Proposed Digital Engagement for Shoe Catagory - Bata
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Transcript of Proposed Digital Engagement for Shoe Catagory - Bata
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Digital Platform Strategy 2013
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ContentsYearly Calendar Template
Digital ideas
Digital Trends to leverage
Platform Strategy
Possible Digital Objectives
Target Audience Analysis
Digital Competitor Analysis
Bata Communication Scan
Pakistan Digital Landscape
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Contents
Pakistan Digital Landscape
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DigitalPakistan Internet Users
29 million
Facebook UsersOver 8 million
Cell-phone subscribersOver 124 million
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Over 3 Million Total Users
Ufone
Telenor Pakistan
Zong
15 million internet
users
9% Penetration
6037% increase in GPRS usage by Pakistanis.
56%8%
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Contents
Bata Communication Scan
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Bata Regional Search Analysis
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Bata Global Social Media Presence
Likes: 15,239People Talking About This: 952
Engagement Rate: 6.24%
Positives:• Frequency of Posts• Prompt Response to Customer
Complaints & Queries• Engaging posts (pairing shoes with
appropriate clothing)• Comprehensive Timeline
Negatives:• Small Community• Less Community-based activities
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Bata Global
A museum of Shoes from ALL times and regions!
KEY TAKEAWAY: A physical engagement platform
connected with an informative digital presence!
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Bata India Social Media Presence
Likes: 42, 961People Talking About This: 193
Engagement Rate: 0.45%
Positives:• Frequency of Posts• Relatively Better Design of Posts• Frequency of Competitions• Weekend competitions
Negatives:• Negative Feedback about Products
is not being responded to.
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Bata Search Analysis
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Bata Pakistan Social Media Presence
Likes: 20,991People Talking About This: 636
Engagement Rate: 3.029%
Positives:• Frequency of Branded Posts• Regularity of Posts• Smaller/ Easy Competitions
Negatives:• Lack of variety in posts• The branded posts are just about
shoes – should be diversified.• Lack of bigger engagement ideas on
the community.
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Contents
Digital Competitor Analysis
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Servis Social Media Presence
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Servis Social Media Presence
Likes: 360,078People Talking About This: 19,549
Engagement Rate:5.49%
Positives:• Frequency of Branded Posts• Regularity of Posts• Frequent activities on the page to
engage with fans.• Powerful ATL presence/ collaborations• Responsiveness to customer queries
Negatives:• Appearance of page is a bit dull.
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Bata Pakistan Social Media Presence
BATA VS. SERVIS SEARCH ANALYSISLocal Monthly Searches Bata Shoes: 8,100 Servis Shoes: 2,900
Global Monthly Searches Bata Shoes : 90,500 Servis Shoes: 4,900
The most searched keywords Bata Shoes for Men: Global – 1,900 Local – 260
Bata Shoes Sports: Global – 1,600 Local - 58
Servis Shoes Pakistan:Global – 5,400Local – 4,400
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International Presence/ Repute
Local Disengagement/
High-Involvement of Competitor
KEY TAKEAWAY
STRENGTH/ OPPORTUNITY
WEAKNESS/ THREAT
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Contents
Target Audience Analysis
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CATERS TO A WIDE RANGE OF AUDIENCE FROM ALL WALKS OF LIFE
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THE TG, ALTHOUGH PROGRESSIVE, STILL LIKES THE STORE BUYING EXPERIENCE OVER ONLINE SHOE PURCHASE
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BUYING SHOES IS MORE OF A FAMILY ACTIVITY AND MORE STRONGLY RESONATES WITH OCCASIONS E.G. START OF THE
SCHOOL YEAR, EID, WEDDINGS, ETC.
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Contents
Possible Digital Objectives
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Leverage Bata's Corporate Brand:Associate and Manage the Bata brand with contemporary topics that are prevailing amongst the digital audience
Project individual brand personalities beyond short-term campaigns: Bata needs to engage with the audience on ground where you have the customer’s full attention! Digital Activation always has a stronger and a more long lasting impact.
Create a Community/database of Consumers for individual brands:Bring together groups of users on an online platform where we can engage with them in conversations that each brand owns: Bubble Gummers can stand for fun, Marie Claire can stand for opulence, Wien Brenner can stand for class, etc.
Align the brand with latest trends/topics platforms:Fitness, Fashion, Personal Care, Entertainment, Glamour, etc.
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Contents
Platform Strategy
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STEP 1:
Building Isolated Digital Presences:
Pick out key brands who’s TG is prevalent on the digital space and build digital platforms for their target
consumers.
A separate platform for Bubble Gummers, and a separate page for North Star, etc.
Brand A Brand B
Brand D Brand E
Brand C
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STEP 2:
Building a Central Digital Presence:
Make a Bata platform and infuse all sub-brands within this platform.
Brand A
Brand B
Brand D
Brand E
Brand C
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STEP 3:
Building a Central Platform with isolated Social Media Presences:
Make a Bata platform and infuse all sub-brands within this platform.
Simultaneously, run social executions of each brand in isolation. For example, Wien Brenner will
be WITHIN the Bata website (in a separate tab or microsite for activities), however, it will have a
Separate Facebook Page.
Brand A
Brand B
Brand D
Brand E
Brand C
Brand A
Brand B
Brand D
Brand E
Brand C
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Contents
Digital Trends to leverage
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Trend 1: Gamification
• Merging Gameplay mechanics to real life activities in order to make them more interesting
• Adopted by brands operating within the digital sphere in order to make their communication
more engaging and receptive
• Within digital, the use of technologies such as location based services and social networking
elements provide a breeding ground for branded gamification
• Local Example: A brand that gives out physical cards which can be converted to virtual
objects/cards, traded on online forums, and redeemed at the online store.
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Gamification Example
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Trend 2: Social Mash Ups
• A Mash-up is taking two previously known concepts together and mashing them up to create
a new concept.• A Social/Digital Mash-up creatives derivative work out of existing digital
concepts/pictures/animations/videos• Social Mash-ups make the brand more relevant to everyday activities of the audience. • Local Example: Walls Share Happy Vending Machine
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Social Mashup Examples
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Trend 3: Two Screens
• The concept of watching two screens at one time.
• The concept of reporting events on social networks are gathering a lot of momentum.
Facebook status updates while watching the news, Tweeting while at a live event (PTI Rally
for example), Checking-in when at a local restaurant, etc.
• Local Example 1: FAL Asia Cup Prediction Application: The Cricket matches were
complemented by the Live chat on the FAL brand platform.
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Two Screens Example – A JWT Campaign
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ContentsDigital ideas
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Step 1: Put Codes on BATA shoes
The foundation of augmented reality lies in adding a layer to the real world
Step 2: Users will log on to Bata’s site and hold up their shoe, which has a code
embedded in its tongue, in front of their computer webcam.
RESULT: A virtual world then pops out in front of them!
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The “World of Bata” will appear on the shoe with 3 games
that users can choose to play!
The games will be selected by using the
shoe as the controller!
When the user selects the game that they want to play, it opens up in the user’s dashboard on the
website.
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Step 1: Create a Limited edition interactive Bata Look Book for the
latest collection that the brand launches
Step 2: When users view the Look Book from their mobile phones, they’ll see
additional campaign content with augmented reality and image-recognition
technology.
Bonus: When users scan shoes they will be eligible to get discount
coupons and unlock instant prizes!
This look book will have
mobile touch points
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Ways of wearing the shoe being scanned! With various outfits
& accessories to complete the attire.
A complete description of the shoes with speech
bubbles to highlight features.
Related products tab. “If you’re viewing this
product, you might also like”
When users view the products from their mobile screens, they will see:
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Step 1: Create a game which is projected on to Bata’s store front
Step 3: Once the user accepts a challenge, they can be part of
the game, using their phone keys as a controller!
Objective: To create the most engaging store front!
Multiplayer gaming
options!
Step 2: Users will just have to register themselves inside the store to be a part of
the game. Upon registering they’ll get a message on their phone to accept the
challenge.
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The user who lasts the longest in a particular
session and collects the most power-ups, will
win instant prizes/ discounts!.
A simple, multi-player car racing game, where
the user’s cars are running all over the Bata
store fronts!
Directly related to sale of products!
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Step 1: Create a game that will be played by wearing Bata shoes that
will have motion sensors.
Step 2: Users will just have to wear Bata shoes to play a game being projected on
the floor.
Step 3: The player with the highest points in a particular time slot/ day
will win Bata shoes or Bumper Discounts!
Multiplayer gaming
options!
To be Launched as part of the Back To School Campaign!
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Game Reference
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Bata AR Shoes Bata Look Book Live Bata Display Challenge
Play to Wear Bata Fitness Tracker
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Step 1: Create an application that acts as a motion sensor, by
utilizing your web cam.
Step 2: Users makes their profile on the Bata website and enter their current
height, weight, gender and age, according to which the application sets goal weight
targets for you.
Step 3: User has to exercise in front of the camera for the application to
judge the targets achieved.
Multiplayer gaming
options!
Bata connects fitness with Shoes!
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Users can see their daily performance and
compare their fitness overtime.
The application will compare your current measurements to the goal measurements it
has set for you.
Users will also be able to set the duration in which
they want to reach to their goal
measurements/ weight
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ContentsYearly Calendar Template
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JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Bata Fitness Tracker
Bata Display Challenge
Play to Wear
Bata Look Book Live
Bata AR Shoes
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OBJECTIVE• Creating an In-Store
brand’s Digital Experience through Branded Content
• Increase the pool of the user base on digital platform
• Enhance the user engagement with Brand
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MECHANICS
Branded Digital Kiosk will be install in the BATA MEGA STORES with internet facility
User will attach its device with the kiosk via Bluetooth (wireless medium)
User can download the content in his/her device using the Kiosk’s internet
Content
Bata Branded Apps Free Games Bata Branded Lucky
Draws Engagement Activities
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QR – Lucky drawQR – LookBook
Application
Bata Feature Campaign on
Shoes
Social Media Campaign
Bluetooth Campaigns
In store promotional campaigns
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Bata Rush Ralley
Step 1: Create an motion sensor application, utilizing HD Camera
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Step 2: User Engagement Activation will be conducted on Bata Mega Store
Media Campaign
Outdoor Digital Campaign
Online Digital Campaign
In Store Activation
Brand Engagement
Digital
Media
Use
r En
gage
men
t
On-Ground
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Projection Screen
Game Play Area
{• Media Wall
• Digital Live Streaming
• Additional Digital Screen for live coverage of the event
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THANK YOU!!