The document provides details about Amrita Shadangi's portfolio, including her background, skills, approach to work, and case studies. It summarizes her experience in digital marketing, brand strategy, and management consulting over 9 years. The case studies provide examples of digital marketing campaigns and strategies she developed and implemented for clients across different industries.

1. PORTFOLIO
AMRITA SHADANGI ABOUT ME
MY APPROACH
BRINGING IDEAS TO LIFE
#CASE_STUDIES
© Amrita Shadangi

2. ABOUT ME

3. I am a…
Performance driven Strategic Thought leader
…passionate about…
Online Marketing/Analytics Travel and Photography Cooking
© Amrita Shadangi

4. 2003-07
2007
2010
2012
2013
2014
2016
IIT Kharagpur
Independent
Consultant
Bachelors in
Technology
Delivery
Manager
Consultant
Senior Manager
Digital
Marketing
Senior Manager
Digital
Marketing
Senior Manager
Media Strategy
My Motto is ‘Begin with an end in mind’
Delivered tremendous successes through several digital projects and campaigns
9 years of unique experience in digital marketing, brand strategy, integrated communications and management
consulting
© Amrita Shadangi

5. I am achievement oriented with a constant learning mindset
Employee of the Year 2014
CMO Asia Award’ for Best Use of Social Media
‘CMO Asia award’ for Agency Innovation
Executive Leadership program
SELECT SKILLS KEY ACHIEVEMENTS
© Amrita Shadangi

6. MY APPROACH

7. Be consumer centric in demand generation
…and create right marketing/media mix along consumer journey
Illustration
WEBSITE
DESIGN
SEO
SEM
SOCIAL MEDIA
& ORM
ONLINE
ADVERTISINGMOBILE
MARKETING
CONTENT
MARKETING
INFLUENCER
MARKETING
DIGITAL
ACTIVATIONS
© Amrita Shadangi

8. Monitor KPIs and streamline reporting for key stakeholders
To track performance and leverage insights for performance improvement
*Dummy Numbers
Custom Online Dashboard Illustration
© Amrita Shadangi

9. BRINGING IDEAS TO LIFE
#CASE_STUDIES

10. Channel Touchpoint Strategy
Urgent Replacement
Kitchen Planning
• Better understanding of TG
• Media mix recommendation based on
touchpoint strategy
Goal: To ensure efficient media allocation based on the consumer life stage
Case Study 1
IMPACT
Traffic
+25%
Sales
+4%
Touchpoint strategy for several countries
© Amrita Shadangi

11. Media(Search) & content strategy design & implementation
• Pilot campaignin Netherlands to test
effectivenessthrough multiple MVT, A/B tests
• Developed, managed and optimized PPC and
GDN campaigns
• On-going campaign optimization
Content and media strategy with scenario based KPI monitoring
Goal: To reach consumers with urgent replacement need using SEO, SEA & GDN
Case Study 2
IMPACT
Rollout
6 countries
in 4 months
Traffic
+20%
Conversion%
5%
© Amrita Shadangi
SEA
SEO

12. +75%
Website Revamp
*Brand Love: Was found using the customer surveys and focus group discussion conducted before and after the launch
Goal: To ensure website with enhanced UX, device accessibility and discoverability through SEO
• HTML 5 banners & responsive design to enable accessibility from any device
• Implemented web analytics to monitor & report website performance to key stakeholder
Case Study 3
Traffic
+45%
Page
View
2 4.2
Time
Spent
4min 6min
Return
Visits
+50%
Bounce
Rate
45% 25%
Brand Love*
IMPACT
© Amrita Shadangi

13. Reporting and optimization for profitability enhancement
Goal: To track performance and leverage insights to allocate spends to channels with better cohorts
*Dummy Numbers
Advanced Excel Modelling to enhance profitability and UX
Case Study 4
Spend
-75%
Leveraged channels with higher customer lifetime value & lower acquisition cost
IMPACT
© Amrita Shadangi

14. Performance campaigns using search, email, affiliate & remarketing
Goal: To drive sales and improve conversion rate
Case Study 5
Sales
+9%
IMPACT
© Amrita Shadangi
Traffic
+30%
Conversion%
2%->4.2%
Email Affiliate & Remarketing Innovative landing pages based on TGSearch

15. Leveraging co-creation for product experience
Goal: To create product pull during launch
 Trended 8 times; on
#Position 1 for 3 times
 More than 40% of the
engagement on quality of
photos captured by Lumia
925
Awareness
Image
Crowdsourcing
using #SeeMore
Engagement
Campaign
Platform
Engagement
Experience
Voting for Crowd
Sourced Images
Engagement Celebration
Winner
AMPLIFICATION
Of the Campaign through Social
Media, Bought Media, Ncom and
CRM to target the right consumer
DESTINATION
Engagement Platform Landing
page
- Facebook or Twitter
PREFERENCE
Designed to drive engagement
ACTION
Users Participating
and engaging in the
campaign
WOM
Celebrating the
winners
$
BOUGHT CRM
Nokia India Site
Viral Video
Case Study 6
Reach
11 mn
Visits
870k
Entries
4k+
© Amrita Shadangi

16. 360-degree campaign truly ‘social at heart’
Goal: Going for the extra mile in Co-Creation for product enhancement
Facebook
App integrated on
Nokia India FB Fan
page
Twitter
#YourWishIsMyApp
hashtag contest
On- Ground
Social Media Week
and Colleges and
youth hotspots.
Celebrity
Kalki Kochelin
Rajiv Makhani
Vikas Khanna
Mobile
SMS Module
Nimbuzz App
TV
Promotion
*Interactions: The total number of actions performed by user including page views, shares, invites, referrals
Case Study 7
 4 times #YourWishMyApp trended on Twitter
 App was shared 26k times and went viral
 Was endorsed by celebs
Views
13k 45k
Entries
61.4k
Shares
26k
Interactions*
IMPACT
© Amrita Shadangi

17. Successful product launches using fb contests
 Leverage movie sponsorship to promote 4K Ultra HD TV
 5k UGCs on Videocon Love by users, leveraged UGCs for viral content creation
 6 Lucky Winners met SRK and the star cast of HNY Movie
Goal: To drive product awareness and store footfalls
 Consistently positive press coverage triggered by the success of the campaign
 Successfully leveraged IIFA to launch flagship product - 4K Ultra HD TV and drive awareness
and sales
*Interactions: The total number of actions performed by user including page views, shares, invites, referrals, entries
Case Study 8
Reach
3.7mn+ 40k
Entries
8.1k
PTAT
+894%
Interactions* Fan Base
+15%
Reach
1.5 mn+ 20k
Entries
5k
PTAT
+313%
Interactions* Fan Base
+8%
© Amrita Shadangi

18. Innovative Twitter Contests
Goal: To leverage sponsorships to drive user engagement and connect to the youth
 Exponential growth in user engagement & follower base
 Trending on Twitter for 2 consecutive days in India Trends without
Media Spend
Twitter: Bollywood Tweetathon
100 bollywood questions and winners gets a
Chance to go IIFA Macau’13
 Organic PR and blog mentions due to campaign’s success
 Trending on Twitter for 36 hours in India Trends
 Successfully leverage IIFA (Indian Bollywood Award) association
for uplifting brand awareness and to drive engagement
Case Study 9
Reach
10.5 mn+
Mentions
20k+
Followers
+210%
Reach
6.5 mn+
UGC Ent.
1k+
Followers
+85%
© Amrita Shadangi

19. LinkedIn B2B strategy
Goal: To drive consideration for Lumia amongst Enterprise Decision Makers
Case Study
Built network of CIOs
for networking and sharing their
views and hence being relevant and
useful
Used Technology influencers for
creating awareness about Lumia as
Enterprise phone
Active engagement with members
through networking conferences,
speaking opportunities, blogs
Built relationship with CIOs to
consider Lumia for Enterprise
© Amrita Shadangi
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20. Testimonials
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