Digital Marketing Strategy of Kansai Nerolac Paints

Agenda

Website

Social media Presence Search Engine optimization

Android mobile App Create the new jingle campaign Paint the Change Initiative Big Umbrella Buzz Big Umbrella Buzz Facebook Contest

Website

Social Media Presence Facebook

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Seasons of the year Different shades of monsoon, summer, etc. & associations with the season Promotes the different shades in a unique manners

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Nerolac has strongest presence on FB; Better than all competitors

Various campaign promotions on facebook as well as other engagement to get more likes
Twitter Presence Very active on twitter In sync with the Facebook Page Small & Interesting tips- Dcor Tips Every festival is talked about Nerolac Excel TVC contest on both FB & twitter to drive more traffic and improve consumer recall

Dcor Tip on FB A guidebook providing tips for home decoration A daily activity on the page Tips to increase brightness in the room, effective layouts, combining light with the color of the wall Descriptive photos- act as interior designing catalogue

Presence on Youtube

Dedicated channel on Youtube 257 Subscribers in 1 week

Videos include: Latest TVCs- Extended version Popular campaigns of the past Clips from News on TV Channels Making & Behind the scenes Coverage of BTL promotions Eg. In the popular uploads sectionNerolac Excel TVC (209,488 views in 4 weeks)

Search Engine Optimization

Present in inorganic/paid search results

Featuring among the top in the organic search Result Other searches- Shade cards, texture paints, price lists (directed at the consumer)

Next to follow are references of Wikipedia Healthy homes Stock prices onMoneycontrol, Money.rediff Facebook Twitter

Android Mobile App Mobile App for Nerolac paints launched on Google Play on 31st May 2013. Developed by Digital Law & Kenneth. About the App: Nerolac Color Style is a mobile app which allows users to pick a colour, using their Fandeck of 1500 Nerolac Paints shades or from the users favourite picture and build the Monochromatic, Analogous or Complementary combination. The app allows users to experience the look and feel of a rooms colour combination before paints are actually applied. The app also includes insights on Vastu principles and how they can help a home. Users are able to give their feedback on the app for others to see before downloading

Though only 53 users have rated the app, 43 of them have said given it 5 stars. Its overall rating is 4.7 which is a very high score.

Android Mobile App

App Features

Pick a Color Build personal colour palettes from existing colours or those from clicked photos Product Range Allows users to browse through the entire Nerolac range of Wall finishes, Wood, Metal and Ancillaries Profession Painting Service Nerolac comes to your doorstep with stylers Connect Links to Social Network sites and TVC videos

Virtual Painter Mark the area on a photo to be painted and apply colour to see what a room would look like before actually applying paint Colour Combo Guide Helps select colour combinations for interior and exterior based on Vastu principles Store Locator Locates nearest store based on GPS Calc Calculate approx. painting budgets Game Nerolac and non-Nerolac paint quality game

Create a New Jingle Campaign

Campaign run in 2012 by Nerolac paints in association with TalentHouse India, an online platform that provides opportunities for the creative community. Nerolac has an iconic jingle that people of all ages can relate to. Keeping in line with their brand new range of health and environment friendly paints for young consumers, the company decided to reinvent their jingle as well. What better way to do this than to crowdsource it from their target market.

Winning Entry Rs. 1 lakh

4 Runners up Rs. 25000

Special Facebook app Kuch change karein, chalo tune badlein created. Competition open only to people who had liked their Facebook page. Once participants upload their jingles, other members can vote on the jingle that they like the most and the entry with the most likes wins.

Create a New Jingle Campaign Benefits of crowdsourcing 1. Let your consumers own you Build a direct connect with your consumers 2. Come across as a Social Brand Fans given incentive to join the community 3. Connect with next generation Crowdsourcing provides pull for the young and restless 4. Creates a social buzz Voting system on Facebook boosts page likes and activity

What Nerolac could have done differently Though the campaign generated a lot of buzz and activity on their Facebook page and had a lot of people talking about it, Nerolac could have capitalized on this opportunity in a few more ways than what they already did. Use of Pinterest Pinterest Social media site could have been used to connect more with their customer base and spread word of the campaign. Pinterest calls pages as boards and no Indian company has done anything on it till date. Use of visual medium More of a connect could have been created if a visual medium, more significant to paints depicting colour had been used instead of developing an audio based competition. Use of traditional radio Nerolacs use of social media seemed almost forced. They could have also had the campaign running on radio which made more sense for a jingle competition

Paint the Change Initiative

In January 2013, Nerolac launched a new initiative Paint the Change to encourage consumers to donate unused or left-over excess paints towards structures across the country that are in need of beautification and renovation. Through this initiative, Nerolac urged the consumers to Paint the Change they wished to see.
Through a dedicated Facebook page, consumers were involved in the selection of the site to be painted. They were asked to upload photographs of the sites that were in a dire need of a revamp. Top 25 sites were shortlisted by Nerolac, out of which the one receiving the maximum likes and touching maximum lives, was selected for makeover. 870 liters of donated Nerolac Paint was used to paint a one-km long stretch outside the Delhi University wall.

Big Umbrella Buzz

When Nerolac came out with its Nerolac Excel Total exterior paint, which had a unique weather defence formula, it created a Big Umbrell Buzz. It claimed that the houses that arent protected by this new paint will need to install very big umbrellas above their roofs!
Bringing the point of using a larger than life umbrella across, called for a similar social media buzz in the online world. Fans were asked to register on a Facebook app to know about the better alternative to the big umbrella. Beginning with updates that told fans something big is on its way, the page soon shared pictures of the giant umbrella, asking fans to register for the exclusive preview and also invite their friends. Then followed short teaser videos arousing curiosity for the big umbrella being carried across the town. Eventually the film was released on the 1st of August as a YouTube share and also within the app. The ad was aired on television much later.

Big Umbrella Buzz Facebook Contest Nerolac came up with a contest hosted on a Facebook app Nerolac Excel Smart Alternative. Fans were asked to watch the new ad, share it with their friends and make sure that they watch it, to be on the top of the list for winning cool SRK merchandise. Similar updates were also shared on the Nerolac Twitter page, leading one to the Facebook page to know the mystery behind the big umbrella. What could have been better: The contest Facebook app took too long to load after you like the page and then led to a wrong page. It wasnt tested properly before deployment. People failed to understand how the app worked, as something weird happened after liking the page it displayed a group of people under Your score sheet. The campaign could have created some funny waves on Twitter with the big umbrella; probably inviting Twitter users to share what they would do with a big umbrella or giving away incentives for witty answers shared at the time of launch teasers.

Thank You