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
"fox_girl313" Digital Story
Wheat Thins Digital Transition
Pepsi
General purchase pattern
Consumer Acceptance Cycle
One
Two
Three
Stages
Step
Step
Step
High conversion campaign based webpages
Creating viral contest and content
Integrated inbound strategy
One
step
Creating personas
One
step
high conversion webpage based on personas
One
step
Improving performance through persona analysis
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
- Social currency: People share things that make them look good to others.
- Triggers: The stimuli that prompt people to think about your product or campaign.
- Emotion: People are more likely to share things that are emotionally arousing (with positive emotions being more viral than negative ones).
- 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).
- Practical value: People are more likely to share practical pieces of information, so they can help their friends and families.
- 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
High conversion
Website
Cost
2.12 Lacs
Time
35 Days
Testing
Usability & Multivariate
High conversion
Website
Cost
3.94 Lacs
Time
48 Days
Location
Nation Wide
+
SEO Starter kit
High conversion
Website
Cost
2.17 Lacs (Web)
1.98 Lacs/month (Marketing)
Time
Strong Point