© Blyk Monday, September 14, 20151 Blyk Female Blyk Case Studies Youth media that works.
Blyk India GTM Strategy
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Transcript of Blyk India GTM Strategy
Blyk on Aircel Launch
Mobile Marketing – The cornerstone of the overall marketing mix
Objective: To launch Blyk as India’s first mobile magazine for young people on the Aircel network.
Target Audience: 18-29 yr olds
Modus Operandi - Mobile
^ Mobile marketing was a part of the overall marketing mix as the key driver for customer acquisitions.
^ The target audience chosen were Pocket Internet users. The profile of the target audience was mostly students who buy unlimited internet packs of short duration from the operator.
^ The marketing campaign was designed to opt-in the audience & subscribe them to the FREE magazine. Let them experience the service in all its entirety. Eventually incentivize people for the Member Get Member scheme to drive organic growth.
The Opt-In Campaign
The Logic behind offering the service for FREE
^ The best way to understand what Blyk on Aircel offers its customers is to experience the magazine on your mobile. By being a subscriber.
^ To create ambassadors for the brand, we needed people who would sample the magazine and be advocates for it.
^ These people would then be responsible for advocation & form the basis for the Member get Member scheme & its organic growth pattern.
Opt-In for Magazine Subscriptions
Pocket Internet Subscribers
Mostly students who buy unlimited,
inexpensive, short term internet packs.
Get a FREE subscription to India’s first youth mobile magazine. Reply with Y to get updates on movies,
music, events & more. Its FREE to receive & reply to
Blyk messages. ^YES
User’s who answer positively are subscribed to the Blyk Magazine for FREE.
YES
Blyk Subscribe
rs
Blyk Messaging Plan
Jokes/PJs/Quotes/Trivia Blyk asks
Celebrities Fashion GadgetsSports
Should Dhoni be allowed to play in the semi-finals? ^ Y/N
Blyk asks: What kind of TV shows would you like to get updates on? 1)Family dramas 2)Reality shows 3)Music videos 4)Soaps ^1/2/3/4
Here’s what’s happening in your town. 1) Biryani & Beer 2) Mafia Night 3) Live classic rock 4) 3 new movies What do you want to do this weekend? ^1/2/3/4
TV & filmFor the
weekend
Salman Khan To Judge Zara Nachle?
Tech Support:: "What type of computer do you have?"Customer:: "A white one."
Blyk Subscribe
rs
Subscribers are exposed to the Blyk Messaging Calendar (Magazine) for two weeks.
Chikni Chameli is a blockbuster. Want to get a video clip? ^ Yes/ No
YES
Responders
Blyk Subscribe
rs
Profiling Advocates….
Enjoying the messages from 54455? Would you recommend Blyk to a friend? ^ YES
YES
RespondersBlyk
Advocates
Blyk Subscribe
rs
Giving Advocates incentive to Invite Friends – Member get Member Scheme
Want 300 FREE SMSs? Recommend Blyk to a friend, Send friend’s
phone number to 5445500..
5445500
98XXXXXXX New Member Invite sent.
Member Get Member Scheme
^ When a user sent a friend’s number to 5445500, the invitation to Blyk was sent across to them.
^ Once a member clicked on the invite & joined, 300 SMSs were allocated to the invitee with a thank you message.
^ Made them feel like a RockStar!
The Complete Picture
In addition to the mobile marketing plan the whole picture consisted of:
^ Outdoor Advertising: Posters & Hoardings about Blyk on Aircel were splashed across all of the circles where Blyk was available.
^ Retail: The Blyk on Aircel plan was available near most youth hangouts & colleges
^ Print Ads: Print ads in most youth dailies & periodicals.
^ TV & Radio Ads: The TV & Radio ads were scheduled in Youth slots across all youth programming.
Outdoor Sample:
Retailer Collateral Sample:
Retailer Collateral Sample:
Retailer Collateral Sample:
Print Ads:
TV Spot:
Result Comparison between both strategies
Dec-1
0
Jan-
11
Feb-
11
Mar-1
1
Apr-1
1
May-1
1
Jun-
11
Jul-1
1
Aug-1
1
Sep-
11
Oct-1
1
Nov-1
1
Dec-1
10
500000
1000000
1500000
2000000
2500000
3000000
Total MembersOpt-in ProgramReferralsRetail (affected by adertising)
The Mobile Marketing Strategy won hands down!
Today Blyk on Aircel reaches 2,505,562 young urban people in India daily with
targeted content and advertising messages delivered
to their inbox. The strategy is 100% mobile & 100% opt