CRED x VIVO IPL 2021:

PERFORMANCE MARKETING STRATEGY

Project Brief

CRED is a Premium service provider. They call themselves a ‘Club’; and not anyone and everyone has access to it. You gain a seat at their table by having and using a high value Credit card, with a high value credit score.

Create a new performance marketing creative strategy for CRED. Tell us what you would do differently. Design new master templates that can be scaled.This strategy should also include other formats that could be experimented with (gifs, videos, 3D etc. Anything goes).

IPL has recently shaken hands with CRED. 

Build a creative design series/mini-campaign that could be used as a series of adaptive posts for multiple Social Media channels for IPL. Create 2 image/GIF based pillar-posts that could be re-purposed across platforms.

Studying Social Media Strategy

CRED's social media directives were clearly defined in their design brief including rules towards orchestrating copy, social media content, design language, logo treatment and much more. 

 

While these guidelines helped understand the 'DON'Ts' it was also vital to marginalise the 'DOs'.

An extensive analysis on their social media strategy helped achieve clarity on the kind of approaches CRED uses to create content for, as well as interact audiences of different social media platforms, and how it helps them convey their credibility, as well as achieve their objective.

Analysis and Mind Mapping

The next step in understanding their social media strategy was breaking down their behavioural patterns and considering how it affects their brand value, equity, credibility and image. 

It also gives an overview of their audience type, as well as narrow down the viewer type to their required niche- a.k.a. people who would sincerely consider as well as be able to, avail their services.

The content, copy and creative type also prompts to the tone and style the brand prefers its campaigns and marketing strategies to follow. 

KWL Diagram: CRED Creative

The stage following that of a deep analysis was that of plotting found data, and interpreting its position on the upcoming design process.

 

The Know, Wonder and Learned diagram helped me, as the researcher, to properly breakdown my findings, and assemble them together into useful pieces of information.

This new information would then provide key pointers to lay the foundation of the ideation and brainstorming for solutions stages.

Some of the take-away insights include frequently used type case, style and language, social behaviour, engagement patterns and more.

Ideation and Brainstorming

Based on the KWL diagram and its insights, a few ideas for the final project were generated. 

The process followed a thorough mind map of all the possibilities generated on cues of the tone, language, objective and style. 

The next step was comparing the plotted possibilities with CRED's existing campaigns and performance marketing strategies. 

Furthermore, their scalable properties, value addition to the brand, and impact on the audience were also considered.

Finally, the shortlisted ideas were colour coded and sorted for further ideation.

 

Concept Building

The concept building stage followed a simple value-addition process to each of the chosen ideas from the previous ideation stage in order to eliminate concepts that may not entirely fulfil the objective.

The campaign purpose was piled upon with various ideas to scale, add value, increase validity, and garner traction. The campaign that managed to build most concepts were then taken forward for further planning.

Here, two of the best campaigns were shortlisted. These included the 'Did you get it' campaign and the 'insects v/s humans' campaign.

Campaign Planning

Similar to the previous stage, the planning stage involved adding more intricacies to the original concept to mature its overall objective and implementation more. 

The two concepts were elaborately broken down in terms of the various ways they could be implemented as campaigns, and as their possible performance marketing strategies could be. 

This would also include listing the ways in which they would be presented to the audience, or the kind of following it could target on specific platforms. 

While deciding their platform, media type and more, the initial CRED analysis was considered. 

IPL X CRED Campaign

As the previous stage cleared the creative possibilities for the campaign and performance marketing strategy, a fresh mind map was created to delve deeper into the workings of the performance marketing strategy.

This mind map would then point out key traits of the proposed strategy that, combined with the chosen campaign would determine the final concept of this project.

Plan Of Action: Next Steps

Based on what i thought and felt of the experience, a few ideas for the final project were generated. 

Mostly, I wished to focus on the enormity that I felt of the place- 'huge' and 'monumental'. I wished to highlight the way my pattern detached me from the closeness of the bushes, and seemed to double the size and distance of each tree, person and park's element from one another. 

Following the first batch of ideas and selecting the most suitable ones, I tried to focus on the installation's appearance, as well as the way it would interact with its audience. After thorough mindmapping, the shadow lamp was chosen for further work.

Illustration Mapping

The Assignment required to collect the essence of the the famous cubbon park- along with inspiration from the park as well as the metro station where the visual representation of said inspiration would be exhibit through creative media. 

The inital research involved tracking  a pattern on the map of cubbon park sparking an experience that became the foundation of the overall assignment.

 

Experience in a few words:

Self Sustaining

Huge/ Monumental

And Escape

Calm and Green

Final Concept
DRAFT

Based on what i thought and felt of the experience, a few ideas for the final project were generated. 

Mostly, I wished to focus on the enormity that I felt of the place- 'huge' and 'monumental'. I wished to highlight the way my pattern detached me from the closeness of the bushes, and seemed to double the size and distance of each tree, person and park's element from one another. 

Following the first batch of ideas and selecting the most suitable ones, I tried to focus on the installation's appearance, as well as the way it would interact with its audience. After thorough mindmapping, the shadow lamp was chosen for further work.

This project is under construction