There are various elements that contribute to a successful digital strategy.

4. GOING VIRALThe Secret Formula To

5. Possible Ingredients to making a video go viral
A remarkable story
Package it interestingly
Back it with a strategy
Have definite goals

6. A Remarkable Story
A story that is about you
A story not been told by anyone else
A story that has an emotional connect
A story that is appealing when watched in homes,
offices or mobile devices
A story which appeals to every one in your TG to a
great extent
Shoppers Stop
A unique story of how a boyfriend
‘Suneet’ manages to earn extra
brownie points in the eyes of his
girlfriend on Valentine’s
It’s Unique
Has a good solution to a common
problem
Appeals to the age group they are
trying to reach out to

7. Package your video interestingly
The Script
Have a strong script that hooks the user in the first 15 secs
The script should sound read the way people talk /
conversational
It should be honest and compelling
The script should be divided in 3 parts
Start - Grab the user’s attention
Middle - Provide a solution
End - Have a call for action
Go Pro Camera
A Camera which captures the thrill of
life while you enjoy it.
A campaign to encourage users
to share their Gro Pro videos.
Captures your attention immediately
User Generated Yet Professional
Makes you wish you had captured your
favourite moments similarly too
Leaves you on a high and ready to visit their
website / twitter handle
Case Study

8. Package your video interestingly
The Shoot & Edit
Keep it interesting with different
camera angles that
amplify the product / subject /
location
A good location and relevant sound
track makes the video memorable
Minimal graphic transitions to ensure
that the essence of the video is
not over shadowed
Nassau Paradise Island, Bahamas
A promotional video for the Island
which has a hard-core sales message
but yet keeps you mesmerised till the
last second
Very interesting use of camera angles
Through clever editing effects & transitions
tons of unrelated shots are woven to say
one story
Locations though interesting the cropping
and positioning of subjects makes them look
even more appealing

9. Back it with a strategy
Promote your Video organically
Host the Video on YouTube with a well designed
channel interface (via Logo & Background)
Describe the video with keywords to make your
video discoverable (via Title, Description & Tags)
Encourage dialogue on the channel to keep
hearing feedback from viewers (via Comments,
Annotations, Captions, Social Settings)
Airtel – Jo Tera Hai
A popular TVC cleverly interwoven
with a Social Media Campaign where
users had to mention an interesting
friend in their circle.
Airtel had individual videos talking
about different types of friends too
Airtel hasn’t tried to moderate comments
and left the floor open for interaction
Case Study

10. Back it with a strategy
Promote your Video through non organic forms
Within YouTube
Pre-rolls Before a relevant video begins
In Slate After a relevant video ends
In Search When a relevant keyword is searched for
Beyond YouTube
Adwords Run an ad campaign on the Google Network
Social Networking Sites Showcase your video to fans on various
Social Networking sites
Blogs & websites Share your video with Bloggers and relevant
website and encourage them to embed the video on their page

11. Back it with a strategy
Promote your Video on all offline and online communication
Promote the channel / video URL on
Press Releases
Visiting Cards
Brand Website
Brand Blog
Print Ads
Letter Heads / Visiting Cards
Add a QR code on all print communication. When scanned on the
phone the code directs the user to the YouTube channel

12. Back it with a strategy
Keep the video imagery recognisable.
It won’t be long before search engines can read videos.
Google Goggle helps users map images taken
on their phone to content online
(Text, Video, Images)
The tool easily recognises logos, landmarks,
barcodes and shows content (videos) that are relevant to the
same topic.

13. Have definite goals
Goals such as
Promote new products to a relevant audience
YouTube ads slash average cost-per-
conversion 65% and drive 7% of online
sales for TRX
Drive Engagement amongst existing fans
Café Coffee Day A catchy campaign
showing a bunch of youngsters sitting
down and making plans with friends,
discussing issues, cribbing about their
pocket money and so on.

14. Have definite goals
Goals such as -
Build a strong Community
YouTube users create their own videos with the Hero
song as the background track.
Hero stitches together videos shot by young people
from different parts of India and creates a second TVC.
Demystify a complex product
The BBQ Guys film video reviews of new
products as well as cooking demos so
customers can get a personal walk-through
of all the features in action.

15. Have definite goals
Goals such as
Virtual Experience of the product
Malaika Arora Khan, the brand ambassador of Sunsilk
Keratinology Hair Studio walks you through a guided
makeover. You upload your photograph, choose your
hair type and length and then go for the treatment of
your choice.
Capture Moments during on ground activities
7 UP As part of the campaign, hidden
cameras were put up at City Select Walk,
and the footage was packaged as videos.

16. Have definite goals
Goals such as
Extension to TV
Eristoff created their own TV show called ‘Bring on the
Night’; which was about a wolf pack of four friends who
create a place where the night comes alive – All night,
Every night!
All Episodes are available on YouTube
Let the user dictate the story
As a user, you can get interactive with
Barfi. Either you can ask Barfi to show how
to impress girls or you can change his
mood and Barfi will enact that for you.

17. Have definite goals
Goals such as
Completes a 360 degree campaign
Pepsi’s ‘Oh Yes Abhi’ campaign captures the new face of
young India, which wants to do things right now.
This concept was brought alive on Digital through
Facebook, Twitter and a dedicated website via a contest
and videos.
Sing and Dance along on Digital
Coca Cola campaign - Ha Main Crazy Hu
has a catchy tune, and the idea of being
crazy to make others happy is brought
effectively on Digital via videos.

18. Have definite goals
Goals such as
Add More Drama to Digital
RA ONE Shahrukh jumps out of the screen and makes a big impact
A Rich Experience on Digital
Dove - Videos demonstrate what text and pictures
put together can’t.
A clean interface for the YouTube channel
supported with Videos interlaced in the content

19. GONE VIRALCampaigns that have
http://lighthouseinsights.in/utv-pictures-promotes-barfi-movie-on-youtube.html
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtube.com/en//yt/advertise/
medias/pdfs/advertiser-playbook-en.pdf
http://www.youtube.com/yt/advertise/success-stories.html
http://www.bhatnaturally.com/advertising/airtel-hfz-hangout-extending-a-good-idea/
http://www.bhatnaturally.com/advertising/airtel-hfz-hangout-extending-a-good-idea/
http://www.socialsamosa.com/2012/08/reviewing-barfi-youtube-campaign/
http://www.youtube.com/user/RaOneMovie
http://www.youtube.com/user/SunsilkHairExperts/Sunsilk
http://www.youtube.com/user/doveindia
http://articles.economictimes.indiatimes.com/2013-02-13/news/37079389_1_youtube-channel-video-brand

21. • Help raise curiosity
• Efficient way to launch a new brand /
subbrand
• New followers are attracted by freebies and
gratifications
• Fans get to interact with the brand in a fun
environment and hence likely to be loyal in
the near future

22. • On Facebook via Facebook applications (as
running contests directly on Facebook walls is
not permitted)
• On Twitter via #Tags
• Or by running contests at the outet / locations
and connecting them back to the digital space
via mobile apps/FourSquare/QR Codes

23. • ING the sponsors of a basketball league in Germany wanted
to connect to a younger audience
• They set up a billboard which interacted with SmartPhones
• Users had to login to an App, aim at the billboard and shoot
• The billboard would respond if you scored or missed
• A message was posted on the user’s friends wall

24. • Mercedes-Benz wanted to flaunt its new car model. But at
the same time it didn’t want to reveal it too
• The car pattern was covered with QR codes
• Users had to click the QR code as the car was on the move
• 3 winners got to attend ‘The world premiere of the new A-
Class’

26. It can bring you more
referral traffic than
Twitter
It can bring you more
leads than LinkedIn,
Google + and YouTube
It can help you convert
Fans into Paying
Customers

27. It can bring you more
leads than LinkedIn,
Google + and YouTube
It can help you convert
Fans into Paying
Customers
It can bring you more
referral traffic than
Twitter

28. 117 MN Visits Worldwide
Facebook 900 MN
Twitter 500 MN
LinkedIn 100 MN
Google+ 90 MN

29. What makes it popular?

30. Simplicity of Design

31. Non Intrusive – Action buttons stay hidden by default

32. Ability to set up Company Profiles

33. The sole platform that allows users to create, share, collect and repost
information in picture, image or video format

34. Strong integration with other Social Platforms
Linking Facebook and/or Twitter to your account gives your pins more
exposure. Choose which pins are posted out on an individual basis.

35. Ability to add prices to your pins

36. The viral effect
Repins vs. Retweets
VS
80% of Pins
on Pinterest are repins
1.4% of Tweets
on Twitter are retweets

37. Lots of buzz as it is the newest flavour of the month

38. What is it?

39. A Virtual Pin board
• Pinterest lets you organize and share all the
beautiful things you find on the web
• You can browse pin boards created by other
people
• It is a fun way to discover new things and
get inspiration from people who share your
interests

40. Who visits it?

41. Quality user base which spends on an average 15.8 minutes per visit
70% Visitors are Female

42. Quality user base which spends on an average 15.8 minutes per visit
Popular age group is 25 to 34

43. Quality user base which spends on an average 15.8 minutes per visit
85% of users have some
College, Bachelor’s Degree, or Graduate Degree

44. What are people doing on Pinterest?

45. Redecorating their Home!
Joy uses Pinterest to save decorating ideas for her new home in LA.
She saves patterns, furniture, and accessories that catch her eye.

46. Finding Their Style!
Tim uses Pinterest to share his personal style. He pins clothing, shoes and
accessories he finds while browsing stores and fashion blogs.

47. Saving Recipes!
Jessica uses Pinterest to discover new gluten free recipes. She always has a
collection of tasty appetizers and desserts she can cook when she’s hungry
and looking for ideas.

48. Plan a Wedding!
Divya and Ben use Pinterest to plan their wedding. Their Moms can leave
comments about the dresses, flowers, and ties they pin up.

50. • Ads that encourage users to like the page as a whole
• They give a flavour of the brand and its value proposition without getting
into specifics
• A Fan once acquired could be reached out to via Facebook updates

51. • Ads that showcase a post to an audience beyond the regualr fan base
• The sole objective is to get users to interact with the content (like, share,
comment) without having them to be fans of the page
• The user could choose to become a fan of the page to subscribe to more
such content

52. • Facebook Offers appear as a post on the brand page. The user can claim
the offer within the post. On claiming will receive a code via email
• The user can flash the code either at the outlet or at an ecommerce store
and be entitled for a discount
• This form of marketing is very efficient for generating footfalls to the outlet

54. • With Facebook Graph Search you can look up anything shared
with you on Facebook.
• Others can find anything you’ve shared with them.
• You can also find people based on things they've shared with
you, including their interests and profile info.
• You'll see results for friends who share their city with you,
people whose city is set to Public, and suggested results based
on info shared with you.
• You can find photos your friends and you have posted or been
tagged in.
• Discover things like restaurants and music through your
friends and connections.

55. • To help you discover new people, places and things. That's
why it shows you the most relevant results, even if they do
not exactly match your search term.
• For example, if someone searches for Lady Gaga they will see
a set of results that includes but is not limited to the offical
Lady Gaga Page.

56. • Facebook Graph has the capability to bring in millions of users
to your product.
• Connects People to your product with actions and objects.

57. • Foodspotting: With the
help of Facebook Graph
Foodspotting resulted in:
– 400% increase referral
traffic from Facebook in 3
months
– 200% increase in monthly
active users

59. • Over 4 million Zomato users come to the website
every month to search places for dining out,
home delivery, catching up or nightlife.
• This creates a highly targeted platform for
restaurant owners to market their product to
customers who are looking for meal options and
this forms the key revenue generator for Zomato.
• The model is based on hyper-local advertising
and also takes into account user preferences -
this combination is scalable to quite a large
extent.

60. • burrp! is a platform for everyone, especially food
enthusiasts, to share their opinions with fellow
foodies, interact with restaurants and provide
feedback.
• They also provide business owners the
opportunity to reach out and interact with their
patrons.
• All this allows restaurants owners and retailers to
create recall and also gain useful insights through
customer feedback.

61. • TimesCity.com is your one-stop shop to locate,
access information about restaurants and
nightlife establishments in India's metropolitans
and other popular cities.
• Based on the popular Times Food Guide and
Times Nightlife Guide, Times City further provides
the user with other essential details.
• Besides featuring the basic elements like the
address, phone number, ratings, reviews, the
portal tips the user on the special features of
each establishment.

63. • Foursquare is a free app that helps your
friends and you make the most of where you
are.
• Whether you're setting off on a trip around
the world, coordinating a night out with
friends, or trying to pick out the best dish at
your local restaurant, Foursquare is the
perfect companion.

64. • With Foursquare there is support for multiple
Specials to run at the same venue, analytics of
venues information and statistics can be seen
before, during and after a campaign.
• Amongst the specials could be to attract new
customers or reward existing customers.

65. • Swarm Specials – In this category, users who checkin in a group would be
rewarded by the brand. Example – If 5 people checkin at once, get free
mozarella sticks.
• Friends Special – The social aspect of foursquare is being brought about
here as a bunch of friends would be required to checkin at the same time
to unlock this special. Example – Checkin with three friends and get a
shared dessert.
• Flash Special – These are the ‘first come, first serve’ kind of deals. The first
user to check in after a certain time (as set by the brand) would be
rewarded in some way. Example – First 10 people to checkin after 10am
get 20% discount.
• Newbie Special – This is a perfect way to bring in new customers into the
store. A customer would be asked to give the store a try and get a reward
in return. Example – Customers who check in for the first time after 10AM
get a 25% discount.
• Checkin Special – This is the usual check in offer where a user checks in
and gets rewarded by the brand. Example – Free coffee on every checkin.

66. • While it is important to get new customers, it is
equally important to retain previous customers as
well. For this purpose, there are rewards for
retaining older customers as well.
– Loyalty Special – This helps in retaining old customers
and also to increase visits to the store. Example –
Checkin 3 times in 7 days to get a free book.
– Mayor Special – System of ‘Mayor’ is important for
Foursquare and it can be for you as a brand as well.
Mayor is the person who has checked in the most
number of times on your venue page. Example – 20%
discount to the mayor on their bill.

68. • Instagram is a fun and quirky way to share your
life with friends through a series of pictures.
• Snap a photo with your mobile phone, then
choose a filter to transform the image into a
memory to keep around forever.
• Instagram allows you to experience moments in
your friends' lives through pictures as they
happen.
• We imagine a world more connected through
photos.

69. • Objective: Combine the popular trend (Instagram
Application usage) with the concept of Food (core to
the Zomato brand) and the need to share experiences
(social media).
• The contest design was a simple two step process 1)
you had to take a food shot 2) share it on Instagram
hashtagging it with Zomato and you could submit
multiple times.
• It also made a connect with the brand easily and did
not make the users think twice on what needed to be
done. The grand prize was a digital camera which was
again relevant to the activity being run.

70. • Users who tag their pictures with #Zomato while sharing them on
Instagram have the picture collected under http://www.zomato.xxx/
• A unique concept given that normally only porn sites have URLs ending
with xxx

72. • A recent campaign from Levi’showever, is
taking this to the next level.
• For their Autumn ad campaign, they will
feature photos submitted through Instagram
with the hashtag #iamlevis.
• The best photos will feature in the ad
campaign and it’s a great example of a brand
using a new platform exclusively, to influence
a more traditional ad campaign.

73. • Margaritas Mexican Restaurant, a 23-unit chain based
in Portsmouth, N.H., released a 10-item limited-time
menu called “Nuevos Platos Mexicanos,” and
integrated a photo-sharing twist.
• The menu doubles as a silly mask that guests can lift to
their face to look like a mustachioed cartoon character,
which officials hope will get customers to take and
share pictures through social media.
http://nrn.com/latest-headlines/study-reveals-instagram-
best-practices-restaurants

74. • Dunkin’ Donuts began its “Upgrade Your
Sandwich” contest, where users took Instagram
or Twitter photos of homemade lunches in need
of upgrading with an “#upgrade” hash tag.
• The brand selected winners for Dunkin’ Donuts
gift cards from those entries.
http://www.mobilecommercedaily.com/dunkin%E2
%80%99-donuts-taps-instagram-twitter-to-reward-
coffee-lovers