Rotomac Case Study

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Social Media Management Case Study

description

Check out how Social Squared helped Rotomac to be a cool brand to hang out with among the Target Audience online.

Transcript of Rotomac Case Study

Page 1: Rotomac Case Study

Social Media Management Case Study

Page 2: Rotomac Case Study

-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

FACEBOOK

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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

FACEBOOK

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FACEBOOK INTERESTING CONVERSATIONS

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FACEBOOK INTERESTING CONVERSATIONS

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INTERESTING CONTESTS

FACEBOOK

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-A channel to have

Rotomac ads, most

of which have a

“nostalgic connect”

with the audience

-Share content

periodically on

Facebook

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