Post on 08-May-2015
description
For Headphone Brands
Like any other well thought out
successful campaign online, a plan for the entire
digital marketing ethos also needs to be carried
out in a well thought out process.
To pen down the objectives & challenges
Conceptualizing the strategy
Building the strategy and
making it practical
Regular progress
measures and adapting new
strategies
To build a new community which would work best for Skullcandy in India, targeting the taste and preferences of the local community.
To build a more dynamic and engaging website for the brand as compared to the existing one, adding an element of fresh experience for all visitors on the website.
To place Skullcandy prominently in the mindset of the Indian consumers.
To break the clutter in the existing industry and create a niche platform for Skullcandy India.
To build a consistent communication for the brand across all online platforms.
To increase engagement online, hence increasing the transactions online.
To create unique brand ethos for Skullcandy India, separate from Skullcandy Global.
Bird’s eye view approach
Tech
Social media
CreativeMedia Ads
‘ Experience online made optimum’
TECH
Revamping the Website
Product Authenticity
Program (Warranty)
Search Engine Optimization
Transforming the old website in its entirety, filling it with
most relevant content supported by rich professionally
conceptualized photography and graphics are some of the
things that were on our checklist.
A look at the older website
Dedicated brand-pages for easier access to
your favorite brand.
1.
A fully-responsive website2.
Intrinsic product -details3.
Dynamic content and image Gallery4.
All of these elements helped
us in the complete
transformation of the website
intersection.in
A look at the newly revamped website
Resulted in..
Along with the revamped website, another element
which needed the complete transformation was the
ecommerce shop for the brand.
Before – The older shop online
After – The new shop online
‘ much needed element of warranty’
The Product Authenticity Program or simply the Warranty was the direct result of the
need to identify counterfeit products from genuine purchases. It was primarily introduced on
the website, also spreading the word on all social media platforms. This resulted in quick
solutions to problems listed below.
Authenticity of all Skullcandy products
Easy to use registration process for warranty
The ‘Register for Warranty’ tab is placed on the top right hand corner on
the home page for easier access for all customers.
The Unique Item Code (UIC) can be found out easily from the
packaging of the Skullcandy merchandise and verified through the
online ‘Register for Warranty’ tab on the website.
How does the registration process work?
‘social - connections’
Social-Media
ORM
Content platter
Social-Media concoction
On- ground activities
ORM
With the introduction of the Skullcandy
India support tab on the Facebook page,
all the queries have been streamlined,
resulting in faster turn-around time for
the queries to be answered and a
hassle-free engagement with the fans
and customers.
Content Platter
When it comes to content-building, the bucket–list is certainly a high
priority. Some notable elements used in the campaigns were..
Topical1.
Festive/ Campaign specific2.
Music-specific3.
Brand-specific4.
Communication ElementsEngagement
Shared Value
Mass-personalization
Be Useful and
Relevant
Personalization
Useful and easy to use
Another important element is to figure out the channels for
the social presence of the brand. Brand Skullcandy India had a
good mix of content for various social-media channels
including content created for blogs.
The social-media concoction for Skullcandy India consisted of the
different platforms in the social media ethos, including a
regular, updated relevant content rich blog.
Keeping the essence of the brand alive, Skullcandy India
successfully connected the masses to the brand.
#HuntForSkullcandy
The campaign involved searching for three different headphones on the newly
launched website and sharing the same on the Facebook page.
#SkullcandyHoliDJ
This specific campaign was designed for Facebook, Twitter and the Website, to share
the festive season of the much popular Holi festival, there by celebrating and sharing
some of the special moments with the fans at large.
Skullcandy Selfie
The campaign was to bank on the latest trend of Selfie, asking users, fans to share
their Selfie with the twist of Skullcandy headphones. The campaign turned out to be
huge success with the fans.
#GuesstheBands
WebsiteGeneric
contests
EventsFuture Trends
News
Talking about us
The website intersection.in had a good mix of topics
covered in it’s content-bucket !
Future trends
We were successful in
capturing the current trend.
For example the very
popular all men premier
Hindi cappella group ‘Penn
Masala.’
We created a #SkullcandyFC Experience Zone for the bloggers.
On-ground activities:
SkullcandyFC Expeence ZoneBuilding organic conversation's
The concept behind the bloggers outreach #SkullcandyFC Experience Zone
was to engage with the bloggers and hence showcase the limited edition of
FC headsets represented by four legendary football clubs.
Invited Bloggers to #SkullcandyFCExperience Zone
Experience Interaction
building relationships
Organic Reviews, Relationships with
Bloggers, tapping into their community
User-generated
Due to the successful on-ground bloggers’
outreach activity, we were able to build several
constructive, organic conversations with many
bloggers, resulting in many organic feedbacks,
reviews.
‘ Enhancing reach’
Emphasis was to create a dedicated community of Puma headphone lovers & generate brand awareness.
‘ stuff of colorful imaginations’
Creative
Cover and banner Graphics
Conceptualized photography
Campaign centric
The creative bend..
Cover graphics are based on the innate knowledge of contemporary designs and fresh
concept-visualization every time.
Conceptualized photography
Campaign specific graphics 1.
Brand-specific
images were created2.
Life-style
images were
captured
3.
Festival-specific
images were also
created to
acknowledge the
occasion
4.
Graphics relevant
to featured
entries in the
contests.
5.
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