DIGITALIS EVOLVING AS AN

ECOSYSTEMOr at least that's how we've got

to start viewing it.

Advertisers cannot just look at digital as a place to gain

MEDIA IMPRESSIONS

It has to be synced in with pushing consumers to

purchase, putting them into loyalty

loops and

CREATING ADVOCATES

The signs are clear and that's where we have to go

DATA… GATHERING THE RIGHT DATA… MAKING SENSE OF IT… To make the consumer’s life easy

In the context of

LIFE BEYOND LIKESthere are a few trends and paradigm shifts

we’ve noticed:

Co - creators in

• Advertising• Product development• Large scale brand projects

COM

MU

NIT

Y

Maybelline Colossal KajalFans help bust the fakes The Colossal Kajal encountered fakes in the marketplace. To counter this, the brand enlisted the help of the Facebook community.

Over 250 locations where the fake Kajals were being sold were sent in by the fans with pictures and exact addresses.

That's powerful stuff.

COM

MU

NIT

Y

Brands have large scale communities which

• Dictate trends• Educate and alter perceptionsBrands will now start nudging this media to move towards Transaction

BRAN

DS

= M

EDIA

The Cast My Girls campaign by L’Oreal ParisA Facebook app encouraged the user to fill in a unique code which was found on the Casting Creme Gloss pack purchased.

Once the code is filed in the user had to upload an image of her with her two best girlfriends.

This then, gave them a chance to star in an ad with Sonam Kapoor.

This in turn created intrigue and pushed fans to go ahead and purchase Casting Creme Gloss.

This added a two way streak between offline purchase and online engagement.

BRAN

DS

= M

EDIA

Faasos lets you simply tweet your orderBR

AND

S =

MED

IA• By registering 1 time on their website, you can simply tweet your order and

they reply using an automated CRM tool with the amount of time it will take for your order to reach you along with the bill amount.

• In essence, they've successfully integrated their business into their social media and marketing.

• The ability to order via Twitter is great because it makes life easier for the consumer who is prone to order but also prone to spending his life on Twitter.

• Further, every order generates word of Mouth because the users' friends see it and have an incentive to order again.

• View Current Orders

Like Data = Consumers are interested in our productsPurchase Data = Consumers buy our products

Like Data + Purchase Data = Help Create Targeted Messages

MAP

PIN

G D

ATA

Maybelline Baby Lips Kiss SongMaybelline also used its community to go beyond likes in the creation of its advertising - both ATL and Digital.

The Baby Lips 'Kiss Song' was crowd sourced and created stitching together the 6,000+ kisses sent in as audio uploads on its Facebook Page.

The result led to an impactful communication that resonated with consumers and catapulted the lip balm to No. 4 in terms of market share and the No. 1 Lip Balm on E - commerce in less than a year.

MAP

PIN

G D

ATA

View Song | View Case Study

Garnier Men PowerLight a VillageGarnier Men used its Facebook community and its power to literally ‘Do Good’

At the beginning of the year, the brand created an initiative to 'PowerLight Villages' with solar electricity with the campaign 'PowerLight A Village'.

The idea was to leverage the voice and collective social clout of the community to help spread awareness about the fact that 400 million people in India still live in darkness.

The buzz generated created social currency that helped light up these villages. Close to 800 households across India have benefited via the process of rural electrification with over 1,487,426 watts generated online.

The initiative has so far received 7589 tweets and the total user engagement has increased by almost 900 per cent on social media platforms.

MAP

PIN

G D

ATA

View Video | View Case Study

In the next 25 years, we will have the ability to talk to a billion people one on one.

That in itself tells you that we've got to stop looking at digital as a 'media' and start looking at it as an ecosystem

Talk

To

Billi

ons

– 1

on 1

Talk

To

Billi

ons

– 1

on 1 Hyper Personalisation

Kuliza rewards you for every like, comment or share

• Bangalore based company Kuliza has created an application framework wherein one can go to a Facebook page, add the loyalty program and as a result of adding the loyalty program, you can get rewarded for every like, comment and share you make on a brand's page.

• Further, this can also be taken offline where you can redeem your points and then also get more points added for purchasing new products using a card and a phone equipped with near field technology.

Talk

To

Billi

ons

– 1

on 1

So in a sense, loyalty is coming around in a full circle.

You get rewarded not just for buying a product but also for

creating advocacy around a product.