INTEGRATED COMMUNICATION

MARKETING
2021-2022

Assignment - 3

EXPERIENCIAL LEARNING

Submitted By:
Arman Farooqui B – 16
Simran Pathak B – 76

Submitted to:
Dr RUBY CHANDA
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Details of Interviewee
Name: Mr. Devesh Bhardwaj

Designation: Senior Marketing Analyst

LinkedIn: https://www.linkedin.com/in/devesh -bhardwaj-176488157/

Organization : Hiveminds

Organizations LinkedIn: https://www.linkedin.com/company/hiveminds -

innovative-market-solutions/

Communication:

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Snippet From the interview:

Organizational Structure:

Overall, there are 140 employees in the organization.

Team
Vice Leads Senior
CEO BU Head
President (Account Analyst
Owners)

Roles and Responsibility

Devesh Bhardwaj is a Senior Marketing Analyst at Hiveminds. He has been working
in the organization for over 2.6 years now. His current designatio n is L3.

His major responsibilities being strategizing campaigns, media planning, media

buying, grooming juniors & client servicing.

About Hiveminds:

Hiveminds is a full-fledged digital agency that is 11 years old, and their vision is
help companies transform their businesses. Being one of the early entrants in

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Bengaluru’s digital marketing scene, their strength lies in being a dynamic agency
that supports all requi rements - be it SEO, Performance & Paid Campaigns,
Analytics, social media, Digital Branding, or Creative and Content services. They
work with clients across geographies to deliver what we know best - growth,
creativity, and client satisfaction.

Biggest clients:

Making Stride by Sonata “India Ka Favorite” watch with a

campaign that told everyone to “Get Fit in Style” amidst the
pandemic. IT was design by hiveminds it garnered over 8 Lakh
engagement with 900+ user generated content (UGC) entries for
campaign #EverydayFitn ess.

Entire Marketing Strategy for big basket was design by

hiveminds and today it’s people’s first choice for Online Grocery
shopping by making the Mobile App the primary channel, using
the power of UAC. This resulted in a 34% increase in the user
base and a 2.34X increase in ROI in just 4 months.

MobiKwik was made India’s first choice when it came to Mobile

Recharge and Bill Payment with a 3X Growth in Overall App
Installs Via Search with a strategy that scaled the tra nsacting
user base from BFSI Vertical.

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Add campaign that the interviewee was part of:

Campaign Name: Pretty Big sale

The project was to create an Ad Campaign for beauty and hygiene products for Big
basket.

Idea was to promote beauty and hygiene products during the month of February.
One of the reasons for selecting this month for launching the campaign was
valentine’s day (B ased on their internal analysis they found that there is a spike of
beauty and hygiene products during this month).

The Big basket wanted to use this campaign to promote beauty products as it the
brand is lesser known for this category of product. Hence, the idea was to spread
awareness about the same.

The campaign was done in a trendy way using col orful illustrations to stand out
clearly even in busy environment.

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Duration:

The duration of the campaign was 11 days and it was done mainly to spread
awareness that Big basket also sells wide range of beauty and hygiene products .

Communication medium used:

The campaign used multiple channels, viz content, display advertising and social
media and YouTube to achieve its impression target. Among these channel s
YouTube was allocated the largest budget, followed by Google Display and
discovery network, co ntent and social media marketing. Google Display network
focused on targeting the relevant keywords in the material handling industry.

Target Audience:
Campaigns were run for two sets of audiences:
First set was of all Existing users of big basket and the second set was people
who have affinity towards beauty hygiene products minus the existing users. The
target audience were mostly between the age group of 21 – 45.
Developing effective communication:

Designing a message: The message was mainly to let people know that Big basket
also sells wide range of beauty and hygiene products. The message in the
creatives was around the offers on the beauty and hygiene products also the
campaign tried to show that big basket also has all your favorite brands.

Choosing the media channel: Since the objective was to spread awareness,
spends were focused on channels with the wider reach. (YouTube and Google
Display Network)

Selecting the message source: The campaign was setup using google AdWords
and social media post were on Instagram and Facebook by hiveminds team.

Outcome

As the direct result of running the campaign the traffic on the big basket website
increased by almost 2x times. The campaign was a huge success for big basket.

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Interview Q&A:
Please elaborate your role and responsibilities.

My name is Devesh B hardwaj, I have been working in the organization for over 2.6
years now. My current designation is L3. Major responsibilities being strategizing
campaigns, media planning, media buying, grooming juniors & client servicing.

How many ad campaigns have you been a part of? Can you name a few?

My major forte has been Ecommerce & have handled marketing on Amazon,
Flipkart, Big basket for over 6 well -known brands across categories like Home
Improvement, Grocery, Stationery, Grooming. Each brand dealing with close to 50
ad campaigns at a daily level.

What was your biggest ad campaign till now? Can you please shed some
light on the steps involved in building an ad campaign?

It was for big basket. They wante d to increase their brand awareness and also
introduce themselves in the beauty and hygiene segment. Big basket was not
considered when people want to buy beauty products and they wanted to change
that image. We handled their digital marketing campaign an d it was a huge success.
We were able to increase the traffic on the website by 2x times.

Keeping in consideration that organizations have a limited budget, how

best can we use it in our media planning?

The first step in media planning is to decide on what the objective of the brand is.
With limited budget you should have a pre -defined goal backed with logic & the
best ways to achieve it.

Provide an example of a marketing campaign that did not work out as

you had planned. Can you please suggest how to handl e a situation like
that?

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Started campaigns for US market with extremely high inventory & investments,
failed miserably to acquire any NTBs due to very high competition.

What kind of media tools should we use to gather the more awareness
and attention?

YouTube campaigning, Homepage inventory purchases on marketplace. These are

becoming very popular these days. Also, these are becoming popular because they
are easy to analyze and very accurate

What are the challenges you faced while making a campaign?

The challenges faced are getting the right brief from the brand, not changing it
constantly, when the majority of the work is getting the first step of getting the
right briefs is a challenge because that keeps changing until we have a framework,
which is, which is presently. which takes care of these challenges, but yeah, we do
face it sometimes. Uh, then, uh, there are challenges with respect to, uh, with
respect to the entire operations and the execution piece, because there are a lot of
paperwork that needs t o flow from one NPP and then, uh, getting the, getting the
timelines, right.

What is the best way to track a campaign's efficacy?

So, the way we look at campaigns is what we have planned and what we have gone
for along with the brand teams, expectations is something that we have to achieve
now that those metrics will differ from, um, media objectives, what are available or
whether it can stop changing.

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