382
Cost per click Rs 115 Rs 7.25
Lead Count* 18 N/A
Cost per Lead generated Rs 555 N/A
Frequency** N/A 35
Amount spent on campaign Rs 10,000 Rs 10,000
*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP © MixORG
**Number of times the advertisement appeared per profile, indicating number of times one single person could have seen the ad

27. Spike in Number of Impressions during
the Ad Campaign
(Feb 9- Feb 19, 2012)
© MixORG

28. Learning
© MixORG

29. Innovation in Platform Development
• Company Page best for engaging and branding
• Can also be used for Company departments, branches and
programs
Targeted Advertisements
• Pay per click when expected CTR is low
• Pay per impression when expected CTR is high
Multiple Platforms
• LinkedIn offered much less reach in the same budget as FB
• But repeated sightings on multiple platforms increases
brand recall
© MixORG

30. LINKS
Website
• http://www.abglp.com/
LinkedIn
• http://www.LinkedIn.com/company/aditya-
birla-group-leadership-
programs?trk=tabs_biz_home
© MixORG

31. 152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
info@mixorg.com
© MixORG