How we used digital media integrated across various mediums to provide marketing solutions for our clients.

1. A Brand Consultancy for this New Age
of Brand-Consumer Interaction

2. From interest to conversion to cross selling to
review and referrals - all via Twitter
Business Scenario/Challenge:
In a world where more and more consumers are talking on the open web, the
idea was to tap into those conversations and deliver clear Business ROI.
Our Solution:
For our client Sahara Star, we regularly monitor the Twitter-verse To do this we
first understood the guest profile and created a demographic-psychographic
profile from which we derived intelligent keywords. These help us look for
potential customers or enhance the experience of our existing ones.
In one such example we went from a lead to a conversion, to cross selling
experiences at the hotel, to a brilliant Trip Advisor review and to finally the
person referring us to her friends in New York and promising to return the next
year; all via conversation on the open web.

4. Spreading Chi
Business Scenario/Challenge:
Chi, a Pan-Asian cuisine restaurant in Delhi asked us to build their brand in a
highly competitive, undifferentiated market which constantly attracts new
players.
Our Solution:
The name ‘Chi’ was something that stood out for us and we decided to bring it to
life via #spreadingchi i.e. Spreading Happiness via Twitter. We monitored Twitter
for any conversations with negative connotations in Delhi NCR and the idea was
to connect with these people and as Chi bring a smile to their face. Whether it
be by sharing great content, empathizing with them, giving them a brand
experience at Chi; whatever it took to “Spread Chi”.
Once the user was intrigued enough, we gave them coupons to be redeemed at
the restaurant to bring more happiness to them and drive more business to our
client’s establishment. Lot of influencers tweeted about Chi including one going
on to say, “Chi Kitchen Bar is one of the few Indian brands on Twitter you see
being managed well.”

5. A Real-time, Dynamic campaign involving prominent
bloggers all aboard the Chennai Express
Business Scenario/Challenge:
AndPictures, a Hindi movie channel, wanted to promote the TV Premiere of
Chennai Express on 23rd Nov. A clear challenge, how to promote a movie for
which there have been enough marketing campaigns and a lot of people have
already watched it in cinemas as well as on other channels in the category.
Our Solution:
The idea was conceived: #ChennaiExpressAndYou: The Train Journey.
Four prominent Indibloggers were to relive the journey as in the movie Chennai
Express, complete with the adventures and experiences which SRK & Deepika faced
along the way. To make it interesting we crowd-sourced ideas for challenges to be
performed by the bloggers en route. In the end, we reached 8,96,535 twitter
handles and trended on Twitter twice on the day of the film’s premiere. But most
of all, the channel And Pictures got some serious loving from Twitterati.

6. Witnessing the 2nd screen effect for a TV channel:
Business Scenario
When a person simultaneously uses two separate screens to interact with
a single brand/service, it is known as the second screen effect. The idea
was to get regular instances of this effects for And Pictures, a Hindi movie
channel.
Our Solution:
In this case, we kept conversing with people on Twitter about films airing
in just a bit or #NowPlaying. This way we got talking to people who were
1. already tuned in to the feature 2. getting to know about the feature
from Twitter and hence tuning in. Thereby getting a lot of personalized
conversations going around the telecasts of the channel on Twitter in
tandem with the telecast.

8. Dynamic Facebook Cover Photo
Business Scenario/Challenge:
To celebrate the occasion of crossing one lakh fans on Facebook while continuing
to drive increased ROI for Sahara Star via current guests/customers.
Our Solution:
In the luxury segment the customer is the brand’s best ambassador; these days
they leave their reviews on social media. So we designed a Facebook cover
photo which got updated with a new review from across the web after every 100
likes. So, a user may tweet something on Twitter today about the brand and the
people on the Facebook page see his/her experience in their newsfeed via a
cover photo.
Also a dynamic countdown on the cover photo with every new guest experience
on the cover. We ran a contest on Twitter, Instagram and Facebook under the
theme of ‘Star moments’ where the focus was on guests & building word of
mouth through them. Sahara Star currently has 23,200 check-ins on Facebook. It
is one of the highest in the 5 star category and derives a significance part of its
revenue and custom interest from social media.

10. Building a brand for Real Girls via real world
influencers
Business Scenario/Challenge:
Peperone, a newly established handbag brand which till now was selling only
online, approached us to help build their brand at a minimal cost and connect
with young college girls. This in a market which had either established peers like
Hidesign and Baggit or brands with deep pockets like Lavie.
Our Solution:
Our communication strategy was based on connecting with real girls, not a
brand endorsed by a celebrity but one that should sell because the savvy girls in
their peer groups are buying it as well.
To do this we involved real world influencers from colleges and created an
online/offline integrated campaign, with social media activations, photo shoots,
and finally leading to an annual look-book, where the winners would be
featured.

12. Building ROI for B2B segment via Personalized
Lift Branding
Business Scenario/Challenge:
Office Yes wanted to reach out to admin, procurement and HR managers in big
corporates, in a way that established credibility and emphasized their USP.
Our Solution:
We identified Gurgaon Cybercity which has a lot of businesses, and thus a huge
number of HR, Admin and Procurement managers and used Lift-branding since
we wanted to target places where our target audience could be found. Also, in
the B2B sector, since the salesperson is the company’s brand ambassador, we
used them as models for the creatives. This established credibility and a sense of
familiarity among new clients and some of their previous ones also when they
called.
We integrated mobile marketing thereby making it easier for HR admin to
evaluate conversions from the leads in hand.

14. RC Cola - Direct Mailer – On-ground - Crowd-
sourced t-shirt
Challenge:
Our client RC Cola approached us to do some collaterals for an event they were
sponsoring for AIESEC. We wanted to double the impact with minimum
incremental spend.
Our Solution:
We created a campaign which involved crowd-sourced t-shirts, a direct mailer,
mix of pre-event social media activities and posters at the event.
Later we captured content at the event and spread it via social media.
For example the “RC Cola Born free” contest was created where we asked
people to submit quotes telling us anything smart and awesome they had to say.
The winning quotes were fused with RC Cola’s official artwork and printed on t-
shirts.

16. Social Media delivering reach at around 9% of
the cost and yet relevant
Business Scenario/Challenge:
To convince a client that was previously spending huge budgets on print ads
(approx. 1.2 crore on jacket cover ads in TOI) to switch to social ads and get
better reach at a fraction of the cost.
Our Solution:
With a clever combination of copy, creatives and intelligent targeting we are able
deliver exceptional reach via a far more targeted medium than print.
For example, typically once a year, during the Glitterati event at Aamby Valley
City, they would buy the jacket cover of TOI at Rs. 1.2 crore +. But we delivered
the right message to the right audience and a lot of them (more than 5 million)
at less than 10% the cost.

17. How using social ads we reached more than 65% of TOI’s readership across
India. At around 9% of the cost
These posts reached out to 5 million targeted people

18. From ‘crappy sandwiches’ to a ‘happy
customer’
Business Scenario/Challenge:
Sahara Star wanted to promote an offer which has special charges for a 5-6 hour
stay. This kind of an offer makes perfect sense for a person waiting at the airport
because of a delayed flight, or has a connecting flight. The challenge here was
how do you tap into the bubble of those people who are stuck at the airport “at
the moment”; basically build in the time-contextual nature of the offer into the
promotion idea.
Our Solution:
As it is, there are very few opportunities to identify and target via airport
branding, yet those aren’t cost effective. Instead, we used Twitter and
Foursquare to monitor conversations - identified specific customer behavior.
Then engaged in conversations with them, pitched our product, and eventually
not just converted leads into real business but also got them to say something
nice about the brand on a social platform.

20. Think Design - Music CD Cover With
Illustration, Photography & QR Code
Business Scenario/Challenge:
Our client asked us to design the artwork for an album CD cover. We wanted to
not just design it, but bring potential customers closer to the buying cycle.
Our Solution:
People love browsing through music albums at the store.
The concept involved combining the musicians picture (since we wanted to make
him feel important too) with a hand made silhouette and a QR Code pointing to
a SoundCloud page containing a preview of the artist’s tracks, more information
about the artist and the option to share the music on social platforms as well.

22. Brand Building via Pinterest-Aamby Valley
Challenge:
We wanted actual customers who had visited the property to help us populate
the Pinterest page, which is a very visual-driven medium.
Our Solution:
Aamby Valley City has various visually appealing locations, properties like 19
Degree North and ISA, beautiful houses, celebrity presence and all the
interesting content shared by our customers across Facebook, Twitter,
Instagram, Flickr and Blogs. Thus we leveraged the love our actual customers
have for the brand by sharing their pictures via our official Pinterest page. This
helped us build a stronger bond with them, and even enticed potential
customers looking to buy property within Aamby.

24. Customizing the guest experiences via Live
Tweeting
Challenge:
In the luxury hospitality segment customizing guests’ experience according to
their feedback is really valued and we wanted to use this to drive business.
Our Solution:
While monitoring regular conversations about the brand, we identified
conversations of people currently staying at the hotel. We responded with a fast
turn around time. Using their inputs/feedback, we customized their experience
and received positive feedback from them.
For example, here the University of East London Cricket team stayed with us in
the hotel and started tweeting about so we simply responded and got amazing
feedback in return on a public social platform.

26. Pursuing customers unhappy with
Competitors: Star, Chi
Challenge:
To deliver lower Cost Per Acquisition to clients by targeting the competitors’
service, their customers and their mind-frame to explore better options.
Our Solution:
Using social monitoring tools and a consumer analysis team, we identified these
low hanging fruits; engaged them in conversations and converted them. We
tapped into such conversations and converted customers in the luxury segment
like JW Marriott, influential customers and also people talking about the
category.
As can be seen, we engaged in conversations with people talking about giving up
Chinese food and got them re-consider.

29. Blackberrys Sharp Nights
Challenge:
To launch a nation-wide digital campaign promoting a live fashion event and
getting the urban Indian male audience to talk about it and participate.
Our Solution:
This was done via a unique contest that involved its audience to guess the
password to crack open a protected PDF document which had the instructions
for the second stage in it.
Also, targeted Facebook ads, YouTube ads and inorganic promotion by online
influencers such as Miss Malini, Arjun Rampal, Ayushmaann, GQ India, etc. were
used to reach out only to relevant people and not contest junkies.
On Twitter we had 240+ conversations/ tweets in(including ORM, re-tweets,
everyday posts) which yielded 900+ mentions most of which featured the
hashtag #gosharp. During the period of the campaign more than 77,000 fans
were added on Facebook and 240+ followers on Twitter.

32. Celebrating 50,000 fans on Facebook while
delivering business ROI
Business Scenario/Challenge:
The biggest challenge for any luxury retail brand is that the people on their
Facebook page may not be the same as their actual customers and vice-versa.
Our Solution:
We studied the consumer journey, and connected with them across touch
points.
1. Welcome Tray – We designed the first Facebook cookie (an actual Facebook
logo shaped cookie
2. Key Cards – Customized key cards to connect with our customers and to make
them aware of our online presence.
3. Wi-Fi Landing page – Customers accessing the hotel WiFi were offered a free
upgrade for subscribing to our updates by just liking the page.

34. Creating an app for the universal emotion of cheer
around Christmas, plugging service subtly
Business Scenario/Challenge:
For Sahara Star’s Christmas Feast, our challenge was to involve people in the
spirit of Christmas without focussing on giveaways or contests which most
brand pages have become synonymous with, during the festive season. At the
same time we wanted to connect with the festive activity at Sahara Star,
making sure the user stays engaged all this while.
Our Solution:
The concept of Santa Claus has always been linked with being NAUGHTY OR NICE
- “So have you been Naughty or Nice this year?” Taking a cue from this we
designed an app which analyses a person’s news-feed over the year and matches
the words a user has used across their posts to our dictionary of good and bad
words. The idea being that at the end of the day we are typically what we think
and share. The app adds points for good words used and deducts them for bad
words. We invited participants to tweet a good deed they did in 2013, and Santa
would present them with invites for the grand Christmas Feast at Sahara Star.
The app had a total reach of 2,35,168 with more than 15,000 published stories
on Facebook timelines during the 1 week it ran.

38. Using the unconventional medium of poetry, to
reach out to influencer bases on Valentine’s day
Business Scenario/Challenge:
Valentine’s Day witnesses a rush of brands clamouring over each other for
attention. Amidst this, how does a hospitality brand stand out? That too, a 5
Star Hotel.
Our Solution:
We decided to stand out from the crowd, using that which is closest to romance
and love; Poetry. We tweeted short poems, romantic quotes or lines from
movies and books that influential people on Twitter would connect with. All
accompanied with the #EvergreenLove hashtag. The same was done on the
Facebook page using share-worthy creatives in posts, which were targeted
especially towards couples in a serious relationship or those who were newly
engaged, thanks to Facebook’s Ad targeting features. Results were pleasantly
surprising: 112,000 Reach with 576 links clicked and an astounding total of
159,543 timeline deliveries.