Digital marketing ethos needs to be carried out in a well thought out process. Here is the 360 degree overview of the digital campaign for international audio brand like Skullcandy on the Indian webosphere.

1. For Headphone Brands

2. Like any other well thought out
successful campaign online, a plan for the entire
digital marketing ethos also needs to be carried
out in a well thought out process.

4. To pen down
the objectives
& challenges
Conceptualizing
the strategy
Building the
strategy and
making it
practical
Regular
progress
measures and
adapting new
strategies

5. To build a new
community which
would work best
for Skullcandy in
India, targeting the
taste and
preferences of the
local community.
To build a more
dynamic and
engaging website
for the brand as
compared to the
existing one,
adding an element
of fresh experience
for all visitors on
the website.
To place Skullcandy
prominently in the
mindset of the
Indian consumers.

6. To break the
clutter in the
existing
industry and
create a niche
platform for
Skullcandy
India.
To build a
consistent
communication
for the brand
across all online
platforms.
To increase
engagement
online, hence
increasing the
transactions
online.
To create
unique brand
ethos for
Skullcandy
India, separate
from
Skullcandy
Global.

7. Bird’s eye view approach
Tech
Social
media
Creative
Media
Ads

8. ‘ Experience online made optimum’

9. TECH
Revamping the
Website
Product
Authenticity
Program
(Warranty)
Search Engine
Optimization

10. Transforming the old website in its entirety, filling it with
most relevant content supported by rich professionally
conceptualized photography and graphics are some of the
things that were on our checklist.

11. A look at the older website

12. Dedicated brand-pages for easier access to
your favorite brand.
1.

13. A fully-responsive website2.

14. Intrinsic product -details3.

15. Dynamic content and image Gallery4.

16. All of these elements helped
us in the complete
transformation of the website
intersection.in
A look at the newly revamped website
Resulted in..

17. Along with the revamped website, another element
which needed the complete transformation was the
ecommerce shop for the brand.

18. Before – The older shop online
After – The new shop online

19. ‘ much needed element of warranty’

20. The Product Authenticity Program or simply the Warranty was the direct result of the
need to identify counterfeit products from genuine purchases. It was primarily introduced on
the website, also spreading the word on all social media platforms. This resulted in quick
solutions to problems listed below.
Authenticity of all Skullcandy
products
Easy to use registration process for
warranty

21. The ‘Register for Warranty’ tab is placed on the top right hand corner on
the home page for easier access for all customers.

22. The Unique Item Code (UIC) can be found out easily from the
packaging of the Skullcandy merchandise and verified through the
online ‘Register for Warranty’ tab on the website.
How does the registration process work?

23. ‘social - connections’

24. Social-
Media
ORM
Content
platter
Social-Media
concoction
On- ground
activities

25. ORM
With the introduction of the Skullcandy
India support tab on the Facebook page,
all the queries have been streamlined,
resulting in faster turn-around time for
the queries to be answered and a
hassle-free engagement with the fans
and customers.

26. Content Platter
When it comes to content-building, the bucket–list is certainly a high
priority. Some notable elements used in the campaigns were..

27. Topical1.

28. Festive/ Campaign specific2.

29. Music-specific3.

30. Brand-specific4.

31. Communication
ElementsEngagement
Shared
Value
Mass-
personalization
Be Useful
and
Relevant
Personalization
Useful
and easy
to use

32. Another important element is to figure out the channels for
the social presence of the brand. Brand Skullcandy India had a
good mix of content for various social-media channels
including content created for blogs.

33. The social-media concoction for Skullcandy India consisted of the
different platforms in the social media ethos, including a
regular, updated relevant content rich blog.

34. Keeping the essence of the brand alive, Skullcandy India
successfully connected the masses to the brand.

35. #HuntForSkullcandy
The campaign involved searching for three different headphones on the newly
launched website and sharing the same on the Facebook page.

36. #SkullcandyHoliDJ
This specific campaign was designed for Facebook, Twitter and the Website, to share
the festive season of the much popular Holi festival, there by celebrating and sharing
some of the special moments with the fans at large.

37. Skullcandy Selfie
The campaign was to bank on the latest trend of Selfie, asking users, fans to share
their Selfie with the twist of Skullcandy headphones. The campaign turned out to be
huge success with the fans.

38. #GuesstheBands

39. WebsiteGeneric
contests
Events
Future
Trends
News
Talking
about us
The website intersection.in had a good mix of topics
covered in it’s content-bucket !

40. Future trends
We were successful in
capturing the current trend.
For example the very
popular all men premier
Hindi cappella group ‘Penn
Masala.’

42. We created a #SkullcandyFC Experience Zone for the bloggers.
On-ground activities:
SkullcandyFC Expeence ZoneBuilding organic conversation's

43. The concept behind the bloggers outreach #SkullcandyFC Experience Zone
was to engage with the bloggers and hence showcase the limited edition of
FC headsets represented by four legendary football clubs.
Invited Bloggers
to #SkullcandyFC
Experience Zone
Experience
Interaction
building
relationships
Organic Reviews,
Relationships with
Bloggers, tapping into
their community

44. User-generated
Due to the successful on-ground bloggers’
outreach activity, we were able to build several
constructive, organic conversations with many
bloggers, resulting in many organic feedbacks,
reviews.

45. ‘ Enhancing reach’

46. Emphasis was to create a dedicated community of Puma
headphone lovers & generate brand awareness.

47. ‘ stuff of colorful imaginations’

48. Creative
Cover and
banner Graphics
Conceptualized
photography
Campaign
centric
The creative bend..

49. Cover graphics are based on the innate knowledge of contemporary designs and fresh
concept-visualization every time.

50. Conceptualized photography
Campaign specific graphics1.

51. Brand-specific
images were created
2.

52. Life-style
images were
captured
3.

53. Festival-specific
images were also
created to
acknowledge the
occasion
4.

54. Graphics relevant
to featured
entries in the
contests.
5.

55. www.iffort.com