Bread

Current status

Only 3% of the current traffic get into the breads section of the britannia website.

Mobile Traffic gets abandon due to usability issues

No active communication channel for educating the consumers

Google's warning

Needs to be eliminated for better search-ability.

Bread specific searches - Online

Online search trends among competitors

Modern bread status

Modern bread path

Online - Offline integration

Outstanding Digital Campaign of FMCG Products

2014

Trial & Sampling

Oreo's market test with online consumers before launch.

Anti-Pringles Facebook Page

Pringles Response

Wheat Thins Digital Transition

Pepsi

General purchase pattern

Consumer Acceptance Cycle

One
Two
Three

Stages

Step

Step

Step

One

step

One

step

One

step

Viral Content Characteristics

Two

step

High engagement FMCG contents

Two

step

LOL: Humorous content

Win: Content that is particularly useful, ingenious, or admirable

OMG: Content that is shocking

Cute: Self explanatory, generally animal-based content

Trashy: Schadenfreude-esque content. People like to feel better about themselves by mocking or ridiculing the failures of others, especially the famous

Fail: Content that points out the failings of both individuals and society -- a way for everyone to collectively vent through shared frustrations

Shareable content determinants

Two

step

1. Social currency: People share things that make them look good to others.
2. Triggers: The stimuli that prompt people to think about your product or campaign.
3. Emotion: People are more likely to share things that are emotionally arousing (with positive emotions being more viral than negative ones).
4. Public: People are more likely to participate if their participation can be readily made public (such as “I Voted” stickers and wrist bands for causes).
5. Practical value: People are more likely to share practical pieces of information, so they can help their friends and families.
6. Stories: People are programmed to recognize, respond to and share compelling stories.

Emotion  based content analysis

Two

step

Integrated inbound strategy

Three

step

Return of investment from each channel

Three

step

Ballpark estimate

Thank You