 We have with us miss Aditi Srivastava who is the co-founder of pocket aces who will speak on the topic of how Content marketing can help tell your big brand story. So ladies and gentlemen help me in welcoming miss Srivastava on stage Good afternoon everyone and you know, it's good to meet all the new faces and also all the familiar faces here again Right after lunch. So thank you for saying, you know, hopefully I can keep you guys awake So I'll just start a little bit with telling you guys about pocket aces just for a minute or so and then dive Right into you know, some of the great campaigns that we've done with brands large small new old and How we've helped them tell their story and what kind of results they've seen with those You know in today's day and age when there's about 450 million Indians Online on smartphones spending about five hours a day Actually consuming content on social media platforms Etc. It's very important for you guys as brands to have Face time with these audience Audiences no longer want to see ads. They know how to skip You know, they know they know how to scroll They want to see very very engaging Content that they anyway want to watch and they're very happy to see brand messaging within the content We've done a lot of consumer studies, you know directly with consumers from say ranging from 15 to about 35 and this is what we hear Digital also helps you understand their sentiment. They comment. They like they dislike So you not only know if they've seen your brand, but whether they have actually received the messaging or not So with that we'll dive right in So very quickly pocket aces. We're about a fifth five-year-old company. We create original content Focused on mobile video. We have six different channels We have dice media which does a long-form web series content across YouTube Netflix Amazon, etc. We have filter copy that creates short-form fiction content We have gobble, which is a lifestyle channel across food travel and home We have local which is an app. That's a gaming app There we have hyper casual games. We have a live interactive games. We have streaming And there's Jambo, which is our, you know, newly launched channel. It's an animation content adult animation And there's nutshell, which is an infotainment channel similar to a vice or walks the last two are babies about just two months old As a network You know, these are some of our numbers. So we reach about 50 million unique people on a weekly basis We have, you know, 10 million subscribers across YouTube a Facebook a huge insta following in fact Filter copy is the largest viewed page on Instagram across categories And you know, we have actually, you know done this also with just content There's barely any marketing dollars behind that We do actually this number is a little bit old. We do about 1 billion video views every month Most of which is organic Apart from distributing on your YouTube Facebook Instagram snapchat what's that tick-tock share chat We also, you know, syndicate our content across various platforms. So you'll see us in Ola cabs You'll see us in in flight entertainment You'll see us on MX play you'll see us on Shimaru platform Stardust sky, etc We've worked now with over a hundred brands across categories So you can see everyone from an amphi and an SBI to you know a Godridge To a liber to of course a flip-cart or a tinder or a swiggy PepsiCo Cadbury we've worked with brands across sectors now and Repeatedly right so about 70% of our clients come back for more content We just tells you that they must have seen a positive benefit Our teams we're about 200 people across Bombay, Delhi and Bangalore and we come with sort of business backgrounds And so we understand what you as marketers are looking for we understand that when you're spending money You need to see an ROI and so we approach Content-solutioning from an ROI driven mindset So this is the kind of process that as a brand you should be looking for when you are you know creating Content for your brand or for brand marketing. So firstly, you know whoever's creating content for you really needs to understand Your brand the challenges you're having the messaging you want to put forth What you've already tried and has worked very well what you've already tried and maybe hasn't done that well You know your fears your risk appetite etc. Etc. You know then After understanding all of this about your brand we go we brainstorm and we come back to you Our campaign approach so a campaign could either just be one piece of content or it could be you know a year-long Piece of content across formats, right? We may suggest some short videos or we may suggest some you know Influenza activities we may suggest some gaming stuff depending upon your target audience and your brand We then take feedback from you. Okay, what do you like? What do you not like in the plan that we are presenting? Then we go ahead and execute so we have an excellent client servicing team that works We as a liaison between the brand and the content teams and you know really getting Down to the tee what needs to be then shot We then go ahead and release market and distribute So our strength is not just creating the best content But also the huge distribution power that we bring along we then come back and we measure report, right? So this is a very very important part somebody asked me just during the lunch break You know, how do you measure ROI? So this is something which is very very important I'm going to take you through a few case studies And you know you'll see how we work with some of these brands to tell their big brand story Amphi, I think everyone's familiar with the brand everyone's seen a bunch of their ads They've also you know been actually very very content driven. So they've done a few web series now With us they did are the third season of our series. What the folks? What the folks is a series based on a family? And it really turns the sasbahu saga over its head because it talks about you know Son-in-law living with his in-laws and the real relatable relationships You know with your in-laws and with your parents So as you can see here across the five episodes, we've actually Taken you an audience through a consumer journey through a customer journey of how to think about mutual funds how to You know think about investing in them. What are the advantages disadvantages? What are the risks etc? What are the products and so this is the advantage of content right through story-telling Through the journey of this family. We've walked you through, you know, we took a protagonist We made her the cheerleader for mutual funds and then through her we walked you through how the family made the decision of investing The series did really well. These are some of the numbers and on the right-hand side You can actually see the direct ROS is a Nielsen study You can see these were the various metrics that they were trying to measure and how all of them went up in the exposed audience set so You should demand brand-live studies when you're investing in content. It'll just help you get a lot more confidence out of it Another you know interesting listening case study is Amazon seller So Amazon Amazon and Amazon video Advertise a lot, but I don't know how many Amazon seller ads you guys might have seen was very very interesting They wanted to they wanted they want people who are running small businesses to come on Amazon Start selling on Amazon and they want to show how it can benefit your business So we did a series called home suite office where we showed a journey of You know two girls who start a business together Their struggles how they discover the Amazon seller program how they get on it Best practices and eventually how that helps them succeed So again, we were able to walk through the entire customer journey in addition to obviously the video The five episodes we did you know a lot of offline activities as well We also did a 360 campaign where our actors, you know went to Amazon events The seller events and sort of walk them through the experience. It was something fun for the seller community to do We did a lot of contests. We did corporate events, etc So that's you know a great Amazon, you know seller sort of case study and the ROI there was how many new sellers signed up Hyundai is a is a very recent example. In fact, the series has just concluded so this was the first travel series we did as a company on our platform gobble and This was to get the new Hyundai grand item neos out to the consumers, right? And they wanted to set certain You know sort of brand image where this is a car that makes you feel alive, right? that was their brand imaging and they wanted to target young couples and they wanted to show how you know in Addition to using it within the city. You can also take it for weekend trips and things like that So we crafted this series where this couple Krithi and Pranay as a real-life couple are also very popular actors go from Bombay to Bangalore driving and in each episode stopping in you know a different place and Experiencing different things. So they're doing scuba diving or rafting or you know, they're going to visit temples, etc Trying out the local cuisines We did this brand lift study for Hyundai with NEPA Which is another you know sort of analytical organization and you can see the results right there. So 75% found the integration in the series to be more appealing than in any other ad they've seen of the brand 60% people who had seen the series searched more about the car associations with the words sporty value for money good quality went up and 57% you know versus 41% was the difference in the aided versus unaided recall So these are real real numbers on the ground and real benefits that brand are seen I think there's many other case studies. I have over here for Kurekure as well We created a series and there was you know great affinity You know in brand love in trend setting they wanted to bring out their messaging Kurekure Khul guy the family ban gaye so we created a story where this unlikely group of friends Start doesn't get along in the beginning and then starts, you know really liking each other starts living with each other And we showed Kurekure as an enabler in this entire thing. They also wanted to tackle the The myth of the plastic myth that they were you know, they are having those issues We've tackled it very nicely with shoulder content also on our food channel Right, so if our food channel is using Kurekure to cook then that's an endorsement by itself Right, we showed various use cases of Kurekure right from being used as a Chakna to being used in recipes Sort of and that's how you know increased the the brand love Unacademy is one of these early Brands that has actually been built completely on digital content. How many people have heard about Unacademy? Lots of people here. I think by juice founder was the impact person of the year on academies in the similar space They've created these two very iconic series the first one coder factory is with TVF which is another player like us in the space and operation MBBS is a series which we're releasing right now one episode is out and is doing really really well This is an education brand that focuses on test prep They've done about 12 Different videos short videos with us with each video building their affinity for different categories so whether it is JEE prep or MBBS prep or You know government exam prep You know or what have you right? So they've worked with us and their journey has been this so it's basically First it was just about creating awareness. What is Unacademy? That was number one That's what we focused on for the first six months. We work with now with them continuously for two years first Four to six months was just what is Unacademy? Then we focused on driving people to download their app first-time trials Then we focused on repeat usage and retention, right? So what can you do on the app? And most recently we are focusing on subscription There's some real results here as well the within the first one month of when we started our activity Unacademy started trending on the App Store as you know number one in the education category They had X number of downloads now the metric is how many subscriptions they get with the series that we're currently doing So the point is that depending on what your brand is there are different ways To do content and different ways to measure ROI If you are an online brand, it's easier if you are an app brand you can measure downloads again It's easier if you're an offline brand You know you should do brand lift studies along with the content exercises that you do it just helps you You know build the case more internally and do more content going forward content is not a one-time activity It's something that has to be planned at a frequency depending upon your marketing needs It should be done at least quarterly if not monthly You can think about it in a hub hero hub hygiene kind of model So your hero is that one big thing that comes out that year and it can be plugged into the activity Is that you're doing beyond digital as well, right? So if you're if there's a huge TVC coming out or a huge launch of your new product You do a web series around that Leading up to your product or and even after the launch You know do short videos that create like spikes And you can use memes or you know other kind of smaller content When it comes to doing hygiene, which you really you should be doing weekly So again, I have a lot of case studies here, but I think time's up So more than happy to talk to people offline. Thank you so much