Category: Case Study

State of Industry: Real Estate
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State of Industry: Real Estate

What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Low CTR & High CPL As the major chunk of the budget is spent in display marketing, the number of people visiting our website is pretty low Low Lead Quality Currently, the quality of leads generated through a digital campaign is not that great as people who fill the contact form are researching about properties Lead Tracking Most of the developers either don’t use an LMS or the system they use is not up to the mark to track the lead journey Calculating ROI on Ads It takes a few months for a lead to get converted. Due to this while reviewing the campaign at the end of the month the ROI remains the same as it was in the beginning Expecting leads from a display campaign People do expect the flow of leads from each activity they do. Display campaigns work best if the objective is to create awareness as it attracts more eyeballs than sending people to the website Going beyond search Developers think that Google search ads are the only way to generate quality leads while doing digital. However, with a perfect strategy in place, social media platforms can also generate quality leads State of Digital Marketing Challenges High spends on native displayLead specific digital campaignWebsite based contact formJunk leads through digital activities Opportunities Stronger remarketing360-degree videosSEO on long-tail keywordsInstagram swipe up ads A New Approach to Promotion Lead Generation Funnel Flow Why this Funnel works? Engage Giving our audience the initial introduction to the brand without asking for much of their time or effort Interact Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about the brand and the project Convert It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Where else it helps Multi-level engagement with the userReduced CTR and higher ROIIncrease in search volumeAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall WhatsApp API A new way to capture leads in Real Estate is we can send the digital traffic to WhatsApp rather than a landing page. We are able to generate quality leads as the conversation is initiated from the user’s side. Content Marketing Content marketing is completely being neglected when it comes to real estate marketing.  While promoting blogs, user-generated content and other forms of visual content helps in brand recall and remarketing Community Building Building an engaging community would help us in the long term as it increases the word of mouth Providing special services to our existing community and promoting the same would help us grab eyeballs and ultimately would expand our community One of the examples of community building is Raheja Care- an online portal for the residents of Raheja Universal who get special discounts on furniture Quick Tip for Social Lead Gen Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
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State of Industry: Real Estate
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State of Industry: Education

What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends Current Digital Trends Commonly Faced Problems Quality Lead Generation Every industry needs quality leads, while in order to  create awareness about the brand we should also consider that generating quality leads is also as important as branding Database Management The lifespan of the database generated in the education industry is very small, as the people who are interested today won’t be interested after a few months, it is important to effectively manage & generate new data Parent vs Student Targeting With the current digital trends, it is necessary to target students as they are also becoming more aware of the offerings and their career choices Engaging an Outside Audience When it comes to engaging our audience the first thing in mind comes to engage people associated with us such as students and parents. We also need to target and engage our potential TG Leveraging your Organic Community It is really important to leverage our organic community to spread the message. Encouraging students and parents to talk about the institute would help us build trust among the outside community State of Digital Marketing Challenges Online Reputation ManagementContent CreationBrand  building via differentiated contentDedicated resources Opportunities Involving Students in Content CreationDigitizing Lead GenerationCreating Micro-InfluencersBuilding long term engagement on DatabaseThought Leader Positioning Online Reputation Management ORM would help us build a brand online through various activities and interactions with our audience and also help us build/ maintain brand image online Also, we can have a strong presence in the digital space and we would constantly track the content related to our Institution. ORM can also be effective to tackle cyberbullying cases Sessions to help students & parent deal with content consumption & online bullying With the current scenario of increasing cyberbullying cases, we would also need to conduct seminars where we educate our students on what online bullying can lead too, also, how can one tackle such situations. Plus, with the growth of E-learning facilities, we need to track the content a particular student is consuming  A New Approach to Promotion Lead Generation Funnel Flow Where else it helps Multi-level engagement with the userGiving out information about the offeringsWhile students share their experience, it builds a trust factor among the audienceAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall Why this Funnel works? Create Giving our audience the initial introduction to the brand without asking for much of their time or effort Engage Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about our offering and courses Interact It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Future Implementation Internal Communication & Review Systems Currently, the majority of the communication happens through WhatsApp, where there are different groups as per the class and the sections This creates a problem in seamless communication. There needs to be an internal communication system which helps in direct communication with teachers and students Micro Social Networks Micro- social networks are similar to any other social media platforms but the objective these micro-platforms serves are different These platforms work almost the same as any other social network but is completely regulated by the institute Also, this helps in many aspects the major being taking students out from the traditional social network platforms like- Facebook and Instagram Original Content Creation Students participation is also important while generating original content as it not only reflects the brand but also the creativity of the students Creating original content such as student’s life at the institute, students take over, blogs, articles, etc help us in multiple ways. Firstly, people get engaged in these types of content and also it increases brand recall. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design, to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
Posted by Palak FYA
Thinking Social Media 101
Case Study

Thinking Social Media 101

Defining an Objective It is extremely important to define what you wish to achieve from social media activations.Likes, followers, grids, posts but what is the purpose?Having a clear unidirectional objective will help in planning campaigns, media spends & make your social media activity measurable. If you don’t know where you want to go, how can anyone take you there? Planning Content Content is usually focused on communicating the what, how & why but from the audience perspective, it needs to pass the ‘So What’ test. Your post has reached them, it even made them pause & see it, but once the information is consumed, it must go beyond just being more content in their feed. Your posts may look great to you & your known circle, but does the audience care? Defining an Audience An audience may interact with multiple brands online but never become paying customers & vice versa.So who do you want to engage?Are they decision-makers?And if you even reach the decision-makers are they the ones that will take the communication further? Planning the user journey is critical to achieving success on social. Choosing kinds of Posts Informative It’s easy to assume basics about your brand, but a good digital strategy assumes nothing. So never ignore stating the basics & having a long term consumer education strategy. Engaging Not all posts will or need to go viral, but having one such activation every so often can boost brand awareness tremendously. Conversion based When you know you want to sell, be honest. Users are a lot more likely to convert when they are clear on what journey they are stepping into. This will also result in better quality leads. Knowing the Basics The Requirements A brand brief, a photoshoot, logo open files are just basic requirements to kick off the activities. A Website A website adds validation to your brand. Most users would like to see a website before actually converting. SEO Your creatives lead to engagement & curiosity around your brand,, but when they search for you on Google will your site show up? Organic Growth Organic reach & growth is dead. If you have 100 followers & you post something it will barely be seen by 12-15 people. Using your Team They are your first audience & endorsers. They need to engage, share & be the voice of your brand while maintaining basic post hygiene. Social Media Ads These are key to build a following & engagement for your brand, These can’t be skipped or avoided. Kinds of Social Media Ads Lead Generation – The Funnel Going Beyond Social Content Marketing A thought leader is always looked at with industry authority or a future-ready brand & content marketing is the way to achieve this position. Google Search SEO while effective takes a long time, so for immediate or seasonal keywords Google Search can help boost results. Google Display Banner ads have extremely low CTR but have probably some of the highest possible digital reaches, so use them tactfully. Remarketing Remarketing is simple, it tracks users engaging with the brand & goes back to them with contextual ads to push them to the conversion point. Thinking Regional  In the next 3 years close to 200 million users will come online from Tier 2 -3 cities, English isn’t going to be the language to interact with them. Thinking Audio Podcasts are an excellent way to reach a completely new audience, building a unique positioning for your brand & that content has to be repurposed across your social profiles. “Posts are not seen by users daily or chronologically. So good designs may be attractive but post specific  micro storytelling will always work better to establish a longer-term connection between the brand & the audience.” Yash Sanghvi
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State of Industry: Hospitality
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State of Industry: Hospitality

What’s covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Lack of IP Infrastructure At present, the majority of the restaurants rely on 3rd party aggregators for booking and digital wallet systems Inefficient Data Management & Retargeting Restaurants generally have a feedback form, where they have the data of people visited the restaurant. But, this data is never used for the purpose of remarketing ORM Efficient ORM is greatly lacking in today’s industry as brands rarely track indirect complaints made about them. Whereas ORM can be used to convert customers unhappy with other brands Customer Retention With the growing competition in the food industry, it is difficult to bring back old customers as people want to try new things and experience new places State of Marketing Challenges Low media spendsAudience interaction online    Brand Outreach Opportunities Strong RemarketingBuild conversations onlineCustomer RetentionMicro-influencersSync offline & online campaigns Engagement Funnel Flow Micro-Influencers People who have a small but engaged audience in the digital space are called Micro-influencers.Due to the small yet engaged audience of these Micro-influencers, the impact created by their posts is higher in comparison to other influencers. We all have that one friend we go to when we need any food-related recommendation. These are people who are trusted for their genuine feedback. Micro-Influencer Campaigns Common hashtags used by these micro-influencers in their posts can then be used by the brands for tracking to initiate conversations.Going back to the posts of the micro-influencers and bring them over will help in building our community online which can then be converted.Collaborating with multiple micro-influencers and bringing their audience together at the brand’s location will provide a major boost on social media in a cost-effective manner. Community Building Micro-influencer campaigns along with the syncing of their online and the brand’s offline presence can help in bringing the community together. With the help of micro-influencer campaigns, we can target people of similar interests and engage with them in the digital space.While effectively building the brand through micro-influencers, ORM and promoting user-generated content we look to build a loyal community who would keenly interact with the brand. Sync Offline & Online Campaigns Planning a campaign in such a way that people should be encouraged to talk about the brand and their experience in the digital space.The amount of engagement we build as a brand should reflect on both the mediums.Engaging with the audience while they are at the restaurant and giving them a unique experience will encourage people to share the same on their social media platforms. Efficient Data Management The amount of data gathered in the hospitality industry is immense.It would be extremely beneficial for one’s business if one learns how to leverage this data to the fullest.Constant engagement with the data gathered by providing updates, customized offers or loyalty points can help boost one’s business.In addition to that, we can attract these people by arranging special events to build a strong community. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
Posted by Palak FYA
Using WhatsApp Business API
Case Study

Using WhatsApp Business API

Key Uses of the Business API Key Features of Business API Openly Available –Whatsapp for Business via their website is openly available for small businesses. –Businesses can interact with customers easily by using their API and integrating it among digital ads to send a push message on WhatsApp to any business. Limited Availability –The API is currently available to limited companies in India with features like booking notifications, automated messages, etc. –WhatsApp for Business APIs debuted with MakeMyTrip, BookMyShow, and Zendesk in India for a beta test with these special features. Key Features & Use Cases Automated Replying Automated replies via WhatsApp for specific messages make it a great tool for customer interactions. Social Media Integration Digital ads on Facebook & Instagram can have a direct button for a direct WhatsApp message to the company. Google Adwords Integration For search ads when one presses an ad on a mobile it will directly lead to a WhatsApp chat with a company representative. Live Chat on Websites Using a button on one’s website which will directly lead them to the company’s WhatsApp for a simple one to one conversation.  Not Against TRAI Rules As bulk marketing on WhatsApp is against TRAI rules, it is beneficial for businesses to leverage their business with this API Technology.  Whatsapp Web For most MSME leveraging the WhatsApp API for customer service with the help of WhatsApp for web will prove to be highly beneficial. Our Solution Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. – Yash Sanghvi 
Posted by Palak FYA
State of Industry: Fashion & Lifestyle
Case Study

State of Industry: Fashion & Lifestyle

What’s covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Optimizing the Mobile Experience While sites are being made responsive, UI is still being visualized from a desktop perspective ORM Efficient ORM is greatly lacking in today’s industry as brands rarely track indirect complaints made about them. Whereas ORM can be used to convert customers unhappy with other brands Not Enough Brand Building Apart from sales-focused campaigns, we also need to focus on creating brand awareness to build the brand in digital space Inability to Personalize Purchase Experience Personalization adds a great touch to one’s purchase experience. Providing a personalized recommendation to the consumer can add to a great consumer experience Low ROI Due to lack of brand building and poor quality traffic, digital spending tends to be high resulting in a low ROI. Community Building A business can thrive on the basis of promotion and repeat sales. If a loyal community is built who regularly purchases and promotes our brand it can add to a great word of mouth State of Digital Marketing Challenges Inability to differentiate from competitorsCustomer RetentionDiscounts and offersCustomer service Opportunities Instagram swipe up adsSnapchat adsOmnichannel ExperienceWhatsapp for Business Omnichannel Experience Providing an omnichannel experience through the convenience of online shopping and having the same customer in-store can help in giving customers a great experience.Gathering customer data and leveraging it to the fullest can prove to be a key strategy in boosting sales.Providing a personalized feed to users and recommending based on demographics and likes along with past purchase history can help in achieving maximum conversions. A New Approach to Promotion User Engagement User Retargeting Why use a Sales Funnel? Multi-level engagement with the userCreating awareness about the brandStrong retargetingHigher rate of conversionsRelevant options as per the user requirementPersonalized offers which will help us retain customers Apart from the above-mentioned points, it also helps us in building a strong brand recall Future Trends Progressive Web Apps According to Comscore, 52% of mobile media engagement made by using apps. A Progressive Web App is not only 10x faster but also lighter than regular apps making it easy to delight your consumers & increase conversions. Augmented Reality As brands look to deliver a “try before you buy” experience for shoppers who don’t want to visit stores, more uses of this technology will abound. This provides ease and convenience to users.  Micro-Influencer Campaigns Initiating campaigns with multiple Micro-influencers with a small but highly engaged audience. Campaigns with these micro-influencers can prove to be more beneficial in terms of scale as well as cost. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
Posted by Palak FYA
Raheja Universal Case Study
Case Study

Raheja Universal Case Study

About Raheja Raheja Universal is one of the most well known and reputed brands in the real estate sector. They have completed Landmark Commercial projects: Raheja Chromium, Raheja Centre-Point. Raheja Plaza. Raheja Titanium and Stanchart Tower.FYA has had a long-standing relationship with Raheja Universal for lead generation campaigns to social media maintenance to graphic designs. Brief Keeping in mind that each property is different and has a unique target audience a project-specific campaign had to be established on an individual basis.Establishing the overall digital presence across social media platforms for all the projects was of key importance.Gathering targeted & quality leads through social media platforms was an immense need.  Pros & Cons The Challenges Raheja faced a major issue of fragmented marketing. They always did a little SEO, print marketing, a little Social Media & some media buying. However, none of these techniques ever came together as one integrated strategy and worked for them. The Advantages Raheja Universal being an old and trusted name in the real estate sector.Willing to try new activities and new mediums to reach the audience.  Our Approach The Work Targeting Major time was spent to find the right target for each campaign considering the different target audience which varied across projects.  Lead Management  The leads were earlier managed via an excel sheet which caused the disparity between the sales team and we helped Raheja get an LMS system in place. Live Chat We also helped them get a live chat system in place on two of their projects which helped them interact with potential consumers in real-time.  Whatsapp for Business Lead generation ads via social media which were redirected to WhatsApp directly to the sales team helped in further boosting the quality of leads and overall interaction.  Influencer Activation Creating an on-ground influencer activity keeping the theme of a ‘Daycation’ in mind helped get the property an unmatched viewership which was experiential as well as visual.  Change in Approach Constant communication with the sales and marketing teams at Raheja helped us better understand the problem which helped us to tweak our strategy and get more leads and bring in a technological overhaul across projects. Lead Generation Funnel Flow Promoted Posts Bloggers YouTube Brokerage Network When Raheja Exotica was newly launched we also ran a campaign specifically targeting brokers in order to tie up with them for the sale of our property.We ran a systematic lead generation campaign via social media which helped us get in touch with 500+ brokers which in return lead to an increase in the overall sale of the property.  The Results Leads delivered   2000+Duration   12 monthsWebsite Sessions  2,00,000+Average Session Duration  1 minute 15 seconds +New Users   1,15,000+
Posted by Palak FYA