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  • BPCL Case Study

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    Ashok Obhan
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    The document summarizes BPCL's content strategy for promoting social causes related to women empowerment, environment protection, and entrepreneurship. The strategy includes: 1. Promoting themes like greener and cleaner fuel usage, women empowerment, and renewables through events like marathons, cycling, and Yoga Day livestreamed on social media. 2. Targeting millennial and Gen Z audiences in India through Facebook, Twitter, Instagram, YouTube, and LinkedIn, with short and crisp messaging presented as engaging stories. 3. Developing creative content and campaigns around women's empowerment, environment protection through energy conservation, and highlighting government initiatives through social media hashtags, videos, and public

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    the solution to the case study floated by BPCL for increasing the online presence of BPCL

    Original Title

    BPCL Case study

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    The document summarizes BPCL's content strategy for promoting social causes related to women empowerment, environment protection, and entrepreneurship. The strategy includes: 1. Promoting themes like greener and cleaner fuel usage, women empowerment, and renewables through events like marathons, cycling, and Yoga Day livestreamed on social media. 2. Targeting millennial and Gen Z audiences in India through Facebook, Twitter, Instagram, YouTube, and LinkedIn, with short and crisp messaging presented as engaging stories. 3. Developing creative content and campaigns around women's empowerment, environment protection through energy conservation, and highlighting government initiatives through social media hashtags, videos, and public

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    74 views5 pages

    BPCL Case Study

    Uploaded by

    Ashok Obhan
    The document summarizes BPCL's content strategy for promoting social causes related to women empowerment, environment protection, and entrepreneurship. The strategy includes: 1. Promoting themes like greener and cleaner fuel usage, women empowerment, and renewables through events like marathons, cycling, and Yoga Day livestreamed on social media. 2. Targeting millennial and Gen Z audiences in India through Facebook, Twitter, Instagram, YouTube, and LinkedIn, with short and crisp messaging presented as engaging stories. 3. Developing creative content and campaigns around women's empowerment, environment protection through energy conservation, and highlighting government initiatives through social media hashtags, videos, and public

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 5

    Shri Ram Case

    Conundrum BPCL
    Team Pakoda
    Sparsh Gupta
    Kapil Jakhariya

    1
    Content Strategy
    Content

    Theme
    Greener &
    Cleaner
    Women Empowerment

    Linkage with
    Environment Protection – save fuel save earth PCRA
    Renewables

    Entrepreneurship – Project Ankur

    Content Events
    Linkage with
    Components
    of Message

    Strategy government
    initiatives
    Passion

    Marathons Cycling Yoga Day

    Highlighted by live streaming services like Facebook Live, Instagram & YouTube. Family,
    Social
    collectivism
    Causes
    & culture

    2
    Promotional Strategy Target Audience
    Facebook users across India in Jan'2018 Millennials & Gen Z
    80 73.8
    70
    • 20-35 years of age
    62.6
    • 100 Million
    60
    • Tech Savvy
    50 • Feel responsible towards the
    In millions

    40 environment
    Female
    • Well informed
    30 23.4 22.6 Male
    19.5 18.5 • Short attention span
    20
    • Influenced by quality & service
    8.6
    10 5.5 6
    2.6 3.4 1.8
    1.1 0.6
    0
    Short & Crisp Messages presented in
    13-17 years 18-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65 and olders engaging stories.

    Source: Statista.com

    Digital
    Facebook Marketing

    Twitter
    Content Influencer
    Channels Instagram Marketing
    Sponsored ads
    Marketing

    YouTube

    LinkedIn Google
    Placements in
    Videos Posts Facebook Ads YouTube
    AdWords
    Videos 3
    Creative Strategy &
    Customer Engagement

    Women Empowerment #CITEPIC Environment Protection Public Events

    • A video depicting BPCL • Project Ankur • Energy Conservation • Social Cause Event
    impact on girl’s life • Emerging Leaders • Safety Pledge People’s • School Vigilance Session
    • #Safetyfirstsafetymust • Depicts BPCL Values Story
    • PCRA advertisement
    and Transgender
    empowerment
    • #greenride

    Social Cause Experiential Campaign


    – 98% inclined towards
    Emotional Attachment Promote Water and Renewable brand
    Entrepreneurship Energy Focus
    Real Life Experiences Learning from root
    Culture and BPCL Tie up with PCRA and
    Values level in schools & then
    highlight govt leveraging on Social
    initiatives media

    4
    Questions

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