Case Study 2015
Top 10 Digital Marketing Case Study of Indian Brands 2015
Digital Marketing case study has always been an inspirational one which allows us to learn from them by observing their strategies and method and also prevent us from committing mistakes in Digital Marketing.We all are well aware of the dominance of digital marketing in advertisement industry due to which every big and small business are going towards the digital marketing leaving behind the traditional marketing.
Digital marketing provide the platform to the companies to reach to the huge number of people at global level and compete with other brands globally. There are number of brands who have gained popularity through digital marketing by reach large number of people.
Paper Boat’s #FloatABoat
Paper boat is known company that deals in the drinks which you commonly prepare at home like aam panna, golgappe ka pani, jamun kala khatta and kokum. The purpose of these drinks was to take you
back in those memories and float a boot this monsoon. The company carried out its digital Marketing campaign very well.
The title of the campaign was #FloatABoat, the digital campaign process asked people to make boat
and share it on social media by using the hash tag along with the title of the campaign. Paper boat also reviled that if anyone will share this on any social media the brand will donate 20rs for children’s education. This campaign was the big success which caused many timelines to be jammed with paper boats.
Marketing Approach
Paper Boat’s marketing strategy moves around nostalgia and simplicity in its storytelling campaign. The campaign was focused on the urban population mainly people of the age group of 20 to 40.
Social Media ApproachPaper Boat’s beautifully utilized social media for sharing stories with its fan following.The platforms Facebook, Twitter, Instagram and YouTube mainly use content to interact with the customers.The content story moves all around its brand philosophy, “Life still is Beautiful”.
Every activity from flying kites to running behind rickshaws, from playing indoor games to making PaperBoats became a point of conversation.What worked great for Paper Boat?
Product: Paper Boat created an enjoyable moment with its unique blend of ‘Drinks and Memories’.
Most of the ingredients used are naturally found spices and condiments which have differentiated it
from other brands in the soft drink segment. Its sweet and salty flavor has helped the brand reach to the heart of the diabetic capital of the world.
Price: The price strategy of PaperBoat products has also helped in gaining the customer for the brand. Price strategy with 5 10 15 20 25 30 is the pricing strategy of the company.
Competition: The product of PaperBoat is as like home-made product. But there is something different about PaperBoat products that it has gained that much attention across the country.Paper Boat is mainly in competition with non-branded products.
Thus this is the reason for the brand to decide the price of each and every product wisely. PaperBoat has created a difference in the beverage segment by attaching people with emotion.
Place: Hector Beverage is more retailers friendly and offers retailers 5% more profit margin as compared to its competitors. Choosing best place for their products is the top most among strategy of the company. They have tied-up with Indigo airlines to sell their products on-board. Keeping their products in school canteen is also in their strategy as their products are considered healthy for children
Promotion: Paper Boat’s advertising is done through print as well as digital channels including newspapers, social media and most importantly by positive word of mouth promotion.
Storytelling Approach: What worked very well for Paper Boat on social media was in getting their fans and customers to share their childhood stories and moments on social media. It helped PaperBoat in brand building.
Customer Centricity: PaperBoat primarily focused on their products rather than focusing on the brand philosophy. Working on this strategy, the company was able to develop a more customer centric product. Doing this, the brand got connected with its customers and their lives as it made their lives meaningful with childhood stories.
Multi-media campaign: PaperBoat launched a multi-media campaign, which includes a three-and-a-half-minute long video dishing out pure nostalgia.To get connected with the lives of the people,the brand collected heart touching and thoughtful childhood memories and beautifully joined some other stuff from old childhood memories.An advertisement narrated by
Gulzar and moving around “Maigudi Days” is in sync with the brand’s philosophy of“Drinks and Memories”.
Lenovo-Yuwa’s #PitchToHer
Lenovo’s Pitch to her is another example of successful digital campaign. Lenovo partnered with the non for profit organisation that teaches girls to play football. Not only this have they tried to make the life better. The campaign was named as pitch to her with hashtag in starting. This social campaign took a huge success on the social media and many came forward in the support of this cause by Lenovo. This gave Lenovo very good direction in the market because of their digital campaign.
MakeMyTrip’s #DilHaiHindustani
Make my trip really used the Independent day well with the help of digital marketing campaign. This online travel company came up with the #DilHaiHindustani. This was the very effective and unusual digital recreation of the independence story. For this purpose the microsite was created which took the odyssey of independent from 1857 to1947. Mangal Pandey agitation, Jallianwala Bagh massacre, non-cooperation movement, Chandra Sekhar’s Kakori train robbery,and were the some people who were featured in it.Amazon India The Great Indian Freedom Sale
This ecommerce brand went for the good digital marketing strategies with good ads and using them wisely over social media. This thing turns out this whole thing a good digital marketing campaign.
Amazon India’s The Great Indian Freedom sale organised the contest which involved the fan activities and the contestant got the shopping vouchers from the company. The campaign was named as #10KeBaadKarenge, in this the people pushes their shopping plans after 10th of august because of Amazon sale.
Tata Sky’s Transferkar family
This campaign was basically designed for the promotion of Tata Sky+ Transfer set top box which is used to transfer the recorded content from TV to mobile phone or tablets. For this purpose the brand came up with an idea and created the out of mind family named as Transferkars.The every family member had his or her own favourite show the series of film shows the level to which they go to watch their favourite shows. An interactive micro site was reacted for those who wanted to understand the family in better way.
HDFC Life’s #RayOfHope
HDFC came up with #RayOfHope for the promotion of their HDFC Life Cancer Care plan. The plan was to provide the financial help for the cancer. The brand smartly signed the model turned actress and social activist, who herself has been fighting with the rare type of cancer.This video was very popular over social social media and falls under the category of successful digital campaigns.
OLX India’s #Daastaan
OLX the country’s leading online market place for second hand products came up with the campaign ahead of Independent Day. The brand cleverly used the opportunity by launching campaign called #Daastaan, where the people talked about the partition andtheir memories or belongings which were left behind over the social media like facebook by using #TimelessStrories.This campaign help in building the brand image as through this campaign people tried to get their old goods by posting their picture online.
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