Phonethics, established in 2006, specializes in IP character-based original short form content and has evolved into a mobile-first digital consultancy with a diverse service mix, including media buying and content production. The document outlines various successful case studies, including the New Star of India campaign, which utilized digital platforms to engage youth and drive brand awareness, resulting in significant fan engagement and conversions. Key strategies highlighted involve targeted community management, gamification, and analytics-driven decision-making to optimize marketing campaigns.

1. Phonethics
Copyright © 2013 Phonethics

2. Copyright © 2013 Phonethics
Hi,
We’re Phonethics

3. I’m Saurabh, Chief Storyteller
Copyright © 2013 Phonethics

4. Here’s the Phonethics story –

5. Started in 2006

6. Focus on IP
Character based Original short form content

7. Focus on IP
Character based, Original short form content

8. Mungle – Animated Series
Billoo decides to chuck his life as a
cable guy in the heartless city and
move to the jungle for some peace
and quiet.. amongst his own
‘people’..
…but ends up bringing a little bit of
the city with him! In the form of the
Mobile Phone, making it The Mobile
Jungle or ‘MUNGLE’
The story traces Billoo’s journey as
he brings the mobile phone to the jungle,
Becomes an ‘internationally wanted’
Mobile Expert and goes from
being an outsider to Hero to Villain..

10. 2008 creative content for brands

11. 2008 - 2009

12. 2013
• 24 Member Team
• Rapidly emerging as a premiere ‘Mobile First’ Digital Consultancy
• Changed client & service mix to reflect our focus & vision

13. What we love doing
• Short form Content
• Branded property creation
• Digitally Augmented real world experiences
• Monetisation mechanisms

14. Skills & resources
• Analytics driven Media buying
• Widgets library
– Track everything from media to social interactions
– Facebook apps
• Image submission
• Graffiti
• Twitter + Android App
• Applying game mechanics to processes
– Badges engine
– Rewards engine & Coins system
• Mobile delivery of content

16. Key Services
• Manage complete Digital footprint
– 50000 + minutes of active engagement & interaction everyday
• video, website, social, mobile
– 50Mn + impressions
• Media Planning & Purchase
• Content production
• AWS / VPS deployment
LAMP framework development

17. 2 Case studies
• Star Of India (shortlisted at Cannes 2012 for
best use of Integrated media)
• India’s First Gamified Dance School

18. Shortlisted @Cannes 2012
Best Use of Integrated Media

20. Worlds First Bollywood Movie Auditioned on Facebook
*Actual Images from the sets of New Star of India

21. How to build organic buzz around the campaign and engage a rapidly growing
community?
Challenge

22. Identify influencers with >100k viewers
And barter ‘Exclusives’ for Coverage
Strategy:

23. Campaign covered by more than 100 bloggers
Over 1 million views on the day of launch.
*Actual Images from the sets of New Star of India

24. - Typically fan-pages are slow and sporadic in responding
to queries and posts
- Our super responsive community management team interacted with every
single fan post.
Promoting key fan posts as well as unique content using FB media.
Sponsored stories used to create a viral effect
Community Management
Facebook Media Buying
Campaign Cornerstones

25. Outcome
-> 500,000 fans
Over 10,000 test drives ordered

26. Gamified dance school

27. *Pre-launch Website

32. DWM App

34. Content based social properties
• Cadbury
• DSP
• Jetking
• Axis
• Skoda
• NSFL

35. Cadbury - Bournville

36. Comic Series Based on ‘Legend of Bournville’

37. Old Hound on Dark Truth’s FB wall

38. Old Hound - Twitter

39. Viral video for Jetking’s YT channel

40. Skoda

42. Nissan Super Fans League

43. Nissan Super Fans League
Facebook app Twitter Mobile app

44. Tech Solutions

47. Jetking
Branding
Franchisee
Branding & info
Franchisee Alumini
Highlights
Registration form
on HPFranchisee
Course Info

48. Jetking
• Solution
– LMS:
• A robust Lead Management system, with capability of collecting Student
information (Leads) from various sources – Landing pages, 100 microsites, call
centers, walkins, PC, Mobile, Tablets, etc irrespective of the technology being used
at the sources.
– Microsites:
• While the headquarter controlled section ensured that the communication on all
the micro sites is synergetic to brand communication, the section controlled by
franchisee provided them with enough real estate and features to leverage their
skills, experienced faculty & alumini at large.

50. GIA

53. Media buying

54. Index
Client Product genre
Nissan Europe New Star of India Bollywood / Youth Centric
Jetking IT Training Courses Education
Nissan India Nissan Sunny Automobile
Goodwyn Tea FMCG
MET Management Courses Education

55. De code the brief
Note limitations of Creative
Identify platforms with the right audience
Cross Check traffic & Audience insights using radian 6, google ad
planner, etc
Checklist the best platforms interms of audience
Shortlist platfroms based on previous performance
Allocate Budgets to platforms
Connect with platforms & get pricing
Devise an Optimised Media Plan
Approval by client
Go Live
The process

56. The brief:
NewStarofIndia
Nissan wanted to reach out to the Youth of India, the Car buyers of
tomorrow. The main objective was to familiarize the youth of India
with brand Nissan. And hence we were all set to mash up Bollywood,
Cars & Facebook to create the ‘World’s First Bollywood Movie
Auditioned on Facebook’ Co-staring Ranbir Kapoor called
‘New Star of India’

57. The Strategy:
NewStarofIndia
Since the campaign was targeted to the youth of India
To reach out the audience we narrowed down on the following variables.
Psychographics: Get-going adopter, Progressive, Flamboyant Flamingoes (loves to
Dance), value oriented.
Demographics: Of age 15 – 24, living in metros, tier-2 cities, access to digital medium
(PC and/or Mobile).

58. The Strategy:
NewStarofIndia
Platforms used:
Times of India
Bollywood hungama
Daily motion
Facebook

59. Facebook
NewStarofIndia

60. TOI : Expandable bannersTOI : video Pre-rollsDaily Motion : Mast head BannerBollywood Hungama : HP Spotlight
NewStarofIndia

61. Outcome
NewStarofIndia
Reached more than 40 Mn people online
Impression used : over 300 Mn, CTR of 0.3%
Over 5.5 lac fans on Facebook fan page
Over 1.5 Lac views on Youtube.
40 Mn
People
reached

62. BRIEF
JETKING
Jetking wanted a campaign with high ROI from Apr’12 to Jul’12
when maximum admissions in the education sector takes place.
One of the challenges was high decibel online marketing by its
competitors
The objective was to market courses & get interested students
to fill up the enquiry form.
Jetking
Infotrain
ltd

63. STRATEGY
JETKING
Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar niklo‘
Highlight testimonials from Jetking Alumini who have made a mark
in the society.
Target students who are preferably at the Preference stage or
Purchase stage for High ROI.

64. EXECUTION
JETKING
PlatformsUsed:
Google search
A Separate Landing page
Prominent banners of Jetking Alumini with their Designation &
Salary Package and one liners from them saying how Jetking
made this possible for them.
Minimal fields in the enquiry form
UX: Clutter free Course information, Drop downs in forms, pop
ups, no click access
Contd…

65. JETKING

66. OUTCOME
JETKING
Jetking
Infotrain
ltd
Over 10% conversion rate.
CPA reduced from Rs. 280 in 2011 to Rs. 210 in 2012.
More than 21,000 Leads collected.
10%
Coversion
Rate

67. Nissan Sunny Launch
– MET Mumbai, one of the top 10 management colleges in
Maharashtra wanted to reach out to their audience via the
digital medium & inform them about the Post graduation
courses available.
– Generate interest and drive registrations
The Brief:
MET

68. Nissan Sunny Launch
– Hyper geo targeting for age group between 20 – 24 within
– Interest – Marketing, Brand Building, Finance and more
– City - Mumbai, Pune, Navi Mumbai, Thane
– Platforms used:
• Youtube
• Orkut
• Facebook
The Strategy
MET

69. Nissan Sunny LaunchThe Creative
MET

70. Nissan Sunny LaunchScreenshots
MET

71. Nissan Sunny LaunchScreenshots
MET

72. Nissan Sunny LaunchScreenshots
MET

73. Nissan Sunny Launch
– Campaign served more than 60 Mn impressions
– Campaign Avg CPC less than Rs. 13
– Over 2500 registrations in two months
The Outcome
MET
Over 2.5K
registrations
in 2 months

74. Nissan Sunny Launch
Nissan Sunny to be launched in India. One of the top three
models ever sold world wide.
Highlight the trust that millions of customers across the world
have put in the brand NISSAN SUNNY.
Create a distinct voice in a cluttered segment
The TG:
Aged 24 to 40, living in metros, tier 2 & 3cities.
Either the family already has a car, or is looking to own one
The Brief:
NISSANSUNNY

75. Nissan Sunny Launch
Leave Foot prints on as many web properties as possible
Websites from the following genres were used:
News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.
The Strategy
NISSANSUNNY

76. TOI : Homepage Interstitial
NISSANSUNNY

77. IBNlive : Homepage Take overRediff : Interactive banner
Screenshots
TOI : Homepage Interstitial
NISSANSUNNY

78. Rediff : Interactive banner
NISSANSUNNY

79. IBNlive : Homepage Take over
NISSANSUNNY

80. In.com : Homepage Take over
NISSANSUNNY

81. Screenshots
In.com : Homepage Take over
NISSANSUNNY

82. Firstpost : Homepage Take over
NISSANSUNNY

83. Zigwheels : Homepage Take over
NISSANSUNNY

84. NISSANSUNNY
Nissan Sunny Ranked No. 1 on Search Trends for 1 Whole Week
Over 120 Mn impressions booked
More than 7,000 test drive leads collected in a month.
Conversion of more than 2.5%
0.7%
ctr

85. Search Engine Marketing

86. SOTC
• Ask : Inform prospective customers
about SOTCs new tour packages and
offers
• Our Opportunity:
– Holiday Season. Spike in holiday
related search
• Insight:
– Should reach out to specific audience
with related communication
– Vernacular ads to run in 2 tier cities
– A simple clutter free landing page for
taking enquiries
• Result:
– A high Click to Lead ratio of 20%
– Seamless movement of quality leads
from search to Click to Lead
– Leads at a much lower cost than
initial expectation

87. SOTC Landing Page

89. Digital Partners

90. Our Creative Director, Vishal Kashyap,
designed a brand identity that is full of hope and youthful
keeping with the brand ambassador Yuvraj Singh

91. An interactive multimedia piece outlining
Yuvraj’s journey as a superstar sportsperson
upto his fight with Cancer.

92. To build in virality we designed a virtual t shirt that allows people to be a part of team YouWeCan
and share the virtual t shirt on their FB walls, Twitter etc

94. Jagori – Safe Delhi Campaign
Click to watch –
http://www.youtube.com/watch?v=IdhiSfdK6R0

95. Reporting Systems
Measuring Tools
1. Impressions
2. Geography
3. Interactions (Clicks /likes)
4. CTRs
5. Avg CPC (For PPC campaigns)

96. Analytics
Visitor Analysis

97. Analytics
Audience Analysis

98. Social Bakers – Facebook Reporting

99. Social Bakers – Facebook Reporting

100. Measurement of Campaigns
1. Impressions
2. Geography
3. Interactions (Clicks /likes)
4. CTRs
5. Avg CPC (For PPC campaigns)
Sr. No Platform Name
Booked Delivered
Budget Consumed
Amt (Rs.)Impression
s
Clicks/Interaction
s
Impression
s
Clicks/Interaction
s
CTR (%)
1 Facebook xxxxx xx xxxxx xx x xxxx
2 Search xxxxx xx xxxxx xx x xxxx
3 Google Display N/W xxxxx xx xxxxx xx x xxxx
4 Youtube xxxxx xx xxxxx xx x xxxx

101. Flurry

102. Flurry

104. saurabh@phonethics.in