1. Reliance Fresh – 30th June 2017
A Revolutionary story
Reliance Fresh – 30th June 2017

2. THE STORY STARTS HERE Country’s Largest Value Retailer
Offer Promotions through Catalogs & Ads
Press & VM Focus
Only communicate Offers
Savings, Savings, Savings
Meaning of Value = Rupees saved at Reliance Fresh
THE STORY STARTS HERE

3. TRANSACTIONS!
TRANSACTIONS!

4. BUT THIS IS THE STORY OF EVERY RETAILER

5. It worked for the Business..
Sales, Footfalls and awareness of shopping occasions were ensured
Consider talking about:
Social networking websites
Mobile phones

6. BUT SOON WE WERE CAUGHT IN THE CLASSIC TRAP of retail
Press Ads for price promotions
Need to Push Price Promotions
Sales and Footfalls
Post- Promotion Lull
Hyper-dependence & expenditure on press promotions to keep injecting traction in business, weekend after weekend after weekend.

7. Pricing of each and every item vis-à-vis competition
Weightage of Consumer priorities
Pricing of each and every item vis-à-vis competition
Brand Name
Brand Values
THIS IS WHAT IT LED TO: all Consumer preference got tied to the worth of every price-point..
..The Price of My Aloo vs.
My Competitor’s Aloo
Services
Loyalty
Brand Image
Instead of a leadership brand war, we were reduced to fighting a brutal street battle of product and offer pricing

8. No Wonder, THE brand got missed in the picture.
Consider talking about:
Passive approach
Active approach
Because the business exists in the company’s mind. The brand exists in the consumers’ mind.

9. We needed to do something
Change

10. Things that matter to people today
OUR CHANGE MANTRA REFOCUSED OUR EFFORTS FROM “TRANSACTIONS” TO “PEOPLE”
Things that matter to people today
Real life use and relevance of products
Social Change
We decided to build a Brandspeak in a language attuned to these factors
Time Well Spent
Everyday Empowerment
Content that enriches their life or entertains them
Knowledge
Family, Personal Life, Personal Occasions
Personal Recognition

11. DIGITAL is the perfect channel to achieve this
In order to matter to people, we decided to embrace the medium of the people – Digital
Even without the deep pockets and spends of high margin businesses, we believed we could build a brand that was memorable and spoke to peoples’ true needs of the day.
DIGITAL is the perfect channel to achieve this
High Smartphone penetration across the country
Online & Social Media Share of Time constantly increasing
Women Users steadily increasing across age-groups and economic background
Lower cost, and a more measurable impact than traditional media

12. The answer was in our choice of medium and our communication strategy
New Platform Mix
Social Media Communities
Social Media Ads
Web Ads
Press Radio VM
Leaflet TV
Old Platform Mix
Press
Leaflet
VMs
Radio
EACH PIECE OF COMMUNICATION TAILORED TO BE RELEVANT TO PEOPLE.

13. We focused our DIGITAL strategy on two key objectives1
HIGHER ORDER COMMUNICATION
Strengthen social and emotional brand associations 2
ROBUST YEAR-ROUND CONTENT
Establish brand’s human role in consumer lives
Drive Relevance of Core Business –Fresh Produce
Establish brand’s authority and expertise on all things “Fresh”

14. 3 Million People Organic Mentions to brand and film
PART 1 EXAMPLES - HIGHER ORDER COMMUNICATION
Reliance fresh tells its customers: #DildaarDiwali A Diwali viral that inspired people to think beyond themselves and redefine the happiness of their “families”
Campaign Reach
3 Million People
Celebrities and Brands
Organic Mentions to brand and film
Online coverage
Leading journals and publishing portals expressed love for the campaign

15. #BadiDiwali-2016 When we inspired a new Diwali Family Tradition
Video Views
7.4 Million+
Trending
Pan-India YouTube Trending
for 48+ hours
Impressions
425 Million social media
impressions
Press coverage
Earned PR worth 2Crores

16. 7.02 Million 27 articles on the film showcased on 23 sites
#JeeleZara A MESSAGE OF EMPOWERMENT THAT TOUCHED INDIAN HOUSEWIVES SO MUCH, IT BECAME A WHATSAPP VIRAL
Press coverage
27 articles on the film
showcased on 23 sites
Featured in 13 lists
On YouTube
Added to 596 playlists
high average view time
of 1:13 minutes
Video views
7.02 Million

17. Over 65000 More than 6 Million Over 3 Million
#Chhotisiachhai A MESSAGE OF goodness inspiring new audiences to feel closer to the brand
Reach
More than 6 Million
Views
Over 3 Million
Facebook Reactions & Shares
Over 65000

18. PART 2: round the year original branded content
Authority Perception through Tie-ups with Celebrity Chefs -engaging tips & recipe videos around key properties (Hero Veg) or seasons/festivals
Facebook Live activities and innovations with Television Stars to build awareness during Sales Events
Annual Content Calendar reflecting seasonality, retail environment, consumer occasions etc.

19. THE RESULT: bRAND RELIANCE FRESH IS ONE OF THE BUZZIEST BRANDS TODAY
Facebook Fans since 2015
5,17,000
Twitter Followers since 2016
8788
Youtube Subscribers
11,000
Top 10 Twitter Trending Ranks
#LuckyKabootar – 150 Million Impressions
#SummerBeverageBlast – 82 Million Impressions
#IndiaKhayegaHeroVeg – 80 Million Impressions
#TyohaarSwaadonKa – 157 Million Impressions
#JeeLeZara – 50 Million Impressions

20. 0% increase in Overall Marketing Budget
TOUCHING UNPRECEDENTED BRAND SCORES
Sales Increase
YOY
19 %
Footfalls Increase
YoY
14%
0% increase in Overall Marketing Budget
Brand Imagery Boosted
Source Brand Tracking 2016 vs 2014
140%

21. The success has been recognized through leading awards in the country
Most Trusted Retailers
2016
From Rank 29 to Rank 14 Overall, Rank 2 in Retail
Gold
Multichannel Marketing
Marketer of the Year
2nd Runner Up
Retail
Silver
Consumer Insight & Research
CRM/Loyalty
Sponsorship / Partner Marketing
Gold
Best Brand Building
Best Offline/Online
Integration
Bronze
Sponsorship/Partner
Promotional Shopper Marketing
Bronze
Excellence in Social Media Content

22. Daily Likes, Shares, Comments, Replies, Retweets
BUT THE BIGGEST RESULT: OUR AUDIENCE NOW SEES US AS HER FRIEND, MENTOR AND GUIDE
Audience Sharing personal queries and occasions, High user Generated content
Daily Likes, Shares, Comments, Replies, Retweets
Lots of Brand Love
Male to Female Fans: 60:40
Vs. Facebook’s 75: 25

23. THANK YOU
Reliance Fresh -Using Digital to evolve: Grocery Store to a Housewife’s Best Friend.
#EvolutionfromGroceryStoretotheHousewifesBestFriend