Tanishq One - Digital Marketing Strategy

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Tanishq One Phase I
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Objective

• To start a conversation between users and the
  brand.
• To resonate with up scale working class and guide
  them in choosing the correct representation of
  their commitment to their partners

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The Concept

• Create a platform where users can be engaged.
• There was a love express contest where a user
  could win a Tanishq One ring. The user had to
  upload a picture with his/her loved one and add a
  small write up describing their relationship.
• The users also compete with each other for the
  ring by interacting with the website elements
  (game, love delivery, widget, video, etc)

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Homepage
2122 registered users
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The Love Express Contest
328 entries have been received for The Love
Express Contest And 214 have been approved
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Forever Widget
358 downloads for the widget
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Love Delivery
Over 279 Mails have been sent using Love Delivery
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The TanishqOne Game
3201 Gameplays
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One Love Video
5321 people viewed the video and 681 people
shared the video
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TanishqOne Collection
9637 views on the collection page 304 people
shared the one range collection
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Website Statistics

• 43419 unique visitors landed on the Tanishq One
  website in 2 months
• An average of 4.36 pages were viewed by every
  visitor.
• An average visitor stayed on the website for 3.25
  minutes.

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Social Media Strategy

• Social media was used to gather user generated
  content to create a buzz and lead users to the
  website.
• The UGC from the website was posted across all
  social media platforms to gather maximum
  traction.

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Facebook
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Facebook Insights

• Fans 773
• Interactions 301
• Likes 219
• Comments 73
• Page Views 5565
• Video Plays 2557
• Photo Views 335

• Impressions 3216983
• Clicks 2366
• CTR 0.07
• CPC 0.13
• Cost 400

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TanishqOne Youtube Channel
825 Video Plays
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TanishqOne Flickr Stream
Over 230 Images Uploaded on Flickr
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TanishqOne Twitter Profile
27 Twitter Followers
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TanishqOne Blog
6500 blog visits in 2 months 143 posts 37
comments be free dinner, vacations, products from
the range etc
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Learning's

• We have a strong fan base on facebook and a huge
  list of emails of people who loved the site and
  gave us good feedbacks.
• We should take this to the next step and enable
  users to buy these rings online so that we can
  close the loop and derive sales from our efforts.

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Phase II
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Website Strategy

• Landing page takeover will announce result of
  winner and prizes and discount coupons for all
  users who participated.
• Link to go to previous homepage.
• Email blast to the entire DB telling them about
  the declaration.
• Love express contest on old page will be
  disabled, just gallery can be accessed.

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After a week or so

• Love Diaries
• Love Express contest gets replaced by Love
  Diaries
• Its a place where the user shows that they have
  found the one and to what lengths they can go to
  keep their partner happy.
• User can store their memories in poetry, pictures
  and videos.
• Rewards can be free dinner, vacations, products
  from the range etc.

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Other Features

• Payment Gateway to enable sales.
• Newsletter Signup for Updates
• Picture Editing Tool User can play with BG
  colors, brightness, frames etc and can add
  predefined cute emoticons of cupid, rose etc.

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Social Media Strategy

• Weekly Contest on the FB fan page.
• Win Tanishq One merchandise every week to make
  the brand famous.
• Twitter to have daily love quote.
• Quiz Application and Game Application will be
  added as tab on the fan page.
• Photo Editing Application on FB.

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Thank You