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Phonethics

Phonethics. Media buying. Index. The brief:.

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Phonethics

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  1. Phonethics Media buying

  2. Index

  3. The brief: 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 RanbirKapoor called ‘New Star of India’ New Star of India

  4. The Strategy: 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). New Star of India

  5. The Strategy: Platforms used: Times of India Bollywood hungama Daily motion Facebook New Star of India

  6. Nsoi - Creative

  7. Screenshots New Star of India Facebook

  8. Screenshots New Star of India TOI : Expandable banners TOI : video Pre-rolls Daily Motion : Mast head Banner Bollywood Hungama : HP Spotlight

  9. Outcome • 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. • Became the biggest fan page with highest interaction rate. • Campaign got shortlisted @Cannes2012 New Star of India 40 Mn People reached

  10. BRIEF Jetking Infotrain ltd 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

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

  12. EXECUTION Jetking Infotrain ltd PlatformsUsed: Google search A Seperate Landing page was created specially for the SEM campaign having following components 1) Prominent banners of JetkingAlumini with their Designation & Salary Package and one liners from them saying how Jetking made this possible for them. 2) Minimalist fields in the enquiry form 3) UX: Clutter free Course information, Drop downs in forms, pop ups, etc Contd… JETKING

  13. EXECUTION Jetking Infotrain ltd 5) Careful Choice of keywords - Technical, With Purchase Intent. 6) Geographically Targeted: Jetking although has a national presence, the campaign was targetted only to cities where Jetking branches/franchises existed. 7) Ad Copy:- The Text Ads only contained two Things:- Localised Content & Clear Call to Action. JETKING

  14. JETKING The Screenshots JETKING

  15. JETKING The Screenshots JETKING

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

  17. BRIEF Goodwyn Tea Goodwyn tea • Goodwyn a Kolkata based tea manufacturing start up wanted to spread awareness about the brand & collect orders online for their range of direct to home tea. • USP: Goodwyn Tea is freshly packed and shipped across to the consumer straight from the factory.

  18. Goodwyn tea STRATEGY Goodwyn Tea • As a start up the budgets were constrained so we decided to use only performance based platforms. • Google Search • Facebook ads • Google Display network • We also revamped their website to attain a certain brand elevation & implemented a 3 step purchase process on their website.

  19. Goodwyn tea CREATIVES Goodwyn Tea

  20. Goodwyn tea OUTCOME Goodwyn Tea 0.3% CTR Website traffic Jumped by 200 % Over 1000 monthly subscriptions/bookings

  21. MET The Brief: 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

  22. MET The Strategy 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

  23. MET The Creative Nissan Sunny Launch

  24. MET Screenshots Nissan Sunny Launch

  25. MET Screenshots Nissan Sunny Launch

  26. MET Screenshots Nissan Sunny Launch

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

  28. NISSAN SUNNY The Brief: 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

  29. NISSAN SUNNY The Strategy Nissan Sunny Launch Leave Foot prints on as many web properties where the TG Dwells. Websites from the following genres were used: News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.

  30. NISSAN SUNNY The Creative The Creative

  31. Screenshots NISSAN SUNNY TOI : Homepage Interstitial

  32. Screenshots NISSAN SUNNY IBNlive : Homepage Take over Rediff : Interactive banner TOI : Homepage Interstitial

  33. Screenshots NISSAN SUNNY Rediff : Interactive banner

  34. Screenshots NISSAN SUNNY IBNlive : Homepage Take over

  35. Screenshots NISSAN SUNNY In.com : Homepage Take over

  36. Screenshots NISSAN SUNNY In.com : Homepage Take over

  37. Screenshots NISSAN SUNNY Firstpost : Homepage Take over

  38. Screenshots NISSAN SUNNY Zigwheels : Homepage Take over

  39. Outcome 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% NISSAN SUNNY 0.7% ctr

  40. Thanks!

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