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postboxcommunications.com

A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
Digital Case Study
                                                          By PostBox Communications


        Ashish Gandhi
        +91 9167696999              A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
contact@postboxcommunications.com                                         postboxcommunications.com
Mahindra EarthMaster
                                    •   For decades Earth Moving contractors in India have had to make do with
                                        products of dated technology. Mahindra & Mahindra now offers the choice
                                        to breakfree from the limitations of old technology. The Mahindra
                                        EarthMaster is the Next Generation Backhoe Loader backed by the
                                        engineering capabilities, manufacturing strength, distribution reach and after
                                        sales service of Mahindra & Mahindra

                                        The product offers cutting edge features using the latest vehicle systems and
                                        technologies at prices that are within reach of the mass market.

                                        The Mahindra EarthMaster has undergone over 20,000 hours of rigorous
                                        testing in the harshest of terrains and for the toughest of applications. It has
                                        been validated on all performance, safety and reliability parameters. It is
                                        backed by Mahindra's dealer network, which has an unparalleled reach across
                                        the country.

        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                                                            postboxcommunications.com
Objective
                                    • Brand- “Mahindra EarthMaster” ( backhoe loader ) was
                                      launched by Mahindra & Mahindra group to mark its entry
                                      into Construction Equipment Industry.
                                    • TG of the brand was 30-45 year old, male spread across
                                      India. It was no surprise that this TG was spending a less of
                                      time online.
                                    • Positioning of the brand was based on its Latest Technology
                                      and breakfree features.
                                    • The challenge was to extend the positioning of the brand on
                                      online media and create buzz.
                                    • Also look at social media to engage with the Youth TG.
        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                                      postboxcommunications.com
Landscape
                                                  Social      • Facebook
                                                Networking
                                                   Sites      • You Tube Channel



                                                                   • Facebook Ads
                                                      Product      • TG Oriented Sites
                                                     Advertising   • Dedicated
                                                                     Construction Sites


                                                              • Brand Content
                                                 Organic        delivery
                                                  Ways        • Generate
        Ashish Gandhi
                                                                Engagement
        +91 9167696999
contact@postboxcommunications.com                                               postboxcommunications.com
Product Promotion
       A mix of Innovative
       Campaigns and standard
       placements online.
                                    Online
                                     Ads
                                             Campaigns
                                             On Social
                                             Networks



        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                        postboxcommunications.com
Facebook Performance Ratio

                                     Initial :
                                       164




                                     Today :
                                     40,554
        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                postboxcommunications.com
Innovative Online Campaigns




        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                             postboxcommunications.com
Campaign : Spot & Win
                                    •   Concept Note -

                                        SPOT & WIN !!!

                                        1.Keep an eye on our increasing fan base and capture that moment when you
                                        see the number 83 inside it (For example if at any moment number of fans
                                        are 1083 then 83 is present inside it)
                                        2.Take a screen shot (Print Screen) of that moment and upload that image on
                                        our page.
                                        3.Win Mahindra EarthMaster T-Shirts !!! Hurry !! (83 is the number of
                                        Mahindra DITEC Engine Power)


        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                                                 postboxcommunications.com
Innovative Online Campaign




                                    One very well familiar word to all of you has been lost somewhere in the given
                                    long word - “ NOITNCUFTILUM ”.
                                    Can you find that word ? First 3 correct answers will win Mahindra
        Ashish Gandhi
        +91 9167696999              EarthMaster exciting Merchandise !!
contact@postboxcommunications.com                                                                          postboxcommunications.com
Social Network - Facebook

                                    • Since 3rd May 2012, we got 40,550+ fans – ( Dated 31st
                                      October 2012) on Mahindra EarthMaster Facebook Fan
                                      page.

                                    • These fans were a result of continuous product feature based
                                      content, contests with advertising and relevant engagement
                                      strategy.




        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                                     postboxcommunications.com
Social Network – You Tube

                                    • We created a YouTube channel for public viewing of
                                      Mahindra EarthMaster’s Introduction video along with few
                                      product Demo videos.

                                    • We have also uploaded few Testimonies from the buyers of
                                      the EarthMaster , who are sharing their views about the
                                      equipment.




        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                                   postboxcommunications.com
A FEW OF OUR ESTEEMED CLIENTS
        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com                                   postboxcommunications.com
THANK YOU




        Ashish Gandhi
        +91 9167696999
contact@postboxcommunications.com               postboxcommunications.com
postboxcommunications.com

A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.

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Social Media Case Study: Mahindra EarthMaster

  • 1. postboxcommunications.com A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
  • 2. Digital Case Study By PostBox Communications Ashish Gandhi +91 9167696999 A wholly owned subsidiary of Raincheck Networks Pvt. Ltd. contact@postboxcommunications.com postboxcommunications.com
  • 3. Mahindra EarthMaster • For decades Earth Moving contractors in India have had to make do with products of dated technology. Mahindra & Mahindra now offers the choice to breakfree from the limitations of old technology. The Mahindra EarthMaster is the Next Generation Backhoe Loader backed by the engineering capabilities, manufacturing strength, distribution reach and after sales service of Mahindra & Mahindra The product offers cutting edge features using the latest vehicle systems and technologies at prices that are within reach of the mass market. The Mahindra EarthMaster has undergone over 20,000 hours of rigorous testing in the harshest of terrains and for the toughest of applications. It has been validated on all performance, safety and reliability parameters. It is backed by Mahindra's dealer network, which has an unparalleled reach across the country. Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 4. Objective • Brand- “Mahindra EarthMaster” ( backhoe loader ) was launched by Mahindra & Mahindra group to mark its entry into Construction Equipment Industry. • TG of the brand was 30-45 year old, male spread across India. It was no surprise that this TG was spending a less of time online. • Positioning of the brand was based on its Latest Technology and breakfree features. • The challenge was to extend the positioning of the brand on online media and create buzz. • Also look at social media to engage with the Youth TG. Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 5. Landscape Social • Facebook Networking Sites • You Tube Channel • Facebook Ads Product • TG Oriented Sites Advertising • Dedicated Construction Sites • Brand Content Organic delivery Ways • Generate Ashish Gandhi Engagement +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 6. Product Promotion A mix of Innovative Campaigns and standard placements online. Online Ads Campaigns On Social Networks Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 7. Facebook Performance Ratio Initial : 164 Today : 40,554 Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 8. Innovative Online Campaigns Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 9. Campaign : Spot & Win • Concept Note - SPOT & WIN !!! 1.Keep an eye on our increasing fan base and capture that moment when you see the number 83 inside it (For example if at any moment number of fans are 1083 then 83 is present inside it) 2.Take a screen shot (Print Screen) of that moment and upload that image on our page. 3.Win Mahindra EarthMaster T-Shirts !!! Hurry !! (83 is the number of Mahindra DITEC Engine Power) Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 10. Innovative Online Campaign One very well familiar word to all of you has been lost somewhere in the given long word - “ NOITNCUFTILUM ”. Can you find that word ? First 3 correct answers will win Mahindra Ashish Gandhi +91 9167696999 EarthMaster exciting Merchandise !! contact@postboxcommunications.com postboxcommunications.com
  • 11. Social Network - Facebook • Since 3rd May 2012, we got 40,550+ fans – ( Dated 31st October 2012) on Mahindra EarthMaster Facebook Fan page. • These fans were a result of continuous product feature based content, contests with advertising and relevant engagement strategy. Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 12. Social Network – You Tube • We created a YouTube channel for public viewing of Mahindra EarthMaster’s Introduction video along with few product Demo videos. • We have also uploaded few Testimonies from the buyers of the EarthMaster , who are sharing their views about the equipment. Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 13. A FEW OF OUR ESTEEMED CLIENTS Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 14. THANK YOU Ashish Gandhi +91 9167696999 contact@postboxcommunications.com postboxcommunications.com
  • 15. postboxcommunications.com A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.