Assume that you are the Brand Management team of XYZ product. You are required
to promote XYZ product by creating and managing a Facebook page for it. You must
share the admin rights of this page with Gordian Knot Mentors.
You can use different tools to popularise your FB page like videos, PR stories (real or
fake), original posts, posters, articles, links etc. this is your chance to show off the
creative and imaginative streak of yours!
Send us a brief write up on your mission and vision statement (75-100 words) to
gordianknot@irisiimi.com with subject as TeamName_MVS before 22nd October
2014, 11:00 am.
Along with the statements, the teams need to provide the entire list of features of
their product .The teams can not add any new features after that and they can not
deviate from the already mentioned features.
While you can use any promotional tool at the expense of certain number of Gordia
Your total budget is 300 Gordia (refer to the exhibits at the end).
Choose the best mix of tools for a successful social media marketing campaign. Your
success would be measured in terms of:
o
Return on investment
Reach
Take note that teams will be judged on how well they address the purpose of
Brand building, Brand promotion, Brand positioning and Creative marketing
skills
Thus, idea creation, presentation and creativity should take the front seat
while your digital skills are secondary
You will run the campaign for 5 days i.e. 21st-25th October, 2014
At the end of each day you are required to send a mail to the Gordian Knot Team to
inform them of the content update on your Facebook page writing in a line about
your reason or thought behind that post. . Fill the excel sheet attached in the mail
and send it to the Gordian Knot team at gordianknot@irisiimi.com . Failing this, your
post will not be evaluated.
Eg.: Status Update Colour Safe keeps my clothes happy to emphasise on the
USP of the detergent
Although your total reach, return and cost will be calculated at the end of 5 days, you
will also be judged on the consistency of your performance on each day.
4. Refrain from engaging in any negative publicity for rival teams Facebook pages.
5. Do not restrict your creativity. Good humour is always appreciated!
Should you have any queries, feel free to reach out to us at gordianknot@irisiimi.com
Abishek Shenoy +91 99 4510 3342
Pavan Bhambhani +91 881 8882 169
Rimzhim Mathur +91 882 7686 526
Akshay Agrawal +91 947 9754 484
You can also connect with us on Facebook at www.facebook.com/gordianknot.iimi
Let your imagination take flight and conquer.
Team Gordian Knot
EXHIBIT 1
Digital Tool
Status
Update
PR Stories
Poster
Video
Description
You can use text as an effective mode of
communication (not more than 40 words).
You can also post external links to relevant
articles (only) as well.
You can use fake newspaper clips as a
part of your PR exercise.
EXHIBIT 2
The graph below shows the number of people every digital tool reaches at different levels of
investment in those tools. You have to maximise your reach.
EXHIBIT 3
The graph below shows the return on investment from various digital tools. You also have to
maximise your returns.
Now, say after making this first investment, I invest on 2 posters. 1 poster costs 10 gordia.2 posters
will cost 20 Gordia.Hence total investment is 20 Gordia.Corresponding to this, a return of approx
12.5 Gordia is obtained see graph below.
Total Return now, is therefore 25+12.5 = 37.5 Gordia from a total investment of 85 Gordia.