Download - Rotomac Case Study
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Social Media Management Case Study
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-One of the leading pen brands in India since last 2 decades
-Traditionally relied on TV advertising, often with known faces as
brand ambassadors & had a very limited digital footprint.
-Considering the amount of time spent by the target group online,
it was essential for the brand to tap digital media to connect with
its audience.
BACKGROUND
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- Develop a connect with the audience which primarily consisted
of high school & college students and youth
-Have interesting content & conversations with the audience
-Make Rotomac a cool brand to hang out with among the TG
-Channels:
DIGITAL MEDIA OBJECTIVES
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To create a fun-zone for the fans that will give the audience a
space to chill out & relax with the brand.
Create branded content that goes with its youthful brand image
that is & at the same time in synce with its tag line-
Likho India Ki Nayi Pehchaan
To Leverage Salman Khan as the brand ambassador.
DIGITAL MEDIA ROADMAP
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Few things that the brand wasn’t doing
WHAT THE BRAND WAS DOING WRONG?
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• Rotomac’s Facebook page operated under the name
Rotomac Global Private Limited
– People are more l likely to converse with a brand, not a company.
• Content Mix
– More text, less images & lacked connect with the audience
• Only about 2000 likes
– Not befitting a popular brand like Rotomac
WHAT THE BRAND WAS DOING WRONG?
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- Infrequent Updates
- Mostly text only
updates
-Lack of visual content
-Didn’t leverage the
potential of the brand
ambassador
+
WHAT THE BRAND WAS DOING WRONG?
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HOW DID SOCIAL SQUARED
APPROACH THIS?
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INTERESTING PROFILE
-Created an altogether new brand page – Rotomac Pens
-Page design & content in sync with the brand identity in offline space
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Engaging content centered around:
- Student Life
- Salman Khan (Brand ambassador)
- Puzzles and Riddles
- Product related posts
- Exciting things that can be done with pen
- Humorous Posts
- Achievers & Inspirational people
- Celebrate events, festivals & celebrity
birthdays
CONTENT TONE
-Conversational
-Colloquial
-Humorous
CONTENT MIX
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INTERESTING APPS
& GAMES
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FACEBOOK INTERESTING CONVERSATIONS
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FACEBOOK INTERESTING CONVERSATIONS
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INTERESTING CONTESTS
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-A channel to have
Rotomac ads, most
of which have a
“nostalgic connect”
with the audience
-Share content
periodically on
YOUTUBE
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-Nearly 50K engaged followers (Accrued over a period of 8 months: June 2013- Jan 2014)
-Regular conversations with the audience
-Basic CRM & handling customer queries through Social Media
-Constant brand recall among the TG even in absence of any major ad campaign
Built an image of youthful & cool brand in online space too
IMPACT
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Social Squared is a full service digital media agency from
Mumbai, India.
Founded by IIM Alumni, we are a young team of digital
media enthusiasts, hackers & marketers.
Our team collectively brings experience across diverse
industry sectors like IT, FMCG, Retail, Education etc.
Social Squared works across all the 3 digital media:
1.Owned 2.Bought 3.Earned
ABOUT US
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Futuready services Pvt. Ltd.
210, V-Mall, Next to Sai Dham,
Off WEH, Thakur Complex,
Kandivali (E), Mumbai - 400101
www.socialsquared.in | [email protected]
022-42645743 | 9619197705 | 9819022035
CONTACT US