Screenshots - Phonethics

Report
Phonethics
Media buying
Index
Client
Nissan Europe
Jetking
Nissan India
Goodwyn
MET
Product
New Star of India
IT Training Courses
Nissan Sunny
Tea
Management Courses
genre
Bollywood / Youth Centric
Education
Automobile
FMCG
Education
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’
New Star of India
The brief:
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
The Strategy:
Platforms used:
Times of India
Bollywood hungama
Daily motion
Facebook
New Star of India
The Strategy:
Nsoi - Creative
Facebook
New Star of India
Screenshots
TOI : video
Daily
Bollywood
Expandable
Motion
Hungama
Pre-rolls
: Mast
banners
head
: HP Spotlight
Banner
New Star of India
Screenshots
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
Became the biggest fan page with highest interaction rate.
Campaign got shortlisted @Cannes2012
New Star of India
Outcome
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
BRIEF
Jetking
Infotrain
ltd
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.
JETKING
STRATEGY
Jetking
Infotrain
ltd
PlatformsUsed:
Google search
A Seperate Landing page was created specially for the SEM campaign
having following components
1) Prominent banners of Jetking Alumini 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
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
EXECUTION
Jetking
Infotrain
ltd
JETKING
JETKING
The
Screenshots
JETKING
JETKING
The
Screenshots
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.
JETKING
OUTCOME
Jetking
Infotrain
ltd
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.
Goodwyn tea
BRIEF
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.
Goodwyn tea
STRATEGY
Goodwyn
Tea
Goodwyn tea
CREATIVES
Goodwyn
Tea
0.3%
CTR
Website traffic Jumped by 200 %
Over 1000 monthly subscriptions/bookings
Goodwyn tea
OUTCOME
Goodwyn
Tea
– 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
MET
The Brief: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
MET
The Strategy
Nissan Sunny Launch
MET
The Creative
Nissan Sunny Launch
MET
Screenshots
Nissan Sunny Launch
MET
Screenshots
Nissan Sunny Launch
MET
Screenshots
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
MET
The Outcome
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
NISSAN SUNNY
The Brief: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.
NISSAN SUNNY
The Strategy
Nissan Sunny Launch
NISSAN SUNNY
The Creative The Creative
TOI : Homepage Interstitial
NISSAN SUNNY
Screenshots
IBNlive
Rediff
TOI
: Homepage
: :Interactive
Homepage
Interstitial
banner
Take over
NISSAN SUNNY
Screenshots
Rediff : Interactive banner
NISSAN SUNNY
Screenshots
IBNlive : Homepage Take over
NISSAN SUNNY
Screenshots
In.com : Homepage Take over
NISSAN SUNNY
Screenshots
In.com : Homepage Take over
NISSAN SUNNY
Screenshots
Firstpost : Homepage Take over
NISSAN SUNNY
Screenshots
Zigwheels : Homepage Take over
NISSAN SUNNY
Screenshots
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
NISSAN SUNNY
Outcome
Thanks!
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

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