Digitally building and engaging audience around Sugar
Mentioned in
66.50 Crores
web links
No. of images produced
77,30,000
Digital story
No. of news articles
96,80,000
of Indian Sugar Industry
No. of books produced
38,60,000
No. of searches
27,000
/month by Indians
Digital story of Indian Sugar industry
Last 5 years 90 Percent increase in negativity.
Where does Parry Sugar fit in digitally?
Around 4.3 Percent of searches are being made on parry sugar or on the products of parry sugar (specifically from sourthen parts of India)
only 1.9 percent were able to visit the right information.
(in few cases competitors have given Advertisements for their products on Parry sugar related searches)
Negative
What did People search in 2016 on "purchase front" ?
Sugar exporter in India
Refined Sugar / Sugar Refinery
Bulk sugar purchase
Sugar producers
Parrys sugar
Majorly B2B Related Searches
What type of content kept the end consumers engaged?
Pictures
> Videos
> Words
What type of Sugar related content have worked well with End Consumers?
Sugar Stories
Recipes
Types of Sugar
Why sugar is in food?
How we get sugar?
Indian Sugar & Heritage
Sugar related contests
Creating a compelling content
Viral Video
Poster
SM Posts
Audio
Short Contest
GIF
Blog
PR
Magazine
Pictures:
Facts, Trivia, Jokes
Live video with some chefs & Influencers
Infographics on industry, type of sugar, etc..
Mini Information video
Contests for user generated content
GIF for Games
Informative Blogs
Type of content that has to be created.
Social Media's to be distributed across
Brand awareness and reaching consumers
Stats sharing, sharing knowledgable insights and to follow industry experts
Targeting women in the age group of 17-35
Informative Bite sized videos
Websites are the biggest traffic puller if interesting content is built.
Title Length: 18 - 43 Words
popular Day: thursday
popular time: 7.43 P.M.
popular posts: pictures
post type: fresh & creative
post validity: 19 mins
additional tip - Emotions
best use: two # / post
popular Day: weekdays 9 to 4 weekends 7-11 P.M.
popular posts: pictures
post validity: 11 mins
best practices
One
Two
Three
Strategies
step
step
step
Conversion Optimisation
Inbound Content Marketing
Product Based Campaign
step
One
Create a high conversion website for sugar
step
Two
Moving through the digital purchase cycle
step
Two
Moving through the digital Engagement Cycle.
step
Three
Product specific campaign
What we have done?
We have Built loyal fanbase up to 8 million digital followers/ year.
We engage 1.3 lakhs Indians/per day for our digital posts.
Our campaigns have been part of top 20 campaigns of Facebook for the year 2016.
Thank you.
deck
By Sunil Kumar
