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Social Media AnalysisSince the inception of Asian Paints in 1942, it’s positioning has been of
‘Har Ghar Kuch Kehta Hai’ that emphasizes on relationships be it the
TVCs portraying two brothers and their different outlooks to their
digital campaign of #Husbandsareuseless depicting husbands as walls
FACEBOOK
•356,290 likes, 8687 people are talking about this.
•Between 8th Jan to 14th Jan the number of fans increased 10k due to
the Treasure Trove, Snap a moment and add #colourtolife contest
•Both positive and negative sentiments due to #HusbandsAreUseless
Campaign and Utility Test.
TWITTER
•4486 followers with 4859 tweets.
•Average tweets:13 times a day but increased to 30 times since Feb 3
due to their successful #speechless mime campaign.
•Followers increasing at a rate of 33 per day on a continuous basis.
•Topics tweeted are: architecture, India, movies etc.
PINTEREST
•495 followers, 59 following, 337 pins with 15 Boards – eg. Add
#ColourToLife, Christmas and New Year Decorations, Room Inspiration
•Synchronized images and digital contest with twitter and facebook,
gradually growing community
•Focus is on pushing traffic to pinterest through other networks.
WEBSITE
•Caters to the homemaker who is looking for home décor solutions
and the architect who is looking for variety
• The major components of the website include Get inspired, Try and
decide, Make it Happen, Products and Experience the magic.
YOUTUBE
•1151 Subscribers & 2,496,877 total views.
•Content rich channel with multiple series campaigns running.
•Latest one is – Hustbands Are Useless’ - average of 30K views
• Some of the content thought good is not propagated enough
VERDICT: Overall good social media presence in all mediums with
good content generation. Activities have been amped up in 2014
and Asian Paints has taken up social media in a big way since. They
have also hired Indigo consultancy to handle their social activities.
STRENGTHS
• Content generation (Ads and videos)
•Influence rate up from 42% to 60% this year
•Website: has digital color spectra & you can install color library
• Recent campaigns that ramped up their presence on facebook
and twitter – innovation and integration:
• Prompt in responding
• Digital Agency: Indigo
WEAKNESS
•Lack of awareness of latest activities:
•Good content but channels not utilised optimally
•Har Ghar Kuch Kehta hai: Made episodes using stars
however the views are less (1500-2500)
•Content without context
• Context not propagated properly
•Audience engagement & retention:
•Respond only to positive posts, Negative posts are
generally ignored with out of context responses
OPPORTUNITY
•Festivals, weddings and occasions drive the paint industry in India
and Asian Paints has leveraged this (Campaign: Sharad Shaman,
Color ki Laari, Holi)
•Nascent stage: Very few followers on Pinterest (495 followers and
37 pins) and Instagram (71 posts and 190 follows)
•People are becoming more conscious and taken the onus of home
décor and decisions related to the same
THREATS
•Competition :
•Nerolac has larger fan base
•Campaigns are paralleled with Asian paints
•Some campaigns invite controversy and negative sentiments
OBJECTIVE
•Home owners: To drive potential consumers to the website and
gradually convert them to Sales
•Potential customer: To gain a greater mindshare of consumers
through relevant social media content
•Asian paints customer: To keep the current users engaged by
providing them a platform to express and share their experiences
•Designers/Architects: Engage them to make Asian Paints their brand
choice
STRATEGY
The first three objectives can be fulfilled and enacted upon by tackling
the weakness:
•Content without context: Focus on relationships and to create a
positive emotional connect with the brand. Eg: #PaintYourEmotions &
Use personality type to decide décor
•Propagation: Symmetry between all the platforms so propagation and
visibility is more – website visibility. Same campaign to run across all
channels for an integrated campaign.
•Response: Constructive interaction
For engaging home owners:
•Empower them by giving them a digital platform to create Virtual
Room wherein they can decide various components of a home make
over.
•Talk about various website features on social media
Architects and designers:
•Leverage the dormant student connect program
– Offer a virtual alternative to the certification course
State of affairs
SWOT Analysis
Social Media Objective & Strategy
Submitted by:
Aniruddh Choksey (090) | Anu Radhakrishnan (094)
Ayush Agarwal (099) | Karan Mehta (111)
Nikhil Saraf (124) | Paarmi Modi (127)
Siddharth Agrawal (146) | Surabhi Anand (152)

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Social Media Analysis - Asian Paints

  • 1. Social Media AnalysisSince the inception of Asian Paints in 1942, it’s positioning has been of ‘Har Ghar Kuch Kehta Hai’ that emphasizes on relationships be it the TVCs portraying two brothers and their different outlooks to their digital campaign of #Husbandsareuseless depicting husbands as walls FACEBOOK •356,290 likes, 8687 people are talking about this. •Between 8th Jan to 14th Jan the number of fans increased 10k due to the Treasure Trove, Snap a moment and add #colourtolife contest •Both positive and negative sentiments due to #HusbandsAreUseless Campaign and Utility Test. TWITTER •4486 followers with 4859 tweets. •Average tweets:13 times a day but increased to 30 times since Feb 3 due to their successful #speechless mime campaign. •Followers increasing at a rate of 33 per day on a continuous basis. •Topics tweeted are: architecture, India, movies etc. PINTEREST •495 followers, 59 following, 337 pins with 15 Boards – eg. Add #ColourToLife, Christmas and New Year Decorations, Room Inspiration •Synchronized images and digital contest with twitter and facebook, gradually growing community •Focus is on pushing traffic to pinterest through other networks. WEBSITE •Caters to the homemaker who is looking for home décor solutions and the architect who is looking for variety • The major components of the website include Get inspired, Try and decide, Make it Happen, Products and Experience the magic. YOUTUBE •1151 Subscribers & 2,496,877 total views. •Content rich channel with multiple series campaigns running. •Latest one is – Hustbands Are Useless’ - average of 30K views • Some of the content thought good is not propagated enough VERDICT: Overall good social media presence in all mediums with good content generation. Activities have been amped up in 2014 and Asian Paints has taken up social media in a big way since. They have also hired Indigo consultancy to handle their social activities. STRENGTHS • Content generation (Ads and videos) •Influence rate up from 42% to 60% this year •Website: has digital color spectra & you can install color library • Recent campaigns that ramped up their presence on facebook and twitter – innovation and integration: • Prompt in responding • Digital Agency: Indigo WEAKNESS •Lack of awareness of latest activities: •Good content but channels not utilised optimally •Har Ghar Kuch Kehta hai: Made episodes using stars however the views are less (1500-2500) •Content without context • Context not propagated properly •Audience engagement & retention: •Respond only to positive posts, Negative posts are generally ignored with out of context responses OPPORTUNITY •Festivals, weddings and occasions drive the paint industry in India and Asian Paints has leveraged this (Campaign: Sharad Shaman, Color ki Laari, Holi) •Nascent stage: Very few followers on Pinterest (495 followers and 37 pins) and Instagram (71 posts and 190 follows) •People are becoming more conscious and taken the onus of home décor and decisions related to the same THREATS •Competition : •Nerolac has larger fan base •Campaigns are paralleled with Asian paints •Some campaigns invite controversy and negative sentiments OBJECTIVE •Home owners: To drive potential consumers to the website and gradually convert them to Sales •Potential customer: To gain a greater mindshare of consumers through relevant social media content •Asian paints customer: To keep the current users engaged by providing them a platform to express and share their experiences •Designers/Architects: Engage them to make Asian Paints their brand choice STRATEGY The first three objectives can be fulfilled and enacted upon by tackling the weakness: •Content without context: Focus on relationships and to create a positive emotional connect with the brand. Eg: #PaintYourEmotions & Use personality type to decide décor •Propagation: Symmetry between all the platforms so propagation and visibility is more – website visibility. Same campaign to run across all channels for an integrated campaign. •Response: Constructive interaction For engaging home owners: •Empower them by giving them a digital platform to create Virtual Room wherein they can decide various components of a home make over. •Talk about various website features on social media Architects and designers: •Leverage the dormant student connect program – Offer a virtual alternative to the certification course State of affairs SWOT Analysis Social Media Objective & Strategy Submitted by: Aniruddh Choksey (090) | Anu Radhakrishnan (094) Ayush Agarwal (099) | Karan Mehta (111) Nikhil Saraf (124) | Paarmi Modi (127) Siddharth Agrawal (146) | Surabhi Anand (152)