The document discusses a digital marketing strategy for the brand Revital. It begins by explaining the opportunities of digital marketing, such as reaching larger audiences through non-intrusive engagement. It then discusses establishing two-way interactions with customers and using an integrated approach across different channels rather than siloed efforts. The document proposes shifting Revital's brand context from product-focused to benefit-focused and experience-driven. It provides several digital marketing ideas across mobile, outdoor, print, radio, retail and Facebook to engage customers and reinforce the brand.

1. REVITAL
Integrated!
The Digital Marketing Strategy

2. WHY DIGITAL ?

3. New OPPORTUNITIES for brand building
Reach a larger AUDIENCE
Non-intrusive ENGAGEMENT & INFLUENCE
Allows for PARTICIPATION in REAL TIME
& most importantly…

4. DIGITAL MARKETING
IS ABOUT ESTABLISHING A
TWO-WAY
INTERACTION
WITH THE CUSTOMER.
MOREOVER, ITS ABOUT BEING PART OF THE
CUSTOMER’S NETWORK

5. THE APPROACH

6. TV
PRINT
RADIO
MOBILE
IS NOT A
DIGITAL
SILO
POS
INTERNET/SOCIAL MEDIA
EVENTS

7. It cannot exist in ISOLATION
It has to belong to an ECOSYSTEM of
Cooperative Channels of PARTICIPATION

8. PARTICIPATION MAP

9. THE STRATEGY

10. THE
DIGITAL MARKETING
STRATEGY
HAS TO IDENTIFY & ADDRESS
THE
BRAND GAPS

11. BRAND RECALL
A sample size survey (23 people) was conducted for Brand recall
for REVITAL. Here are the findings:
Yuvraj Singh 16
Jiyo jee bhar ke 14
Thakna mana hai 4
Health supplement 9
Benefits 11

12. BRAND RECALL
Some distinct reactions to the REVITAL brand
I
will
buy
if
I
love
being
Energy
need
arises
natural:
anything
Capsule
comes
with
side
effects
HOW
does
it
help
hope
no
me:
stronger?
we
should
one
needs
stamina?
prevent
avoid
taking
it
faAgue?
such
catalysts

13. The Digital Marketing Strategy
for
REVITAL

14. IS ABOUT CREATING AN
EXPERIENCE
BRAND

15. ?

20. THE BRAND SHIFT FOR REVITAL
CONTEXT CHANGE
FROM TO
PRODUCT BENEFIT
Health Supplement Freedom from Fatigue
Energy Capsule Get Energized/ Re-fresh / Re-charge
Medicine Be a Go-Getter
Side Effects Do More. Achieve More.
‘Un-natural’ Live Life to the fullest
Feel young in the mind & body
The NATURAL way

21. THE BRAND SHIFT FOR REVITAL
CONTEXT CHANGE
FROM TO
MESSAGE THE EXPERIENCE
RELEVANT CONTENT
PERCEIVED VALUE
LOYALTY INCENTIVE
FROM TO
CHANNEL AN INTEGRATED
MARKETING CONTEXTUAL &
SITUATION MARKETING

22. THE BRAND SHIFT FOR REVITAL
W W
Owning the Experience
(the ‘WOW’) is crucial.
Creating & Delivering
instant Value
(Here & Now) is critical.
GIVE PEOPLE SOMETHING TO TALK ABOUT

23. THE IDEAS

24. MOBILE MARKETING
Your
account
has
been
recharged.
What
about
you?
Get
recharged
with
REVITAL.
Show
this
message
to
any
chemist
and
get
a
FREE
sample
of
REVITAL.
Jiyo
Jee
Bhar
Ke…
CONTEXT: Pre-paid mobile recharge
ATTENTION LEVEL: High. Intrusive,
but Incentive-driven.
INCENTIVE: Free Sample / Discount
OBJECTIVES: Sampling of Product,
Discount for repeat purchase,
Brand reinforcement & connect,
Instant gratification for consumer

25. OUTDOOR MARKETING
Here’s
some
music
to
relax
you.
Click
to
download
the
CHILL
OUT
music
track.
REVITAL
Jiyo
Jee
Bhar
Ke

26. OUTDOOR MARKETING
CONTEXT: Bus shelters, Metro stations
& inside coaches
ATTENTION LEVEL: Medium to High.
Non-intrusive & an Opt-in
INSIGHT: Commuters tend to be tired
and idle while waiting. Typically listen to
music on their mobiles.
INCENTIVE: Relaxation tracks
OBJECTIVES: Owning the Experience
Brand reinforcement & connect,
Instant gratification for consumer

27. OUTDOOR MARKETING
CONTEXT: Ladies coach in Metro
ATTENTION LEVEL: Medium to High.
Non-intrusive & an Opt-in
INSIGHT: Commuters tend to be tired
and idle while waiting. Typically listen to
music on their mobiles.
INCENTIVE: Discount on women’s
health check-ups. Free sample through
SMS shortcode.
OBJECTIVES: Owning the Experience
Brand reinforcement & connect,
Instant gratification for consumer

28. PRINT ADVERTISEMENTS

29. PRINT ADVERTISEMENTS

30. PRINT ADVERTISEMENTS
Wellness
music for FREE FREE Discount on
relaxation / Diet / Fitness Sample of Health
stress / consultation REVITAL check-up
recharge

31. PACKAGING Wellness
music for
relaxation /
stress /
recharge
FREE
Diet / Fitness
consultation
Discount on FREE
Health Sample of
check-up REVITAL

32. RADIO
CONTEXT: FM radio channel
ATTENTION LEVEL: Medium to High.
Non-intrusive & an Opt-in
INSIGHT: Target audience is open to
messages & enjoys following contests
IDEA: sponsor
a
non-­‐stop
radio
jockeying
session
'Thakna
mana
Hai
OBJECTIVES: Owning the Experience
Brand reinforcement & connect,
Instant gratification for consumer

33. RETAIL- Activation & Engagement
People check their endurance either
through virtual games or fitness activities
(treadmill, exercise bikes) as well as
mental games. Post photos & videos on
facebook & invite voting.
CONTEXT: Malls & Road shows
ATTENTION LEVEL: Medium to High.
Non-intrusive & an Opt-in
INSIGHT: Consumers enjoy challenges
& displaying their skills
INCENTIVE: Samples & freebies
OBJECTIVES: Integrate retail &
social media.

34. FACEBOOK
Audience takes a test to assess their
physical and mental age.
Application provides an analysis and
suggestions on how to improve:
engage in physical activity, have a
balanced diet, supplements, etc.
CONTEXT: FB ads & Fan page
ATTENTION LEVEL: High.
INSIGHT: Consumers are keen to know
how ‘young’ & ‘fit’ they are
INCENTIVE: Overall analysis & advice to
improve their ‘wellbeing’
OBJECTIVES: WOM via notifications

35. FACEBOOK ‘Jiyo Jee Bhar Ke’
A wall of fame that recognizes
individuals who ‘live life with zest’.
Fans post videos, stories and photos
of people live a balanced life with
activities, hobbies; those who don't
let their age be a constraint, etc.
CONTEXT: FB contest
ATTENTION LEVEL: High.
INSIGHT: Consumer-generated content
& voting has high engagement levels
INCENTIVE: visibility & gifts
OBJECTIVES: Brand recall

36. FACEBOOK ‘WORKOUT WITH YUVI’
An application that allows fans to
improve their fitness through guided
workout videos.
Fans can choose the level as well as
kind of exercise, as well as track their
progress. Notifications help garner
support from friends
CONTEXT: FB application & FB ads
ATTENTION LEVEL: Medium
INSIGHT: Fitness conscious TG
INCENTIVE: Track progress & improve
fitness. Consistent fans get autographed
goodies from Yuvi.
OBJECTIVES: Own ‘wellbeing’ space

37. THANK YOU!