Digital road map assisting the home owner on his home renovation journey.

1. CUSTOMER JOURNEY Undertaking a home
project

2. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/ NEED
RESEARCH AND
SELECTION
PROJECT
BEGINS/PROCESS
POST
PROJECT

3. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED
RESEARCH AND
SELECTION
PROJECT
BEGINS/PROCESS
POST
PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting tips and
articles, friend’s
positive experience
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info

4. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED
RESEARCH AND
SELECTION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources

5. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others

6. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support

7. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support
FDI must be a
platform to celebrate
the completion of
the project
Great experience will
automatically lead to
sharing;
opportunities for him
to speak about FDI
Had a poor
experience; not
inclined to share

8. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Triggers:
What would
persuade
him to
reach ideal
response?
Amazing pictures,
interesting itineraries
and articles, friend’s
positive experience
Need-based
messaging & servicing
Barriers:
What
dissuades
him from
ideal
response?
Unawareness
Looking at other
online/offline
resources for info
Competitive
resources
FDI must be his go to
option for project
planning
FDI offers everything
he is looking for,
getting value for time
& money
WOM Advice from
others
FDI must be his go to
option for any
problems' solution
Active support via
content
Nervousness / non-
inclination to receive
support
FDI must be a
platform to celebrate
the completion of
the project
Great experience will
automatically lead to
sharing;
opportunities for him
to speak about FDI
Had a poor
experience; not
inclined to share

9. NOW, WE LOOK AT THE ROLE OF
COMMUNICATIONS AT EACH
STAGE.

10. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Ideal
response
from a
brand PoV
Must think of FDI as a
great hub for ideas
and home décor
resources
He will hopefully
consider visiting FDI
Role of
Comms SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
FDI must be his go to
option for project
planning
PROVIDE him with all
the information he
needs.
FDI must be his go to
option for any
problems' solution
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FDI must be a
platform to celebrate
the completion of
the project
FACILITATE
evangelising and
sharing

11. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Role of
comms
SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
Digital
Touchpoints
PROVIDE him with all
the information he
needs.
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FACILITATE
evangelising and
sharing
Search + Display
Content: Sponsored & Syndicated
Social Ads: Targeting ads & promoting content
Outreach Activities: Influencers + Digital PR
CRM
Optimize Visual + Mobile platforms: Pinterest & Instagram
Mobile Innovation

12. SEARCH STRATEGY

13. ORGANIC & PAID SEARCH
Paid Search : Instant
visibility and traffic to the
website
Search Engine
Optimization : very
reliable source for long
term traffic generation to
the website
Knowledge
graph
Paid Search ads
(SEM/PPC)
Organic results
(SEO)

14. SEO

15. KEYWORD SEARCH VOLUMES
Home design ideas 8.79 L
Bedroom ideas 24 K
Kids furniture 18 K
Bedroom furniture : 450,000
Wardrobe designs : 22,000
Living room furniture : 550,000
Living room designs : 18,000
Living room sofas : 6,600
Modular kitchen designs:
12,100
Kitchen furniture : 5,400
Kitchen design : 60,500
Bathroom design : 22,000
Approach :
• Optimize site for core & long tail keywords
• Ranking the website higher on category
keywords will help drive good traffic
Home design
ideas
8.79 L
Living
room
furniture
5.5 L
Bedroo
m
furnitur
e
4.5 L

16. HOME DESIGN IDEAS - KEYWORD
TREND
Searches for ” Home design
ideas” and related searches
Continuing
upward trend
for category
searchs from
mobile

17. UNIVERSAL SEARCH OPTIMIZATION
For higher visibility on Google Search:
 Web search
 Image search
 Video search
 News & Blogs
Optimizing the website for Images /
Videos / Local / News will improve the
discoverability of the website
Images result
Video result

18. IMAGES OPTIMIZATION
Design ideas : images need to be further categorized / tagged for better
discoverability. Currently they fall under the following 4 categories
 Having more categories/ sub category pages will help target a lot of highly searched keywords
 Images are very heavy to load
 Optimizing the images on Design Ideas pages will enhance the page load time; currently the images are
very heavy
 Images need to be larger in size and lighter in weight

19. WEBSITE FEATURES FOR SEO
Site lacks good amount of content
 Having more categories/ sub category content pages will help target a lot of highly searched
keywords
 Content on Tips and advice in interior decoration
 DIY design concepts
 Fresh content to keep the user interested and search engine crawlers too
 Blogs / forums / UGC are venues of fresh content

20. WEBSITE FEATURES FOR SEO
Designer locator can be optimized to target local searches
 Good amount of searches for location based keywords
Designer profile pages along with separate portfolio pages for each designer
Strongly recommend a Blog :
 Huge prospect of driving a good amount of traffic on these content rich blog
 Content can be categorized and made interesting to target specific type of TG
 Home to interesting listicles and rich imagery making the blog a favourite for return visits
 Listicles can also be pushed over the social channels to drive traffic
Search engine friendly URL’s
 currently the site does not have a very search friendly URL architecture.
Keywords Searches
interior designers in chennai 3,600
interior designers in delhi 2,900
interior designers in mumbai 2,400
interior designer in kolkata 1,600
interior designers in pune 1,300
interior designer in
ahmedabad 720

21. SEM

22. OBJECTIVE
Awareness
Engagement
Action
• To reach a wide audience of people to drive
brand awareness
• To establish Fevicol Design Ideas as a premium,
aspirational ‘go-to place’ for the best of interior
designers & contractors
• Create buzz
• Engage with a specific audience and build
relationships
• To become an indispensable aid to the
Consumers, Professionals and Trade in their
interior projects
• Drive traffic to the site and content across
mediums

23. TARGETING PARAMETERS
TG
Demographics
Behaviour
Browsing
Patterns
Trends
FDI

24. PAID SEARCH ADS

25. TARGETING GENRE
Real Estate
• Real Estate Listings
• Real Estate
Agencies
• Commercial &
Investment Real
Estate
• New apartments
• Residential
Properties (For
Rent)
Lifestyle
• Second home
• Timeshares &
Vacation Properties
People & Society
• Family &
Relationships
• Marriage
• Parenting
• Babies & Toddlers
Interior Design
• Home Decor
Enthusiasts
• Do-It-Yourselfers
• New design ideas
from professionals
• Catalog of Stylist
Interior Decoration
Ideas to Design
your Small or
Master Bedrooms
• Home & Office
Interior Furniture
Decoration
Designing Photos

26. TARGETING KEYWORDS
Real Estate
• Apartment for rent
• Luxury apartments
for rent
• Apartment for sale
• 3 bhk flats for sale
• New flats in
mumbai
Parenting
• New born baby boy
clothes
• Baby girl gifts
• Newborn baby
clothes
• baby crib toddler
bed
• baby nursery
furniture
• baby cot
Matrimony
• Best matrimony site
• Indian matrimony
site
• Bharat matrimony
• Matrimony sites in
india
Interior Design
• designer living
room furniture
interior design
• modern living room
furniture
• small living room
furniture
• living room
furniture ideas
• contemporary
interior design
• modern office
interior design

27. TARGETING SITES
Real Estate
•prop2go.in
•propertylookout.in
•realtynewsindia.in
•indiaonrent.com
•commonfloor.com
•makaan.com
•propertywala.com
•magicbricks.com
•dreamhomesource.com
Parenting
•parentinghealthybabies.com
•kidiezone.com
•yourkidstable.com
•indiaparenting.com
•parentingnation.com
•infantchart.com
•shishuworld.com
Matrimony
•secondshaadi.com
•vivaah.com
•shadi.com
•jeevansaathi.com
•123-matrimonials.com
•bharatmatrimony.com
Interior Design
•home-interiors.in
•homemakeover.in
•myhouseidea.com
•concepthome.com
•vaastu-shastra.com
•gharexpert.com
•interior-decoration.in

28. TARGETING TOPICS

29. TARGETING INTERESTS

30. 60%
44%
4%
4%
36%
52%
Q2 2014 Q2 2015
Desktop Tablet Mobile
HOME DECOR & INTERIOR
DECORATING:
CROSS PLATFORM SEARCH TRENDS
Source: Google internal search data, based on pre-categorised queries for the Home Decor & Interior Decorating. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
56% of all
Searches are
now on Mobile
Devices
Home Decor &
Interior Decorating:
% of Queries by
Device
Search Queries in the
Home Decor & Interior
Decorating category
grew by 47% in Q2
2015

31. HOME DECOR & INTERIOR
DECORATING:
Q2 2015 AUCTION METRICS UPDATE
Source: Google internal search data, based on pre-categorised queries for the Home Decor & Interior Decorating. Note: In-quarter metrics for Query Volume and Ad
Depth are only available.
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Queries (Q2 2015 Y/Y: 46.55%)
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
1 2 3 4 5 6 7 8 9 10 11 12
Months
2012 2013 2014 2015
Impressions (Q2 2015 Y/Y: 18.06%)
Clicks (Q2 2015 Y/Y: 41.53%) Actual CPC (Q2 2015 Y/Y: 11.54%,
Avg:$0.15)

32. DISPLAY STRATEGY

33. GENRES FOR ALL YEAR PRESENCE
Ensure high visibility through
partnerships:
 Real Estate websites – Magicbricks, 99acres, etc
 Loan aggregator sites – Bankbazaar,
Paisabazaar, etc
 Matrimony sites – Jeevansaathi,
Bharatmatrimony, etc
 Used Goods sites – users visiting the
Home&Lifestyle section of sites like Quikr, OLX
 AdNetworks – Genres like honeymoon
destination, home&lifestyle, etc
 Bank tieups – Special offer to homeloan
customers/prospects of bank/s

34. OPTIMIZE VISUAL
PLATFORMS

35. OPTIMIZING VISUAL PLATFORMS
• Great image discovery platform
• Strong for generating referral traffic
through right keywords & relevant
imagery
• Create & curate content based on user’s
needs
• Recommend creating a business account
on Pinterest
150 percent rise in Indian
users in the last one year
India: 5.5mn WW base: 60 mn

36. OPTIMIZING VISUAL PLATFORMS
Hover over an
image to see
their
destination
Each pin leads
pinner to the
URL to check
out more (in
addition to
social
sharing)
Hashtags catalogue
images under general
searches

37. OPTIMIZING VISUAL PLATFORMS
Dream Home Contest
Invite Pinners to pin create a board of their dream home
using pics from FDI & Pinterest
Use hashtag #FDI #dreamhome
Pinner boards will be judged by a FDI panel & the winner
wins a chance for his/her dream home to come true.
Every image pinned with the contest hashtag shows up in
others organic searches thereby contributing to referral
traffic

38. OPTIMIZING VISUAL PLATFORMS
• Great image broadcasting platform
• Useful for building awareness & WOM
• Heavily leverage via influencers
India: 2.7% traffic of global traffic
300mn monthly users: TechCrunch
2014

39. OPTIMIZING VISUAL PLATFORMS
#Favpartofmyhome
We all have our favorite spots in our homes. Be it the
balcony over-looking greenery, the bedroom nook
where you love to curl up and read a book.
Ask users to post a picture of them chilling in the
favorite part of their home along with a short caption
describing why they love that spot.
The best instagram story gets a chance to win
goodies.

40. MOBILE INNOVATION

41. MOBILE INNOVATION
Our research revealed that husband & wife are joint decision makers
when it comes to home renovation/ redevelopment. They share a lot
of ideas, pictures & inspiration with each other, for the other’s
approval.
What if we can provide a means to this behaviour?

42. COUPLE DREAM
HOME APP
SHARE PHOTOS
TASKS
TO-DO LIST
BUDGET
PROJECT PLANS
CONCERNS

43. SOCIAL ADS: TARGETING
& CRM

44. FACEBOOK ADS & CONTENT

45. Website Custom Audience: Retargeting visitors on
Facebook
Lookalike Audience: Based on your source
audience
Passion-Points Life events/ Micro-
moments
Those interested in home
décor, designs.
Tailor creative messaging
to reach: home-makers,
art teachers
Behavioural Targeting

46. CRM: HOME-OWNER REVIEWING
DESIGNERS & CONTRACTORS

47. CRM: POST-PROJECT PHOTO-SHARING

48. CONTENT: SPONSORED
& SYNDICATION

49. THERE ARE MANY WEBSITES SUCH AS SCOOPWHOOP (13M),
BUZZFEED INDIA, STORYPICK (7M) WHICH ARE GAINING LARGE
AMOUNT OF TRACTION, AND DO PAID ARTICLES.

50. IN ADDITION TO THIS, THERE IS THE CHANCE TO DO NATIVE CONTENT
ON THE IDEAS AND HOME DECOR SECTIONS OF SEVERAL
MAINSTREAM MEDIA OUTLETS
Also, we can create specific interest content for specific sites. For
example…

51. GENERIC ARTICLES ON GENERIC
INTEREST SITES
15 home décor ideas to transform your home over a weekend:
Targeting metros
10 interior designers to watch out for in 2016: Targeting around
festive season
How to get an interior designer within your budget?: Targeting DINKS,
Young professionals
15 home décor designs trending globally

52. INTEREST-SPECIFIC ARTICLES ON
SPECIFIC INTEREST SITES
Love cute kitchen art? Here are 5 kitsch kitchen styles.
 Cooking specific websites: NDTV Good Food
Home designs from celeb homes
 Yahoo India Bollywood, Targeted to Bollywood fans on Facebook

53. USING
INFLUENCERS

54. WHY SHOULD WE USE
INFLUENCERS?
A massive population of Indian internet users consumes content and
only a small portion creates content – and they tend to be followed
heavily. It would make sense for us to engage with these influencers
as they act as message amplifiers.
MID LEVEL CELEBS
These are smaller stars, celeb
authors and movie reviewers,
journalists and public faces. Some of
these could be thought of from a
campaign point of view. Following
from 500k – 2m
ONLINE CELEBRITIES
They have built their persona online,
and are relatively more
approachable. We highly
recommend using them in various
campaigns. Comedians, early
adopters, technology, etc. Following
from 50000 – 500000.
CATEGORY CELEBRITIES
Design gurus, Behancers,
Photographers. They will reach the
visually hungry audience online, who
can in turn become evangelists for
FDI.

55. ONLINE CELEBS
Scherezade Shroff:
Beauty & lifestyle influencer
59k YT subscribers, 10k Twitter
followers.
SS shares beauty & fashion tips
from her bedroom.
Kanan Gill & Biswa (Pretentious Movie Reviews):
2.4L YT subscribers, 54k Twitter followers.
Sit in a room and take digs at Bollywood films.
Manjula’s Kitchen:
2.5L YT subscribers
Stands in kitchen and
shares innovative recipes

56. WHAT’S THE ONE COMMON THING
BETWEEN THEM?
They all video blog from some part of a home.

57. GET FDI TO CREATE BRANDED SETS
FOR THE INFLUENCERS
Inspired from the fevicoldesignideas.com site and get the influencers
to talk about it in their videos
URL & brand
mentions at the
bottom of the
influencer video

58. SUMMARIZING

59. Universal Customer Journey: Home Project
Stage
NOT LOOKING
TO REDO HOME
TRIGGER/NEED/
BUDGETING
RESEARCH AND
INSPIRATION
PROJECT BEGINS/
PROCESS
POST PROJECT
Role of
comms
SURPRISE him by
showcasing the
breadth & scope of
FDI.
CAPTURE his
attention by enticing
him with need-based
messaging.
Digital
Touchpoints
PROVIDE him with all
the information he
needs.
ASSIST him to make a
fantastic, customized
plan that he’s looking
forward to.
FACILITATE
evangelising and
sharing
Search + Display
Content: Native (Sponsored & Syndicated)
Social Ads: Targeting ads & promoting content
Outreach Activities: Influencers + Digital PR
CRM
Optimize Visual platforms: Pinterest & Instagram