For our campaigns, we follow a four-step planning process popularly known as POST.

• People: We carry out a detailed research of the brand's target audience and segment them into buyer personas based on demographic, psychographic and behavioural information. This step also helps in deciding how the customers will engage based on what they are already doing.
  
• Objectives: The specific objectives for the brand are defined in order to ascertain the takeaways for the brand and the user.
  
• Strategy: Once we have understood the brand, its target audience and defined its objectives, the next step is to outline the strategy to connect these attributes.
  
• Technology: Based on our strategy, we select relevant platforms that are consistent with the profile of the target group as well as the objectives of the brand.
  

Analytics: Using various analytic tools, we constantly record the activities in our various platforms and monitor the deliverables against the industry benchmarks along with the agreed deliverables.