MixORG conducted a campaign for Aditya Birla Group in which it created close to 1.9 million impressions of ABG Leadership Program advertisements in 10 days. The objective of online branding of ABGLP was successfully achieved.

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Aditya Birla Group Leadership
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Programs
Online Branding
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3/1/2012
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MixORG
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2. Contents
Brand ...................................................................................................................................................... 3
Company ................................................................................................................................................. 3
Industry ................................................................................................................................................... 3
Duration .................................................................................................................................................. 3
Target Audience ...................................................................................................................................... 3
Aim/Objective ......................................................................................................................................... 3
Executive Summary ................................................................................................................................. 4
Platforms Used ........................................................................................................................................ 5
Online Strategy........................................................................................................................................ 6
Online Branding ................................................................................................................................... 6
Innovation in Platform Development ................................................................................................... 6
Engaging Community ........................................................................................................................... 7
Lead Generation Mechanism ............................................................................................................... 8
Targeted Advertisements .................................................................................................................... 8
Outcome and Impact ............................................................................................................................... 9
Learning ................................................................................................................................................ 10
Links ...................................................................................................................................................... 10
Screenshots ........................................................................................................................................... 11
1. ABGLP Ads run on LinkedIn ........................................................................................................ 11
2. The LinkedIn Company Page opened up with an attractive banner in the front .......................... 11
3. Visitors to the Company Page could opt to ‘Follow Company’ .................................................... 12
4. Video Testimonial by Current ABGLP employees who had interned before being hired .............. 12
5. Employees can tag themselves to the Company Page................................................................. 13
6. ABGLP Programs listed as Products of the ‘Company’ ................................................................ 14
7. Map of ABG Corporate Office embedded on LinkedIn Company Page ........................................ 15
8. Targeted Ads Run on LinkedIn .................................................................................................... 16
9. Targeted Ads Run on Facebook .................................................................................................. 16
10. Impressions of Ad run on LinkedIn ......................................................................................... 17
©MixORG Page 2

3. Company
A US$ 30 billion corporation, the Aditya Birla Group is an India-based, global conglomerate.
With an extraordinary force of 130,600 employees, belonging to 40 different nationalities, the
Group spans sectors from Retail to Mining, Financial Services, Cement, Chemicals, Textiles and
many more.
Brand
The Aditya Birla Group Leadership Programs (ABGLP) were launched in 2007 with the objective
of creating an alternate leadership pipeline for the Aditya Birla Group. Through these programs,
ABG hires and grooms the best talent from select leading business schools. The focus is on
cultivating high quality future leaders with innovative thinking.
ABGLP includes the following programs:
 LEAD (for individuals with 4-6 years’ experience)
 LEAP (for individuals with 0-3 years’ experience)
 Group Internship Program
Industry
Global conglomerate
Duration
10 days in February 2012
Target Audience
Premium talent from the top six leading Business Schools of the country: IIM Ahmedabad, IIM
Bangalore, IIM Calcutta, IIM Lucknow, XLRI and ISB-Hyderabad.
Aim/Objective
In order to facilitate the leadership grooming process at ABGLP, ABG seeks to interact and
engage with students on the targeted six campuses. The purpose of the campaign specifically,
was to utilize social networking platforms to:
 Ensure Brand Building for the ABG Leadership Programs
 Create awareness about the LEAD and LEAP programs
 Encourage visits to the ABGLP website and ABGLP LinkedIn page
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4. Executive Summary
Aditya Birla Group Leadership Programs offer prestigious employment to the finest Business
School Graduates in India. Till date, the programs were primarily being branded offline on
campuses. However, ABG having lately decided to make a move towards online branding
through social media, hired MixORG to drive the campaign.
In the online sphere, ABGLP existed in the form of their website. To bring them on a social
networking website, MixORG created a Company Page for ABGLP on LinkedIn. Targeted
advertisements were then run on both Facebook and LinkedIn to create top-of-the-mind recall
with repeated ad impressions. Further, these ads served towards driving traffic to the ABGLP
website and LinkedIn page.
Leveraging on the various features that a LinkedIn company page offers, visitors to the page
were engaged through attractive banners, videos and relevant information. Further, the viral
nature of the social media platform was tapped into by allowing for programs and the page to
be ‘Shared’ and ‘Recommended’.
In the ten days that the ads were run on each platform, it received close to 1.9 million
impressions. Around 1500 people clicked through the ads and arrived at the landing pages. All
this was achieved in a modest budget.
The campaign was thus, a success. The execution of it involved some innovations and
experimentations in the field which led to useful learning for future campaigns. It also served as
a good introductory experience for ABG in their first attempt at tapping into social media. As
next steps, ABGLP can also use the LinkedIn portal MixORG created for uploading job postings,
enabling job application processes and engaging with job-seekers. In addition, they can increase
their presence on more social network platforms.
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5. Platforms Used
Apart from the website, which already existed, two platforms were utilized for the campaign:
 LinkedIn:
While Aditya Birla Group and its various companies owned LinkedIn company pages, there
was no separate space specially devoted to the ABG Leadership Programs. Thus, as one of
the first steps, a LinkedIn company page was built solely for APGLP in order to ensure that it
exists as an entity in itself on LinkedIn. Furthermore, targeted ads were run on LinkedIn that
led to the ABGLP LinkedIn page on being clicked.
 Facebook:
In order to reach out to larger numbers, Facebook was a useful portal. Facebook ads were
run for the target audience, who are present on a much larger scale on Facebook as
compared to LinkedIn. The group that was being targeted is also likely to spend more time
on Facebook than LinkedIn at an average, thus ensuring the likelihood of repeat views.
 Website:
The website of ABG Leadership Programs was already in existence. While no addition were
made to it directly, it was set as the landing page for the Facebook advertisements in order
to channel visitors to it. The idea was to get relevant people to scan the website and the
information, which they otherwise may not have come across on their own.
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6. Online Strategy
The following tactics were used towards ensuring Online Branding for ABGLP:
Online Branding
The primary objective was to achieve significant online branding for Aditya Birla Group
Leadership Programs over Social Media platforms. For this purpose, MixORG wanted to run
advertisements on the two platforms where the target audience are present the most- LinkedIn
and Facebook. The idea was to ensure as many impressions of the ad as possible on a relevant
person’s profile, within the given budget of Rs 10,000 per platform. (Figure 1)
Furthermore, the landing page of the ads should be attractive and give out maximum possible
information about ABGLP in the most effective way.
Innovation in Platform Development
While ABGLP already had a website of its own, it lacked a dedicated space on LinkedIn. To
enable this, MixORG had three options – create a Profile of ABGLP, create a Group by the name
of ABGLP or create a stand-alone Company page of ABGLP. LinkedIn rules, however, allow
company pages only for registered companies, which it verifies via a company email id and
website. ABGLP, being only a program run by a company, could not technically register for a
Company page on LinkedIn. MixORG was clear about the fact though, that a Company Page
offers maximum flexibility and options to brand ABGLP as compared to Profile or Group pages.
LinkedIn Group LinkedIn Profile
LinkedIn Company Page
Represent your career
Tell your company’s story Start a topic of discussion accomplishments
Enable people to connect with
Highlight your products and Like and comment on
services you
discussions
Get and give
Engage with followers and Follow people in your group
drive word of mouth recommendations
Search for jobs
Share career opportunities Discuss career opportunities
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7. MixORG thus, found a way around by purchasing domain space in the name of ABGLP, creating
‘company’ email addresses, referring to the already existent website as the ‘company website’.
As a result, a LinkedIn Company Page was successfully created for ABGLP.
Engaging Community
The LinkedIn Company Page was then utilized for the following engagement activities:
 An engaging banner on the home page was meant to hold a visitor’s attention and
impart maximum information in the most effective way. (Figure 2) To ensure cross-
channel integration, this banner was kept the same as the one on the BAGLP website.
However, the option to view other banners existed as a slider.
 Interested visitors were given the option to “Follow Company” so that they receive
regular updates from the page (Figure 3)
 One could also Share the page among one’s network on LinkedIn
 A video testimonial by current ABGLP employees was embedded on the page. First-hand
experiences and recommendations from one’s own alumni can be extremely effective
towards online branding for any company (Figure 4)
 Employees of ABG working as part of the ABGLP can tag themselves as employees, thus
creating a visible database of people working with ABGLP (Figure 5)
 The programs within the ABGLP were listed as Products of the company. Thus, the LEAD
(for individuals with 4-6 years’ experience), LEAP (for individuals with 0-3 years’
experience), Group Internship Program and STRATOS (an Annual Business Simulation
competition) were listed as Products of ABGLP. (Figure 6)
 Each of these ‘Products’ can be ‘Recommended’ or ‘Shared’, thus allowing for social
word-of-mouth
 A Company Page on LinkedIn also allows for a map of the Company. The ABGLP
corporate office map was embedded on the home page (Figure 7)
 Since there were no vacancies to be advertised immediately, that was not done.
However, a Company Page allows for a ‘Careers’ tab, wherein ABGLP can upload job
postings in the future as and when required.
©MixORG Page 7

8. Lead Generation Mechanism
LinkedIn Company pages’ ads offer an added feature of gathering leads among visitors to one’s
page. This feature was leveraged on by MixORG to create a very relevant database of people
who are interested in ABGLP. Such people grant approval to be contacted later by ABGLP with
information regarding job and other opportunities.
Targeted Advertisements
Given that ABGLP only hires premium talent from the top six leading Business Schools of the
country: IIM Ahmedabad, IIM Bangalore, IIM Calcutta, IIM Lucknow, XLRI and ISB-Hyderabad,
advertisements for the Program were only targeted to profiles that listed one of these B-
Schools. These ads were run on LinkedIn (Figure 8) and Facebook (Figure 9). The downside of
this approach is that one would miss out targeting those students or alumni who haven’t
overtly mentioned their college on their profile. The very obvious upside, however, is that one
saves superfluous advertisement costs which would have otherwise been wasted on producing
impressions of the ad on irrelevant profiles.
An additional strategy with respect to advertisements was to pay per impression rather than
pay per click. The reasoning behind this was that a high CTR was expected for the ABGLP
advertisements. A short test-run with constant monitoring evidenced the CTR for the ads to be
around 1.5%, much higher than the industry average of 0.2%. Pay per click, thus would have
proved to be an expensive model of payment. Pay per impressions was used instead as a
payment model and this ensured higher ROI within the given budget, making the ads far more
effective and economical.
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9. Outcome and Impact
Within the allotted budget, the campaign achieved large scale branding for ABGLP. Ads for
ABGLP were run on both LinkedIn and Facebook. The landing page for the ads on each of these
portals was different, so as to direct visitors to both, the ABGLP website and LinkedIn company
page.
The number of people fitting the description of the target audience was far higher on Facebook,
as compared to LinkedIn, and thus, the corresponding number of impressions and clicks were
higher too. However, advertising on both medium was important for the audience could be
exclusive. Furthermore, sighting the ads repeatedly on multiple portals serves to increase brand
recall, which was the primary objective of the campaign.
LinkedIn also offered Lead Generation Mechanism to gather lead database for ABGLP, an
option that Facebook did not offer.
Some facts and figures that reflect the outcome of the campaign:
LinkedIn Facebook
Number of people targeted 3,514 61,700
Number of Impressions/ people viewing: 18,935 1,874,931
CPM (Cost per 1000 views) Rs 500 Rs 5.33
Landing Page of Ad LinkedIn company page ABGLP website
Number of people who clicked on Ad 87 1,382
Cost per click Rs 115 Rs 7.25
Lead Count* 18 N/A
Cost per Lead generated Rs 555 N/A
Frequency** N/A 35
Amount spent on campaign Rs 10,000 Rs 10,000
*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP
**Number of times the advertisement appeared per profile, indicating number of times one single person could
have seen the ad
For a visual representation of the steadily high number of impressions the LinkedIn
advertisements received over the period of ten days that it was run, refer to Figure 10.
©MixORG Page 9

10. Learning
 A big take-away for the MixORG team by the end of the campaign came from the
innovation of creating a Company Page for ABGLP on LinkedIn, which would otherwise
not have been possible. For future purposes too, it was a revelation, that company
departments, branches and programs need not be restricted to the limited functionality
of a LinkedIN group, but can avail the advantages of a Company Page.
 With regard to Targeted advertisements, a learning from the campaign was the need to
judge and choose wisely between ‘Pay per Click’ and ‘Pay per Impression’ payment
models. On monitoring ads, if it is noticed that the CTR is low, ‘pay per click’ model can
be used. For high CTR ads, ‘pay per impression’ is a more judicious option.
 While LinkedIn proved to be more expensive than Facebook, garnering much lesser
impressions and clicks on the same budget, it is still advisable to utilize multiple
platforms as repeated sightings of the same advertisement are bound to increase brand
recall.
Links
Website: http://www.abglp.com/
LinkedIn : http://www.LinkedIn.com/company/aditya-birla-group-leadership-
programs?trk=tabs_biz_home
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11. Screenshots
1. ABGLP Ads run on LinkedIn
Figure 1: LinkedIn ads
2. The LinkedIn Company Page opened up with an attractive banner in the
front
Figure 2: Company Page Banner
©MixORG Page 11

12. 3. Visitors to the Company Page could opt to ‘Follow Company’
Figure 3: Follow Company
4. Video Testimonial by Current ABGLP employees who had interned
before being hired
Figure 4: Video on LinkedIn
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13. 5. Employees can tag themselves to the Company Page
Figure 5: Employee Tags
©MixORG Page 13

14. 6. ABGLP Programs listed as Products of the ‘Company’
Figure 6: ABGLP Products
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15. 7. Map of ABG Corporate Office embedded on LinkedIn Company Page
Figure 7: Map
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16. 8. Targeted Ads Run on LinkedIn
Figure 8: LinkedIn Ads
9. Targeted Ads Run on Facebook
Figure 9: Facebook Ads
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17. 10. Impressions of Ad run on LinkedIn
Figure 10: Impressions
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