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    P&G Whisper Case Study

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    daya baran
    The document contains 3 answers evaluating different aspects of digital marketing campaigns: 1. It identifies the key criteria for evaluating a digital marketing campaign as goals, target audience, audience engagement, relationship building, and return on investment (ROI). 2. It analyzes the "TouchThePickle" campaign by Whisper as a successful example, noting it had clear goals, targeted the right audience, engaged viewers, maintained relationships, and achieved a high ROI. 3. It argues a similar campaign would likely fail if run by L'Oreal, as their brand image and reputation is more focused on cosmetics rather than women's empowerment like Whisper, so the content would be seen as in

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    P&G Whisper Case Study

    Uploaded by

    daya baran
    43 views2 pages
    The document contains 3 answers evaluating different aspects of digital marketing campaigns: 1. It identifies the key criteria for evaluating a digital marketing campaign as goals, target audience, audience engagement, relationship building, and return on investment (ROI). 2. It analyzes the "TouchThePickle" campaign by Whisper as a successful example, noting it had clear goals, targeted the right audience, engaged viewers, maintained relationships, and achieved a high ROI. 3. It argues a similar campaign would likely fail if run by L'Oreal, as their brand image and reputation is more focused on cosmetics rather than women's empowerment like Whisper, so the content would be seen as in

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    P&G Whisper Case study

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    The document contains 3 answers evaluating different aspects of digital marketing campaigns: 1. It identifies the key criteria for evaluating a digital marketing campaign as goals, target audience, audience engagement, relationship building, and return on investment (ROI). 2. It analyzes the "TouchThePickle" campaign by Whisper as a successful example, noting it had clear goals, targeted the right audience, engaged viewers, maintained relationships, and achieved a high ROI. 3. It argues a similar campaign would likely fail if run by L'Oreal, as their brand image and reputation is more focused on cosmetics rather than women's empowerment like Whisper, so the content would be seen as in

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    43 views2 pages

    P&G Whisper Case Study

    Uploaded by

    daya baran
    The document contains 3 answers evaluating different aspects of digital marketing campaigns: 1. It identifies the key criteria for evaluating a digital marketing campaign as goals, target audience, audience engagement, relationship building, and return on investment (ROI). 2. It analyzes the "TouchThePickle" campaign by Whisper as a successful example, noting it had clear goals, targeted the right audience, engaged viewers, maintained relationships, and achieved a high ROI. 3. It argues a similar campaign would likely fail if run by L'Oreal, as their brand image and reputation is more focused on cosmetics rather than women's empowerment like Whisper, so the content would be seen as in

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Answer Sheet

    Answer 1.

    There many criteria to evaluate a digital marketing promotional campaign. The most
    important criteria are identifying and examining sustainable goal. Every success and
    failure of a campaign is clearly depending on the Goal which the campaign is trying to
    achieve. We have to know about the goals which is in case of digital marketing is the
    likes and share in social media and number of active visitors in terms of websites. Next
    criteria can be catering to the correct target audience. We have to clearly know about our
    audience and how they will react with our campaign. We should know about engagement
    level of the target even before launching the campaign. Next is how well we are engaging
    with the audience. We have to know how effective our campaign is reaching the audience
    and how well we are engaging them. Once we have adequate engagement with the
    audience the next criteria can be the relationship they are maintain with the firm. A good
    relationship will add value to the firm. The last can be measurement of the Digital ROI.
    Which can be based on the amount of money spent or how well is the audience
    responding to the campaign such as like, share and comment in Facebook and Instagram.

    Answer 2.

    The ‘TouchThePickle’ campaign by the P&G is a successful one. We can easily evaluate
    the success of this campaign with the above told criteria (Question 1). If we take the goals
    part, they had a clear goal of breaking the taboo regarding the menstruating women in the
    Indian society which would empower the women and eventually would result in increase
    of their brand value. They correctly catered their target audience which is women in
    India. From the case itself we can clearly see that Whisper had engaged the audience and
    maintained a good relationship with them. The YouTube ad of Whisper India which
    gained 1.8 million views within 25 days is a good example of the audience engagement.
    They maintained a good relationship with the audience by giving whisper coupons to the
    people who were engaged and shared their experience in the ‘TouchThePickle’ campaign
    on Facebook and twitter. ROI of the campaign can be measured in terms of the number of
    active participants. This campaign had participation of over 2.9 million which is huge in
    numbers. This campaign also resulted whisper to rose 15% in top of the mind- awareness
    and whisper Ultra achieved its ‘highest ever’ value share thus proving it had a good ROI. So
    with the above evaluated criteria we can clearly say that this campaign is a success.
    Answer 3.

    If L'Oréal created this campaign instead of ‘TouchThePickle’ it would had been a failure
    to a mediocre success. It can’t get near the Whisper in this campaign. It primarily because
    of the brand image both the brand has. Whisper is brand which only produces sanitary
    napkins while in the case of L'Oréal it is primarily a cosmetics brand. People won’t
    expect this kind of taboo breaking from L'Oréal it would be against its digital authenticity
    of a cosmetic brand. Whisper had built a reputation among the consumers as a brand
    which authentic to its goal of empowering women and menstrual health, However
    L'Oréal had built a reputation as good Cosmetics firm rather than a firm empowering
    women. L'Oréal is very authentic in terms of their marketing; they even have website
    called Fab beauty which is knowledge sharing blog page owned by L'Oréal for the beauty
    enthusiast’s whey there are allowing very authentic reviews which is not biased with their
    L'Oréal products. It would be inappropriate for the L'Oréal to break their authenticity and
    enter into a campaign which is not their cup of tea. It in not that L'Oréal won’t attract
    people, it is having a very good customer base however it won’t able to match the
    audience participation and engagement of the Whisper. So, in that case this campaign
    from L'Oréal can result in mediocre success or even a failure.

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