!A Case Study on Ramesh Watch

Company!

!Client: Ramesh Watch Company!!Agency: Social DNA!!Target: Hyderabad!!Media: Facebook!!Objective: To re-position Ramesh Watch Co. as a brand for the youngsters.!!!Bcpvu!Sbnfti!Wbudi!Dpnqbnz!!Ramesh Watch Co. is a multi-brand retail store of watches based in Hyderabad, Andhra Pradesh. It was established in 1948, and is Hyderabad’s largest and most trusted watch store. They have a lot of experience in the industry, and as of today, they showcase some of the top brands in watches, ranging from Armani, Tommy Hilfiger and Diesel. Ramesh Watch Co. are one amongst the few retailers that not only focus on sales, but also service and repair watches.!!• Ramesh Watch Co.’s Facebook Page is their only channel of communication that they use to

engage with their audience through social media.!!!

Dibmmfnhft!!• Ramesh Watch Company was deemed as a rather ‘old-fashioned’ brand. !!• Their primary challenge was to re-position their brand as a new, snazzy and attractive brand

for the younger generation, and connect with them emotionally through social media.!!!!Pvs!Tpmvujpn!!!• Since Ramesh Watch Co. is a physical retail store based in Hyderabad, their target audience

was limited to the region of Hyderabad. !!• We selectively targeted our audience with a lot of detail, strictly limiting it to the age group of

17-50, and made sure that all our postings had something to do with the current trends and topics.!!

• Through Facebook paid advertisements, Facebook offers, organic posts, and interaction with followers through contests and auctions, we managed to connect with Ramesh Watch Co.’s target audience of the youth and middle-aged population of Hyderabad on social media.!!

• As part of this process, our creative team designed attractive cover photos and images for the various contests and auctions that were held, so as to visually appeal to the followers along with the content.!!!!

Sftvmut!!• 7,000+ likes on Facebook.!!• Audience engagement shows over 270 people talking about our page on Facebook.!!• Achieved virality amongst our followers by posting interactive and creative content, hosting

contests and auctions. (For example, Valentine’s Day Auction)!!• A major increase in the popularity and visibility of Ramesh Watch Co. as a ‘young’ and

‘trendy’ brand in Hyderabad amongst the youngsters on social media.!!!!!!!!!!

Valentine’s Day Auction !!• Top brands such as Tommy Hilfiger, DKNY

and Swatch were auctioned at affordable prices.!!

• The period during and after the contest saw tremendous user engagement in terms of comments and shares, and page likes.!!

• The entire auction was 100% organic, and produced spectacular results as page likes shot up by 100 likes in a matter of a few days.!!

• Over 2,700 people were reached during this point of time, all through organic posts.!!!!!!! !

!

Exhibit 1 — Increase in Page likes from February 2nd to February 14th!!!

5260

5287.5

5315

5342.5

5370

Feb 2 Feb 14

Page Likes

Exhibit 2 — An attractive cover photo designed by Social DNA for Ramesh Watch Co.! !

Exhibit 3 — Interactive posts by Social DNA for Ramesh Watch Co.!!!!! !!!