How Startups can use branded content and influencer marketing to fuel their awareness and build a stable conversion funnel.
Visit us at www.beeraajaah.me
2. A bit about me…
◦ Agency leader with over 20+ years of experience
in digital marketing and advertising
◦ Leadership roles at Omnicom, GroupM and
Ogilvy
◦ Co-founder Contezee
◦ Cannes Gold Winner and other industry awards
◦ Member – MMA, IAMAI & ICOM-Global
◦ Blog: www.beerajaah.me/blog
◦ Twitter: www.twitter.com/beeraajaah
◦ LinkedIn: www.linkedin.com/in/digvine/
3. Being a Startup
People want to see growth like this But in reality it looks more like this
4. The Lower
Funnel Trap
◦ Look only at conversions
◦ Google search, PPC, Facebook
◦ ”Dig a Hole” Syndrome
5. Need to look at the
funnel in totality
◦ Gradually move your consumers through
the funnel
◦ Create a cyclical process that feeds in and
creates your brand
◦ The brand in turn generates conversions
with less dependency over paid media in
due course of time
11. WE HELP YOU CREATE BRAND STORIES
WITH CREATORS AND INFLUENCERS
THAT CREATE AWARENESS AND
AFFINITY FOR YOUR BRAND
12. CONTEZEE
◦ Contezee is India's largest marketplace with 200,000+
creators.
◦ Exhaustive search helps discover high ROI influencers
◦ Largest collection of upcoming content opportunities (as
this content is anyways going to be created, low cost of
association provides high ROI)
◦ Our content expertise and market intelligence tool gets
the best out of each content created
13. Why collaborate
with influencers?
◦ Isn’t our TG is already consuming those
stories and we just collaborate with that
creator?
◦ Pull vs Push.
◦ 100% organic reach.
◦ High impact due to focus on influencer’s
audience.
◦ High Trust
◦ ROI
19. Pieces to the
Puzzle
◦ YouTube / Instagram / OTT
◦ Creator & upcoming content
◦ Biggest bouquet of upcoming content
opportunities
◦ Music videos
◦ Celeb chat shows
◦ Short films
◦ Web series
◦ Food shows
WHAT IS BEST FOR YOUR BRAND?
20.
21.
22. Reach out to Niche
audiences
◦ Find micro / niche influencers
◦ e.g. Sweater lover ( and not just fashion
influencer)
◦ E.g. chocolate baker specialist ( not just
food Youtuber )
WHAT IS BEST FOR YOUR BRAND?
23.
24. Scale up your Social
Content efforts
◦ Outsource your social media content
team to us.
◦ With 100s of creators, creativity goes next
level.
◦ Earn new audiences that these creators
have.
25. SPARSH
◦ Sparsh is a mommy community under Sheeko.
◦ Mommy influencers are followed by married females, new
moms and would be moms.
◦ 3,200+ verified YT & IG mommy influencers.
◦ 2k ~ 500k followers
◦ 60+ Celebrity moms ( >500k followers )
◦ Across product categories : -
◦ Baby Food, Baby Care. Eg: FirstCry, Johnson & Johnson,
Cerelac
◦ Kids’ items. Eg: Classmate, KinderJoy, Kissan
◦ Beauty & Fashion. Eg: Olay, FabIndia
◦ Retail Eg: Big Basket, EasyDay
◦ FMCG : Eg: Aashirvaad atta, Colgate
◦ Pre & Post Pregnancy care & fitness. Eg: Zandu Striveda,
Bio Oil,
◦ Others …
◦ Benefits & Use Case
◦ 100% authentic voice
◦ Product launches & create buzz
◦ Organising offline/ online event
◦ Share Advertorials
26. Contezee Partner
Network
◦ 50,000 Micro & Nano influencers
◦ 2k ~ 20k followers on Instagram
◦ Across 4 categories
◦ Beauty
◦ Fashion
◦ Foodies
◦ Designers and illustrators
◦ Useful for
◦ Product trials & Unboxing
◦ Create buzz
◦ Share Advertorials
◦ Social Media Posts & Creatives
◦ Benefits :
◦ 100% authentic voice
◦ Social Media creatives @ half cost
◦ Connect better with your audience
◦ We manages the logistics
27. First-in-Market
Technology audit of
Content Category
◦ Quality / type of creators / pricing /
performance / competing brand work
done in this… before looking at creators
◦ Technology driven insights
28. Bespoke Service
Model
◦ Subjective analysis done for each creators
recommended. Handpicked to suit the
brief.
◦ Coordination with creators from briefing
to creation & distribution.
29. End to End
STRATEGY >> CREATION >>
DISTRIBUTION >> MEASUREMENT
TECHNOLOGY + SERVICE
30. The Best Part
◦ ROI driven model – CPV
◦ Guaranteed minimum views
◦ Brand protection technology
33. Our Work
◦ CPV – Cost per view
◦ Cost inclusive of
◦ Creative +
◦ Production +
◦ Distribution +
◦ Analytics
Video Link CPV = 0.30
Edgy
storytelling
Video Link CPV = 0.70 Health Advocate
Video Link CPV = 0.06 Branded Music
Video Link CPV = 0.05
Comedy Sketch for
Kids
Video Link CPV = 0.16
Comedy Sketch on
Father’s Day theme
34. Case Study - HAPPN
◦ Launched in India in march 2017, Happn was looking to
grow user base in India directly competing with Tinder
◦ Collaborated with several Youtubers who talk about
relationships. Released 30 videos within 15 days
generating a lot of buzz, and delivering
◦ 70Mn+ views, 5Mn+ Engagement, 9.5 Million Downloads
◦ CPV – 0.10 Rs
◦ Ex: https://www.youtube.com/watch?v=2j_9-yM4X8s
35. Why Startups
love us?
◦ ROI driven model
◦ Flexible – Start small and then grow
◦ Scale – Massive array of influencers
available, as niche as it can get