Case Study - Prestige Smart Kitchen - A World Of Ideas

Case Study: Prestige Smart

Kitchen’s Social MediaKitchen’s Social Media

Overview

• Over the past five decades TTK Prestige Limited, has emerged as India’s largest

kitchen appliances company catering to the needs of home makers in the country.

• TTK Prestige Limited is one of the world’s largest manufacturers of Pressure Cookers .

Prestige has been responsible for changing the cooking habits of millions in India; it Prestige has been responsible for changing the cooking habits of millions in India; it

has demonstrated how one could cook meals in minutes, the healthy way.

• TTK Prestige Limited has come a long way. Today, TTK Prestige Limited has the widest

product portfolio covering all aspects of the Kitchen making it the only brand to offer

TOTAL KITCHEN SOLUTIONS to the customer.

• The product range includes Pressure Cookers, Non-Stick Cookware, Rice Cookers,

OTG’s, Kitchen Hoods (Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles,

Sandwich Toasters and many other small electrical appliances. TTK Prestige Limited

also offers Modular Kitchen solutions with the widest range of options in terms of also offers Modular Kitchen solutions with the widest range of options in terms of

design, choice of materials, accessories and hardware.

• TTK Prestige Limited exports its products to USA, Europe, South Africa, Kenya,

Australia, Singapore, Middle East, Sri Lanka and many other countries.

• To change the brand perception about Prestige being a

generic name for pressure cookers.

• Wanted to highlight their range of smart kitchen

Objectives

• Wanted to highlight their range of smart kitchen

products for smarter women.

• To know their audience and their demographic

distribution through Facebook.

• To attract fans and create the highest degree of

engagement with the Target Audience.engagement with the Target Audience.

• To build a community of loyalists.

• To spread the word about Prestige through social

media

Welcome Page

• A sleek looking welcome

page, designed to let users

know(who have not liked the page) know(who have not liked the page)

about the value proposition that

Prestige Smart Kitchen holds.

• This app tells a story about every

image once clicked/mouse

hovered.

Prestige Smart Kitchen Wishlist

Contest and Facebook Application

Strategy

• Considering the range of smart kitchen appliances that Prestige has, our main aim was to communicate the message and to inject a feeling of, “wishing to own message and to inject a feeling of, “wishing to own Prestige Smart Kitchen products”

• Facebook was chosen as the right platform to communicate the message to the target audience.

• In order to move ahead with the idea and to be able to create max involvement with the TA, it was required to have a very smart looking app that can grab the have a very smart looking app that can grab the targeted attention and make it very easy for them to browse through the products.

Look And Feel

Steps Simplified

• After clicking ‘enter’ one

can see the this cool UI

where products are where products are

highlighted and more

products can be browsed

by clicking the side

buttons.

• Based on

preference, products can

be selected then dragged be selected then dragged

and dropped into a cart at

the bottom.

Smart Kitchen Wishlist Cart

• Products once chosen can be dropped in this cart.• Products once chosen can be dropped in this cart.

• Number of products dropped in the cart is shown in the Items icon.

• The total amount after adding the price of the products dragged, is shown in the price icon.

• Once the price exceeds the maximum limit (which in this case is Rs 4000), no more products can be dropped in the cart.

• After clicking next once the items

have been dropped in the cart will

take the participant to this form page.

• In the form details page the

Details Page

• In the form details page the

participant has to finally update his

details.

• One very simple, and basic question

is asked. This question is the deciding

factor for selecting winners.

Post Submit Message

After clicking ‘Submit’ the contest gets After clicking ‘Submit’ the contest gets shared on the participants wall with this message thus ensuring the virality factor for the contest.

Response

We received an awesome

response of over 1800 entries response of over 1800 entries

and queries on Facebook asking

for result announcements.

Winners Announced

VIDEO OVERVIEW

Check out the video case study on YouTube:

http://www.youtube.com/watch?v=pDDmk7x-dIQ&

Super Saver Offer

• Special Offers, Exciting Discount

Offers, Exciting Exchange Offers,

Exciting Gift Offers at Prestige

Smart Kitchen outlets.Smart Kitchen outlets.

• We did geography specific apps,

separately for North, East, West

and South.

• We divided the products by

categories and on each category

offers and discounts where

highlighted for various products

which can be browsed by clicking

the slider buttons.the slider buttons.

• “Check out our webstore

locator” app. Upon clicking this

button will direct the user to the

webstore locator link on our

website.

Valentine’s Day Contest

Look And Feel

After selecting your friend from

the list (refer to last slide).

Select the product and click next

Choosing Gift

Details Page

Post Submit Virality

Tagged Person’s Wall

Participant’s Wall

As soon as the tagging is done, products selected and forms detail page is filled. A

message goes to the participant’s wall as well as on the tagged person’s wall

Participant’s Wall

Few Queries And Responses During The Contest

Winner Declaration Update And The Corresponding Responses

Responses

Update Based Contests

Update Based Contests

Simple non-app contests were played

and based on responses and answers

best few were given Prestige vouchers.

Regular Status Updates

Regular status updates are to juice up the engagement.

Regular Status Updates

• Everyday our team posts regular status updates

on the Prestige Smart Kitchen facebook page.

• The status updates and content are:• The status updates and content are:oPrestige Smart Kitchen product info and USPs

oCooking and cleaning tips and tricks

oGeneral kitchen tips and tricks

oQuestions and conversation updates (i.e. we ask a

question, etc and reply later with the answers)question, etc and reply later with the answers)

oDid You Know updates: interesting facts, etc about

cooking, kitchens, food, etc.

Other Activities

E-mailers

Microsites

Super Saver

Microsite

Monthly

NewsletterNewsletter

Targeted Facebook Ads

Facebook ad was spent spread out based on contests

and applications.� Prestige Smart Kitchen Wishlist Contest� Prestige Smart Kitchen Wishlist Contest

� Super Saver Offer (Geographical targeting)

� Valentine’s Day Contest

Result : Targeted Facebook ads have helped us achieve

a fan base of 10,000+ in just 3 months

Fan Base: � December 2011 : 4,244

� January 2012 : +1,845

� February 2012: +3,706

Increase in Fans/Likes

9795

1091310000

12000

No. of Fans/Likes on the Prestige Smart Kitchen Facebook page

4244

6089

9795

2000

4000

6000

8000

10000

00

2000

Nov-11 Dec-11 Jan-12 Feb-12 Mar-12