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We are
• A part of a 13-year young communications agency,
• 360O digital solution provider
• Technical experts with a creative outlook
GrasshoppersIntegrated Communication Solutions:
Brand Planning
Communication Consultancy
Campaign Planning
Design & Execution
Corporate Identity
Print/Production
Media Releases
Television, Print, Radio, Outdoor, BTL
and other offline mediums
GrownupsThe Digital wing of GIPL:
Online Promotional Strategies
Website Design Development
Social Media Campaigns
Online Brand Image
Digital Media Planning
Search Engine Optimization
Analytics and Insights
GreenthumbThe PR wing of GIPL:
Strategic PR Planning
Media Advocacy
Editorial Services
Industry Relations
Digital PR
Event PR
Industry & Competition Mapping
Marketing Communications
We consist of
We don’t
…believe in hierarchy.
…have grey hair but grey matter.
…take very long to deliver.
…like complicated processes.
…believe in a free lunch.
We believe
On digital media, your ‘brand is not what you say’, it is now ‘what they say’.
Content is the king. Being original is where we come in.
Engagement with audience is the key.
We do
{Website Design and Development - UI and UX design - Static & Dynamic CMS based websites - Micro-site - Web Application Dev. - Customized & Open source Dev. - Responsive & Mobile enabled Websites
{Search Engine Optimization - Pre optimization SEO Analysis - Keyword Research and Analysis - Competitive Analysis - On page Optimization - Off page Optimization{Search Engine Marketing
- Keyword Research - Competitive Analysis - Search Engine Campaign Mgmt - Search & Display Network Ads - Web & Mobile Banners: Static, Animated- PLP/Micro-site Development - Analytics & Optimization
{Social Media Marketing- Managing Business Pages - Social Media Content Development - Social Media Fan Engagement - Social Media Advertisement - App Creation and Integration - Insights and Analysis
We didDigital case studies
Unicef (NGO)
Aeolus Tyres (Consumer Goods)
Reboot (IT)
JW Marriott Aerocity, New Delhi (Lifestyle)
Aktivortho (Rehabilitation)
Big Wong (Hospitality)
Action Group of Hospitals (Healthcare)
World Phone (VOIP Services)
The Evolution Challenge
Case Study #1 - Unicef
The Organization UNICEF is an International UN organization protecting the rights of children & youngsters and has been
working in India since 1949 to protect children's right to be educated, to be healthy, to a childhood, to be treated fairly and to be heard.
The ChallengeWe were faced with the mammoth task of creating an entirely new, dynamically operative website for Unicef which could hold their humungous data, stories, case studies, showcase their campaigns, brand
ambassadors, donors and stakeholders. The second level of our challenge was to migrate the complete old data from the previous website on
Red dot to the new website on Dot Net without losing the website traffic, data and rankings.
Our Approach To create a unique interface that reflects all the multiple aspects of the organisation upfront and is a
dummy’s guide to uploading content dynamically from the backend.
Unicef.inA programming marvel
While on the front end it holds a neat and sorted look which is user friendly, at the
backend this website holds an extensive group of functionalities. From uploading and story auto-tagging feature to creating campaign micro-sites and having a mini recruitment portal in it this website is multi functional.
We created an environment for Unicef on the online space that gives a holistic picture about their diverse areas of intervention and serves as a common platform to bring together all
their online buzz.
FB & Twitter ad campaignUnicef India Social Media Build up
The TaskUnicef India wanted to increase its fan base on FB & Twitter, with a major focus on engaging the youth, esp. young change makers. To engage general public, private companies, decision makers, NGOs & other organizations/ foundations, UN agencies as other key audiences.
The ResultThe campaign generated over 80,000 engagements & increased the fan base by 66,000 on FB only. Twitter received an overwhelming response with over 28,000 new followers & 15000 plus engagements.
The Gates ReTweetBill Gates created ripples for UNICEF India’s Polio campaign by MTing an infographic designed by Grasshoppers which received over 2700 RTs.
Infographics for UNICEF
The Brand Launch Challenge
Case Study #2 - Aeolus Tyres
The BrandAEOLUS Tyres is a world-renowned tyre maker with its presence in 140+ countries. The brand entered
India in mid-2015 in the PCR (Passenger Car Radial) segment. With an exclusive online brand launch, it needed to create a brand presence through advertising and promotions on the digital space.
The ChallengeTyre industry in India is a cluttered space with major Indian and International brands taking the major pie
of the market share. Our challenge was to launch a new brand in this occupied space, create a unique brand positioning and offering to induce customers to buy this new brand.
The StrategyA five step approach was followed to launch the brand.
Step 1: Ecommerce website
development: To enable online buying of tyres to
maximize the brand reach we developed an E-commerce website.
From shooting auto-programmed user alert e-mailers relating to car maintenance
to product shopping cart, the website served as a holistic information as well as
buying platform.
Step 2: Brand stores on Marketplaces:
Alongside we even created brand stores at the popular market
places like Snapdeal, Amazon, Paytm, Shop clues.
Step 3: Social Media Engagement:
We promoted the brand on Social media platforms like FB, Twitter and Whatsapp. Created conversations and engagement around unique brand offerings, user contest, running exclusive launch offers, product benefits, directing them to the website
with CTA buttons like Book Now!
Launched the campaign#Neverlookback
Prelaunch Teaser Engagement Post
Information OrientedProduct OrientedOffer Oriented
#Neverlookback Campaign Launch
Step 4: Social Media Ad
Campaign: We even executed FB ads and boost campaigns to achieve maximum mileage from the
campaign which led to excellent reach, impressions
& engagement along with website visits.
Step 5: Website SEO &
Google Ad-word campaign and
Youtube promotions:
To drive the online shoppers traffic to Aeolus Tyres’
website we ran an extensive Google ad-word campaign
along with video promotions on Youtube.
Campaign Results:A whopping response to a successful launch!
After a month-long launch promotions, we were able to increase the fan following across social media channels. With Facebook Advertising alone, we managed to get more than 6000 website visitors in less than
a month and generated 3L+ sales within the first 20 days of the launch.
FACEBOOK Page Likes gained within a month: 2,764Website Clicks: 6,140Page Engagements: 4,414Video Views on FB: 14,758Engaged Users: 195,052Reach: 7,918,689Impressions on FB: 9,868,044People Talking: 125,834
TWITTERFollowers gained: 50+ OrganicallyImpressions: 4.1k
GOOGLE Search CampaignTotal Interactions: 211,601 Clicks: 4,415
Display campaignInteractions: 741,341Clicks: 2,506
YOUTUBE VIDEOImpressions: 20,875 Views: 3124 Interaction rate: 14.97%
The Startup Challenge
Case Study #3 - Reboot
The BrandReboot is India’s Fastest Growing Technology Refurbisher.
They specialize in refurbishing used IT-goods to a “just like new” condition. This helps minimizee-waste significantly, while enabling Reboot to offer IT goods such as desktops, laptops, iPhones,
iPads, Fitness Trackers, Gaming Consoles and the like at highly affordable prices.
The Challenge1. Till now the company was concentrating in the B2B space. We now had to promote them in B2C.
2. Refurbished is a new category not known and understood by many.3. Lack of brand-identity in spite of being a national-level technology refurbisher.
The ApproachWe had to first redefine the brand as per B2C category. Image makeover on online and offline stores.
Gear up the Social Media handles to bridge the knowledge divide.Charged up the social media platforms with innovative campaigns, boosting its web and social
presence to a whole new level.
A Brand Element FixStarting with facelift of online and offline
storesWe first started with doing some corrective branding by giving a new tagline that better
qualifies the brand. Developed website banners which had a better consumer
connect and made the brand look vibrant and have a youth connect.
Website banners
The Social Media FixTheir social media pages had been in
existence since past 2 years but up until now the social media handles were loaded with unexciting store opening pictures, product shots,
random facts and only 400 likes over 2 years.
Our first task was to create a more easy to comprehend category
oriented posts which related to the brand well.
We created posts around highlighting the features and how refurbished
products are ‘as good as new’.
Humanizing the problem
Brand connect
Feature-oriented
Posts
Next level InsightConsumers love socially responsible brands.
So, we started an eNabling Campaign.
The Green and Social QuotientMoving on, we wanted to highlight the
philanthropic side of the brand which works for the environment by minimizing the
e-waste and helps under-privileged have access to computers and laptops thereby
bridging the Digital Divide.
#BeTheSecretSanta with Reboot
The Campaign IdeaThe #BeTheSecretSanta campaign was designed
to leverage upon the Christmas-hype. The campaign revolved around the idea of donating
one’s old/used computer through Reboot to someone needy and deserving. Reboot would
refurbish the old/used computers to a “just like new” condition and provide it to truly deserving people who lack the resources to afford it, while
saving the environment as well.
The ExecutionThe campaign was executed on FB with:
1. Campaign Tab on FB2. Posts & Video
3. Emailer4. Ads
Campaign Tab on FB Emailer Posts
#RebootTricolorFestA Republic Day Special
The Engagement IdeaWhile we were asking people to associate with a good
cause, we also wanted to up the engagement.
So, we came up with some exciting contests and offers which upped the spirit of Republic Day with Reboot
The ElementsAn online carnival of offers:
1. Special offer for Armed forces2. Tricolor contest
3. A special 26% Republic discount4. Slogan Selfie contest
Contest and Offer Posts
Campaign ResultsA stunning response, literally!
The campaign brought in a staggering 1000%+ increase in the page audiences taking the likes from 530 to 5300+ in just two-months. The reach increased significantly while bringing in more audience engagement in the form of likes, comments and shares on every post.
Cumulative engagement received over 5 days: 1500+ Comments1000+ Shares2500+ Likes 3000+ PTAT51.3% Growth within a week
The Unique Category Challenge
Case Study #4 - Aktivortho
The BrandAktivOrthoTM is India’s first-of-its-kind rehabilitation and medical therapy provider with high international
standards. The brand offers world-class orthopaedic, neurological and gynaecological rehabilitation, physical therapy, sports medicine and weight management services to its customers and has its centres at
multiple locations in New Delhi and Gurgaon.
The ChallengeSince the onset, the client made it clear that the brand wasn’t for anyone and everyone on the web and that their services needed to be advertised only to the right audience. Therefore, Grownups focused on
promoting the brand across social media, while maintaining its niche, international image in the category.
Strategy Since day one, Grownups focused on promoting the brand’s core services by creating sharable content on social media channels and increasing the fan base organically. We extensively promoted their events and
special offers in order to increase footfalls in their centres in Delhi and Gurgaon.
#1. START AKTIV campaign for kidsObjective
To promote AktivKids Summer Club as an excellent opportunity for
children to shun their sedentary lifestyles and get active
Action PlanWe focused on how AktivKids
program addresses various health issues and helps keep children
healthy and active.
Campaign ResultsIncrease in likes (organic): 68
#2. Father’s Day Campaign TAKE CARE OF PA An Engagement lead
Gratification CampaignTo promote the client’s Father’s Day
offer on social media asking people to bring their father to AktivOrthoTM
centres for a free check-up.
Action Plan We did a week-long campaign prior to Father’s Day. Asked audience to share
their #PaMoments with us on the page which was a well received activity.
We even presented them an opportunity to take out some pain from their
Father’s lives by offering a free check-up.
#3. AktivSports ‘Get Back To Your Sport Sooner’ Campaign
Campaign ThoughtTo promote the client’s sports medicine and rehabilitation
services among sportspeople on social media and asking
sportspeople to meet AktivOrtho experts on an Open Day at one of
their popular centres.
Campaign ResultsWebsite Clicks 377
Reach 41,219Total New Likes gained: 941 Percentage increase: 48.01%
An ORM & Engagement Story
Case Study #5 – JW Marriott Aerocity
The Brand
With 24,000 square feet of flexible event and meeting room space, the hotel is a premier destination here in New Delhi for corporate conventions, weddings along with business and leisure events.
This hotel offers accessibility without sacrificing style and tender it’s guests with exclusive F&B delights at its signature restaurants like K3, Akira Back and DBC.
Our TaskTo increase the brand presence of the hotel on social networking sites and enhance engagement with the targeted audience.
To achieve the same we created campaigns around various properties of the hotel along with updated feed from hotel, where-in people can understand the luxurious experience this hotel can facilitate as well as indulge in a two-way conversation
through social media. This is being successfully achieved through live tweeting events, Chef and food centric promotions to festive campaigns.
The AchievementWithin a span of 8 months we doubled the number of likes and engagement on the Social Media pages of JWM Aerocity .
From 14K the number rose to 27K mostly organically.
The Delhi Daredevils @JWMWe organized various campaigns and contests to promote Delhi Daredevils.
We started a trend of Tweet commentary wherein we saw
immense participation from the followers as well.
Interactive posts featuring cricketers, behind the scenes, picture caption
and other engaging posts were put up in order to generate user feedback
and excitement.
Picture this - Contest
Match-Day Interactivity Contest Promotion For Signed Jersey
Father’s Day Promotion @JWM
We ran a contest to share a picture with your Dad and your idea of a perfect date with him, with the
hash-tag: #FathersDayAtK3.
We also asked participants to show their Check-in on the Father’s Day
with #FathersDayAtK3 at #JWMarriottNewDelhiAerocity to
get a surprise for their DAD!
Intial Buzz
Checkin contest!
Selfie Contest
Daddy-licious brunch promotion
Arif Miyan ki RasoiThe campaign celebrated Mughlai
Cuisine with Chef Arif Qureshi.
Contest & EngagementWe started with a build up around trivia on famous Mughlai cuisine.
Ran a quiz series for the audience.
With the use of engaging posts and videos, we had a very positive reach and great participation with
the page fans.
Campaign Branding
Quiz Series – Guess the dish
Introduction of Chef Arif
Video Promotion
Jacob’s Creek : The Reserve Table with Ben Bryant
The campaign highlighted the event organized by Jacob’s
Creek Wines.
The event was called ‘The Reserve Table’ with chief winemaker Ben Bryant.
The event had wide coverage on Facebook along with
trending live tweets on Twitter and Blogger reviews later on.
Post Event Coverage
PreEvent Buzz
Bloggers Thank-you Feature
Chef Akira Back’s visit to IndiaThe campaign highlighted the visit of noted celebrity Chef Akira Back in his restaurant Akira Back at JW
Marriott.
We ran engaging posts and a contest to generate maximum
traffic.
Though the campaign began at a very short notice but we had
positive results.Reach – 22,866
Likes- 1,251Post Clicks – 454Comments - 37
Introduction of Chef Akira Back
Trivia Post + Cuisine feature
Akira Back Restaurant Promotion
Akira Back Contest Promotion
A quirky brand DNA story
Case Study #6 – Big Wong
The Brand
With a drive to serve oriental cuisine without the drab treatment it gets in the rest of the market, being quirky was the keyword for this upcoming chain of restaurants. Our task was to take out the formal aesthetics
that follow a decent oriental meal.
Food served with humorWe used social media and offline platforms to give the restaurant a look and feel that resonates with the
name and at the same time go as wild as wild can be.In a nutshell, we not only had to think outside-the-box but to break the box entirely.
Puns, good music and fresh food served with delight!For a name like Big Wong, we wanted messaging that is instantly shareable on social media either as a post, a
clicked picture or as a status update.
Big Wong
From games, to music to pop culture & movies each stone was turned because the Wong is indeed long.
With our quirky messaging we were able to tickle the funny bone and in return,
our creative became so popular with the audiences that people used to wait for
the next one.
Big Wong
The creative series became such a hit that on an average we would clock-in up to 500+ likes per post and definite
shares on all our creative.
So, from being a brand with only 2 outlets in Gurgaon, Big Wong today has 5 outlets across Delhi NCR with
one central kitchen too.
A Holistic Solution
Case Study #7 – Action Group of Hospitals
The Brand
Sri Balaji Action Medical Institute started its first hospital in 2004 in Paschim Vihar, New Delhi with a capacity of 400 beds in its Medical hospital and 100 beds in Cancer Hospital. Sri Balaji Action Medical Institute have
established themselves as one-of-the-best Hospitals in India with a mission to provide world class integrated healthcare facilities to all sections of society, whilst maintaining high standard of ethical practice and
professional competency.
The Task When we began working with Action Hospitals in 2009, it lacked proper brand identity, had an over cluttered website and no social media presence. Though social media at that time was still an upcoming phenomenon
but we gave them an early adopter advantage by bring them on the medium.
Our Bouquet of ServicesAction Hospitals has been a brand whom we gave an end-to-end solution not only in terms of Digital but
Advertising and PR as well. Our Digital Solutions: Website Development | Website Maintenance | SEO | SEM | SMM
Sri Balaji Action Medical Institute Objective
To design an interactive website and increase the footfall.
ApproachThe website was designed from scratch. the idea
was to make an “online hospital”, therefore cutting the hassle and making anything and
everything available online.
ResultsIncrease in the website traffic by 200 visits per month followed by 70-80 appointment booking
through the website itself that resulted in increased revenue for the hospital. It also
increased in the queries and positive feedback for the hospital.
Action Cancer Hospital
The IdeaThis website apart from being a window to the hospital in terms of having facilities like book an appointment also served as a knowledge platform for understanding various types of
cancers and their cures.
Post creation we even took care of website maintenance and SEO for both their websites.
Social Media Campaigns
We provided Action Hospitals with a Complete Digital
Marketing Solution.
Our strategy was to engage with the audience. Instead of
making it a one way communication. We
concentrated on making engaging campaigns that
would encourage audience participation and involvement
with the hospital too.
A Viral Story
Case Study #8 – World Phone
The Brand
World Phone Internet Services Private Limited is one of the most significant players in Internet Solutions wherein they provide a clear edge in services ranging from Internet Bandwidth, Internet Telephony (VoIP)
and related services for corporate as well as domestic users.
The Task To promote one of their new offering in terms of a International calling plan and promote it in a way that
the plan is shared by the users with their friends and family.
Our SolutionSince this campaign was done when there was no social media, we devised a series of e-mailers which would gratify the audience if they shared it and also kept the creative quotient entertaining enough to
make it go viral.
Emailer- viral campaignObjective
To promote “Free ISD calls from World Phone” plan
ApproachIt was a series of 5-6 e-mailers that
were used from introducing the campaign, to refer a friend,
registration, account activation to account renewal facilities. Each
carrying the story forward with the central character.
ResultThe campaign generated heavy sales
for the plan and the campaign was well talked about.
Micro-site and Software UI Development Project
The client was launching a new IP-PBX solution which could be customized as
per an organization’s requirements.
TaskWe were asked to create the User Interface for the software with the
Brand elements and alongside create a micro-site.
Creative ThoughtFor the Micro-site we came up with a
minimalist concept that looked unique and managed to create a product
distinction for the brand in the market.
45, Ground Floor, Okhla Industrial Estate, Phase-III, New Delhi-20 | Ph: 41720495-7Email: [email protected] | www.thegrownups.biz