Project

UnoiaTech was tasked with boosting Rishabh Puri’s (entrepreneur and writer in India) visibility on social media with a goal to increase his book sales. Deciding which messaging strategy to use was a big step towards creating a successful digital marketing campaign. We focused our campaign on creating entertaining content that’s valuable from the audiences’ point of view.

Research and Analysis

At the end of 2018, the number of social media users in India stood at 326 million. There were 241 million active users on Facebook with a whopping 97.2 million users aged between 18 – 24. Also, there were 69 million active users on Instagram. Again users of ages 18 – 24 were the largest age group.

Target audience analysis served as a foundation for our social media strategy. It enabled us to choose the specific audience that was interested in the client’s product. Social media monitoring tools helped us gather tons of data and understand the needs of the audience.

We noticed that significant information about the client and his work was missing from popular book cataloging websites like Goodreads and Google Books. The information on Amazon Author Central also needed some polishing. The books were not listed on popular e-commerce store Flipkart.

Challenges

  • Crafting the right brand messaging that resonates with the writer’s audience.
  • Create social media content that creates engagement within the community.

Brand Kit

Sending the right messaging to the right audience was a priority. Most of the work of the client revolved around topics such as Love, Life and Inspiration. The look and feel of the content played an important role in the recognition and perception of the client’s brand.

Style Guide

Typography

Typography1
Typography2
Typography3

Colors

Brown-Color-Significance
Blue-Color-Significance

Voice

Brand-Voice-1
Brand-Voice-3
Brand-Voice-2

Imagery

Imagery-Digital-Marketing

User Personas

Finding the voice based on social media personas took some time, but it was important to have authentic conversations with the audience.

Digital-Marketing-User-Personas

Social Media Engagement

Quotes

Quotes and Opinions

Contests

AudioBook Promotion

Video Storytelling on Facebook

The 5 Love Languages

The 5 Love Languages

Posted by Rishabh Puri on Wednesday, 26 December 2018
5 Helpful tips for Married Folks

5 Helpful tips for Married Folks

Posted by Rishabh Puri on Friday, 21 December 2018
The Myth about Vulnerability

The Myth about Vulnerability

Posted by Rishabh Puri on Monday, 17 December 2018
How does reading Fiction Help Us ?

How does reading Fiction Help Us?

Posted by Rishabh Puri on Wednesday, 12 December 2018
5 Love Rituals from Around the World

Posted by Rishabh Puri on Monday, 10 December 2018
How does Love at First Sight Happen?

How Does "Love at First Sight"

Posted by Rishabh Puri on Friday, 7 December 2018

Facebook Header to Promote a Cause

ZohoSocial helped us understand the reach and impressions of our content. We were also able to find the ideal posting times.

Facebook

Facebook-Content-Engagement

Instagram

Instagram-Content-Engagement
Top-Connections
Ideal-Posting-Times

Goodreads

Goodreads-Author-Rishabh-Puri

Online Bookstores and eBooks

Flipkart

Flipkart-Author-Rishabh-Puri

Google Books

Google-Books-Author-Rishabh-Puri

Final Word

Looking at the insights of the campaign and contests, we pulled it off.

Impressions-Engagements-Sales (2)

The brand messaging framework that we put in place helped pull in new audiences. Sharing content that resonated with the audience proved to be a great strategy for creating meaningful engagements within the community.

Thank You For Reading.

For Seamless Brand Messaging and a Killer Digital Marketing Campaign