JSW

Our work

What we learned

• insightBrand love is cultivated by consistently delivering on promises, engaging stakeholders authentically, and aligning brand values with customer values. JSW · slide 4 Save slide
• findingCompetitors in the category consistently utilize five specific content pillars: People of the Company, The Brand, Social Impact, Future Forwardness, and Beyond Business. JSW · slide 6 Save slide
• findingMajor Indian conglomerates differentiate themselves by adopting distinct communication lenses and archetypes, such as 'The Philanthropist,' 'The Bold Transformer,' and 'The Nation Builder.' JSW · slide 8 Save slide
• findingConglomerates translate their overarching brand narratives into platform-specific social media strategies and distinct tonalities. JSW · slide 9 Save slide
• findingJSW's current social media narrative is fragmented because it lacks depth and cohesion across its diverse content pillars. JSW · slide 27 Save slide
• implicationJSW needs to anchor all content themes in its mission to unify its narrative and create a more purpose-driven story. JSW · slide 27 Save slide
• findingJSW relies too heavily on third-party content, which hinders its ability to establish thought leadership. JSW · slide 27 Save slide
• findingThe 'Better Everyday' proposition is underutilized and lacks consistent expression across social media platforms. JSW · slide 28 Save slide
• findingJSW's current social media content is duplicated across platforms and lacks a human narrative, which limits audience engagement. JSW · slide 28 Save slide
• findingThe category content landscape is structured around five key pillars: people, the brand, social impact, beyond business, and future forwardness. JSW · slide 31 Save slide
• findingEvery company in the category emphasizes innovation as a core value. JSW · slide 31 Save slide
• insightEach social media platform has distinct user expectations regarding tone and content, such as seeking authenticity on Facebook or professional credibility on LinkedIn. JSW · slide 34 Save slide

What we've already told them

• recommendationThe agency must extend the JSW brand promise 'Better Everyday' to social platforms to help the audience understand the brand's role in their daily lives. JSW · slide 2 Save slide
• recommendationThe agency should leverage the pillars of technology and trust to facilitate authentic conversations on social media. JSW · slide 2 Save slide
• recommendationThe campaign's primary goal is to generate brand awareness and brand love for JSW. JSW · slide 3 Save slide
• recommendationJSW should use 'Better Everyday' as a cohesive thread across all consumer touchpoints to improve brand consistency. JSW · slide 28 Save slide
• recommendationJSW should design platform-native content experiences that align with social media behaviors to foster stronger engagement. JSW · slide 28 Save slide
• recommendationUse 'Better Everyday' as a strategic lens to guide the content landscape across the five pillars. JSW · slide 32 Save slide
• recommendationJSW should consistently communicate its brand purpose and core values through the 'Better Everyday' lens. JSW · slide 33 Save slide
• recommendationJSW should incorporate the varied perspectives and use cases of each social media platform effectively. JSW · slide 33 Save slide
• recommendationDefine specific roles for each social media platform (Inspire, Connect, Immerse, Lead) to communicate the 'Better Everyday' promise. JSW · slide 35 Save slide

New ideas in a JSW project are steered away from these automatically.