2. Problem Description
• Engagement with music and entertainment industry lacked broader
appeal
• Varying taste and preferences were identified as a major reason for
this
• A campaign was required to unify the target audience and engage
them
• Launching the campaign along with the nation events- IPL & Nationa
Election
Social Media Agency - DigitasLBi
• Based out in London, UK founded in 2003
• Client base includes famous brands like Amex, Coca Cola,
Volvo etc.
3. Objectives
• Tata Nano aimed to move its brand image from cheapest car to
trendy, fun and affordable and target segment was well defined as
18-24 years, which needed completely different marketing
approach.
• Marketing team had two major obstacle to tackle, one was IPL
and other was National Election.
• Communication objectives:
– Increase engagement with 18 – 24yr olds: Measured as
conversation and interactions on social media.
– Break away from the national elections and the IPL to become
the No.1 topic of conversation online to increase the brand
appeal.
4. Objectives (contd...)
• Business Objectives:
– Increase brand preference for the new Tata Nano Twist while
educating users about its features.
– Increase the salience of the upgraded steering system so as to
remove apprehensions about safety and ease of driving
– Convey the availability of a wide range of colors, including the
newly introduced Damson Purple
5. Campaign
Strategy
• Influencer Marketing was the
strategy adopted and the
platform selected was Twitter
as it houses the top 6
influencers for the target
audience of Tata Nano Twist
• April 2014 was also the time for
IPL and Lok Sabha Elections,
hence the hashtag adopted
should cut across both the
events. Hence
#NanoBiddingWar was chosen.
The terms war and bidding
were strategically fit itslef
among major events
6. Strategy Execution
• The duration of the campaign was 3 days.
• During these 3 days the 6 influencers helped the brand engage with the target audience.
• Individual hash tags were assigned to each of the influencers and were named after the 6
colour variants of the car.
• During the campaign the brand had to increase the visibility of the conversations and the
activities that were already being carried out by the influencers
• They also had the responsibility of posting the scores regularly to keep the momentum going
and updating on the number of ‘bids’ received for each of the influencers
7. Strategy Execution (contd..)
• The success of the campaign rested mainly with the followers of the
influencers, who helped in sharing, tweeting/retweeting with the hash
tags assigned to the respective influencers. This helped in spreading
the word to the world.
• The major incentive provided to the followers was the miniature
versions of the cars signed by the Bollywood stars.
8. Results
• 143 million impressions
• 240,000 mentions
• 13,000 tweets
• #NanoBiddingWar : Trending in India
during entire campaign duration and
worldwide for 2 days.
• Beat both political and sports related trends
• Campaign generated earned media worth
INR 9.5 million for just a budget of INR 0.4
million.
• The campaign using social influencers
resulted in an earned media value worth
15% of the annual digital budget.
9. • Use augmented reality to convey ad message by scanning Nano app
similar to Volkswagen Beetle campaign during launch of new
revamped beetle.
Beetle Campaign Augmented reality :
https://youtu.be/KRA0SZhKNyo
• Leverage on the both young boys and girls driving their first car
experience. Make them post a dance move with Nano car through
vine on other social media. The one with most likes will gets to
• Use augmented reality to convey ad message by scanning Nano app
similar to Volkswagen Beetle campaign during launch of new
revamped beetle.
Beetle Campaign Augmented reality :
https://youtu.be/KRA0SZhKNyo
• Leverage on the both young boys and girls driving their first car
experience. Make them post a dance move with Nano car through
vine on other social media. The one with most likes will gets to
10. Alternate Strategies
• Launch of new Nano twist: need to forego its cheap car image and adopt the tag
of “Smart city car” to connect with its target audience(youth).
• Mobile game featuring Nano twist (similar to crazy cabbie) - Six colours of Nano
twist to be used; results posting on walls.
• Idea of a parking related game.
• Flash-mob in malls, public places, etc. representing 6 Nano colours and post in
youtube, the highest likes will get miniature versions.
