![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Categories: A3 (India), B17 (Digital), C18 (Consumer Products) Program: Creating and Activating a Digital Community for Author Shobhaa De and the Launch of “Superstar India” Organization: Penguin Books Agency: Hanmer MS&L Program Story The Strategic Approach In addition to the challenges involved with creating an authentic online brand for a controversial author such as Shobhaa De, there was a more practical challenge as well: How to promote Shobhaa De’s digital destination and secure consumer interest? Research The Hanmer MS&L team immediately set out to secure a better understanding of Shobhaa De’s fans, Indian book readers and how to strategically connect an online destination to a physical book. This included a digital audit of consumer comments online to uncover potential topics of interest related to Indian authors, Shobhaa De. A media audit was conducted to understand past reactions to books on Indian society and how Superstar India could be positioned. Finally, an audit of online digital tools in India and their various audiences, popularity and features was conducted to identify those with the highest potential for reaching Shobhaa De and book fans in authentic ways. Strategy: A multi-part strategy designed to build a digital brand, promote the campaign and engage fans was set: Target Audience and Program Insights Shobhaa De as a writer has influenced the minds of the younger generation and they connect with her well. Her tongue-in-cheek humor often takes many by surprise and she has no qualms about using dramatic and stimulating language when describing the sexual escapades of Bollywood stars or the issues in Indian society today. In fact, Shobhaa is known as one of the pioneers of “Hinglish,” a mixture of English and Hindi, that is popular across Indian society today. When looking at the intended audiences one thing immediately became clear: multiple forms of media and interaction would be needed to bring to life Shobhaa’s personality and brand online. Consumers would need to be able to see, hear, exchange and get to follow aspects of Shobhaa De’s life, creative process and opinions in order for the campaign to be a success. To address perhaps the most important audience essential to the campaign’s success, the Hanmer MS&L team worked closely with Penguin Books, Shobhaa De and her manager to uncover the authors personal goals related to interacting online fans, any key requirements and to discuss some of the risks involved with negativity or a perceived lack of authenticity with online celebrity interaction. The research and interaction with the author helped not just to shape an engaging digital strategy, but one that the author was committed to being a part of. Objectives are listed on next page CONFIDENTIAL – Not authorized for public distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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MS&L Asia SABRE Award - Penguin Books India
- 1. Received SABRE 2009 Certificate of Excellence in the Digital category for creating and activating a Digital Community for Author Shobhaa De and the launch of her book, ‘Superstar India – From Incredible to Unstoppable’ for Penguin Books, India