Content marketing

Anything your organization creates and shares

to tell its story.
• The buyer -proactively reaching out to brands and
businesses for help.
• The average buyer guides themselves through 60% to 90%
of the traditional sales funnel before ever contacting a
brand or salesperson.
• 81% of shoppers research online before setting foot in a
store.
Storytelling!
Hasbro and Marvel cooperated
to launch their comic book
series, “G.I. Joe – A Real
American Hero!”,
2 months of releasing the first
comic book, about 20% of their
target audience, boys between
the age of 5 and 12, had 2 or
more G.I. Joe toys. And, the
comic book only had 2 stories.
7 years later, the series was one
of Marvel’s strongest titles and 2
out of 3 boys in the same age
category owned at least one G.I.
Joe action figure.
What is content marketing?
• a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly
defined audience — and, ultimately, to drive profitable customer action.
• Instead of pitching your products or services, you are providing truly
relevant and useful content to your prospects and customers to help
them solve their issues
• relies on anticipating and meeting an existing customer need for
information
• information -presented in a variety of formats, including news, video,
white papers, e-books, infographics, email newsletters, case studies,
podcasts, how-to guides, question and answer articles, photos, blogs,
etc.[
Types of content design tools

• Blog Posts
• Ebooks Ebook content should
follow some sort of narrative
structure, and include a lot of
good, visual design.
• Cheat Sheets (two or three
pages.
• Workbooks and Templates
• Whitepapers and Reports
• Infographics
• Slide Decks
• Video
• Case Studies
Benefits
• Attract attention and generate leads
• Expand their customer base
• Generate or Increase online sales
• Increase brand awareness or credibility
• Engage an online community of users
• The purpose of content marketing is to help companies create
sustainable brand loyalty and provide valuable information to
consumers, as well as create a willingness to purchase products from
the company in the future.
• This relatively new form of marketing does not involve direct sales.
Instead, it builds trust and rapport with the audience.
• Digital content marketing is a management process that uses digital
products through different electronic channels to identify, forecast and
satisfy the content requirements of a particular audience
Framework for content marketing

• Reason for creating content and value it will provide

Purpose • Helps to develop a product, an ongoing activity without a fixed expiry

• For whom it is created

Audienc • Aim to create an engaged audience who find the content beneficial
e
• Specific unique valuable ideas used to create content
• Develop a brand story which can be used to monetize from the subscribed audience
Story • Map the media experience to deliver the story- blog,podcast etc

• Structure and framework to activate the plan

Process

Measurem
• Gauge and optimize
ent
Content and funnel marketing

Top of the •Goals: Indirect customer acquisition; brand awareness

•Tactic: Educational content, viral content
•Use inbound marketing to push towards conversion
funnel •Blog posts ,Webinars, Big content (games, tools,)Comprehensive guide , Videos, Email newsletters

Middle of the •Goal: Direct customer acquisition

•Tactic: Solutions to use-case challenges

funnel
•Case studies ,How-to content that showcases your products,Demo videos, Product descriptions and data
sheets

Bottom of the •Goal: Transactions with customers

•Tactic: Product descriptions and unique value propositions
•Testimonials ,Reviews
funnel •A streamlined, comprehensible, and trustworthy sales process

• Goal: Retention of existing customers; advocacy

Retention •Tactic: Help, support, and onboarding

•Customer support and help documentation ,Special offers Insider how-tos Email outreach and follow-up
Effective product UX
Effective content mktg strategy requires

• Strategic buyers persona

• Buyers decision journey
Plan- MAPPING TO BUYER PERSONAS AND JOURNEYS

• Buyer personas are, essentially, fictional representations of your buyers

• determine kind of content you need – more/less content.
• They set the tone, style, and delivery strategies for your content – some
buyers respond best to a light, conversational voice, while others trust a
more formal tone.
• help you target the topics you should be writing about – why speculate
about the topics your buyers care about, when you could just ask? You’ll
generate a list of relevant topics for each persona.
• where buyers get their information and how they want to consume it –
100-page guides,/short, snappy graphics?
• Develop personas using mkt research
Developing personas

• Early Stage: Buyers in this stage could potentially become customers,

but probably aren’t in the market for your product – yet. These buyers
are looking for educational, entertaining content, and your job is to
present that content while building awareness and trust.
• Mid-Stage: In this stage, your buyers are aware of your brand, and are
more actively researching your products. You can start to present more
product-specific content, aimed at keeping your potential customers
engaged as they research.
• Late Stage: Late-stage buyers are close to making a purchase. Late-stage
content should speak directly to your offering and highlight product
differentiators – think demos, feature comparisons, and third-party
reports.
• New Customer: Activate your newest customers with content that
guides them through set-up processes, answers common questions, and
welcomes them to your community –FAQs, guides, and cheat sheets.
• Ongoing Customer: As your customers become comfortable with your
products, create content that helps them become successful – such as
best practice webinars, helpful blog posts, and detailed guides. It’s also
time to transition one-time customers into ongoing customers with
content that highlights other your other products.
• Loyal Customer – These are your advocates, they are deeply invested in
your brand. Marketing to these customers should focus on rewarding
them for their loyalty, and make it easy for them to become advocates
for your brand – helping you to create new customers.
PLAN
• Plan your editorial
content according to
the theme
• Manage visibility and
accountability
• Choose the content
type
Gated vs Ungated content

Gating some content- is acceptable practice

Digital vehicles for content marketing
• Social media -primary vehicles for a content marketing -entry-
level,. three tiers of social media promotion for your content:
• Owned: Sharing content on the brand’s own social media
channels -quick, customizable, free opportunity to connect with
target audience.
• Paid: paid advertising. Matching a network’s demographics with
your brand’s personas will help you determine where to invest.
• Earned: The most valuable, but hardest to create, social media
promotion happens when your audience shares your content
with their networks.
• Each social network tends to gather a different type of user.
Match personas to network demographics to find out where you
target audience is social online, and start sharing your content.
Digital vehicles for content marketing

• Facebook :
• Twitter :Emerging markets account for 78% of the traffic on Twitter, with
India as one of the fastest-growing.
• LinkedIn :professional social network, its users are serious. Sixty-four
percent of social referrals to corporate websites come from LinkedIn,
compared to 17% from Facebook and 14% from Twitter. A glance at the
demographics demonstrates that LinkedIn has the greatest percentage
of college-educated, higher-income users of all the major social
channels.
• Pinterest :Consumers love Pinterest. Forty-seven percent of online
shoppers have made a purchase because of a Pinterest
recommendation, and Pinterest generates 4x more revenue (per click)
than Twitter.
• SEO: Use SEO Techniques to optimize content
Qualities of a good content
1. It engages individuals on their own terms, using buyer personas
2. It’s based on interactions buyers have with your brand, and mapped
directly to their buying stages
3. It tells a continuous story, with a unified narrative that evolves
throughout a customer’s journey
4.It’s the right fit for your channel – whether it’s being used on your
website, in email, on social, or elsewhere
5. It has a clear purpose, and a clear call-to-action for your audience to
follow
6. It has pre-defined metrics, and is designed to be measurable
7. It is created in the most efficient, effective way possible – without
sacrificing quality
Metrics to measure success
• Brand awareness and visibility :
Number of visitors to a page ,Time spent on the page, Click-through
across pages/ photos,Number of emails collected
• Brand health metrics: Share of voice (SOV) is the number of times
a brand has been talked versus its competitors (conversations).
Outside the digital world, SOV stands for the space and frequency
a brand advertisement is placed on traditional media.Sentiment is
when the brand has positive, negative or neutral feedback. Brand
Influence refers to the number of times a post, comment or tweet
is shared on different platforms
• Diversified user base: Demographics of visitors,Sources of traffic
(i.e., SEO, social media, referral, direct) ,Differences in buying
patterns and user-behavior of visitors
• Sales :
• Conversion through the sales process (the process from
sign-up to check-out), including click-through-rates at each
stage of the conversion funnel,Time spent on the page,Re-
engagement (i.e., % of returning visitors), Click-through
across product pages, Innovation metrics
• Innovation metrics
• When a company makes a post through their social media
platforms and shares their ideas, consumers can be
influenced or motivated to share their opinions.
• Trend spotting refers to the latest consumers' comments
about a brand, product or service that must be targeted.
Some tools can be provided by Google Trends,and other
sites that report what is in everybody's mouths worldwide.
Examples
Comics and blogs

• Release a strip a day

• Create blogs around products
• Marvel
• On their migraine blog, Excedrin
provides helpful advice for all
migraine sufferers, free software
to help track the source of the
problem and coupons for loyal
customers and readers.
Hasbro &GIJoe
• When Hasbro released their comic book series around G.I. Joe,
they faced a dilemma.
• They wanted to run TV commercials, to promote their action
figure toys and comic books, which was a new concept.
• But, TV regulations stated that toy commercials had to show the
toys and only include up to 10 seconds of animation, in order to
not mislead kids into thinking the toys could do more than they
did.
• In order to circumvent this problem, they decided to focus on the
story, not the product. They completely took out the toys and just
promoted the comic book series.
• Never before had a TV commercial solely promoted comics, and,
thanks to bending the rules, Hasbro was able to show 30 fully
animated seconds of material.
• Viral commercials- online assets
Online video- John cleese
• Cleese demonstrates the severe consequences of a
fictional disease called “Backup Trauma” and leaves
the viewer with several options to continue
exploring the company’s products and services by
clicking buttons at the end of the video.
• It was great content because it was funny and
interactive, yet it still promoted their services.
• The video was downloaded almost 300,000 times
What is code?
• A book published free
by Bloomberg in 2015
Infographic
• They are a neat way to
bundle up valuable
information, summarize
it and present it in a
clear way.
Podcasts
• Podcasts are the radio of the 21st century and a
very powerful content marketing tool. There are
just less advertising and more value.

• Most podcasts usually have a sponsor or advertise

a product at the beginning and at the end of the
show,.
E books
Redbull stratos
• space diving project involving
Austrian skydiver Felix Baumgartner.
• On 14 October 2012, Baumgartner
flew approximately 39 kilometres (24
mi)into the stratosphere over New
Mexico, United States, in a helium
balloon before free falling in a
pressure suit and then parachuting
to Earth.
• The total jump, from leaving the
capsule to landing on the ground,
lasted approximately ten minutes.
While the free fall was initially
expected to last between five and six
minutes,Baumgartner deployed his
parachute after 4 minutes and 19
seconds.broke the sound barrier
without use of engine power
Impact-‘This is the purest example of the brand as a
story; the brand itself has become content

• 8 m concurrent views on youtube

• 2.6 million social media mentions
• it sold 5.2 billion cans worldwide last year, a 13% increase
over the year prior. In the U.S., sales jumped 17%, while
markets as varied as South Africa, Japan, Saudi Arabia,
France and Germany also saw double-digit sales gains.
• brand both created and funded a mission to the edge of
space
• underlined the brand’s authentic link to extreme sport and
innovation, it has also provided its employees with a
motivation bigger than selling sugar water
• Pitched for emotional impact- noble science
• Extreme marketing
Go pro -We’re not just a camera anymore. We’re an
enjoyment platform for people around the world to
watch.
• GoPro, maker of the high-quality, easy-to-use handheld video camera, -best
brands at user-generated content (UGC).
• inspired legions of customers to capture immersive footage of their adventures,
which they share online.- high engagement
• Reward your customers by encouraging them to create content about how they
use your products in their lives, then polish it, and put them in the limelight by
providing distribution beyond what they could get themselves.
• The marketing team provides the tools and platform to enable their customers
to share the videos and images they capture.
• At least 6,000 GoPro-tagged videos are uploaded to YouTube every day.
• “GoProing” is now a noun (and a hashtag on Twitter) used to describe the
phenomenon.
• With more than 3.2 million subscribers, GoPro is one of the leading brands on
YouTube.
• 388 videos from the athletes sponsored by GoPro have garnered more than 50
million views each on YouTube.
• GoPro partners with more than 130 professional athletes, as well
as musicians, to provide glimpses into what the experience might
be like to be a professional skateboarder, snowboarder, rock star,
or even a National Hockey League player.
• GoPro also buys the rights to self-shot videos with unique and
inspiring content, polishes them, and posts them to its owned
channels for additional distribution. By doing so, GoPro is
inspiring others to believe that they, too, can “be the hero” by
using a GoPro camera to record their experiences.
• GoPro also formed partnerships with travel destinations including
17 Marriott hotels in the Caribbean and Latin America. They offer
complimentary cameras to guests during their stays and
encourage them to upload their GoPro pictures and videos to
share their adventures. GoPro also sponsors the GoPro Mountain
Games in Vail, Colorado, which attracts 3,000 athletes and 53,000
spectators annually.
Social media campaigns
• Respect the content,
see how users use the
platform
• Disney twitter
campaign- 140
characters- 140
performers
• BA installed a video
billboard in London’s
Piccadilly Circus that
showed a kid who would
point up to the sky every
time a BA machine flew
over.

• Not only that, but the

billboard would then also
show the flight
information and number.
Grammarly on social media
• Using humor and wit to
grab attention
Influencer marketing
Influencer marketing
• is a form of marketing in which focus is placed on influential
people rather than the target market as a whole.
• It identifies the individuals that have influence over
potential buyers, and orients marketing activities around
these influencers
• Influencer content may be framed as testimonial advertising
where they play the role of a potential buyer themselves, or
they may be third parties.
• third parties -supply chain (retailers, manufacturers, etc.) or
value-added influencers (such as journalists, academics,
industry analysts, professional advisers, and so on)
• Influence is less about argument and coercion to a particular point of
view and more about loose interactions between various parties in a
community.
• often equated to advocacy, but may also be negative, -related to
concepts of promoters and detractors
• 2 practices: earned influencer marketing and paid influencer marketing.
• Earned marketing :unpaid or preexisting relationships with influencers
or third party content that is promoted by the influencer to further their
own personal social growth.
• Paid influencer marketing campaigns can take the form of sponsorship,
pre-roll advertising or testimonial messaging and can appear at any
point in the content.
• Influencer marketing- negligible cost as compared to
traditional advt
• Social reach: Influencers are able to reach millions of
consumers through their social channels and blogs.
• Original content: Influencers produce original, and
oftentimes effective, marketing content for the brand.
• Consumer trust: Influencers maintain strong relationships
with their audience, who have a certain level of trust in the
influencer’s opinions.
Why influencer marketing

• Emphasis towards content marketing- new, natural, suited to the

influencer and brand, shareable and encompasses a call-to-action to be
able to reach out to a wide network of your target and produce positive
results.
• People-Centric Influencer Marketing- need to provide consumers with
what they desire and explain how purchasing your product or service
will add value to their life
• Indian Becoming Risk-Adverse- Being risk-adverse, Indian consumers are
increasingly relying on influencers and word-of-mouth to decide on
their purchases. This should be seen as an opportunity to leverage on
the available influencers to bring about more sales through the online
platform.
4 main activities
1. Identifying influencers, and ranking them in order of
importance.
2. Marketing to influencers, to increase awareness of the
firm within the influencer community
3. Marketing through influencers, using influencers to
increase market awareness of the firm amongst target
markets
4. Marketing with influencers, turning influencers into
advocates of the firm.
WOM- core part of influencer marketing
Identifying influencers
• identify influencers.
• Influencers are specific to discrete market segments, and are used as conduits to the entire target
segment.
• Additionally, market research techniques can be used to identify influencers, using pre-defined criteria
to determine the extent and type of influence.
• Types-
• Activists: influencers get involved, with their communities, political movements, charities and so on.
• Connected: influencers have large social networks
• Authoritative: influencers are looked up to and are trusted by others
• Active minds: influencers have multiple and diverse interests
• Trendsetters: influencers tend to be early adopters (or leavers) in markets
• Educators – Thrive on helpfulness and insightfulness
• Coaches – Thrive on helpfulness and engagement
• Entertainers – Thrive on engagement and inspiration
• Charismatics – Thrive on insightfulness and inspiration
• Connectors- network across a variety of people, have a wide reach. essential for word of mouth
communication
• Mavens-consume information and share it with others, they are extremely insightful with regards to
trends
• Salesmen-'charismatic persuaders'. There source of influence leans towards the tendency of others to
attempt to imitate their behaviour
Process of Influence- Reach

• finding the available influencer and accessing the

information distribution channel.
• Influencer has own expertise, which their followers value.
• followers trust recommendations from a third party more
often than a brand itself.
• endorsements from related influencer - function as a review
of the product rather than a simple advertisement
• people who followed the influencer share their field of
interest.
• Therefore, they are more likely to purchase the product.
• Landing on a proper influencer will support the brand to
lock in their target customer group.
Act
• encouraging participation by creating a secondary marketing
campaign to generate greater awareness to reach a larger
scale of target consumers.
• means encouraging target customers to share their opinions
on social media in order to participate in the subject.
• influencers usually share their honest review of the product
or demonstrate the function of the product in real life cases
in terms of solving a problem or improving the current
condition.
• starts a discussion that leads target customers' attention
onto the subject and present the solution with the product.
• Target customers would engage in the discussion so that
they can develop their own understanding of the product
value.
Convert

• influencers convert their followers into customers

of the product.- help to make a purchase decision
• powerful tool to generate sales
• acquired through WOM had a 37 % higher
retention rate.
• The trigger - coupon, which is only valid for a short
period of time. The coupon would push the target
customer to buy the product immediately
Engage
• As for this stage, building customer relationship is
the key point.
• Influencers should turn the first time customer into
a loyal customer of the product
• customer loyalty is built through the engagement
made by the influencers.
Influence marketing goals

Reach • Can be measured based on the number of followers of

influencers. Easy to measure, but the least valuable.

clicks • Easy to measure and one of the most important

performance based metrics

• ncludes any social action (like, comment and share).

Requires a hashtag or unique link for proper attribution.
More value than a click.

• Includes installs, sign-ups, form completions and

Conversion purchases. Hardest to measure, requiring a pixel &
unique link or a promo code for attribution.
Pyramid of influence
• Mega-influencers: Actors, artists, athletes and social media stars who
have 500k+ followers and drive 2% to 5% engagement per post. They
have the highest reach on the influencer spectrum, with their influence
driven by their celebrity (they tend to be brands in their own right).
They have the lowest overall resonance when it comes to driving actions
on behalf of a brand.
• Macro-influencers: Professional bloggers, and YouTubers who have
large base of 100,000 to 500,000 followers and drive 5% to 20%
engagement per post. They have the highest topical relevance on the
spectrum, with category-specific influence – such as lifestyle, fashion or
business.
• Micro-influencers: Everyday consumers who have 1,000 to 100,000
followers and drive 25% — 50% engagement per post. They have the
highest brand relevance and resonance on the spectrum of influencers,
with influence driven by their personal experience with a brand and
their strength of relationship with their network
Examples
• Barilla Pasta – The company sent out “Test Kitchen”
packages that contained pastas, sauces, and any other
Barilla products recipients would need to host a dinner
party. Those same recipients then cooked the food, served it
to their friends, and uploaded real photos of the gathering
to a website. This was a way to organically spread the word
about Barilla pasta. The photos that were submitted were
used to create authentic looking advertising that featured
real Barilla customers.
• General Motors – The car maker set up an exclusive web site
whose access was limited to “GM Insiders.” These were
customers that had a deep knowledge, history, and affinity
for GM's many iconic brands. The website featured exclusive
news, offers, and sneak peeks. By catering to this passionate
segment of their customer base, GM was able to encourage
them to talk up their cars to friends and family.
Micro-influencers
• Micro-influencers are social media users unlike typical celebrities,
experts, or public figures.
• individuals who work or specialize in a particular vertical and frequently
share social media content about their interests.
• Unlike traditional "influencers," micro-influencers have a more modest
number of followers -- typically in the thousands or tens of thousands --
but they boast hyper-engaged audiences.
• For example, a yoga influencer might boast millions of followers and
operate several yoga studios. A yoga micro-influencer might have only a
few thousand followers and post instructional videos on Instagram for
their fans to try at home, but their average post receives a healthy
amount of engagement relative to the size of their follower base.
Benefits

• Micro-influencers have better engagement rates.

A study showed Instagram engagement and found a surprising
trend: As an influencer's number of followers increases, their
number of likes and comments from followers decreases.
• Micro-influencers have more targeted audiences.
• Micro-influencers are typically more affordable than
celebrities or profiles with millions of followers
• Micro-influencers are more authentic.
• According to Influence.co, micro-influencers with 2,000 to 100,000
followers charge, on average, between $137 and $258 per Instagram
post.
• But, by the time an influencer has more than 100,000 followers, their
rates will start increasing to nearly $400 per post. Those with more than
a million followers may even charge upwards of $1,400 for a single
Instagram post.
• For example, Adidas and Fit2Run Tampa worked with micro-influencers
like Emily of @myhealthyishlife to promote the Adidas Ultra Boost. The
influencer shared her workout experience with the shoes. She honestly
admitted how she initially had a negative stereotype about the product.
• She also admitted, however, that she was pleasantly proven wrong and
shared what she loved about the shoes. This enabled her to start a
conversation around the brand and product, effectively accomplishing
the goal of promoting them.
Examples
Buick & Pinterest
• Buick worked with prominent Pinterest influencers
(referred to as Pinfluencers) in the fields of design
and style to help create a new brand image for
their new Encore luxury model.
• The campaign was called “Pinboard to Dashboard”
and instead of partnering with influencers in the
automobile industry, they chose outsiders who
could showcase the brand from a different
perspective.
• Pinfluencers shared their visions of how the
exterior and interior of the new luxury model
would look on their Pinterest board, encouraging
people to look at the brand with fresh eyes.
• The “Pinboard to Dashboard” campaign generated
over 17 million unique visitors and followers across
Pinterest, Twitter, Facebook, and Instagram.
• It was a success as it helped to promote Buick’s
Encore to younger car buyers and at the same time
maintained Buick’s image as a luxury brand, while
also showing a more whimsical side.
Mercedes and Loki the wolf dog
• Mercedes joined forces with an Instagram famous dog
and VR technology to create their latest marketing
campaign #MCPhotoPass. It involved creating cinematic
video content for Mercedes’ YouTube Channel and used
professional photographers to produce photos for their
Instagram.
• Mercedes invited Loki the Wolf Dog and his owner Kelly
Lund to drive a 2017 Mercedes GLS through the snowy
mountains of Crested Butte Colorado. The car had 3D
cameras attached to give viewers the experience of Loki
the Wolf Dog running through the snowy terrain, while
the other cameras give an inside look of the GLS.
• The main strategy for the #MBPhotoPass campaign was
to create videos that brought together a variety of
different influencers to give fresh perspectives on
Mercedes-Benz cars. They worked with world class chef
Chris Coombs to Loki the Wolf Dog, targeting different
customer segments.
• The second part of the strategy was letting the best
Instagram photographers capture photos of the
excitement and glamour associated with the Mercedes
brand.
• Their Instagram generated 173 million impressions, 2.3
million likes/comments and $4 million worth of earned
media. The campaign worked because Mercedes took
advantage of the growing popularity of VR technology
and of course, people’s love of cute animals.
Zara
• Clothing retailer Zara worked with top fashion-focused
Instagrammers on the design project #iamdenim
campaign to highlight their latest products by
showcasing them in a way to appeal to their target
audience.
• By working with Instagram fashion influencers like
Teesh Rosa, they were able to give the impression that
their products are more accessible compared to high
fashion clothing brands. The message behind the
#iamdenim campaign was the brand worked with real
people to produce clothing for real people.
• Zara’s Instagram posts look like photos from the pages
of a fashion catalog, where people can look for ideas
and tips on what’s trendy in the fashion industry.
• In just eight months Zara’s Instagram gained 4.6 million
new followers, that’s quite an impressive feat!
• The success behind Zara’s influencer marketing
campaign was handing over the creative control of the
brand to their influencers. Due to the accomplishments
of their campaign, many competitors also started to
copy their strategies hoping to gain the same success.
Glossier
• Glossier has an uber-engaged
fan base, and fans have
become rabid ambassadors
for the flourishing brand.
• working with influencers, but
instead of partnering with
high-profile celebrities,
• prefers to partner with the
“regular” women who adore
products.
• 90% of Glossier’s revenue
doesn’t come from paid or
build marketing spend, but
comes from their highly
engaged fans.
Wilton Cake Decorating

• Goal: Reach a new generation of

customers.

• Tactics: Wilton Cake Decorating

worked with Rosanna Pansino of
Nerdy Nummies to create a
series of videos showing how to
make cakes, cookies, and other
baked goods “like a pro.”

• Results: During the year the

videos first went up, Wilton’s
YouTube subscribers increased by
72,000. It also had a nearly 400
percent increase in the number
of likes it received.
Hassle-Free Cleaning With Clorox

• Goal: Demonstrate a better way to

do something.

• Tactics: Clorox worked with former

heartthrob David Hasselhoff to show
people that cleaning doesn’t have to
be a hassle. The campaign took
Hasselhoff to people’s homes, where
he tidied up for them. A series of
Vine videos and Pinterest posts, as
well as the hashtag #HassleOffDay
(get it?) were also part of the
campaign.

• Results: The Vines earned more than

one million loops, the contest got
more than 8,000 entries, and there
were more than 12,595 Twitter
mentions.
Ola prime
• Objective Promoting Ola’s new and improved Prime cab service that
offered superior amenities such as free WiFi, best rated drivers and
premium vehicles in Bangalore.
• Execution
• Ola teamed up with celebrities to give their passengers one of the most
memorable ride of their lives as Milind Soman, Narain Karthikeyan and
Abish Mathew arrived in cabs booked by Ola Prime passengers.
• Sparking interest among their audience and social media users, Ola
banked on the popularity of these influencers and successfully reached
millions of people.
• Results
• Thrilled passengers, and Ola’s social media promotion around the
activity led to a heightened number of Ola Prime bookings and helped
the company drive conversation around their new service. The number
of bookings too shot through the roof for Ola Prime.
Amazon’s #CrazyForReading

• Objective With an aim towards boosting the sales of Amazon’s

flagship, Kindle and adoption of e-reading, Amazon launched the
#CrazyForReading camapign
• Execution Amazon brought a number of bestselling authors such
as Ashwin Sanghi and Amish Tripathi, both of whom spoke about
how the Amazon Kindle is a dream come true for bibliophiles,
with a world of words at their fingertips.

• Results
• Being popular authors with a massive social media following,
their word was golden for their fans and when they spoke fondly
of Amazon’s Kindle, it worked wonders for the brand. The
campaign also involved Amazon India reach out to users urging
them to share their stories associated with reading and books.
Doors of India

• To promote their newly launched product,

Pravesh Steel Doors, Tata Steel launched an
influencer marketing initiative –
#DoorsofIndia with 6 Explorers Over 30,000
kms Across 46 Cities featuring 6 eminent
travel influencers Amrita Das, Divyakshi
Gupta, Swati Saxena, Vinayak Grover,
Kaushal Karkhanis and Shubham Mansingka,
who traveled through the diasporas of
Indian geography, dialects and cultural
nuances curating stories of prominent doors.
• The influencers covered 30,000 Kms across
46 cities in 15 states over a period of 5
months shared the stories of #DoorsOfIndia
on their social media handles, taking the
essence of Tata Steel to every nook and
corner of the country