media buying in india
DESCRIPTION
TRANSCRIPT
Phonethics
Media buying
Index
Client Product genreNissan Europe New Star of India Bollywood / Youth Centric
Jetking IT Training Courses EducationNissan India Nissan Sunny Automobile
Goodwyn Tea FMCGMET Management Courses Education
The brief: New
Star of India
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’
The Strategy: New
Star of India
Since the campaign was targeted to the youth of IndiaTo 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).
The Strategy: New
Star of India
Platforms used:
Times of IndiaBollywood hungamaDaily motionFacebook
Nsoi - Creative
Screenshots New
Star of India
TOI : Expandable bannersTOI : video Pre-rolls
Screenshots
Daily Motion : Mast head BannerBollywood Hungama : HP Spotlight
New
Star of India
Outcome New
Star of India
Reached more than 40 Mn people online Impression used : over 300 Mn, CTR of 0.3%
Over 5.5 lac fans on Facebook fan pageOver 1.5 Lac views on Youtube.
Became the biggest fan page with highest interaction rate.Campaign got shortlisted @Cannes2012
40 MnPeople reached
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.
JetkingInfotrainltd
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.
JetkingInfotrainltd
EXECUTION
JETKING
JetkingInfotrainltd
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…
EXECUTION
JETKING
JetkingInfotrainltd
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
JETKING
TheScreenshots
JETKING
JETKING
TheScreenshots
OUTCOME
JETKING
JetkingInfotrainltd
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
Goodwyn tea
BRIEFGoodwynTea
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.
STRATEGYGoodwynTea
As a start up the budgets were constrained so we decided to use only performance based platforms.
Google SearchFacebook adsGoogle Display network
We also revamped their website to attain a certain brand elevation & implemented a 3 step purchase process on their website.
Goo
dwyn
tea
CREATIVES
GoodwynTea
Goo
dwyn
tea
OUTCOMEGoodwynTea
Website traffic Jumped by 200 %
Over 1000 monthly subscriptions/bookings Goo
dwyn
tea
0.3%CTR
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
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
Nissan Sunny LaunchThe Creative
MET
Nissan Sunny LaunchScreenshots
MET
Nissan Sunny LaunchScreenshots
MET
Nissan Sunny LaunchScreenshots
MET
Nissan Sunny Launch
– Campaign served more than 60 Mn impressions– Campaign Avg CPC less than Rs. 13– Over 2500 registrations from in two months
The Outcome
MET
Over 2.5K registrations in 2 months
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:
NIS
SAN
SU
NN
Y
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.
The Strategy
NIS
SAN
SU
NN
Y
The CreativeThe Creative
NIS
SAN
SU
NN
Y
Screenshots
TOI : Homepage Interstitial
NISSAN
SUNNY
IBNlive : Homepage Take overRediff : Interactive banner
Screenshots
TOI : Homepage Interstitial
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
Outcome NISSAN
SUNNY
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
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