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CASE CHALLENGE
IMPERIUM’19 – “COLOSSUS”
IMPERIUM’19 – “COLOSSUS” 2019
CASE CHALLENGE
IMPERIUM’19 – “COLOSSUS”
It was a pleasant October morning and Ajay, the product manager of CrazyFrog was looking at
the unfinished proposal lying on his table. He was wondering what should be the next steps for
the company to revamp product strategy, for their employee advocacy product: BrandSocial.
With increasing competition in the market, with several companies offering different employee
advocacy products, it was the need of the hour to gain competitive advantage.
Crazyfrog was founded in 2009. It was started by Ravi Anand (Founder and CEO), Sunil
Malhotra (Co-founder and COO) and Pankaj Kapoor (Co-founder and CTO). Its product
connects 1,000+ enterprise brands and organizations with their customers. It enables companies
to personalize customer experiences at every touch point, across the entire enterprise. It provides
social media marketing, social advertising, content management, collaboration, advocacy and
social media monitoring tools; one such tool is BrandSocial. Crazyfrog grew organically to
more than 200 employees and hundreds of customers before beginning to make acquisitions in
2014. As of mid 2017, Crazyfrog had offices in 15 countries, located across North & South
America, Europe and Asia-Pacific.In October 2017, Crazyfrog added eight new products
integrated with its Experience Cloud to create a simpler and faster unified
platform. Headquartered in Mumbai with 1,500 employees in 20 offices, Crazyfrog works with
1,200+ global companies, and nine out of ten of the world’s most valuable brands. Its partners
include SAP, IBM, Microsoft, and many others across the CXM ecosystem.
Crazyfrog Advocacy Marketing is one of a number of solutions offered by the company, such as
content management, advertising and more.BrandSocial is the tool by CrazyFrog which allows
companies to build everything from the advocacy site experience to content strategy in a single,
centralized admin console. The tool makes it easy for advocates to tell a brand’s story with one-
A survey by Oktopost says that 64% of companies credit employee advocacy with attracting and
developing new business, while 45% attribute new revenue streams to advocacy. So it’s only
natural that more and more companies are looking to leverage advocacy for higher social reach
and authenticity.
Employee advocacy is a social media marketing tactic that taps into the potential of employees’
social networks and authority. The purpose of advocacy tool is to give employees tools that they
want to use, that help them establish their personal brand and grow their network and they’ll
share company’s content all day long.By providing company content for the employees to share
on social media, marketers are able to extend their social reach and amplify their message.
Employee advocacy also has the power to turn employees into brand ambassadors, adding
authenticity and attaching a face or better yet, faces, to the brand message.
As with most of these tools, BrandSocial Advocacy Marketing allows businesses to measure the
The package encourages engagement. A business can keep its advocates informed by sharing the
most targeted, up-to-date announcements and notifications via email and the advocacy site. It
includes a digital hub where advocates can provide feedback for content, share it, and interact
with other advocates. The tool has various gamification features, such as granting badges and
Target Segment
BrandSocial is a B2B product and the company basically targets companies/brands which can
use the tool to amplify the marketing messages by encouraging its employees to share approved
branded content on their personal social media platforms. It helps B2B marketers to streamline
all their social media and advocacy activities on one platform, pulling content from corporate
Competitors
Some of the major competitors of Crazyfrog in the segment are LinkedIn Elevate, Oktopost,
Hootsuite Amplify, Bambu, SocialChorus, Dynamic Signal, Smarp, Sociabble, Connecteam. All
these competitors provide offerings which have employee advocacy as a major feature. But some
of the products also provide features related to employee engagement, employee communication,
Pricing
Problem
Ajay wants to gain competitive advantage over the competitors. Help him by answering
following questions:
Questions:
1. What are some of the features that BrandSocial can provide which can differentiate it from its
competitors? The features can be anything related to content discovery, content sharing, user
2. Currently, the company has a desktop interface. But the dilemma is, whether it should adopt
mobile first strategy or it should stick to its desktop strategy. What would you suggest? Keep
in mind that company has limited resources and it advised that the suggestions should be
backed up by data.
The teams are expected to work on the case study shared above and submit their Marketing plan
and recommendations in the form of a power point presentation in ppt/pptx format, not
Few Recommendations:
Make assumptions but make sure to highlight them explicitly wherever required
• Do not use extensive animation and put multiple layers of data in one slide
Evaluation Process:
o Practicality of implementation
• Top 5 teams will be invited for on campus finals to be held on 23rd Nov 2019 @ MDI
Gurgaon
• For presentation, teams will be allotted random slots (1-6) based on a draw.
• Each team will be given 10 minutes for presentation followed by 5 minutes of question
• Teams may not be allowed to view presentation of other teams prior to their presentation.
However a team can view remaining presentations after their presentation is over.
• Please make sure to attach the final version of your presentation in the email.
• In case of multiple entries from the same team, we will consider only the first (earliest) entry
for evaluation.
• Participating teams are required to send in their entry in the form of a ppt with maximum
• Timeline will not be extended and any submissions made beyond the stipulated timelines will
• We request the teams to send across their entries well in advance as our mailbox may receive
• All teams which have successfully submitted their entries within the stipulated time will
• The presentations made by the teams will be made available to event sponsor for evaluation
and may be used by COLOSSUS’19 team and event sponsors without any obligation to the
participants.
made by Judge Panel in relation to any aspect of the Colossus event is final and binding on
Event Coordinator:
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