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Big Basket.

com

Digital Strategy
31st July, 2014

Geek presents a 3 month digital plan and creaAve


strategy for Big Basket.com

The objec)ve:
- To increase brand awareness
- To engage with customers
- To showcase new products, oers, launches
- To increase Mobile App usage
- To retain customers

How do we achieve this?

By crea)ng a communica)on plan which includes


campaigns which are engaging and interac)ve, to
connect with the audience.

Digital Strategy:

Digital:

Geek has come up with a 3 month plan which


includes 1 campaign along with 1 engagement/
contest each month to keep people engaged, along
with giving informa)on about Big Basket.

GEEK has a 2-pronged approach:

Crea)ve
Campaign

Informa)on

This is because Geek believes that both are


absolutely necessary from the brand building aspect.

General informa)on about the brand is always


necessary. Geek believes highligh)ng these topics will
help people to understand the brand beQer.

General informa)on about the brand is always


necessary. Geek believes highligh)ng these topics will
help people to understand the brand beQer.

General posts:
-Oers
- Benets
- Quality
- Quick delivery
- Just a click away
- Fresh fruits/ vegetables
- Product showcase
- Other household items range

These posts should be regularly put up to give brand


informa)on along with the link to bigbasket.com.

These crea)ves should have a separate template for
each, to keep brand consistency, yet freshness.

Campaign crea)ves:
Geek has come up with 3 campaigns for each month
along with an interac)ve/ contest extension for the
same to create a buzz.

Lets look at each one in detail.

Campaign 1:
The aim of campaign 1 is to create a buzz and get
people to talk about it.

For this, Geek has come up with a quirky idea, which
would also bring some fun and buzz on the page.

Campaign 1:
The aim of campaign 1 is to create a buzz and get
people to talk about it.

For this, Geek has come up with a quirky idea, which
would also bring some fun and buzz on the page.

Campaign 1:

The idea is to start a conversa)on with



Where do you like to do it?

Campaign 1:
People can have fun and share responses like:
-On the couch
-In the kitchen
- In my gym
- On my computer

Campaign 1:


We are actually referring to:

Where do you like to do your shopping?

Campaign 1:
A_er this teaser, we will actually put out our
campaign for this month, which has actual crea)ves
like:

Campaign 1:
A_er this teaser, we will actually put out our
campaign for this month, which has actual crea)ves
like:

Campaign 1:

Mockup concept card

I do it in the shower!
!

Shop anyAme, anywhere

Campaign 1:

A series of 5 such ads will be created as the


main campaign crea)ves.

Campaign 1:
This will be followed by some engagement.
A photo contest on Instagram can be created with
the topic being:

Where do you do your bigbaske)ng from? (this term
can be coined and popularized).

The best picture with the maximum likes can get a
goodie bag/ discount.

Campaign 2:

The big basket of happiness :)

Campaign 2:
This is a campaign in which we have created names
for each gi_ basket, to introduce the concept of
gi_ing.

Eg: Get well soon basket
Bon Voyage!
Thank you basket!

Campaign 2:

Communica)on around these gi_ baskets can be


created on social media to popularize them.

The crea)ves will be in the form of examples.

Campaign 2:

Communica)on around these gi_ baskets can be


created on social media to popularize them.

The crea)ves will be in the form of examples.
Geek suggests a series of small 30 second videos to
bring in the emo)onal element for this concept.

Campaign 2:
Video concept 1:

Wife is upset that the husband doesnt do much in terms of
helping her, while she has to manage work and home.

Wife suddenly receives a small note along with a basket full of
supplies gi_ed by the husband while he is in oce.

Wife is surprised and happy and the husband is also happy
that it was so convenient and easy!
Signo: Gi_ a basket of happiness to your loved one and
make their day!

Campaign 2:
Video concept 2:

Son is working in another city. He talks to his old dad on the
phone and he is not keeping well.
The son wants to send out a nice gesture. He sends a get well
soon gi_ hamper which contains fruits, juices, dairy products,
etc.
The father fondly remembers his son.
Signo: Gi_ a basket of happiness to your loved one and
make their day!

Campaign 2:
Mul)ple videos on these lines can be created and popularized
on YouTube and FB. A separate YT channel can be started
showcasing all these videos.

FB posts around these crea)ves can also be put up and
shared as an extension to the videos.

Campaign 2:

In terms of engagement, we can interact with our fans/


customers on FB about who they would like to send these
baskets of happiness to and why and the best answer can get
some gra)ca)on.

Campaign 3:

Tweet to Feed: A CSR ini)a)ve

Campaign 3:

Geek Crea)ve has come up with an interes)ng idea to create


a buzz, and create a feel-good factor around the brand.

Campaign 3:

This is an idea for TwiQer where we put out tweets with a


hashtag #TweetToFeedAChild / #TweetToFeedTheOld /
#TweetToFeedTheHomeless, etc.

Campaign 3:

For every retweet, 1 rupee is donated by BigBasket for the


cause with the maximum RTs: eg: the homeless.

Campaign 3:

This TwiQer engagement can be run once in 3 months/ on


special occassions like Diwali/ Xmas, etc.

Campaign 3:

This way, people will start R)ng for a good cause and will
improve the brand image of BigBasket.com.

This promo)on will also be covered on Facebook, on the
website, on web banners, etc.

Campaign 3:

Geek suggests that the above ideas be run for 3 months to


bring in a design consistency, a brand image and brand
recogni)on as a company that engages with its audience.

Thanks!