Phonethics Digital Agency - Credentials & story

Phonethics

Copyright © 2013 Phonethics

Copyright © 2013 Phonethics

Hi,

We’re Phonethics

I’m Saurabh, Chief Storyteller

Copyright © 2013 Phonethics

Here’s the Phonethics story –

Started in 2006

Focus on IPCharacter based Original short form content

Focus on IPCharacter based, Original short form content

Mungle – Animated Series

Billoo decides to chuck his life as a cable guy in the heartless city and move to the jungle for some peace and quiet.. amongst his own ‘people’..

…but ends up bringing a little bit of the city with him! In the form of the Mobile Phone, making it The Mobile Jungle or ‘MUNGLE’

The story traces Billoo’s journey as he brings the mobile phone to the jungle, Becomes an ‘internationally wanted’ Mobile Expert and goes from being an outsider to Hero to Villain..

2008 creative content for brands

2008 - 2009

2013

• 24 Member Team

• Rapidly emerging as a premiere ‘Mobile First’ Digital Consultancy

• Changed client & service mix to reflect our focus & vision

What we love doing

• Short form Content

• Branded property creation

• Digitally Augmented real world experiences

• Monetisation mechanisms

Skills & resources• Analytics driven Media buying• Widgets library

– Track everything from media to social interactions– Facebook apps

• Image submission• Graffiti • Twitter + Android App

• Applying game mechanics to processes

– Badges engine – Rewards engine & Coins system

• Mobile delivery of content

Key Services• Manage complete Digital footprint

– 50000 + minutes of active engagement & interaction everyday• video, website, social, mobile

– 50Mn + impressions

• Media Planning & Purchase

• Content production

• AWS / VPS deployment LAMP framework development

2 Case studies

• Star Of India (shortlisted at Cannes 2012 for best use of Integrated media)

• India’s First Gamified Dance School

Shortlisted @Cannes 2012

Best Use of Integrated Media

Worlds First Bollywood Movie Auditioned on Facebook

*Actual Images from the sets of New Star of India

How to build organic buzz around the campaign and engage a rapidly growing community?

Challenge

Identify influencers with >100k viewersAnd barter ‘Exclusives’ for Coverage

Strategy:

Campaign covered by more than 100 bloggersOver 1 million views on the day of launch.

*Actual Images from the sets of New Star of India

- Typically fan-pages are slow and sporadic in responding to queries and posts- Our super responsive community management team interacted with every single fan post.

Promoting key fan posts as well as unique content using FB media.

Sponsored stories used to create a viral effect

Community Management

Facebook Media Buying

Campaign Cornerstones

Outcome-> 500,000 fansOver 10,000 test drives ordered

Gamified dance school

*Pre-launch Website

DWM App

Content based social properties

• Cadbury• DSP• Jetking • Axis• Skoda• NSFL

Cadbury - Bournville

Comic Series Based on ‘Legend of Bournville’

Old Hound on Dark Truth’s FB wall

Old Hound - Twitter

Viral video for Jetking’s YT channel

Skoda

Nissan Super Fans League

Nissan Super Fans League

Facebook app Twitter Mobile app

Tech Solutions

Jetking Branding

Franchisee Branding & info

Franchisee Alumini Highlights

Registration form on HPFranchisee

Course Info

Jetking

• Solution– LMS:

• A robust Lead Management system, with capability of collecting Student information (Leads) from various sources – Landing pages, 100 microsites, call centers, walkins, PC, Mobile, Tablets, etc irrespective of the technology being used at the sources.

– Microsites:• While the headquarter controlled section ensured that the communication on all

the micro sites is synergetic to brand communication, the section controlled by franchisee provided them with enough real estate and features to leverage their skills, experienced faculty & alumini at large.

GIA

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

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

The process

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

Facebook

New

Star of India

TOI : Expandable bannersTOI : video Pre-rollsDaily 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.

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.

EXECUTION

JETKING

PlatformsUsed:Google search

A Separate Landing page

Prominent banners of Jetking Alumini with their Designation & Salary Package and one liners from them saying how Jetking made this possible for them.

Minimal fields in the enquiry form UX: Clutter free Course information, Drop downs in forms, pop ups, no click access Contd…

JETKING

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

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 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 as possible

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

TOI : Homepage Interstitial

NISSAN

SUNNY

IBNlive : Homepage Take overRediff : Interactive banner

Screenshots

TOI : Homepage Interstitial

NISSAN

SUNNY

Rediff : Interactive banner

NISSAN

SUNNY

IBNlive : Homepage Take over

NISSAN

SUNNY

In.com : Homepage Take over

NISSAN

SUNNY

Screenshots

In.com : Homepage Take over

NISSAN

SUNNY

Firstpost : Homepage Take over

NISSAN

SUNNY

Zigwheels : Homepage Take over

NISSAN

SUNNY

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

Search Engine Marketing

SOTC • Ask : Inform prospective customers

about SOTCs new tour packages and offers

• Our Opportunity: – Holiday Season. Spike in holiday

related search• Insight:

– Should reach out to specific audience with related communication

– Vernacular ads to run in 2 tier cities– A simple clutter free landing page for

taking enquiries• Result:

– A high Click to Lead ratio of 20%– Seamless movement of quality leads

from search to Click to Lead– Leads at a much lower cost than

initial expectation

SOTC Landing Page

Digital Partners

Our Creative Director, Vishal Kashyap, designed a brand identity that is full of hope and youthful keeping with the brand ambassador Yuvraj Singh

An interactive multimedia piece outlining Yuvraj’s journey as a superstar sportsperson upto his fight with Cancer.

To build in virality we designed a virtual t shirt that allows people to be a part of team YouWeCan and share the virtual t shirt on their FB walls, Twitter etc

Jagori – Safe Delhi Campaign

Click to watch – http://www.youtube.com/watch?v=IdhiSfdK6R0

Reporting Systems

Measuring Tools1. Impressions2. Geography3. Interactions (Clicks /likes)4. CTRs5. Avg CPC (For PPC campaigns)

AnalyticsVisitor Analysis

AnalyticsAudience Analysis

Social Bakers – Facebook Reporting

Social Bakers – Facebook Reporting

Measurement of Campaigns1. Impressions2. Geography3. Interactions (Clicks /likes)4. CTRs5. Avg CPC (For PPC campaigns)

Sr. No Platform NameBooked Delivered

Budget Consumed Amt (Rs.)Impression

sClicks/

InteractionsImpression

sClicks/

InteractionsCTR (%)

1 Facebook xxxxx xx xxxxx xx x xxxx

2 Search xxxxx xx xxxxx xx x xxxx

3 Google Display N/W xxxxx xx xxxxx xx x xxxx

4 Youtube xxxxx xx xxxxx xx x xxxx

Flurry

Flurry

saurabh@phonethics.in