about trell
TRANSCRIPT
About Trell
India’s only Lifestyle vlogging & social commerce
platform where users connect, consume & create
original content in Indian languages
10 MillionMonthly
Active UsersDaily
Active Users
60 MillionDaily
Time Spent
40 MinPer
Session
15 VideosKey
Opinion Leaders
15 Million
Quick Glance
SOURCE: INTERNAL DATA DASHBOARD
Trell Audience Demographics
AGE GENDER SPLIT
75% of our audience is in the High spending age group of 21-44 yearsSOURCE: INTERNAL DATA DASHBOARD
Trell Market PenetrationTOP STATES
USER CITY TIERING
SOURCE: INTERNAL DATA DASHBOARD
Trell audiences have a pan-India presence that covers the brand’s focused groupKey metroes and towns covering the high disposable income group.
20%English
13%Tamil
10%Telugu
8%Marathi
31%Hindi
8%Malayalam
4%Bengali
6%Kannada
Trell Content Genres
LAN
GU
AG
E
74% of the audience is Lifestyle conscious 80% of the content consumption in Indian Languages
SOURCE: INTERNAL DATA DASHBOARD
Who do GenZ’s and Millennials Follow and Trust?
82%Family and Friends
65%Website Reviews
51%Digital Influencers
44%Celebrity / Athletes
50% of 18-44 year olds trust Key Opinion Leaders for advice on products and brands82% of 18-44 year olds speak to their family and friends for advice on products and brands
SOURCE | Morning Consult Influencer Report 2019
Who do GenZ’s and Millennials Follow and Trust?
82%Family and Friends
65%Website Reviews
51%Digital Influencers
44%Celebrity / Athletes
50% of 18-44 year olds trust Key Opinion Leaders for advice on products and brands82% of 18-44 year olds speak to their family and friends for advice on products and brands
SOURCE | Morning Consult Influencer Report 2019
Shopping on Trell
Trell Shop
● Launched in Aug’20
● Search & shop for the best offers on
beauty & personal care, health &
wellness, fragrances
● Current AOV - Close to INR 1,000/-
● Focus currently is to build & scale
the Beauty, Personal care, Health &
wellness, Fragrances categories
Trell Shop
● Over 1000 products from over 500 brands listed
● Specific categories for shopper types built basis data
and shopping habits
● Warehouses is Bangalore and Mumbai ensuring quick
and successful deliveries
● Tie ups with all leading banks, wallets and payment
partners for easy and convenient checkouts and minimal
drop rates
FOR HIM AND HER - CATEGORIES AS PER GENDER
SEPARATE CATEGORIES FOR LIFESTYLE & BEAUTY PRODUCTS
DEAL HUNTERS | CATEGORY & BRAND SPECIFIC SHOPS
Who do GenZ’s and Millennials Follow and Trust?
82%Family and Friends
65%Website Reviews
51%Digital Influencers
44%Celebrity / Athletes
50% of 18-44 year olds trust Key Opinion Leaders for advice on products and brands82% of 18-44 year olds speak to their family and friends for advice on products and brands
SOURCE | Morning Consult Influencer Report 2019
What’s In It for the Brands?
For Brands
Create your communication in Indian languages
Branded content creation & creative support on the GO
End to end Influencer management by the Trell team
Increase brand awareness & Intent
Our competitive advantage
Unique & differentiated
positioning
> The only platform which offers to deliver the
content to commerce story seamlessly
Content as a differentiator
> Lifestyle, our Hero content!
> Meaningful content driving high time spent by users on the platform
> Long format creatives: Up to 3 min & vertical
videos
Rich ad & content marketing Solutions
> Influencer shoutout
> Hashtag challenge
> Display & Video inventory
> Trell Content IPs
Who do GenZ’s and Millennials Follow and Trust?
82%Family and Friends
65%Website Reviews
51%Digital Influencers
44%Celebrity / Athletes
50% of 18-44 year olds trust Key Opinion Leaders for advice on products and brands82% of 18-44 year olds speak to their family and friends for advice on products and brands
SOURCE | Morning Consult Influencer Report 2019
Awareness.Impact.IntentUse Trell’s suite of ad solutions to enhance relevance
at every stage of the brand funnel
Trell Ad Offerings
Custom Video Channels
Display Ads
Influencer Shoutout
Hashtag Challenge
Video Ads
Trell IPs
Influencers Shoutout
• Partner with the KOLs to evangelize your brand
• Access Influencers from the Beauty, Food, Fashion & Entertainment
categories
• Drive accelerated reach through Influencer’s popularity
• Promote your content in 8 Indian languages
• Track the campaign performance with insights, reporting & analysis
• Drive brand KPIs through rich & interactive creative formats
Influencers Shoutout
Watch here
Beauty & Personal Care
Trell Influencers
Anushka Hazra
Tanya Manavalam
Sanjana Pandit
Kamal Preet
Mehak Arora
Sandipta SenRishabh Jana
Yogender KohliHita Bhagwath
Shravani Kale
Tarini Shah
Aishwarya Bansal
Kavya Methi
Shalini Singh
Britney
ComedyFashion & Lifestyle Movies & Entertainment Food Comedy
June Udita Mask on Ranka
Samit Gambhir
Angad Ranyal
Zakir Khan
Muskan Pathan
Abhay Vashisht
Manisha Mishra
Sayanee Mandal
Asha Parmesh
Miesha IyerFashion and Beauty
Clince VargheseMotivational
Geetika ChakravartyBeauty and Personal Care
Wheels and TailsTravel
Kettan SinghEntertainment
Macedon D’melloDance DIY
Iyengar and SonsEntertainment
Roshni ChaudhariBeauty
Arshad AhmedMen’s Grooming & Fashion
Nitin GuptaLifestyle and Fashion
Premium Influencers
Case Studies: TinderObjective
● To reach & engage young females in Tier 2 cities● Encourage usage of Tinder during the lockdown
Strategy
● Create content which the TG can resonate with ● Fashion, Beauty, Fitness were the 3 pillars around which
content was built on the platform ● Content was light, entertaining yet informative in nature● Subtle brand integration for better connections
Execution
● Period: 2 weeks ● Shortlisted TOP 10 Influencers basis their popularity on Trell● Influencers with 50K+ followers ● 10 light & fun content bytes were created giving women tips on DOs /
DONT’s before going out on a virtual date ● Some of the Influencers included Mehak, Anushka, Sayak, Tanya
Case Studies: ViObjective
● Promote the Vi Festive Campaign amongst GenZs & Millennials● Drive users to participate in the “Scan a Santa” contest & create customised
Christmas cards to send to friends & family ● Drive Engagement & spread brand love by harnessing the power of the 15mn+
creators and the 45mn+ monthly active users on Trell
Strategy ● 5 Top Trell influencers from Fashion, Personal care, Beauty & Humor category to create
and share videos on their channel with CTA directing the followers to VI landing page
● These influencers would share step by step process to use the VI Customised Christmas Card or get the VI Santa Surprise gifts in their vlog
● The content was posted by the influencers on their Trell handle and was also pinned on featured content for higher reach
● These top influencers would give us additional shout out by sharing the videos on their Instagram handles too
Hashtag Challenge
UGC Vlog Contest
Unique engaging contest to connect with users by engage
them to create vlog with a branded theme. Brands become a
part of the conversation among Trell community; bringing
users closer to the brand.
1. Non- intrusive brand experience
2. Promotion at different touchpoints on the platform
3. Actions- create, like, share, comment and connect(chat)
4. Brand Handle to collate all the content of the contest
Hashtag Challenge
Contest page shows, Steps to participate, earn points and leaderboard, Create
video & Invite friends
Discover page will be a Hashtag. This hashtag will have all the UGC
content of the contest
Objective
● To amplify the presence and awareness of POCO M2 Pro in the Indian Market
● Reach & engage Genz and increase brand preference
Strategy
● Create a brand property which can involve, engage and gratify Trell user
● A Hashtag challenge which can bring users closer to brand via personal connect
● Feel the Surge challenge where users can share their life’s high energy moments
● Top 5 users with highest likes, comments & views were gratified
● Campaign ran for 7 days ● Trell’s brand solution team created a contest
around brand punchline” Feel the Surge”● Users have to create content of uptp mins in
storytelling format narrating their moments when they felt the Surge
● Users have to use Brand Filter to create the video and use the brand msg in the end
Case Study: POCO Mobiles
Execution
Custom Video Channels
Custom Video Channels
Bringing together the Brand, Trellfluencers & UGC content onto
one destination
Co creating a video channel which is integrated on Trell
● Annual associations: Eg: Hair & Care
● Content seeding
- Brand video content from the client
- Trefluencer video content to be refreshed on a weekly basis
- UGC content opportunity
● Trell Shop integration
● Lead Ins & Inventory on the platform
Beauty Channel
In-feed Ads
A Storytelling video ad embedded within ”Featured” or relevant
category feed, designed to drive users to engage with Brand’s
Business Account
High impact audio visual creative; apt for brand launches, awareness
& consideration
Infeed Video Ad
Features
• Upto 2 mins
• Appears after the 3rd infeed content and then after every 10th infeed content
• Full screen
Watch here
• Auto Play
• Audio On
• Supports external & internal landing
• Targeting available
A full screen/ interstitial banner embedded within ”Featured” or relevant
category feed, with clickable elements to increase clicks and
conversions.
Effectively direct user traffic to the landing page with relevant CTA.
Infeed Display Ad
Watch Now >
Features
• Ad stays max 3 sec
• Appears after the 5th infeed content and then after every 10th infeed content
• Full screen
• Supports external landing
• Suited for awareness & impact
• Targeting available
Trell IP’s
Become India’s next trending faceS
Trell IPs: Trellsetters✔ Trell’s first Inhouse & upcoming Content IP
✔Hunt for the Next BIG Influencers in the country
✔ 3 phases: CPE, Shortlisting, Finalists
✔Grooming module for Top 24 Trell Influencers
✔High traction for UGC
✔Well produced content for in-app and social
media
✔ Establishing home grown influencers as
mentors
✔ Trending social media campaign
✔ Branded content opportunity
Who do GenZ’s and Millennials Follow and Trust?
82%Family and Friends
65%Website Reviews
51%Digital Influencers
44%Celebrity / Athletes
50% of 18-44 year olds trust Key Opinion Leaders for advice on products and brands82% of 18-44 year olds speak to their family and friends for advice on products and brands
SOURCE | Morning Consult Influencer Report 2019
Targeting & Measurement Tools
Targeting
LanguageGender Location Interests8 RegionalMale/Female State/City 7+ Interest
Age Group
18-2425-34
35-4445+
3rd Party Tracking Tool
Measuring Success - Internal Dashboard
Clicks Video Views Likes CommentsImpressions Shares
Measuring Success - Offline Campaign Report
Reach Quartile Reporting
Average Watch Time
Engagement Rate
Total Orders
Product Page Views
HAPPY TRELLING