This document discusses 4 digital marketing case studies from 2014-15 in India. It describes problems, objectives, strategies and results for campaigns by #BeBeautiful focusing on content marketing, Philips India using influencer marketing, Lenovo targeting millennials, and Garnier Men generating online leads. The common theme is leveraging social media, influencers, and integrated online and mobile strategies to drive awareness, consideration, traffic, sales and leads.

1. DIGITAL MARKETING CASE STUDIES
4 INTERESTING
2014-15

2. #BeBeautiful
CONTENT MARKETING
#1

3. No content strategy
PROBLEM
Too much reliance on paid media
Fragmented Approach

4. OBJECTIVE
Play with Content Marketing

5. STRATEGY
Website, FB, YouTube
Beauty attainable for women
Blogger engagement

6. RESULTS
600K from social
media
1.4M organic visitors
YouTube 50K subscribers

7. Philips India Airfryer
INFLUENCER MARKETING
#2

8. Low sales, expensive
PROBLEM
80% less oil and tasty?

9. Associate product with regular food
OBJECTIVE
Awareness to consideration

10. Chef Sanjay Thumma for 6 mths
STRATEGY
FriedYetLight.com

11. Avg monthly search volume for keyword
RESULTS
‘Philips Airfryer’ jumped by 129%
266% sales jump in 2014

12. LENOVO INDIA
MILLENNIAL MARKETING
#3

13. Reaching out to youth
PROBLEM
Market competition

14. Product launch
OBJECTIVE
Leverage celebrity clout

15. 6 hours, 6 social networks
STRATEGY
Live fun and requests

16. Maximum buzz on all networks for 24hrs
RESULTS
Spike on online flash sales at Flipkart

17. Garnier Men India
LEAD GEN MARKETING
#4

18. Thousands of mobile oriented offers
PROBLEM
Problems with IVR campaigns

19. Leverage IPL teams
OBJECTIVE
Increase online sales

20. Facebook Missed Call ad
STRATEGY
Flipkart integration
Thegarnierman.com

21. Total Campaign Reach - 15 Million
RESULTS
Increase In Online Sale (YOY) - 250%

22. Lighthouseinsights.in
Thank You!
@lhinsights/@prasantnaidu
Focus on objective & not on networks