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Designer Electric switches

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BriefProduct: Premium Designer Electric switches

TG :1. 25-40 MF, entertainment seekers2. Interior designers

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Objective• The product is not directly sold to end consumer. Hence

we need to build Top of Mind recall for the brand

• Build ‘Experiential campaign’ for the brand targeting for high engagement

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Targeting Consumers

Demographic: Age25-45 All Adults

Psychographics: entertainment seekers on internet

Markets: 6 Metros

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Strategy building- 4Cs• Content- Entertaining videos

• Currency- Entertainment

• Conversation: #SwitchOnTheInstinct

• Community: People seeking entertainment over the internet

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Content

Creating 3-4 minutes murder mystery videos on YouTube & asking people to solve the mystery.

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CurrencyThe viewer will be eligible for

• Instant online fame• Content participation • Create buzz around

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Conversation• Creating brand’s own

hashtag to start conversation with the audience

• Trigger the creativity

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CommunityPeople who seek entertainment on social platforms.

We will provide them interesting content to enjoy and share.

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POEM • Paid:- YouTube marketing• Owned: Website & social media pages• Earned: Views, Comments, Share, like, RT’s.

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Plan Execution• Promoting videos on the YouTube

and Sharing on other social media platforms.

• Analysis the responses for each video on daily basis

• Will check the performance of each creative/video & push the audience preferred video for high engagement

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Costing• Youtube: we shall use 30Lacs for creating & publishing the

video

• SEM: 10Lacs will be allocated for the SEM campaign as the viewer will seek more information about the brand

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Targeting TG2

Professionals: Interior designers

Markets: 6 Metros

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Strategy building- 4Cs• Community- Interior designers

• Currency- Luxury designer switches

• Content- Pictures, videos of the products, Blogs

• Conversation- feedback

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CommunityWe shall target Interior designers through LinkedIn and Instagram.

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Content• Unique designs switches

• We will use pictures and videos of the products

• Celebrity Interior designer's blogs.

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Conversation• Feedback from the

community

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Currency

•Exploring luxury designer switches

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POEM • Paid-celebrity/Expert Blogs• Owned –Designer switch catalogs, Website• Earned-User generated content

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Plan Execution• SEM- Keywords search

• Social: Targeting through LinkedIn and Instagram.

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Costing• SEM- Separate campaign for interior designers will be created.

10Lacs budget will be allocated for the same.

• LinkedIn- 20Lacs budeget wll be consumed by Linkedin as it’s the costly social site to advertise for. Mailers will be sent to the community

• Instagram: 10Lacs will be consumed on Instagram

• Blogs: Celebrity/Expert blogs will consume 10Lacs budget

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QnA