Seagull Advertising, a 17 year old Branding and Advertising agency from Pune, recently held a Digital Summit on branding in the digital age at Courtyard Marriott, Pune. Hosted by Seagull’s MD Mr. Sameer Desai, the event saw more than 116 participants, including brands like Thermax, Kirloskar Brothers, Lokmat, Sakal, Reliance, 3Di Systems and Solutions, P. N. Gadgil Jewellers, Amanora, O & P Hospital, Kalpaturu, Foliage Outdoors, Jaihind, Akemi Excellence, NeoGrowth, Crème Pure, MAD Beverages and more. Mr. Sameer Desai touched upon the necessity and benefits of branding in the digital space, backed by powerful case studies. His simple but vital insights about the use of digital medium to help brands connect with their audience, gained a lot of appreciation.

1. Branding for
results in the
Digital Age

3. The Consumer
What is the world’s most powerful medium?

4. Question is: Where is the consumer today?

5. Let’s face it.
Digital is the new
medium.But where does that leave traditional media?
Will print go out of print?

6. Some things cannot be completely replaced.

7. Each media has
its role to play.

8. TRADITIONAL MEDIA
HELPS ESTABLISH:
•Awareness
•Credibility
•Recall
DIGITAL MEDIA HELPS
•Increase reach and exploit new markets
•Increase efficiency in advertising spends
•Helps make advertising and branding more
answerable

9. Today, it’s not about one
media replacing another;
it’s about an integrated
approach, using the best
media mix.

10. More importantly, what holds everything together is

11. This idea is then taken
across different mediums
as necessary,
while optimising
media mix

12. My blood is red and black

13. To come up with a big idea however, you
need to build your brand around a powerful
emotional truth.

14. Products have rationales
brands have
emotionales

15. Consumers champion brands which meet their
emotional needs
21st Century brands own an Obvious Emotional Truth

16. Coke’s OET: Small world machine

17. But if a Brand is all about an emotional experience,
how do you put
numbers on it?

18. How do you align your Business Interests
to your Brand Strategies?

19. Seagull’s 3 stage Wings 4 Profit process
Charting your
Brand’s Flight Map
Giving your
Brand Wings
Defining your
Brand’s Challenge

20. Our Wings for Profit process
defines a SMART Objective
for your brand.
SMART stands for
•Specific
•Measurable
•Achievable
•Reviewable
•Time-bound

21. The Digital Medium is
•Measurable
•Answerable
•Reviewable at regular intervals
•And thus more efficient
Advertising in the Digital
Age helps you meet your
SMART objective

22. Troy

23. Everybody is
now connecting
online, including
politicians

25. How #AnnaHazare
used social media
#Anna Hazare brought a wave of change
in the country with his unique
anti-corruption campaign
He roused a million Indians, solely using
the power of social media

26. •5 Lakh fans on FB page
•1.9 Lakh LIKES
•37,000 Comments
• #isupportannahazare: With more than 8000 tweets, was the top
trending topic on twitter(India) on August 17
•1.7 Lakh tweets mentioned Anna Hazare. 1.5 Lakh Tweets mentioned
“Jan Lokpal bill’
Scale of his effective social (media) campaign
•More than 10000 downloads of the App
•1.5 Crore missed calls on the support campaign helpline

27. Big Indian
brands go
big on
digital
• Hindustan Unilever aiming to triple digital
advertising spend, which in 2012 was 7% of its
total ad spend (2,635 crore)
• This year, LG Electronics will spend Rs 40 crore
on digital medium, which is about 8-10% of
their total ad budget for the year. In the last
three years, they have been doubling their
spends on digital every year
• Airtel’s spends have gone up from being 2% of
the total spends to almost 10% in 2011-12. “We
are the largest advertisers on digital media and
also have the highest ratio of digital to
mainstream spends in India,” said Arun Sharma,
VP, marketing – head, media & rural, Bharti
Airtel Ltd.

28. So what do big
brands do on social
media?
They LIBEF and SOSHA

29. What does that mean?
LISTEN: Listen to conversations happening online, relevant to your keywords
BEFRIEND: Make your customer your friend
SOLVE: Solve their problems, queries, doubts
SHARE: Share information, valuable content with them

30. Peter Shankman got lucky when he tweeted a shout out about how a Morton’s steak would
be just the right ending to his flight arriving in Newark.
The consultant with 150,000+ Twitter followers was greeted at the airport by a man in a
tuxedo sent by Morton’s to deliver a complete steak dinner.
Social media listening enabled Morton’s to pick out advocate from the crowd and create
influence at a low cost. As a result of this, Morton Steakhouse got 1 million mentions.
It probably didn’t hurt Shankman’s influencer rating and visibility either.
How successful
brands LIBEF
and SOSHA

31. What happens when
brands don’t
LIBEF and SOSHA?

32. Dave Carroll’s viral
video
• In 2008, United Airlines broke Canadian
musician Dave Carroll’s $3000 guitar in transit
•To top it, United Airlines was completely
indifferent to his complaints
•In protest, Dave Carroll made a song about
the whole episode and published it on
Youtube
•Till date, this video has garnered 2.5 million
views

33. United breaks guitar

34. How to create a
successful digital strategy
• Build a digital community
• Generate enquiries/sales

35. Say Hello to the AECCC strategy
ACCESS
ENGAGE
CONNECTCUSTOMISE
COLLABORATE
From David Rogers: ‘ The Network Is Your Customer’

36. Author of ‘The customer is your
network’ and the AECCC strategy.
David Rogers

37. ACCESS: Be present where your consumer is
Nike Fuelband:
Embedding the network
Giving real time
feedback on every
individual’s
performance

38. Evian waterdrop

39. Adidas neo window

40. Will it Blend?
•Blendtec, a local commercial and home
blender manufacturer from Utah has
created one of the most successful viral
social media marketing campaigns 6
years ago.
•Once a small manufacturer, currently
active in 90+ countries, Blendtec is today
known to millions with its crazy yet funny
"Will It Blend?" videos.
ENGAGE: Become a source of valued content

41. ENGAGE: Become a source of valued content
Dumb ways to die

42. ENGAGE: Become a source of valued content
Dove real beauty

43. ENGAGE: Become a source of valued content
Nat Geo

44. CONNECT: Be a part of your customer’s conversation
March of Dime Charity:
•Allowing people to make their
own 60 second ad to raise
awareness of premature
births. People were invited to
share their baby stories
through videos, blogs.
•Over 80 ads were
submitted, 3000 votes were
cast and the winning ad was
distributed nationally on tv.

45. CONNECT: Be a part of your customer’s conversation
Alex – Intel

46. CONNECT: Be a part of your customer’s conversation
Mc Donalds our food your questions

47. CUSTOMIZE: Adapt your offering to your customer’s needs
In today’s age, we have to
see what the customer
needs, not just what we
want to give them.
Reebok developed an app
which lets you customise
your shoe and buy it too!

48. CUSTOMISE: Adapt your offerings to your consumer’s needs

49. CUSTOMISE: Adapt your offerings to your consumer’s needs

50. COLLABORATE: Involve your customers and co-create with them
Wikipedia:
The world’s biggest free-
content, collaborative online encyclopaedia
A wiki is a website that allows contributors to
create and edit the wiki’s own pages using a
simplified editor within the browser.
This self-editing software was invented by
Ward Cunningham

51. COLLABORATE: Involve your customers and co-create with them
Missing people

52. COLLABORATE: Involve your customers and co-create with them
Threadless

53. An
important
question
What is the optimum spend needed for the digital
medium?
• Your spends will depend on your SMART objective
•Also, keep in mind, each category is different, for
example, in retail and fashion, a facebook
community can grow to 15000+ under a month,
with spends as minimum as Rs. 1500/day
•Also, your budget for SEM will depend on the
keywords chosen and cost of that keyword
•But every penny spent online is measurable in
terms of ROI

54. Which brings us to
the next important
question
How can you measure your online efforts?

55. Some cool tools!
Web metrics Online research and
analytics
Social Media measurement and
insights
Website analytics
, trend monitoring and
keyword planner
Social Network management Facebook measurement
and insights

56. Pay only when a user clicks?
• With models such as CPC (cost per click),
CPA (cost per acquisition), brands pay only
when a user clicks on an ad.
• With CPA, you pay only once a user fills the
registration /enquiry form on your site.
• All such payment models make the Digital
Medium more measurable and therefore
more answerable.

57. How are successful
integrated advertising
agencies structured?

58. Planning
Creative
communication
Social media
centre
Digital
marketing
centre
Media
Activation

59. How is the Seagull Digital Team structured?
Social Media
Centre
Digital
Marketing
Centre
A strong
Digital Community
and effective Lead
Generation for our
products

60. Sameer Desai - Managing Director
17 years of experience in advertising and promotions
spanning brands like Greenlime, Health Fit, Jaihind, Mont
Vert, Symbiosis, Oyster &
Pearl, Venky’s, Bacardi, Amanora, Borosil, Novartis, Southern
Comfort, IndSearch, Culligan Goodwater, Cummins and
Pepsi
Ashish Mishra- Business Manager
7 years of experience in digital marketing spanning brands like
ICICI bank, Set India, Aditya birla group, Salman khan
foundation, Tata mutual fund, Garware plyester ltd., Validys
toys, Ad-mueseum, Airocide and Rica coffee
SEAGULL DIGITAL TEAM RESOURCES

61. SOCIAL MEDIA CENTRE TEAM
Vrinda Joglekar - Digital Strategist
Padmini Venugopal- Digital Strategist
Tannishtha Motilal - Copywriter
Anik Sheth – Social Media Manager

62. DIGITAL MARKETING CENTRE TEAM
Ashish Mishra – Business Manager, Digital
Neha Pandkar- SEO,SEM specialist
Shilpi Saraogi
Sr. Web Designer & Developer
Smita Gumphalwar
Sr. Web Designer & Developer
Vaishu Patel
Web Designer & Developer
Sanjay Wandre – Head Digital Media

63. Recap:
•First, build a strong brand, with a powerful brand architecture and branding idea
•All ideas and campaigns will then follow from this branding idea
•For effective integrated campaigns, follow the AECCC process
Access Engage Connect Customise Collaborate

64. How Seagull Digital
has helped brands fly:
Quick Glimpse

65. JAIHIND TIRANGA FASHION SPLASH EVENT – 15TH AUG 2013
THE BRIEF:
•Spread awareness about Jaihind on
Independence Day
•Drive more traffic to the store
THE IDEA:
•Jaihind Tiranga Fashion Splash, with Kunal
Kapoor, on Aug 15th, at the Jaihind store.

66. CALLING PUNE’S YOUTH TO PARTICIPATE IN THE FASHION SHOW
OUR SMART OBJECTIVE:
To get in 100 entries through facebook for
the event within 2 days.
OUR FLIGHT PLAN:
•Online: We took our campaign
online, primarily on Facebook as well as
Google adwords, emailers, facebook ads
•Radio: We also supported it through radio
ads

67. RESULT
SMART Objective achieved:
•Within 2 days and just 1/10th of print
advertising budget, we got 172 entries for
the event on our facebook page.
•Increased traffic to the stores
Increased social community size:
Facebook community grew from 0 – 1636
in just 2 days.
JAIHIND TIRANGA FASHION SPLASH EVENT – 15TH AUG 2013

68. P.N. GADGIL JEWELLERS- ONLINE COMMUNITY
SUCCESS STORIES:
Increased facebook community
from 30,000 to 76,445 in 5
months
YOUTUBE:
Total views: 12066 Estimated
minutes watched: 14,477

69. COMMUNITY BUILDING AND LEAD GENERATION ACTIVITIES
DIAMOND CAMPAIGN - A STORY
OF COLLABORATION:
To spread awarness about the
Diamond collection, we created a
story about a woman and a
diamond.
The story was crowd-sourced from
our FB fans.
At every stage, the audience was
prompted to choose how the story
would turn.

71. COMMUNITY BUILDING AND LEAD GENERATION ACTIVITIES
RAKSHA BANDHAN
CAMPAIGN
•Through effective lead
generation, sold 300 rakhis
online, with minimal spends
•Increased community size
with ‘to tie or not to tie’
contests and posts, Raksha
Bandhan apps and a viral
video

72. Rakshabandhan applications
Design your own rakhi
Wacky gift box

73. SHOLAY Viral video – A spoof of Sholay, where a Rakhi sets things right

74. Maple Shelters - Community building activity
SUCCESS STORIES:
Designed, created responsive
website.
Created online
community, grew it from 65 to
7624 in just 5 months,
ENQUIRIES:
Generated 1825 enquiries in 5
months

76. MONT VERT BELBROOK
INTEGRATED CAMPAIGN
Smart objective: 300 walk ins
over 2 weeks
Solution: Doosra Chance to
invest with Murlitharan Muttiah
Promotion through integrated
media
Results: In the 2 weeks, we
increased likes by 2500. We
also get 200 enquiries through
online initiatives

77. all ready for take-off!
(the bar counter is now open;)
@seagullads Seagull Advertising
www.seagulladvertising.com
Sameer(at)seagulladvertising(dot)org