lijorocky- smm - assignment 1 - nerolac wdf

Strategy for Social Media Promotion of Nerolac’s

Weather Defense Formula (WDF)

By: LIJOROCKY VADAKEDATH

Kansai Nerolac

• Kansai Nerolac is the second largest paint company in India

• The company has over 40% market share in the industrial paints segment

• Technologically innovative products are the company's hallmark

• They are known for being eco-friendly and healthy paint manufactures

• They offer decorative paints, automotive coatings and performance coatings

• Under decorative paints wood surface paints, metals surface paints, interior wall paints and exterior wall paints.

• Mr. Shah Rukh Khan is the brand ambassador

Nerolac has launched the all new Weather Defence Formula (WDF) in its Excel range of exterior paints.

Weather Defence Formula offers protection to the house in extreme weather conditions

Weather defence formula ensures that the family residing in the house can stay comfortably despite the vagaries of nature. In addition, high sheen of the product ensures that the house looks stylish and beautiful. These attributes instill pride and confidence in the family residing in the house besides making the house a source of envy as well as aspiration for the neighbours.

WDF products have excellent washability, algae resistance, anti-peel, dirt resistance, water repellency, high sheen, and high colour retention

Objective

Generate awareness and establish communication around the Weather Defense Formula (WDF) on Social Networks.

Generate enough buzz leading into the rainy season against which maximum protection is provided by the Excel franchisee.

Creating emotional connect with the consumers using the functional and emotional benefits of WDF in the minds of prospects to increase the sale of its Excel franchisee.

Creating brand presence, trust amongst prospect and existing customers.

Acquire the mind share of the target consumers, increase consideration and trials

Reach out to people who are or will thinking of coloring their homes in next 6 months

Target Audience

People thinking of coloring their homes in next 6 months

Interior decorators

Home owners from regions with extreme climatic conditions

Competition

Dulux and Asian Paints have similar interaction on social media. Nippon paints is comparatively less active in the online world.

Insights

Nerolac follows the basic home decor pattern. Most of the social media posts are related to their products and interiors. The social media actives conducted offers no emotional connection to the viewers.

Twitter engagement:

Nerolac has a section called HD impression stories. Nerolac can use these stories as testimonials which it is not doing. Nerolac can use these stories to develop better creatives for its social media page.

Nerolac has strong position in search; Nerolac has been engaging and interacting through blogging platforms. Various bloggers are also writing about Nerolac as compared to competitors such as Asian Paints, Dulux or Nippon Paints.

Insights (continued) …

Hashtag Analysis

According to the hashtag analysis, most of the tweets are related to Shahrukh Khan. Hashtag related to Shah Rukh Khan is overpowering Nerolac hashtags. The current social media branding strategy is more focused on SRK. There is need for tweets and hashtags that depicts the brand persona of Nerolac.


Tweets


Most of the tweets were generated from Shah Rukh Khan followers & fans


Instagram interactions

Very few valuable interactions on Twitter


Twitter Influencers


Examples of the daily social media posts

Planning (The Strategy)

My Dussehra Resolution (#MyDussehraResolution) We will be sharing one resolution everyday on each platform during the season of navratri. Viewers can either follows Nerolac’s resolutions or make their own new resolution and share it. Various social facts will be used to come up with these perfect resolutions.

Dussehra is a festival that signifies the victory of good over evil. The basic idea behind this campaign is to urge people to let go of their bad habits and evil thoughts. We will encourage people to participate through relevant blogs and bloggers.

Some of the best resolution will be share on Nerolac’s website and cover picture of social medial profiles.

These resolutions will be in a graphical format to attract eyeballs.

Color Their Home (#ColorTheirHome) We will be creating a website. We will collect a database of different people/families that need help and create profile for them on the website. People can come and vote on these profiles. Based on their votes Nerolac would make donations. People and others companies can also donate but it is not compulsory. Visitors can also find these profiles on the website based on the category they choose.

Just like an ecommerce websites, this website will have an algorithm that will give every candidate in need a chance.

You can share your support through social media. This will bring more people into the cause. There will also be a referral option that allows people to refer the cause they choose amongst their friends through social media. People giving maximum referral will be thanked in website.

Google Twangout with Shah Rukh Khan Powered by Nerolac WDF

This program will use Google hangout with Twitter. People can interact through tweets and Google hangout chat.

This will a Google hangout with Shah Rukh and a panel of home improvement and interior design experts like Shabnam Gupta(The Orange Lane) along Sidhartha Talwar , Ankur Choksi , from Lotus Design Studio

This Hangout would be conducted from 29 October extending to the month of November on every Sunday. Various medium such as newspapers, blogs, display ads will be used to make people aware of this event. Various lifestyle magazines and blogs would talk about it. This program will target Nerolac’s online communities for users. It is also promote Nerolac WDF along with Nerolac’s Arch Edge and Earth Matters.

This hangout will offer people a platform to ask their queries regarding home improvements and decorative paints. This program will offer the viewer’s insight on how to choose the right paint, repair their walls and how to hire contractors.

Even after this hangout we will continue to interact with through users online communities and radio. Here are some example of twangout: CmChat, Hangout with Hrithik, Twangout with Obama

Colour My Home (#ColourMyHome)

Social Media users have to share memories and reasons that will prove that their house needs to be young. Top 50 would get a gift voucher and Top 10 entries will get their home painted free of cost by the design team of Nerolac.

Nerolac Wall Designer App (#NerolacWallDesigner)

Social media website visitors can design their wall using these options offered by the online app console. Different colors, patterns and design ideas will be offer to users. This real time features will offer an insight on how a house would look after the paint job. Best designed walls will be listed in the Nerolac WDF‘s “Wall Of Fame” and receive a grant prize.

My Crazy Family (#MyCrazyFamily) A cross platform social media app will be developed. Users are supposed to create a family photo. They will have to do this using the character offered by the app. This app will offer a character for each personality. Users can use different personality for each family member depending upon their personality. They can share it amongst their relatives and friends across various social platforms. The most liked family portrait will we showcase in Nerolac WDF‘s “Wall Of Fame”

Interactive Game for Mobile and Desktop - Wall Doctor (#Wall Doctor)

Nerolac will launch a game for desktop/mobile. In every level, players have to deal with a certain weather condition. They have to either repair or protect their walls from these weather conditions. At the end of the level they have to apply Nerolac paint with “Weather Defense Formula” within the given time limit.

This game will be available for free on both online and offline versions. The game will also offer tips on maintaining the beauty of their website. Users will learn a lot about home maintenance by just playing this game. Users can share their scores, challenge each other and earn Paytm points.

Big Idea

January 2015 February 2015 March 2015

Date 3 January to 31 January 1 February to 29 February 1 March to 31 March

Campaigns Colour My Home My Crazy Family Nerolac Wall Designer App

Oct-15 October 2015-

November 2015 December 2015 December 2015 -

January 2015

Date 10 0ct to 25 0ct 26 0ct to 30 Nov 1 December to- 28 December 29 December to 2 January

Campaigns My Dussehra Resolution

Google Twangout with

SRK

Color their home Color their home testimonials

Calendar

PS : All the images in this are original and created using Photoshop

Thank You

Waiting for your feedbacks: [email protected]

lijorocky- smm - assignment 1 - nerolac wdf

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