Hotstar
- 1. Hotstar Content Strategy ROHIT YELVE SAKET ROONGTA
- 2. 1. The beta version of hotstar.com went live in January 2015, Star India officially launched hotstar in February 2015. 1. Primarily intended to serve as a mobile application that would support streaming of the 2015 Cricket World Cup with some entertainment content, it had 1 million downloads within six days of its launch and doubled that number in ten days. 1. Gradually, Hotstar expanded its offerings, and as of 2018 the platform hosts over 100,000 hours of content, spread across 17 languages. Infographics
- 4. 1. Great Number of followers but very low engagement 1. Only 2-3% are paid user 1. Can be used only for watching sports Initial perception of the brand
- 5. Subscription Rate on each platform Only 2-3% are paid subscribers
- 6. Active Users v/s Paid Users across all platforms
- 8. Name of the campaign Go Smart Go Solo
- 9. Goals and Objectives of campaign 1. Specifice: Create awareness among the age group between 20& above 1. Measureable: Can be measured by increase in the no. of subscribers after the campaign 1. Achievable: Increase the number of paid subscription by at least 7% in 6 months 1. Relevant: The price of subscription will help convert lead into paid subscriber 1. Timely: We will try to achieve our set goals in 6 months
- 10. Target Audience for the campaign 1. Age: 18 - 30 1. Gender: Male/ Female 1. Demographic: Lower middle and middle income group Tier 2 and Tier 3 cities 1. Location: Pan India, both online and offline
- 11. 1. #gosologopremium 2. #gosmatgosolo 3. #hotstarlive 4. #hotstarpedekh #Hashtag
- 12. Buyer Persona Industry: Information Technology Yearly revenue: 250cr Employees: 250+ Success means: Increase in salary Value most: Family, Recognition for work done Biggest Challenges: Achieving the targets, unskilled employees Preferred Communication: email only Use internet for buying research: A lot Name: Arun Agarwal Age: 52 Married with 1 kid in college and 1 working Education: Graduate Role: Director Networking practice Skills Required: Marketing, people management, business sense Reports to: CEO Manages: Engineers, Back office Social Networking sites:
- 13. Buyer Persona Name: Chandrashekhar Sarup Age: 47 Married with 2 kids studying in college Education: Graduate Role: Chef Skills: Creativity,Culinary Expertise Reports to: Head Chef Manages: Department chefs Social network: Facebook Industry: Taj group of hotels Yearly revenue: More than 10 million Employees: 5000+ Success means: Rise and promotion Value most: Job security, family ,recognition Communication: phone, emails Use internet for buying research: A lot
- 14. Buyer Persona Name: Aditi Tekriwal Age: 25 Single Education: MBA Role: Marketing Executive Skills Required: Marketing, people management, business sense Reports to: Marketing manager Manages: Sales Team Social Networking sites: Facebook, Instagram, Snapchat, Linkedin Industry: Information Technology Yearly revenue: 250cr Employees: 250+ Success means: Promotion, Recognition Value most: Family, Recognition for work done, Money Biggest Challenges: Understanding client’s requirements, unskilled employees Preferred Communication: Email, Phone Use internet for buying research: A lot
- 15. Vehicles for the campaign 1. Facebook 1. Instagram 1. Twitter
- 16. Contest Explained The contest will be conducted on Facebook and Instagram where people will be asked to vote for their favourite show on hotstar and also tag their friends on it 30 lucky winners will win free subscription to hotstar premium for 1 year
- 17. Content Bucket 1. Images 1. Videos 1. Memes 1. Contest 1. Gifs
- 18. CONTENT CALENDAR
- 19. The Content calendar is planned according to this heat map Thursday, Friday and Saturday will be the day where ad will be used on instagram and facebook
- 20. MON 5pm - 8pm POST VIDEO CLIP TUES 2pm - 3pm POST WED 5pm - 8pm TWEET POST THUR 5pm - 8PM TWEET VIDEO CLIP FRI 2pm- 3pm POST VIDEO CLIP SAT 5pm - 8pm POST POST VIDEO CLIP SUN 2pm - 3pm POST TWEET
- 24. When the time kicks for the Premier League! Watch it LIVE on Hotstar now! #Premierleague #HotstarLive
- 26. Results 1. After the completion of 6 months, the number of paid subscribers is expected to increase by 3% 1. Brand Awareness is expected to increase by 15%
- 27. THANK YOU!