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A story that explains the service offerings at Phonethics. AN unusual way of explaining credentials and the work done on some accounts.
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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
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
