SIP ppt
- 1. 1 FORD FIGO ASPIRE (B562 4 Door) Pre-Launch Media Strategy Presented By: ASHISH CHAKRABORTY MBA (G) WINTER BATCH IV SEM
- 2. 2 Brief Overview This presentation will take you through the following topics: • Company History • Client History • Media Planning • Campaign Overview (Digital Media) • Activities done at Blue Hive • Campaign Outcome • Conclusion
- 3. 3 • Established by, and made up of, experts from some of WPP’s best- known industry specialists (Ogilvy, Wunderman and Mindshare). • Has gained independent status recently. • Presence across the globe. • Works primarily on campaigns for founding client Ford Motor Company. • Created to increase co-ordination and synergies amongst Ford's WPP agencies • Handles all aspects of Ford's marketing, including DM, CRM and Media planning.
- 4. 4 • Founded by Henry Ford and incorporated on June 16,1903. • American multinational automaker headquartered in Dearborn, Michigan • Key people are William C. Ford Jr. ( Executive Chairman) and Mark Field (President & CEO). • Ford is the second-largest U.S.-based automaker (preceded by General Motors) and the fifth-largest in the world based on 2014 vehicle sales. • Owns Brazilian SUV manufacturer, Troller, and Australian performance car manufacturer FPV. Has 2.1% stake in Mazda of Japan, an 8% stake in Aston Martin of the United Kingdom, and a 49% stake in Jiangling of China. • Has a number of joint-ventures, two in China (Changan Ford Mazda and Ford Lio Ho), and one in Thailand (AutoAlliance Thailand), one in Turkey (Ford Otosan), and one in Russia (Ford Sollers) • Models in India are Endeavour, Classic, Fiesta ,EcoSport and Figo. Launching Figo Aspire in mid August, 2015 • Total no. of employees is 187,000 as of 2014
- 5. 5 Media Planning The design of a strategy that shows how investments in advertising time and space will contribute to the achievement of marketing objectives.
- 6. 6 Media Brief Media planners require essential information from the client. • Market Profile • Competitor Media Strategy • Target Market Profile • Media Objectives • Budget
- 7. 7 Media Planning Process Advertising Strategy Advertising Objectives Advertising Budget Message Strategy Media Strategy Media Strategy • Target Audience Selection • Objective Specification • Media and Vehicle • Media Buying Marketing Strategy
- 8. 8 Media Plan “A document outlining how a client’s budget will be spent.” Media Objectives Media Strategies Media Execution
- 9. 9 Objectives The main objectives of the campaign are as follows: • To spread the WDY contest among the masses. • To encourage more people to participate. • To attract quality traffic to the site and reduce the bounce rate. • To maintain a healthy fill rate for the Pre-Launch campaign • To analyze vendor’s performance • To increase the KMI and IFC.
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- 12. 1212 ROLE OF MEDIA AT EACH STAGE OF CAMPAIGN • Digital : June onwards we will have a always on presence over Search (Google and Yahoo) and Auto Portals – Top 3 competition pages (Amaze, Dzire and Xcent) to target in market buyers, and people searching for us and competition • Digital : • Presence on Auto Portals top 2 (Car Dekho and Car Wale) on Top 3 competition pages (Amaze, Dzire and Xcent) which is targeted towards in-market buyers and people looking for our competition. • Presence on High Impact properties – YouTube, Facebook and Yahoo Always On – June till December 1 Pre-Sale 2 Launch 3 • Digital : • In-market buyers – Presence on Auto Portals and Behavioral targeting through Networks • High Impact – Presence across Facebook, Yahoo, YouTube and more to have a maximum reach for the launch communication • Video – Presence on YouTube and Video Ad networks with innovative formats to take the feature videos and TVC
- 13. 1313 DIGITAL PLANS: PLAN COST: Rs. 3.00 Cr PHASE INVENTORY TYPE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Launch + 90 Days Display and Mobile - Sustainment Videos Drive traffic to the IFC and encourage increase KMI YouTube and Video Ad Networks X X X All Major sites X Auto Portals Cardekho, Carwale, Gaadi and CarTrade X X X YouTube, Facebook, MSN, Rediff and Yahoo X X X X X X SITESCAMPAIGN Search Google and Yahoo Display and Mobile - High Impact PRE-SALE Auto Portals Drive traffic to the IFC and encourage increase KMI Cardekho, Carwale, Gaadi and CarTrade X X X X Search Display - High Impact X X X XGoogle and Yahoo YouTube, Facebook and Yahoo
- 14. 14 Overall Plan Summary – Spends – 3 crores Phase Spends % Spends (in lacs) Pre-Sale 22% 59 Launch 47% 124 90 Days 31% 84 Mediums Display 57% 151 Mobile 5% 14 Search 22% 60 Video 6% 15 Social 10% 27 Impact vs Sustianment High Impact 35% 93 Sustainment 65% 174 Auto vs Non Auto Auto 27% 72 Non Auto 73% 195
- 16. The whole campaign is divided into 3 sections: • What Drives You (WDY) Ford Figo Aspire Pre-Launch Campaign 16
- 17. •Rewards The whole rewarding process is divided into further 3 segments : L1 winners: 1 winner per week for a span of 8 weeks. L2 winners: 3 winners per week for a span of 8 weeks. L3 winners: 3 winners per week for a span of 8 weeks 17
- 19. 19 Activities done at Blue Hive
- 20. 20 Report Preparation Main task was to : •Prepare final report •Assessing vendors performance based on the following criteria Fill rate Engagement Status Less than 2% Poor 3-5 % Average 5% or more Outstanding
- 21. 21 • The impressions, clicks and spends were taken from the publishers report as secondary data • The Visits, KMI, IFC and Submission numbers were taken from Blue Hive’s dashboard as primary data. Ford Figo Aspire Pre-Launch Campaign Report
- 22. 22 Estimate Sheet 2015 Preparation for EcoSport & Figo Aspire Basic Parts of an Estimate Sheet are : • Plan ( made by Blue Hive) • E-Tracker ( given by FORD) &, • RO ( Release Order), given to the vendors / publishers.
- 25. 25 Social Media Metrics Total Achieved Reach 2,264,777 Impressions 2,851,655 Video Views 281,613 Photo Views 7,225 Visits 1,244 Submission 271 2,851,655 2,264,777 281,613 7,225 1,244 271 - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Impressions Reach Video Views Photo Views Vists Submission Facebook
- 26. 26 Metrics Total Achieved Impressions 908,418 Engagement 9,242 Video Views 2,160 Visits 463 Submission 134 908,418 9,242 2,160 463 134 - 200,000 400,000 600,000 800,000 1,000,000 Impressions Engagement Video Views Visits Submission Twitter
- 28. 28 Ford Figo Aspire Pre-Launch Campaign Performance ( In Millions) Impressions 266.75 Clicks 1.24 Visit to Website 0.39 Video Views 2.09 266.75 1.24 0.39 2.09 - 50.00 100.00 150.00 200.00 250.00 300.00 Impressions Clicks Visit to Website Video Views Campaign Performance (In Millions)
- 29. 29 Conclusion
- 30. 30 After comparing the reports of the vendors with that of set benchmarks, decision were taken whether to pause the campaign or to continue with it. The main objective was to find if there were vendors who are not performing through analyzing fill rate from their portals. Some of the non performing vendors who have been paused are : • Affinity • Outbrain • Xaxis • India.com • Saavn • Fork Media &, • Yourstory Therefore, it can be concluded that fill rate from the vendors portals play a major role in deciding the success of the campaign. Till date the overall campaign is a success.
- 31. 31 Thank You