BrandAppZ is a techno-marketing startup that was set up in 2009 by Harpreet Bhatia, who was earlier heading Mobile and New Business division at Yatra.com, along with Jaspinder Bhatia. The startup takes engagement for brands on the social platform to a new level by offering custom-made applications and campaigns, which can be self-designed as well.
BrandAppZ has worked with brands such as Sony Ericsson, Yatra.com, LG Electronics, Fox History & Traveller Channel, Max Healthcare, PVR bluO, Navbharat Times and Sony Pictures to develop campaigns on Facebook.
They are currently running a campaign for Fox History & Traveller Channel on Facebook. The campaign titled “What’s With Indian Men” is a promotional campaign for the channel, which has received more than 5,500 entries as of now.
Power of Ideas
Speaking to exchange4media about the conception of BrandAppZ, Harpreet Bhatia, CEO and Co-Founder, BrandAppZ, explained, “In 2009, we had participated in the Power of Ideas organised by The Economic Times. During the competition, we polished our idea with the help of a mentor from Google and went ahead to the final stage of the competition.”
The idea behind the conception of BrandAppZ was to provide the brands with a smart platform to engage with users on social networking sites. Jaspinder Bhatia, COO and Co-Founder, BrandAppZ, added here, “As social networking sites, have the user’s demographics, we came up with the concept of ‘App-vertisements’ instead of advertisements – meaning engaging with audiences on social networks with the help of viral applications.”
“The aim was to make the user engage with the brand more and get something out of the app-vertisements. Unlike advertisements, we aim to push the brand message by giving some utility to the user as this will give the user a reason to engage with the brand”, she added.
The aim of BrandAppZ was to fill the gap in the market by not just providing such applications for social media, but also making the process of designing an application for the marketer easier.
Campaign Management System
Jaspinder explained, “We understood that there was a gap in the market with regards to such applications, as the marketers had to depend on their technology departments or outside agencies, to implement what they had in mind. We wanted to make them independent and provide them the tools for such technology support. So we have made a complete Campaign Management System (CMS) using which a marketer can go ahead and completely build and manage the campaign.”
The CMS provided by BrandAppZ, can be used by marketers to generate an application for their Facebook pages, their websites, and mobiles on their own. Harpreet added, “They just need to put in the basic details in regarding the campaign, and get it ready. So we allow marketers to move ahead from a raw Facebook page to one which will be custom made, and will have rich media support as well, and manage social media interactions.”
BrandAppZ offers different varieties of social media applications - custom fan pages, store locators, contest running apps, discount apps, coupons apps and product catalogue apps. Harpreet said, “We offer various versions of the app – so brands can get a Facebook app, microsite, website widget and a smartphone app, all within the same application. So it is a seamless integration and we cover all the touchpoints – social, website and mobile.”
Besides app building, the company focuses on viral marketing on Facebook. For a campaign to grow organically on Facebook, the apps that are designed claim to leverage the viral feature within the application features. Harpreet said, “We are leveraging the viral feature of Facebook into our campaigns – through comments, wall posts, and news feed, and integration with other social networks. So you can push your campaign through to all these levels with just one application.”
“The viral feature for an application is important as with that with less media spends we aim to develop more organic traffic. We do this through news feed integration of apps, and integration of comments and sharing on the apps,” he added.
Jaspinder added, “We also emphasize on designing apps and campaigns on Facebook, within the guidelines of Facebook, which is increasingly important as instances of violation of guidelines resulted in closure of fan pages by Facebook recently.”
The company also manages an aggregator platform, called Contest Dhamaka. Harpreet explains, “On Contest Dhamaka, we are aggregating all the campaigns of brands we have worked with. It also helps the brands in giving them initial traffic. With less ad spends, they can also get users come to their campaign organically.”
The company aims to become an App store for Facebook apps by creating and aggregating such custom applications both engaging and business applications on one platform. Harpreet explains, “Our vision is to build an app store. We already have custom fan page, store locator, contest running applications, discount coupons and product catalogue applications. Now we are looking at domain-specific apps, for all brands- small, medium and big, to be made available at a monthly subscription.”