Content & website strategy approach for Castrol power1: creating a social aggregator platform as well as online community for avid bikers.

2. THE
TASK:
To
create
a
website
that
will
represent
the
brand
Castrol
Power1
on
the
net,
and
help
in
increasing
the
awareness
of
the
brand
among
the
right
target
audience.
The
website
will
also
act
as
an
aggregator
of
user-­‐
generated
content
from
Facebook,
TwiCer,
YouTube
and
other
media.

3. THE
INSIGHT:
Power
1
target
audience
is
moving
towards
digital
&
social
medium
strongly.
An
average
biker
today
likes
to
be
a
part
of
facebook
community
and
share
his
life
there.

4. THE
OBJECTIVES:
To
engage
the
target
audience
on
his
chosen
plaOorm
&
create
a
posiPve
brand
influence.
The
website
will
not
only
serve
as
a
plaOorm
for
users
to
know
more
about
our
brand
and
bond
over
their
shared
passion
of
biking,
it
also
serves
as
an
aggregator
that
will
archive
all
the
selected
user
generated
content
from
social
networking
sites.
To
host
the
biking
specific
arPcles
that
will
be
provided
exclusively
to
Castrol
by
the
content
partner
xBhp.

5. THE
TONE
OF
COMMUNICATION:
The
website
should
make
the
brand
Power1
synonymous
with
power
and
performance
The
tone
should
be
keeping
in
with
the
theme
of
•
Passionate
biking
•
ExperPse
in
biking
•
Power
and
performance
•
Legacy
of
Castrol
in
Motorsports

6. WE
NEED
TO
DEVISE
&
INTEGRATE
AN
EFFECTIVE…

7. LET’S
UNDERSTAND
YOUTH
TRENDS
Content
Credit:
Graham
Brown
(youth
trends)

8. Are
you
going
to
Are
you
going
to
make
me
support
our
FAMOUS?
COMMUNITY?
TREND
TREND
"
Consumer
Generated
Content
&
MarkePng
"
Create
CommuniPes,
Not
just
sell
Products

9. Are
you
going
to
Are
you
going
to
make
me
feel
help
me
support
a
IMPORTANT?
CAUSE?
TREND
TREND
"
The
rise
of
Community
ExperPse
&
Review
"
Social
Values
&
Youth
Movements

10. Are
you
going
to
Are
you
going
to
give
me
direct
put
me
in
the
ACCESS?
DRIVING
SEAT?
TREND
TREND
"
Access
all
areas
Interact
1
on
1
"
Brand
Ownership

11. Are
you
going
to
Are
you
giving
me
HELP
ME
to
get
room
to
where
I
want?
CREATE?
TREND
TREND
"
PromoPng
the
Influencers
The
parPcipants
"
Consumer
created
AdverPsing

12. Are
you
going
to
Are
you
going
to
TEACH
me
make
something
NEW?
MY
OPINION
count?
TREND
TREND
"
Get
the
Brand
to
‘educate’
and
create
‘awareness’
10
Consumers
are
the
new
product
development
team

13. THE
YOUTH
IS…
Super
connected
Views
community
as
essenPal
Trust
unknown
peers
Has
a
desire
to
be
‘heard’

14. INDIVIDUAL
COMMUNITY

15. THE
APPROACH
Create
&
Maintain
a
balance
between
‘ME’ & ‘WE’
Allow
the
audience
to
express
their
INDIVIDUALITY
Within
the
context
of
the
COMMUNITY

16. THE
APPROACH
Create
&
Maintain
a
balance
between
‘ME’ & ‘WE’
The
youth
wants
to
build
their
own
Young
people
have
started
to
INDEPENDENT
IMAGE
&
make
realize
the
sheer
power
of
UNITY
purchases
based
on
their
INDIVIDUAL
JUDGEMENT
rather
than
They
are
now
COLLABORATING
blindly
following
‘trendseCers’.
with
LIKE-­‐MINDED
individuals
in
order
to
combine
their
strengths
Each
wants
to
have
his/her
UNIQUE
with
the
aim
to
achieving
style
and
be
known
by
the
choices
sustainable
success
faster
they
make.
Quoted
from:
MTV
connect
with
Young
India

17. OBJECTIVES
OF
THE
‘PLATFORM’
 Build
a
community
>
powered
by
the
Brand
 Create
a
‘context’
>
to
build
awareness
of
the
product
 facilitate
an
‘open
forum’
>
Encourage
sampling
&
reviews
 Let
the
people
be
the
judge
>
Rather
than
push
claims
 ‘MarkePng
with
the
Youth’
>
not
‘MarkePng
to
the
Youth’
PARTICIPANTS
become
BRAND
AMBASSADORS
The
community
creates
&
builds
the…
MESSAGE
CREDIBILITY
Word
Of
Mouth

18. CONTENT
STRATEGY
There
are
2
segments
of
consumers
that
we
need
the
website
to
appeal
to:
•
Tie-­‐in
with
influencers
and
bonding
with
Power1
•
Increase
in
awareness
of
the
brand
amongst
biking
fraternity
as
a
whole
Thus,
our
strategy
is
two-­‐pronged:
•
We
need
a
plaOorm
that
appeals
with
the
experienced
biker
through
publishing
of
focused
content
and
hosPng
of
contests/
applicaPons
that
interest,
involve
and
graPfy
expert
bikers.
•
The
website
should
also
be
able
to
include
the
general
biking
junta
through
an
aCracPve
interface
and
by
involving
them
in
interacPve
conversaPons,
documentaPon
of
travelogues
and
light
applicaPons.

19. THE
CONTENT
STRATEGY
FOR

21.
The
Macho
Bikes
Extreme
Riding
CondiPons
(Eg.
Leh)
Toughest
Driving
Routes
Bike
ModificaPon
The
specialists:
directory
of
niche
bike
services
Riding
Challenges
(Online
Games)
Power
1
uses
is
"Accelerate
the
Storm".
User
can
parPcipate
in
a
racing
game
with
different
levels
of
thunder-­‐storm.
The
acceleraPon
for
the
bike
is
provided
by
Castrol
Power
1
which
he
can
use
as
a
booster.

22.
Core
product
i.e.
"Power
1".
Bike
Reviews:
content
from
xBhp
Bikers
Stories
How
performance
has
evolved
Riding
and
Other
Tips
India
Map
with
pictures
of
bikers
at
various
locaPons
Bike
Maintenance:
how-­‐to's,
Pps,
video
guides

23.
Biking
Apps
Share
your
Experience
Clubs
&
CommuniPes:
Bikes,
Rides,
CiPes
Biking
Gear,
Accessories
Helmet
designs
&
Decals
Music
for
the
Road