proposed digital engagement for shoe catagory - bata

Digital Platform Strategy 2013

ContentsYearly Calendar Template

Digital ideas

Digital Trends to leverage

Platform Strategy

Possible Digital Objectives

Target Audience Analysis

Digital Competitor Analysis

Bata Communication Scan

Pakistan Digital Landscape

Contents

Pakistan Digital Landscape

DigitalPakistan Internet Users

29 million

Facebook UsersOver 8 million

Cell-phone subscribersOver 124 million

Over 3 Million Total Users

Ufone

Telenor Pakistan

Zong

15 million internet

users

9% Penetration

6037% increase in GPRS usage by Pakistanis.

56%8%

Contents

Bata Communication Scan

Bata Regional Search Analysis

Bata Global Social Media Presence

Likes: 15,239People Talking About This: 952

Engagement Rate: 6.24%

Positives:• Frequency of Posts• Prompt Response to Customer

Complaints & Queries• Engaging posts (pairing shoes with

appropriate clothing)• Comprehensive Timeline

Negatives:• Small Community• Less Community-based activities

Bata Global

A museum of Shoes from ALL times and regions!

KEY TAKEAWAY: A physical engagement platform

connected with an informative digital presence!

Bata India Social Media Presence

Likes: 42, 961People Talking About This: 193

Engagement Rate: 0.45%

Positives:• Frequency of Posts• Relatively Better Design of Posts• Frequency of Competitions• Weekend competitions

Negatives:• Negative Feedback about Products

is not being responded to.

Bata Search Analysis

Bata Pakistan Social Media Presence

Likes: 20,991People Talking About This: 636

Engagement Rate: 3.029%

Positives:• Frequency of Branded Posts• Regularity of Posts• Smaller/ Easy Competitions

Negatives:• Lack of variety in posts• The branded posts are just about

shoes – should be diversified.• Lack of bigger engagement ideas on

the community.

Contents

Digital Competitor Analysis

Servis Social Media Presence

Servis Social Media Presence

Likes: 360,078People Talking About This: 19,549

Engagement Rate:5.49%

Positives:• Frequency of Branded Posts• Regularity of Posts• Frequent activities on the page to

engage with fans.• Powerful ATL presence/ collaborations• Responsiveness to customer queries

Negatives:• Appearance of page is a bit dull.

Bata Pakistan Social Media Presence

BATA VS. SERVIS SEARCH ANALYSISLocal Monthly Searches Bata Shoes: 8,100 Servis Shoes: 2,900

Global Monthly Searches Bata Shoes : 90,500 Servis Shoes: 4,900

The most searched keywords Bata Shoes for Men: Global – 1,900 Local – 260

Bata Shoes Sports: Global – 1,600 Local - 58

Servis Shoes Pakistan:Global – 5,400Local – 4,400

International Presence/ Repute

Local Disengagement/

High-Involvement of Competitor

KEY TAKEAWAY

STRENGTH/ OPPORTUNITY

WEAKNESS/ THREAT

Contents

Target Audience Analysis

CATERS TO A WIDE RANGE OF AUDIENCE FROM ALL WALKS OF LIFE

THE TG, ALTHOUGH PROGRESSIVE, STILL LIKES THE STORE BUYING EXPERIENCE OVER ONLINE SHOE PURCHASE

BUYING SHOES IS MORE OF A FAMILY ACTIVITY AND MORE STRONGLY RESONATES WITH OCCASIONS E.G. START OF THE

SCHOOL YEAR, EID, WEDDINGS, ETC.

Contents

Possible Digital Objectives

Leverage Bata's Corporate Brand:Associate and Manage the Bata brand with contemporary topics that are prevailing amongst the digital audience

Project individual brand personalities beyond short-term campaigns: Bata needs to engage with the audience on ground where you have the customer’s full attention! Digital Activation always has a stronger and a more long lasting impact.

Create a Community/database of Consumers for individual brands:Bring together groups of users on an online platform where we can engage with them in conversations that each brand owns: Bubble Gummers can stand for fun, Marie Claire can stand for opulence, Wien Brenner can stand for class, etc.

Align the brand with latest trends/topics platforms:Fitness, Fashion, Personal Care, Entertainment, Glamour, etc.

Contents

Platform Strategy

STEP 1:

Building Isolated Digital Presences:

Pick out key brands who’s TG is prevalent on the digital space and build digital platforms for their target

consumers.

A separate platform for Bubble Gummers, and a separate page for North Star, etc.

Brand A Brand B

Brand D Brand E

Brand C

STEP 2:

Building a Central Digital Presence:

Make a Bata platform and infuse all sub-brands within this platform.

Brand A

Brand B

Brand D

Brand E

Brand C

STEP 3:

Building a Central Platform with isolated Social Media Presences:

Make a Bata platform and infuse all sub-brands within this platform.

Simultaneously, run social executions of each brand in isolation. For example, Wien Brenner will

be WITHIN the Bata website (in a separate tab or microsite for activities), however, it will have a

Separate Facebook Page.

Brand A

Brand B

Brand D

Brand E

Brand C

Brand A

Brand B

Brand D

Brand E

Brand C

Contents

Digital Trends to leverage

Trend 1: Gamification

• Merging Gameplay mechanics to real life activities in order to make them more interesting

• Adopted by brands operating within the digital sphere in order to make their communication

more engaging and receptive

• Within digital, the use of technologies such as location based services and social networking

elements provide a breeding ground for branded gamification

• Local Example: A brand that gives out physical cards which can be converted to virtual

objects/cards, traded on online forums, and redeemed at the online store.

Gamification Example

Trend 2: Social Mash Ups

• A Mash-up is taking two previously known concepts together and mashing them up to create

a new concept.• A Social/Digital Mash-up creatives derivative work out of existing digital

concepts/pictures/animations/videos• Social Mash-ups make the brand more relevant to everyday activities of the audience. • Local Example: Walls Share Happy Vending Machine

Social Mashup Examples

Trend 3: Two Screens

• The concept of watching two screens at one time.

• The concept of reporting events on social networks are gathering a lot of momentum.

Facebook status updates while watching the news, Tweeting while at a live event (PTI Rally

for example), Checking-in when at a local restaurant, etc.

• Local Example 1: FAL Asia Cup Prediction Application: The Cricket matches were

complemented by the Live chat on the FAL brand platform.

Two Screens Example – A JWT Campaign

ContentsDigital ideas

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Step 1: Put Codes on BATA shoes

The foundation of augmented reality lies in adding a layer to the real world

Step 2: Users will log on to Bata’s site and hold up their shoe, which has a code

embedded in its tongue, in front of their computer webcam.

RESULT: A virtual world then pops out in front of them!

The “World of Bata” will appear on the shoe with 3 games

that users can choose to play!

The games will be selected by using the

shoe as the controller!

When the user selects the game that they want to play, it opens up in the user’s dashboard on the

website.

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Step 1: Create a Limited edition interactive Bata Look Book for the

latest collection that the brand launches

Step 2: When users view the Look Book from their mobile phones, they’ll see

additional campaign content with augmented reality and image-recognition

technology.

Bonus: When users scan shoes they will be eligible to get discount

coupons and unlock instant prizes!

This look book will have

mobile touch points

jhdsafgjkhdsg

Ways of wearing the shoe being scanned! With various outfits

& accessories to complete the attire.

A complete description of the shoes with speech

bubbles to highlight features.

Related products tab. “If you’re viewing this

product, you might also like”

When users view the products from their mobile screens, they will see:

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Step 1: Create a game which is projected on to Bata’s store front

Step 3: Once the user accepts a challenge, they can be part of

the game, using their phone keys as a controller!

Objective: To create the most engaging store front!

Multiplayer gaming

options!

Step 2: Users will just have to register themselves inside the store to be a part of

the game. Upon registering they’ll get a message on their phone to accept the

challenge.

The user who lasts the longest in a particular

session and collects the most power-ups, will

win instant prizes/ discounts!.

A simple, multi-player car racing game, where

the user’s cars are running all over the Bata

store fronts!

Directly related to sale of products!

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Step 1: Create a game that will be played by wearing Bata shoes that

will have motion sensors.

Step 2: Users will just have to wear Bata shoes to play a game being projected on

the floor.

Step 3: The player with the highest points in a particular time slot/ day

will win Bata shoes or Bumper Discounts!

Multiplayer gaming

options!

To be Launched as part of the Back To School Campaign!

Game Reference

Bata AR Shoes Bata Look Book Live Bata Display Challenge

Play to Wear Bata Fitness Tracker

Step 1: Create an application that acts as a motion sensor, by

utilizing your web cam.

Step 2: Users makes their profile on the Bata website and enter their current

height, weight, gender and age, according to which the application sets goal weight

targets for you.

Step 3: User has to exercise in front of the camera for the application to

judge the targets achieved.

Multiplayer gaming

options!

Bata connects fitness with Shoes!

Users can see their daily performance and

compare their fitness overtime.

The application will compare your current measurements to the goal measurements it

has set for you.

Users will also be able to set the duration in which

they want to reach to their goal

measurements/ weight

ContentsYearly Calendar Template

JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

Bata Fitness Tracker

Bata Display Challenge

Play to Wear

Bata Look Book Live

Bata AR Shoes

OBJECTIVE• Creating an In-Store

brand’s Digital Experience through Branded Content

• Increase the pool of the user base on digital platform

• Enhance the user engagement with Brand

MECHANICS

Branded Digital Kiosk will be install in the BATA MEGA STORES with internet facility

User will attach its device with the kiosk via Bluetooth (wireless medium)

User can download the content in his/her device using the Kiosk’s internet

Content

Bata Branded Apps Free Games Bata Branded Lucky

Draws Engagement Activities

QR – Lucky drawQR – LookBook

Application

Bata Feature Campaign on

Shoes

Social Media Campaign

Bluetooth Campaigns

In store promotional campaigns

Bata Rush Ralley

Step 1: Create an motion sensor application, utilizing HD Camera

Step 2: User Engagement Activation will be conducted on Bata Mega Store

Media Campaign

Outdoor Digital Campaign

Online Digital Campaign

In Store Activation

Brand Engagement

Digital

Media

Use

r En

gage

men

t

On-Ground

Projection Screen

Game Play Area

{• Media Wall

• Digital Live Streaming

• Additional Digital Screen for live coverage of the event

THANK YOU!!