goodyear: digital marketing case study

1 |@shackcompanis

Goodyear Joy Of Journey

Services Offered: Concept Building, Research & Strategy, Information Architecture, Graphic Design, UI Design, User Experience Design, Graphic Design, Template Development, Content Strategy (Blog, Articles, Comics, Multimedia, Social Media) Duration: 4 Months

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Status Check

- Goodyear has associated with Travel for the past two years

- They conduct contests inviting user generated stories in partnership with auto magazines

- Use New Media to spread brand awareness

- Create a platform based on travel

- Engage online users with the brand in a meaningful discourse

Objectives

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Challenges

- Presence of well-entrenched travel platforms such as Holiday IQ, OKTataByeBye, Trip Advisor etc.

- Brand perception of Goodyear is neutral in the eyes of the Indian audience. They cannot relate Goodyear with any adjective or symbol

- To create relevant and different content which catches the attention of users, resulting in them spending time on the Goodyear platform

- Impact the brand in measurable terms while increasing brand affinity

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Methodology

Brand Interrogation ORM

Product Profile

User Profile Geography

AIOs

Product Usage Pattern

Media Usage Pattern

Demography

Segmentation(based on attributes)

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Methodology (contd.)

Strategy

Design & Development

Content Plan

TechnologyPlatforms

Phased Launch

Pre-Launch

Launch

Post-Launch

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Step 1- Digital Audit

4 broad areas which affect the Brand equity and perception- - Brand related- Product related- Campaign related- Competitor related

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Insights

- Brand messaging focuses on safety and innovation

- Neutral sentiment of the brand implying that the brand is not generating relevant conversations

- Definite brand image for competitors

- Association with Travel for the past two years with a scope of improvement in communication

- Most of the brand related discussions were happening on dedicated car forums and auto review sites

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Step 2- Product Profile

- Value proposition: Safety and innovation

- 19 products

- Technological Innovations- - Active Corner Grip- Armor Grip- 3 Zone- Silent Armor- One Tread- Run on Flat

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Step 3- User Profile

Source: Market Research Society of India New SEC System report 2011

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Insights: Target Group

- Age Group: 24-45

- Socio-Economic Classification: SEC A1, A2

- Education: Graduate and Post Graduate professionals

- Gender: Skewed towards males

- Cities: Tier I and Tier II cities

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Activities

What do they do?Mapping the different kinds of journeys that people undertake based on their interests and reason for travelling

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Interests

What do they like?Mapping the various joys that simultaneously shape as well as emerge out of these journeys. 7 key themes emerged-

Self- Discovery

Romance Relaxation Bonding with Family

Spirituality Bonding with Friends

Discovering new places

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Opinions

What do they think?

- They are ambitious

- The duration of their journeys is limited by the available time

- They believe that the reward is in the journey and not the destination

- Safety and durability of tyres is an important purchasing decision especially for people who are frequent off-roaders

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Online Consumption

- 25-35 years user segment is the single largest age group online

- There are c. 47 million daily internet users

- There are c. 15 million users who have mobile access to the internet

- There are 39 million internet users who are employed out of which c. 27 million are household heads

- 8 million of internet users are car owners and about 23 million are owners of two-wheelers

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Online Activities

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Step 4- Segmentation

Identifying four key user segments that the brand can connect with through the theme ‘Joy of Journey’

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Step 5- Strategy

3-pronged strategy

- Inform: Disseminate information as well as crowd source information

- Facilitate: Facilitate journeys by providing information through experiences

- Community: Create and moderate community of travellers, travel enthusiasts and travel aspirants

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Content Strategy

Joy Of Journey as a story telling platform to immerse in an intimate and personalized description of the journeys laden with memories and experiences which one cherishes

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Content Strategy (contd.)

Travel Tales- Blog section wherein travel bloggers contribute their stories about journeys that they have undertaken

Gallery- Photo blogs and photo essays

Podcasts- Audio/Video podcasts of journeys, interviews and theme related documentaries

Comic Strip (Where is Rosh: The Tyre Diaries)- Presenting the essence of the platform through an illustrate comic strip

Trip Planner Application- Helping travellers plan their journeys, this app provides them with directions, POIs like hospitals, workshops, ATMs etc. and blog posts and images relating to the journey from our website.

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Plan

Pre-Launch phase- - Establish the brand on social networking sites & manage presence- Interact with & engage the users around the theme ‘Joy Of Journey’

Launch phase-- Unveiling the website and familiarising users with the platform- Promoting the launch through owned as well as paid platforms

Post-launch phase-- Provide quality content through the ‘JOJ’ website and establish it as the go-to platform for travel stories and travel writing- Building up the community around the brand- Plan contests to engage with and reward users- Measure takeaways for the brand and the user

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Step 6- Design & Development

Website Concept 1: Cluttered by the presence of too many elements on the page which hampered the user experience

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Design & Development

Website Concept 2: Minimalist design using the brand colours prudently, cleaner & less cluttered interface, reduced scrolling and navigation time considerably

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Design & Development

Website Concept Final: Defining the borders after interaction and feedback from the client

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Thank You:info@shack.co.in