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REVITAL The Digital Marketing Strategy Integrated!
WHY DIGITAL ?
New OPPORTUNITIES for brand building
Reach a larger AUDIENCE
Non-intrusive ENGAGEMENT & INFLUENCE
& most importantly…
Allows for PARTICIPATION in REAL TIME
DIGITAL MARKETING IS ABOUT ESTABLISHING A
TWO-WAY INTERACTION W I T H T H E C U S T O M E R .
MOREOVER, ITS ABOUT BEING PART OF THE
CUSTOMER’S NETWORK
THE APPROACH
DIGITAL IS NOT A
TV
PR
INT
RA
DIO
PO
S
EV
EN
TS
MO
BIL
E
SILO INTERNET/SOCIAL MEDIA
It cannot exist in ISOLATION
It has to belong to an ECOSYSTEM of Cooperative Channels of PARTICIPATION
PARTICIPATION MAP
THE STRATEGY
THE DIGITAL MARKETING
STRATEGY HAS TO IDENTIFY & ADDRESS
THE
BRAND GAPS
BRAND RECALL A sample size survey (23 people) was conducted for Brand recall for REVITAL. Here are the findings:
Yuvraj Singh 16
Jiyo jee bhar ke 14
Thakna mana hai 4
Health supplement 9
Benefits 11
BRAND RECALL Some distinct reactions to the REVITAL brand
Energy Capsule
hope no one needs
it
we should avoid taking such catalysts
I will buy if need arises
I love being natural: anything comes with side
effects
HOW does it help me: stronger?
stamina? prevent faAgue?
The Digital Marketing Strategy
for
REVITAL
IS ABOUT CREATING AN
EXPERIENCE BRAND
?
THE BRAND SHIFT FOR REVITAL CONTEXT CHANGE
FROM
PRODUCT Health Supplement
Energy Capsule
Medicine
Side Effects
‘Un-natural’
TO
BENEFIT
Freedom from Fatigue
Get Energized/ Re-fresh / Re-charge
Be a Go-Getter
Do More. Achieve More.
Live Life to the fullest
Feel young in the mind & body
The NATURAL way
THE BRAND SHIFT FOR REVITAL CONTEXT CHANGE
FROM MESSAGE
TO THE EXPERIENCE
RELEVANT CONTENT
PERCEIVED VALUE
LOYALTY INCENTIVE
FROM CHANNEL MARKETING
TO AN INTEGRATED CONTEXTUAL & SITUATION MARKETING
W W
GIVE PEOPLE SOMETHING TO TALK ABOUT
THE BRAND SHIFT FOR REVITAL
Owning the Experience (the ‘WOW’) is crucial.
Creating & Delivering instant Value (Here & Now) is critical.
THE IDEAS
CONTEXT: Pre-paid mobile recharge
ATTENTION LEVEL: High. Intrusive, but Incentive-driven.
INCENTIVE: Free Sample / Discount
OBJECTIVES: Sampling of Product, Discount for repeat purchase,
Brand reinforcement & connect, Instant gratification for consumer
MOBILE MARKETING Your account has been recharged.
What about you? Get recharged with REVITAL.
Show this message to any chemist and get a FREE sample of REVITAL.
Jiyo Jee Bhar Ke…
OUTDOOR MARKETING
Here’s some music to relax you. Click to download the CHILL OUT music track.
REVITAL Jiyo Jee Bhar Ke
CONTEXT: Bus shelters, Metro stations & inside coaches
ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in
INSIGHT: Commuters tend to be tired and idle while waiting. Typically listen to
music on their mobiles.
INCENTIVE: Relaxation tracks
OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer
OUTDOOR MARKETING
CONTEXT: Ladies coach in Metro
ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in
INSIGHT: Commuters tend to be tired and idle while waiting. Typically listen to
music on their mobiles.
INCENTIVE: Discount on women’s health check-ups. Free sample through
SMS shortcode.
OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer
OUTDOOR MARKETING
PRINT ADVERTISEMENTS
PRINT ADVERTISEMENTS
PRINT ADVERTISEMENTS
Wellness music for
relaxation / stress /
recharge
FREE Diet / Fitness consultation
FREE Sample of REVITAL
Discount on Health
check-up
PACKAGING Wellness music for
relaxation / stress /
recharge
FREE Diet / Fitness consultation
FREE Sample of REVITAL
Discount on Health
check-up
RADIO
CONTEXT: FM radio channel
ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in
INSIGHT: Target audience is open to messages & enjoys following contests
IDEA: sponsor a non-‐stop radio jockeying session 'Thakna mana Hai
OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer
RETAIL- Activation & Engagement
CONTEXT: Malls & Road shows
ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in
INSIGHT: Consumers enjoy challenges & displaying their skills
INCENTIVE: Samples & freebies
OBJECTIVES: Integrate retail & social media.
People check their endurance either through virtual games or fitness activities
(treadmill, exercise bikes) as well as mental games. Post photos & videos on
facebook & invite voting.
FACEBOOK Audience takes a test to assess their
physical and mental age. Application provides an analysis and suggestions on how to improve: engage in physical activity, have a balanced diet, supplements, etc.
CONTEXT: FB ads & Fan page
ATTENTION LEVEL: High.
INSIGHT: Consumers are keen to know how ‘young’ & ‘fit’ they are
INCENTIVE: Overall analysis & advice to improve their ‘wellbeing’
OBJECTIVES: WOM via notifications
FACEBOOK ‘Jiyo Jee Bhar Ke’ A wall of fame that recognizes
individuals who ‘live life with zest’. Fans post videos, stories and photos of people live a balanced life with
activities, hobbies; those who don't let their age be a constraint, etc.
CONTEXT: FB contest
ATTENTION LEVEL: High.
INSIGHT: Consumer-generated content & voting has high engagement levels
INCENTIVE: visibility & gifts
OBJECTIVES: Brand recall
FACEBOOK ‘WORKOUT WITH YUVI’ An application that allows fans to
improve their fitness through guided workout videos.
Fans can choose the level as well as kind of exercise, as well as track their progress. Notifications help garner
support from friends
CONTEXT: FB application & FB ads
ATTENTION LEVEL: Medium
INSIGHT: Fitness conscious TG
INCENTIVE: Track progress & improve fitness. Consistent fans get autographed
goodies from Yuvi.
OBJECTIVES: Own ‘wellbeing’ space
THANK YOU!