LAVA Mobiles: Product launch and driving sales through digital activation

by iStrat8. November 2012 07:28       Bookmark and Share

I-Strat's News

LAVA Mobiles: Product launch and driving sales through digital activation

Developed By Istrat      Developed By Istrat      

LAVA is on an ambitious journey of empowering every human with quality innovative products at an affordable price. At the pinnacle of this journey, LAVA aims to become one of the strongest brands in the Telecom sector. This feat, although not an easy one, begins with offering the customers a unique product unmatched by any other player in the industry. As a brand, Lava understands the importance of constantly engaging with the TG. And that’s where we come in!

The LAVA eTab Z7H is a unique product; a feature rich android ICS tablet at an unbeatable price. It was our duty, as Lava’s digital partners, to communicate the product’s USPs effectively and consistently. For the launch of Lava eTab Z7H, iStrat executed an extensive media campaign across Facebook, Google, Techtree, & Buzzcity.

Let’s look at some numbers. 16 million impressions served resulting in campaign over delivery of 50% of what 16 million impressions were served across digital properties, resulting in over achievement of targets by over 50%. We were able to not just achieve the site traffic targets, but we over achieved it by 23%, and lastly, more than 1.3 lakh fans are on facebook, engaging and actively participating with the brand!

We were also entrusted with the task of managing and engaging their Facebook community, which saw us launching a mega contest for all the Lava fans. 870 entries, 3 winners and hundreds of comments, likes and shares later, the ‘Lava Wish to Win’ contest has become a benchmark for community engaging activities.

 

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What is the world doing online this Diwali?

by Shveta Singh13. October 2009 07:54       Bookmark and Share

It’s that festive time of the year again. So what’s on your mind besides the obvious shopping, sweets, firecrackers and gifts? Well, did you say spending time online? Don’t worry; you are not the only one. The world is online this Diwali.

Wonder what they are doing. Let’s just take a look:

Shopping

Indians love to shop for Diwali and now more than ever this trend is moving online. According to a recent PayPal Survey Indians are expected to spend more this Diwali than they did last year despite a weakened economy. Further, 75% of the respondents intend to shop online during this festive period. This switch is primarily motivated by reasons such as availability of time, to avoid crowds and for an access to a wider range of products.

The trend towards online Diwali shopping is also very evident if one were to check the shopping category for India on Google Insights. Diwali cards, greetings, and Diwali gifts are some of the keywords building up.

 

Fireworks

Those of us who detest jostling their way through the huge Diwali rush and bargaining to buy fireworks, can now actually order fireworks online. A Hyderabad based fireworks supplier Megastar Fireworks has recently launched this facility and is receiving a good response already. http://www.business-standard.com/india/news/now-order-fireworks-online-this-diwali/372958/

Further, with heightened consciousness about celebrating Diwali the green and peaceful way virtual fireworks could turn out to be a big hit this Diwali.

Gifting

With Diwali going hi tech, how can virtual gifting be far behind. Facebook, with its 7.5 million net savvy Indian population is leading the way in virtual gifting this year.  Take a look at some of the Diwali centric Facebook applications available, most notably the recently launched “Happy Diwali” by Cadbury’s.

Diwali Special Editions

Besides lining up the usual offers and promotions, companies are now viewing Diwali as an excellent opportunity to initiate a dialogue and build relationship with its customers online. We have recently executed one such Diwali special for Family Nestlé, where visitors can get Diwali recipes, Diwali related tips, send e-cards and participate in contests (http://www.nestle.in/nestle_kitchen/home.aspx).

Now that you know what the world is doing this Diwali, it’s time to log on and celebrate a green, noiseless and eco-friendly Diwali online.

Social Media – The Weekly Roundup

by Shveta Singh13. July 2009 12:36       Bookmark and Share

Michael Jackson’s death and funeral service broke records online

He broke records not just in life, but even after his death.  Michael Jackson’s death was the most talked about subject online this past week. His fans thronged social networking sites to express their emotions and read what others had to say. Here’s a snapshot: 

MJ’s Facebook fan page following grew from 80,000 fans to a phenomenal 8.9 million as of today. This has made Michael Jackson’s fan page the most popular ever on FB, going even beyond President Obama. 

His funeral service, streamed live on the net, also created a record. According to Yahoo, the ceremony was the single most streamed in its history with 5 million streams. In addition to this, the global web traffic was as high as 33% above normal during the event, and almost 800,000 status updates related to online broadcast of the funeral service were posted on Facebook. 

Google to launch Google Chrome Operating System 

Last Tuesday, Google announced that it will soon launch Google Chrome OS, an operating system, designed to work with its Chrome browser. Seen as a direct threat to Microsoft’s Windows, the OS will be available for use by second half of 2010.

This will be a fast and lightweight OS with an ability to take the user onto the web in just a few seconds. According to Google, the software will be optimized for small, lightweight laptop computers called netbooks, used primarily to surf the web and check e-mail.

US president Obama gives African new media usage a fillip with his recent visit 

He did it again…US president Barack Obama made extensive use of social media and mobile tools to stay in touch with the people of Africa during his visit last week. 

According to sources, a very aggressive new media strategy was planned to speak directly to the people of Africa. Web users were invited to sign up to receive SMS alerts offering news and updates on his activities in the country and excerpts of his speech. Additionally, live streams of his speech were also available on social networking websites such as Facebook and the White House official blog.

Social Media – The Week That Was

by Shveta Singh3. July 2009 12:34       Bookmark and Share

What made news in the social media circles last week. Here’s a snapshot:

YouTube doubles upload limit to 2GB

YouTube announced this week that it would be increasing the maximum upload limit from 1GB to 2GB. This upgrade was revealed along with tips for sharing and embedding HD videos.  The upgrade is targeted at users focusing on HD video uploads.

Bing builds Twitter results into its search

Microsoft’s search engine Bing has now begun including the latest tweets of popular Twitter users in its search results. As of now, this new feature is available only for a few thousand Twitter accounts based on their number of followers and the volume of tweets they produce. Ashton Kutcher is one of them. 


Facebook gaining ground in Orkut dominated countries

Facebook of late is making inroads in Brazil and India -- countries where Google-owned Orkut is the leading social media property. The number of Facebook users in the two countries has doubled in the last two months, while Orkut has seen a relative slowdown in activity.

Social media in the war zone - Iranian twitter revolution, warning to Indian army and relief for US army

by Shveta Singh18. June 2009 09:44       Bookmark and Share

 

This past week has seen social media enter the war zone. Whether it is the Iranian twitter revolution or the use of social media by armed forces, social media has been constantly in news. Here’s a quick round up from the war zone. 

The landslide victory for the serving Iranian president, Mahmoud Ahmadinejad, and the subsequent charges of rigging by the supporters of losing candidate Mir-Hossein Mousavi, gave rise to a mass unrest in Iran last week. Within no time the news spread across the world, and in an effort to control the situation, the Iranian government banned all foreign media from reporting the protests. In addition to this, most popular social networking and broadcasting sites like Facebook and YouTube were also blocked to prevent citizen reporting.  This, however, has not managed to stop the flurry of information coming out of Iran. Thanks to Twitter and proxies, Iranian’s are sending out real time updates to the world. 

Here are some stats to give you an idea of the magnitude of activity happening:

Moving from Iran to armed forces… Some bad news for net savvy Indian Army men. The Indian Army has warned its personnel against the use of social networking sites such as Facebook and Orkut. This warning has been issued to prevent leak of classified information like place of posting, unit and rank to enemy agents.  On the other hand the U.S. army has issued an order unblocking social networking sites like Facebook, Twitter and Flickr, for the first time, for its men. This move, they feel, will allow soldiers to 'tell the Army story' and facilitate the dissemination of strategic, unclassified information.  

Progressive we must say… 

All in all, a busy week for social media on the front line.

Countdown to the Facebook Vanity URLs — Will your brand page get one?

by Shveta Singh12. June 2009 12:07       Bookmark and Share

Almost 200 million people around the world will be busy boosting their vanity this Saturday, June 13th.

What are your plans for the day?

For those who haven’t yet guessed it, Facebook is offering Vanity URLs to all its members starting Saturday, 9.31 am India time. This would allow Facebook members to get customised URLs for their profiles and pages. Currently, the Facebook URLs appear as a string of numbers that are neither user friendly nor search friendly. 


With this switch, Facebook profiles will become easily searchable and Facebook brand fan pages will become more accessible. And, we think it is a fairly strategic move by Facebook, considering the fact that some other sites in the domain, like Twitter, already have this feature.

What it means for Facebook Users and Marketers?

• Come Saturday, millions will vie for their preferred URL. Some will get, some will be disappointed and will have to settle for other options.

• For brand marketers with Facebook fan pages, it is a golden opportunity. They would want to secure the relevant URLs before a squatter does that, under all circumstances.

But what’s written in fine print?

Facebook has put in some restrictions to ensure that this exercise does not become a happy ground for cyber squatters. According to the FAQs published, a Fan Page must “have a minimum 1,000 fans as of May 31, 2009”, to be able to lay claim for a customised URL.

This is good news for some of the big brands with very popular fan pages, but bad news for start ups and smaller brands with less than 1000 fans.

So, what are the options available to brands with lesser fan base?

• Brands can protect their URLs by preventing their trademarks from being registered as usernames. All one has to do is fill up this form on Facebook.
• Wait till June 28th. Since according to a
recent revelation, the 1,000 fan restriction will be lifted on this day. Details are still awaited though.

All in all, something to look forward to. Just keep your fingers crossed and wish that your URL is not taken by someone before you get hold of it.

Kosmix goes beyond Google ‘Search’; it lets you ‘Explore’

by Shveta Singh16. March 2009 07:23       Bookmark and Share

Here comes Kosmix.

 

That’s the news doing rounds everywhere on the World Wide Web and even outside the web.

 

So what is Kosmix?

 

Kosmix is a newest kid on the search block. However, it would be wrong to call it just another search engine. Founded by Venky Harinarayan and Anand Rajaraman, Kosmix is not a traditional search engine. In words of Chris Shipley, from the consulting firm Guidewire, “It is Wikipedia meets Google search meets Answers.com”. In short, it’s a well-crafted magazine on topics searched. 

 

Unlike Google, Kosmix is not about finding the most relevant single piece of information; it's about organizing the Web so that one can discover relevant pieces of information. Infact, Kosmix gathers content from across the Web to build a sort of multimedia encyclopaedia entry for any keyword.

 

We did our own bit of research to test Kosmix. Here are the takeaways:

  • Kosmix has a pleasant user interface. It shows text, images and videos in a magazine style layout.
  • The results are a mix of web search results, blogs, news, videos, images, audios, conversations, tweets, community results, reviews, how-tos, shopping results and other related topics.  
  • It might not be as effective for long tail keywords where one is looking for a specific document, as it is for topics where one would want to browse information.
  • The time Kosmix takes to throw back relevant results is much higher than Google. This is an area where improvement is required.

We did a simultaneous search on Kosmix and Google for the term Food Pyramid. Here’s a snapshot of how different the results looked.

 

All in all, pretty impressive. Let’s see how well it is accepted by the loyal Google users. 

Social Networking in India Sees a Phenomenal Growth

by Shveta Singh24. February 2009 03:21       Bookmark and Share

Indians love Orkut but Facebook is soon catching up. We all knew it…now it is official. 

A recently released report by comScore on top social networking sites in India, suggests that Orkut is the most visited social networking site in India, as of December 2008. The site has more than 12.8 million visitors, and has seen an increase of 81 percent vis-à-vis the previous year. Now if you think 81% is phenomenal, read further. Facebook, the world’s largest social networking site, is at the number 2 spot with 4 million visitors from India. However, the growth Facebook has seen dwarfs even Orkut.  At 150% growth, Facebook is likely to catch up with Orkut very soon.  

One very interesting revelation made in the report is the visitor base of Bharatstudent.com. It is the 3rd most popular networking site with 3.3 million visitors (up by 88 percent). SurprisedOn the other hand the much advertised and publicized ibibo.com and BIGADDA.com are not fairing too well. Looks like the initial spurt of activity triggered by the massive scale media activity has now fizzled out.  

Some of the other figures given in the report indicate an overall increase of 51% in the number of unique visitors to the social networking sites in India. The number stands at 19 million visitors as of December 2008…an extraordinary 60% of the total Indian internet traffic!!

Take a look at the table below for details: 


Top Social Networking Sites in India by Unique Visitors December 2008 vs. December 2007

Total India – Age 15+, Home/Work Locations

*Source: comScore World Metrix

    Total Unique Visitors (000)
Dec-07 Dec-08 % Change
Total Internet : Total Audience 26,240 32,099 22
Social Networking 12,795 19,369 51
Orkut 7,123 12,869 81
Facebook.com 1,619 4,044 150
Bharatstudent.com 1,736 3,269 88
hi5.com 714 2,012 182
ibibo.Com 1,970 990 -50
MySpace Sites 352 741 110
LinkedIn.com 293 513 75
PerfSpot.com 2,106 433 -79
BIGADDA.com 515 385 -25
Fropper.com 256 248 -3

 *Excludes visits from public computers such as Internet cafes and access from mobile phones or PDAs.     

L. K. Advani goes the Obama way — Omnipresent Online

by Shveta Singh17. February 2009 11:10       Bookmark and Share


 

The online bug has finally bitten Indian politicians, all thanks to the resounding success of the Obama online campaign. Surprisingly, the first adopter is not from the young leader brigade led by Rahul Gandhi and Sachin Pilot, but the 81 years old Prime Ministerial hopeful — Mr. L. K. Advani.

 

Mr. Advani’s campaign team has launched a 360 degree online campaign in order to reposition Brand Advani as ‘The Leader’ for the young generation. Having started with a Web 2.0 Website and Blog, his campaign is now leveraging YouTube, Facebook, Orkut and Google Adsense to reach out to the young voter.

 

Impressive!

Impressive in terms of the scope of activity and tactics being experimented with. However, what remains to be seen is whether he can pull it off the way Obama managed. Just to bring all on board…

· On Facebook, President Obama has more than 5.4 million supporters and 570,000 plus wall posts.
· Obama’s YouTube address garnered nearly a million views.
· On Twitter, Obama sent out more than 260 Tweets to 144,000 "followers”, updating supporters on his whereabouts.
· The “My Barack Obama” community beautifully used online tools to organise offline activities and generate donations.
· All in all, Obama managed to raise $600 million from 3 million people, mainly through small contributions made online.

Coming back to the Advani Campaign. It is definitely ambitious but has had mixed results: 

· His Google Adwords campaign targeting and image ads are bang on. 
· His website is buzzing with activity. Pretty interactive with blogs, online volunteer form and discussion forum having more than 5000 posts. It has achieved an   impressive Alexa ranking of 474 and page rank 4 in just 1 year of its existence. 
· His Blog has well written posts, albeit infrequent. The last post is dated February 1st.
· His Facebook page has only 140 supporters and not much activity happening.  Whereas on Orkut, this number is 531. 
· On YouTube his channel has 191 videos and 82 subscribers as of now.

Overall, the mix of tactics is good, but the execution could have been better. His blog could do a lot better with higher post frequency and daily updates. Similarly, he would have engaged far more number of people on Facebook and Orkut, with interesting applications that let youth participate. For example – My expectations from the next Prime Minister?

 

Nevertheless, a great beginning. Hope to see many more Indian politicians engaging with their voters in the near future.

  

 
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Welcome to the iStrat Digital Marketing Blog!

This blog is a platform for us to share news, views, reviews and analysis around digital media and communications. We have just started but our plans are big. With time, we intend to evolve this blog into “The Destination” for the Indian digital media industry. We invite you to be a part of our endeavour. We look forward to your active participation in discussions initiated on this forum and featuring your views, feedback and suggestions on a regular basis.

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