A PROJECT REPORT

ON

EFFECTIVENESS OF SOCIAL MEDIA CAMPAIGNS

OF DIFFERENT BRANDS IN INDIA

PREPARED BY

NAME

BENGAL INSTITUTE OF BUSINESS STUDIES

MBA

(2019-2021)

UNDER THE GUIDANCE OF

PROF.

This Project is Submitted for the Partial Fulfilment of Masters of Business Administration
from Vidyasagar University

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 DECLARATION

I, DEBDYUTI GHOSH, student of MBA , of year (2019-2021) studying at

Bengal Institute of Business Studies, Kolkata, hereby declare that the dissertation
report done in “EFFECTIVENESS OF SOCIAL MEDIA CAMPAIGNS OF
DIFFERENT BRANDS IN INDIA” is the original work conducted by me. The

information and data given is authentic to best of my knowledge. The dissertation

report will not be used anywhere else for any award of any other degree, diploma
and fellowship.

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 (Signature of Student)

CERTIFICATE

To Whom it May Concern

This is to certify that (Reg No. of 2019-2021

of Roll No. ), a bona fide student of “BENGAL
INSTITUTE OF BUSINESS STUDIES” has completed his/her own dissertation and it is an
original work and is not copied from any other resources.

Thanking

you, Yours

truly,

Assistant Professor

Bengal Institute Of Business Studies

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 ACKNOWLEDGEMENT

I offer my special thanks and prayers to God Almighty for showering his blessings on us and
bestowing us with the skills and abilities to carry out this study.

I cordially thank Bengal Institute of Business Studies for giving me the opportunity to undergo
the dissertation report.

I express my profound sense of gratitude to my research supervisors for their guidance, support,
encouragement and opinion whenever needed.

I would like to thank all the people who directly and indirectly helped me groom my
knowledge and taught me during the course of my master’s study.

Most of all I would like to thanks my parents and give my sincere gratitude for all the support
and encouragement they have given me during the entire master’s journey.

Lastly, I would like to thank my friends who directly and indirectly helped me making the
dissertation.

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 TABLE OF CONTENTS

INTRODUCTION 7 - 17

LITERATURE REVIEW 18 - 21

RESEARCH OBJECTIVES 22

RESEARCH METHODOLOGY 23 - 32

RESEARCH FINDINGS AND ANALYSIS 33 - 53

RESEARCH CONTRIBUTION 54

SUGGESTIONS 55 - 57

LIMITATIONS 58

CONCLUSION 59 - 60

BIBLIOGRAPHY 61

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 ABSTRACT

Social media and social media marketing are sometimes used interchangeably, but two indeed
are different. The purpose of this research paper is to revisit some of the most effective Social
Media Campaigns that were designed by different brands in India and also their effectiveness
in terms of the goals set by the brands themselves.
Today almost every internet user is familiar with these two words irrespective of their
profession,
nationality, culture, race or religion etc. This concept is only a decade old but has reached
every social and economic class of our society. Blackshaw & Nazzaro (2004) have beautifully
defined social media in the beginning of the era of social media, as the new source of online
information, where the information itself is created, initiated, circulated and used by
consumers for the purpose of educating each other about products, brands, services,
personalities and issues. The way of communication has changed with the evolution of social
media, and every business
irrespective of its size has a presence on social media.
The focus of this research is to understand the relationship between the two concepts and
finally reach to certain conclusion. For the purpose of this research we have examined the
literature available on social media and its functional blocks in the beginning of the paper and
then we have studied the dimension social media marketing tools. The purpose is to study the
relationship between the functionalities of the social media and the dimension of the social
media marketing in order to redefine the concept.

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 CHAPTER 1: INTRODUCTION
The emergence of new information and communication technologies, particularly the Internet
and Social Networks, has changed the market dynamics, threatening the competitive positions
of the firms and increasing the power of consumers. The Internet- and online-based social
media have changed consumer consumption habits by providing consumers with new ways of
looking for, assessing, choosing, and buying goods and services. These developments influence
how marketers operate and affect marketing practices in terms of both strategy and tactics by
presenting marketers with new challenges and difficult choices. In today’s technology-driven
world, social networking sites have become an avenue where brands can extend their marketing
campaigns to a wider range of consumers.

Social Media Marketing is defined as a “connection between brands and consumers, [while]
offering a personal channel and currency for users centred networking and social interactions.”
The tools and approaches for communicating with customers have changed greatly with the
emergence of social media; therefore, businesses must learn how to use social media in a way
that is consistent with their business plan. This is especially true for companies striving to gain
a competitive advantage.

History of Social Media Marketing

Considering the current volume of internet marketing business, it’s hard to believe how young
the internet marketplace is. While the timeline of internet marketing has been short, the
cumulative events leading up to where we are now have impacted the entire globe faster than
any marketing revolution in history. In 1994, spending for internet marketing totalled nearly
nothing, but increased to over $300 million in 1995. Now, little more than a decade later,
marketing spending and internet marketing business has exploded to nearly $200 billion
(according to Forrester Research). Today, it’s hard to believe in having an organization which
doesn’t have some kind of online presence. When the internet was first introduced in the early
90s, it wasn’t considered to be an advertising medium at all. Instead, the internet was treated as
a tool for exchanging emails and digital information, but wasn’t yet considered valuable for
reaching customers. However, it wasn’t long before marketing pioneers began to see

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the

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potential for internet marketing business as millions of web surfers logging on each day to find
valuable and relevant information. Within just a few years, informative and educational
marketing, as well as graphically enticing banner ads began to be show up. It wasn’t long
before results began to flood in which proved the value of the internet marketplace to even the
most sceptical advertisers. Most importantly, companies which had been spending huge chunks
of their marketing budget on offline list building, begin to realize that they could accomplish
the same thing via email and for much less. It wasn’t long before everyone from industry giants
such as Microsoft Corp. to small businesses began to build company sites and spend marketing
dollars to attract qualified traffic. Next, search engine companies like Yahoo! began to create
significant profits from advertising alone. Then came the great internet marketing business bust
around the year of 2000, which marked the beginning of the end for interruptive marketing
such as flashing banner ads. As interactive features were added to web pages, consumers were
given the option of turning off marketing messages at will and they did. Then entered the age
of education based invitational marketing, which crystallized with the creation of web 2.0
technologies. Suddenly, billions of “voices” began to rise all over the world, as the internet
marketplace became as much a global community as it was an advertising medium. This led to
a relational based marketing approach which has led to one of the most lucrative opportunities
for solo entrepreneurs and small start-ups alike to make a small fortune working from their
spare bedroom. Who knows where the internet marketing revolution will lead us, but one this is
for sure: Those who understand the principles upon which the thriving internet marketplace is
built will most likely never want for opportunities to create internet marketing business success
and to earn solid income.

A Social Media Campaign is a coordinated marketing effort to reinforce or assist with a

business goal using one or more social media platforms. It is the execution of a planned social
media and social media advertising strategy to improve brand awareness, social media user
interaction, as well as business goals or KPI’s (key performance indicators), which are
measured through analytics and sales revenue outcomes. Coordinated marketing efforts which
develop or promote a specific business goal by using one or more social media networks. This
requires focus, targeting, and analysis when compared with typical social media marketing use.

A Social Media Campaign should focus on a singular business goal, whether it's on Facebook
or Instagram. Common goals for social media campaigns include:

● Getting feedback from users.

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 ● Building email marketing lists
● Increasing website traffic
● Improving overall brand engagement
● Directly driving sales

According to the recent study (Jan 17,2020) published by the Statista Research Development,
with over 560 million internet users, India is the second largest online market in the world,
ranked only behind China. By 2021, there will be over 600 million internet users in India. The
study also said that one aspect wherein India shares the characteristics of other global internet
users is its passion for social media. It was estimated that by 2021, there would be around 400.3
million social network users in India. A significant increase from 2016, when this figure stood
at about 168 million. Furthermore the share of Indian population that access social networks is
expected to jump from 22 percent in 2017 to over 26 percent in 2019.

Amongst all of the social media available, Facebook was the most popular social networking
site. In fact, with about 166 million Facebook users in the country,

Fig: Social Media Market Share in India (Jan’15 – Dec’19)

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Social networking is now an important aspect of the day. With most people spending more than
hour online! The below chart depicts very clearly that how much it is important for the
marketers to exploit the situation by making workable marketing strategies.

Fig: Time Dedicated for Socializing by Users

Social media helped people connect with long lost friends. This is evident with 58% respondent
in the survey using such platform to connect with friends. While 24% respondents believe in
exchanging their views and experiences on various products/Services and others apart from just
playing games and participating in contests (16%). So, here marketers have plenty of
opportunity to communicate with their targets and offer them their products/service to persuade
them to transact and become loyal customer for them. It is a fast growing platform for brands in
all the sectors. It acts as an effective tool as it is the best way to reach out market segment
without incurring huge cost.

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 Fig: Consideration of Social Media in Buying Decision

It is evident from the above bar chart that most of the respondents are using social media
networks are considering social media before starting of buying decision making process. More
than two third of users are always considering social media networks at the time of getting into
purchase decision. So, it is of enormous importance for the marketers to put information on the
social sites where there is huge probability to come into the eyes of consumers and if successes
into pursuing the customers’ then positive word of mouths will automatically get started. This
will eventually give rise to multiple impacts and conversation will get started on the web.

India has the largest user Facebook user base in the world. Other popular networks include
WhatsApp, Google+, and Skype.

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 Fig: Increase in the No. of Facebook Users in India

Facebook’s casual, friendly environment requires an active social media marketing strategy.
This clearly shows that India is a huge market-place for brands where they can reach to their
audience by creating innovative conversations with them.

This study will be showing how brands are creating effective Social Media Campaigns to reach
out to their audience.

Social media marketing is the use of social media platforms to connect with your audience to
build your brand, increase sales, and drive website traffic. This involves publishing great
content on your social media profiles, listening to and engaging your followers, analyzing your
results, and running social media advertisements.

Social media marketing first started with publishing. Businesses were sharing their content on
social media to generate traffic to their websites and, hopefully, sales. But social media has
matured far beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a business
that is concerned about what people are saying about its brand would monitor social media
conversations and response to relevant mentions (social media listening and engagement). A
business that wants to understand how it’s performing on social media would analyze its reach,

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engagement, and sales on social media with an analytics tool (social media analytics). A
business that wants to reach a specific set of audience at scale would run highly-targeted social
media ads (social media advertising).

The Five Core Pillars of Social Media Marketing:

1. Strategy
Before diving right in and publish something on social media, taking a step back and
looking at the bigger picture is important. The first step is to think about social media
strategy. There are some questions that are needed to be answered first.
What are the business goals? How can social media help achieve these business goals?
Some businesses use social media for increasing their brand awareness, others use it for
driving website traffic and sales. Social media can also help to generate engagement
around the brand, create a community, and serve as a customer support channel for
customers.
Which social media platforms do the brand want to focus on? The major social media
platforms, mentioned above, are Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as
Tumblr, Tik Tok, and Anchor, and Social Messaging platforms, such as Messenger,
WhatsApp, and WeChat. When starting out, it’s better to pick a few platforms that the
brand thinks their target audience is on than to be on all platforms.
What type of content do the brand want to share? What type of content will attract their
target audience best? Is it images, videos, or links? Is it educational or entertaining
content? A good place to start is to create a Marketing Persona, which will help to
answer these questions. This does not have to be fixed forever because they can always
change their strategy according to how their social media posts perform.

2. Planning and Publishing

Social media marketing for small businesses usually starts with having a consistent
presence on social media. Close to three billion people (3,000,000,000) use social
media. By being present on social media platforms, the brand gets an opportunity to be
discovered by their future customers.
Publishing to social media is as simple as sharing a blog post, an image, or a video on a
social media platform. But it is important to plan the content ahead of time instead of
creating and publishing content spontaneously. Also, to ensure that they are

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maximizing

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 their reach on social media, they need to publish great content that your audience likes,
at the right timing and frequency.

3. Listening and Engagement

As the business and social media following grow, conversations about the brand will
also increase. People will comment on social media posts, tag them in their social media
posts, or message directly.
People might even talk about the brand on social media without letting them know. So
they will need to monitor social media conversations about their brand. If it’s a positive
comment, they get a chance to surprise and delight them. Otherwise, can offer support
and correct a situation before it gets worse.

4. Analytics
Along the way, whether the brands are publishing content or engaging on social media,
they will want to know how their social media marketing is performing. Are they
reaching more people on social media than last month and how many positive mentions
do they get are to be analysed. How many people used their brand’s hashtag on their
social media posts can also be measured. The social media platforms themselves
provide a basic level of such information. For example, Facebook has their own
analysis tool which is known as the Facebook Ads Manager which provides a robust
information about the performance of the Ad Campaigns which are run on Facebook.

5. Advertising
When brands have more funds to grow on their Social Media Marketing, an area that
they can consider is Social Media Advertising. Social Media Ads allow them to reach a
wider audience than those who are following them. Social media advertising platforms
are so powerful nowadays that brands can specify exactly who to display the ads to.
Brands can create target audiences based on their demographics, interests, behaviors,
and more. When brands are running many social media advertising campaigns at once,
they can consider using a social media advertising tool to make bulk changes, automate
processes, and optimize their ads.

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According to the recent study (Feb 11,2020) published by the Statista Research Development,
with the ease of internet access, the number of social media users in India stood at 326.1
million in 2018. This increase is relatively lower as compared to the growth that occurred
between 2016 and 2017. Nevertheless, the social network users in the country were expected to
be almost 448 million in 2023. Facebook remained the popular choice among the social media
platforms as of 2017.

Fig: No. of Social Network Users in India

What was the attraction and who was attracted to it?

The Indian Premier League, an annual cricket tournament conducted across major cities in the
country might hold the answer. The IPL, one in many cricketing events followed religiously in
India, had the highest attendance among all cricket leagues worldwide. Apart from the
attendance, fans seemed to be keen on updates about their favorite teams. The IPL teams
registered over 59 million likes on Facebook alone and more than 81 million followers on
Twitter. Most of the Facebook usage came from the younger generation, aged between 18-24
years to be precise, with over 97 million users in 2018.

How was this achieved?

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Increased availability of internet connections and access in recent years, propelled by the
central government's Digital India initiative was directly proportional in the growth of social
media users. Internet penetration had been on the rise with almost 30 percent of the Indians
being able to access the internet in 2016, which made the South Asian country the second
largest market globally after China.

Fig: Facebook Usage Penetration in India

This statistic from a study (Sep 23,2019) published by the Statista Research Development,
provides information on the penetration of Facebook in India from 2015 to 2023. In 2023, it is
expected that 31 percent of the population in India will be also accessing the social network, up
from 21 percent in 2018.

Social media has become one of the most powerful mediums to run marketing campaigns that
just spread like wildfire and can influence a large number of people. Be it a small brand or
giants like Google, Social media has become the go-to medium for reaching out to the targeted
audience for better results and at the same time fair costs.

Brands have rolled out many interesting campaigns across social media which has got huge
engagement from the targeted audience and helped them reap success. With India having 12%
of the world’s 4.3 billion internet users, the country has been a growing market for social media
networks as well. According to Statistica, Facebook has its largest user base in India with 270
million users as of July 2019.

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The last five years have been fascinating for Indian Social media. For marketers, advertisers
and brands, this presents huge opportunities to experiment with Social Media as a key
marketing communications platform and there is no better time to start leveraging it.

Advantages of Social Media Marketing

One of the most important advantages is the fast availability of the information. The
clients/users can easily get information, by navigating the internet, about the products that they
wish to purchase, and besides that, they can check the information at any time of the day.

1. It allows the companies to save money, an aspect that is really taken into account by the
companies since the online marketing campaigns don’t require a large amount of investment.

2. The previous mentioned aspect, gives less importance to the differences between large and
small companies in some way, thus increasing the competition and giving that way advantages
to the customers.

3. Presence on the Internet can help the expansion of the company from a local market to
national and international markets at the same time, offering almost infinite expanding
possibilities.

4. On the internet everything can be measured, thus it’s easier for the companies to know
almost instantly if their campaign is working or not, what company or user is interested in their
products, from what cities or countries are they, etc.

Disadvantages of Social Media Marketing:

1. Slow internet connections can cause difficulties. If the companies build too complex or too
large websites, it will take too long for users to check them or download them and they will get
bored eventually.

2. The e-commerce doesn’t allow the user “to touch” the merchandise before purchasing it.
Because of this, some salesmen are starting to guarantee the possibility of returning the
product. In Germany, where a law that regulates e-commerce and guarantees the customers the
total refund of the money exists since 2000, the electronic commerce is very popular.

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3. Other factor is the payment: many users still don’t trust in the electronic methods of paying
and give up buying online because of this.

4. One of the major disadvantages may be the lack of trust of the users because of the constant
virtual promotions that appear to be frauds. This is an aspect that deteriorates the image and
reputation of quality and honest companies.

5. Other disadvantage is the cash on delivery system, since it doesn’t guarantee the 100%
purchase of the product. This is also the case of thousands of users that dedicate themselves to
daily mock big companies by ordering on the internet using false identities.

CHAPTER 2: LITERATURE REVIEW

In today’s technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011,46)
defines social media marketing as a “connection between brands and consumers, [while]
offering a personal channel and currency for user centered networking and social interaction.”
The tools and approaches for communicating with customers have changed greatly with the
emergence of social media; therefore, businesses must learn how to use social media in a way

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that is consistent with their business plan (Mangold and Faulds 2009). This is especially true
for companies striving to gain a competitive advantage. To consider social media as a
marketing tool a retailer must understand every aspect of it.

Social media cannot be understood without first defining Web 2.0: a term that describes a new
way in which end users use the World Wide Web, a place where content is continuously altered
by all operators in a sharing and collaborative way (Kaplan and Haenlein 2010).

Consumers’ Sentiment toward Marketing (CSM) is a factor consider by researchers to measure

how well consumers will perceive social media marketing. CSM is defined as a concept which
refers to the general feelings that consumers have for marketing and the marketplace (Lawson
et al. 2001as cited by Mady 2011). An individual’s perception of the overall marketplace plays
a major role in whether or not they are motivated to partake in consumption activities (Mady
2011). In order to create a successful marketing campaign via social media, a consumer must
be open to the technology. Consumer technology readiness is defined as “people’s propensity
to embrace and use new technologies for accomplishing goals in home and work”
(Parasuraman, 2000 as cited by Mady 2011, 195). Consumer technology readiness is important
for retailers to remember when marketing on social networks because if their intended target
market does not use social media, is not familiar with it, or perceives it negatively, then their
social media marketing will be unrewarding. Analysis of technology readiness can determine if
marketing via interactive advertising would be a good fit for a retailer’s target market.

“While social media provides never ending avenues for communicating, it is the individuals
who serve as the influencers not the technology” (Gonzalez 2010, 23). User generated content
produces social currency for marketers because it helps define a brand. User generated content
describes “the sum of all ways in which people make use of social media, usually applied to
describe the various forms of media content that are publicly available and created by end
users” (Kaplan and Haenlein 2010, 61). Therefore, social currency is when individuals share a
brand or information about a brand (Zinnbauer and Honer 2011). Social currency greatly
affects brand performance and is a concept that can be linked to Bourdieu’s (1977) and
Coleman’s (1988) idea of social capital. Social capital is shaped on a personal level and occurs
in the relationships among individuals (Zinnbauer and Honer 2011).

Because social media provides a new stage for brand marketing and consumers are actively
contributing to the communication by marketing brands, businesses have become creative
when trying to gain control of their marketing (Chi 2011).

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Chu (2011) also found that users who are Facebook group members maintain a more favorable
attitude toward social media and advertising. Users who have more positive attitudes toward
advertising are more likely to join a brand or a retailer’s Facebook group to receive
promotional messages. Based on this result, Chu (2011) suggests that a link exists between
consumers’ use of and engagement in group applications on a social media sites. The
relationship between consumers’ use of and engagement with group applications influences the
rate and effectiveness of advertising on social media, particularly Facebook. Generally, as Chu
(2011) notes, Facebook’s college-aged users have the most favorable attitudes toward social
media advertising and are the largest growing demographic, which suggests that social media
sites are a potentially rich platform for online advertising campaigns, especially for companies
with a younger target market.

Pavlou and Stewart (2000) came up with another approach to measure the effectiveness of a
company’s participation in interactive advertising. One set of measures focuses on media
choice, information search, and attention to the processing of information. The second set of
measures focuses on the effects of consumers’ using interactive media (Pavlou and Stewart
2000). Retailers can keep track of the type of information users of interactive media seek,
which can determine the information that consumers find most useful when assessing a product
(Pavlou and Stewart 2000). This is a key concept for retailers to consider when factoring in
how responsive consumers will be to their promotional and marketing strategies placed on
social media. “The reciprocal communication between marketer and consumer will make it
difficult to isolate the influence of any one advertising exposure; this means that the focus of
advertising evaluation will need to shift from a focus on outcomes to a focus on both process
and outcome”(Pavlou and Stewart 2000,74). Ultimately, the role of the consumer has changed
and it is important to measure how consumers interact with online ads in order to create
successful social media marketing campaigns.

In conclusion, research has determined that retailers can increase awareness of their brand by
being creative when engaging customers on social media sites. “As more shoppers are using
social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for marketing
shopping decisions, promotion through these media has become important” (Shankar et al.
2011, 32). According to Curran et al. (2011), social media sites such as Facebook are better
than other advertising avenues because it stores information on all its users thus ensuring
marketing reaches a retailer’s specific target market. Social media sites are a great stage for

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retailers to create an experience and retailers can use information stored on social media sites to
improve user experience with their brand.

Furthermore, Hill, Provost, and Volinsky’s (2006) research establishes that a firm can benefit
from social networks to predict the likelihood of purchase intention. This can be done by taking
into account a firm’s choice of network (i.e. Facebook, Instagram, Pinterest etc.) and by
examining that network’s data. Assessing a network’s data substantially improves a company’s
marketing efforts because it provides the company with vital information on the network’s
users, which helps determine the best social media tactics for that particular site (Hill, Provost,
and Volinsky’s 2006). Based on this study, it can further be argued that knowing which social
media sites a company’s target market utilizes is another key factor in guaranteeing that online
marketing will be successful.

Sorescue et al. (2011), stress that a retailer must go beyond the advertising aspect of social
networking sites and find groundbreaking ways to use them as a way to conduct conversations
with consumers, instead of a one-way communication network. Sinclair and Vogus (2011)
determined that large companies are regarding social media sites as strategic tools and some
businesses are even hiring employees to oversee their social media pages. “Consumers are no
longer passive receivers of marketing messages; instead, they are using Facebook, MySpace,
YouTube, and Twitter to voice their opinions-both positive and negative” (Sinclair and Vogus
2011, 293). Consumers’ participation with a brand on social media reinforces the need for
retailers to be active participants in social networking sites and the virtual brand communities
they create.

Since social media sites can be exploited for the information it provides on consumer behavior
with regards to their purchasing intentions, research further suggests that businesses should
incorporate social networking sites into their business model or promotional mix. A business
model is a system of codependent structures, activities, and processes that serve as a firm’s
organizing logic and create value for customers, itself, and its partners (Sorescu et al. 2011).
Mangold and Faulds (2009) recommend that social media should be regarded as an integral
part of an organization’s integrated marketing strategy and should not be taken lightly. As
Curran et al. (2011) points out, almost 1 in every 13 person in the world is an active Facebook
user, which points to the potential of finding a ready market for any product or service.

Social networking sites are being utilized to enhance a company’s brand appeal and increase
their target market because “new technologies allow for more personal, targeted

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communications, as well as increased consumer participation in the creation of marketing and
brand related information” (Cappo 2033; Jaffe 2005 as cited in Muñiz and Jensen Schau 2007,
35). Mangold and Faulds (2009) stress that traditional communication examples, which relied
on the classic promotional mix to create integrated marketing communications, must give way
to a new paradigm that includes all forms of social media as potential tools in designing and
implementing integrated marketing communication strategies. Retailers are paying attention
when it comes to social media because it provides a key component that businesses have
struggled to collect for years: feedback (Gonzalez 2010). Feedback from consumers has always
been important when it comes to product, brand, and business model development. Since, most
studies have examined social media marketing in terms of suggesting how to incorporate it
within a business plan, and how to gauge consumers’ responses, it is important that further
research address which strategies work. Although some studies have started to touch upon
influences and factors that affect consumers’ responses, previous research does not clearly state
if social media marketing is valuable to retailers’ in terms of return on investment.

CHAPTER 3: RESEARCH OBJECTIVES

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 ● To analyse -
1. The effectiveness of social media campaigns of different brands in India.
2. The effect of marketing through Social Media.
3. The best Social Media Platform for Marketers.
4. The awareness of customers regarding marketing through Social Media.
● To compare the impacts of different Social Media Campaigns in the recent years.

CHAPTER 4: RESEARCH METHODOLOGY

Marketing research is a critical part of marketing decision making, it helps in
improvingmanagement decision making by providing relevant, accurate, and timely
information. Everydecision poses unique needs for information, and relevant strategies can be
developed based oninformation gathered through marketing research in action. Too often,
marketing research isconsidered narrowly as the gathering and analyzing of data for someone
else to use (Kotler &Kevin, 2012). However, firms can actually achieve and sustain a
competitive advantage throughthe creative use of market information generated

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by

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marketing research. Hence, marketingresearch is defined as information input to decisions,
not simply the evaluation of decisions thathave been made. Market research alone, however,
does not guarantee success; the intelligent useof market research is the key to business
achievement. A competitive edge is more the result ofhow information is used rather than who
does or does not have the information (Paurav, 2008).

American Marketing Association (2005) opine that Marketing research is the function that
linksthe consumer, customer and public to the marketer through information – information
used toidentify and define marketing opportunities and problems; generate, refine,
and evaluatemarketing actions; monitor marketing performance; and improve understanding
of marketing asa process. Marketing research specifies the information required to address
these issues; designsthe method for collecting information; manages and implements the
data-collection process;analyzes the results; and communicates the findings and their
implications.

Anyanwu (2013), opine that marketing research is the systematic and objective gathering of
datarelevant to the solution of identified problems, analyzing and converting the
data intoinformation designed to assist decision makers to make informed marketing
decisions. The datasources are many and varied but can be managed under primary and
secondary sources. Primarydata refer to firsthand raw data which are yet to be subjected to any
meaningful interpretation.They are essentially custom-made since they are collected for the
problem at hand. Primary datacan be sourced through exploratory, descriptive and causal
research designs. Secondary data arehistorical data which were previously collected and
assembled for some research problem oropportunity situation other than the current situation.
Such data can be sourced internally and/orexternally depending on the objective of the
research.

Marketing research aims to take some of the risk out of marketing decisions by
providinginformation that can form part or the entire basis of decision-making. It is
applicable to allaspects of marketing-mix decisions and should be an integral part of the
process of formulatingmarketing strategy. Marketing research can help in a variety of studies
and makes use of bothprimary and secondary data sources. It can be conducted either in-house
by a firm’s own staff orby outside marketing research companies that specialize in marketing
research activities. Outsideresearch companies, or agencies, offer a wide range of services,

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ranging from off-the-peg studiesto tailor-made studies to meet the needs of individual
clients. As is the case with many otherservices involving obtaining information
from firms and members of the public, ethicalconsiderations are an important issue
(Boslaugh, 2007). In a rapidly changing environ- ment theneed to come up with new ideas is
also extremely important, and priority needs to be given tointroducing creativity into
marketing research. Secondary data has already been collected,analyzed and made
available from sources other than you (White, 2010). Collecting andanalyzing primary
data can be expensive and time consuming so where possible the use ofsecondary data
is important.

The technique of acquiring secondary data sources is not unique to the statistics
field. Itevidently has multidisciplinary appeal, with extremely diverse academic fields drawing
on theinformation included in secondary sources (Daas and Beukenhorst, 2008). All
methods usedbelong to the academic discipline known as secondary research (Golden, 1976),
which involvesusing pre-existing data for a purpose different from that for which they were
originally collected.In general, three different secondary research strategies can be discerned (‘t
Hart, Boeije & Hox,2005): content analysis, secondary analysis and systematic review. The
focus in content analysisis on the content of various forms of human communication.
Frequently used sources includenewspapers, books, TV images, websites and paintings. A
problem with content analysis is howto satisfactorily categorize and code what is often a large
volume of unstructured data. Secondaryanalysis is about using quantitative data that were
previously collected by other people for adifferent purpose. The general methods of
secondary analysis differ very little from those usedfor primary data sources (Hair, Robert &
David, 2003)

Technological advances have led to vast amounts of data that has been collected, compiled,
andarchived, and that is now easily accessible for research. As a result, utilizing existing data
for research is becoming more prevalent and therefore secondary data analysis. While
secondaryanalysis is flexible and can be utilized in several ways, it is also an empirical
exercise and asystematic method with procedural and evaluative steps, just as in
collecting and evaluatingprimary data (Proctor & Jamieson, 2012). In a time where
vast amounts of data are beingcollected and archived by researchers all over the world, the
practicality of utilizing existing datafor research is becoming more prevalent (Andrews,
Higgins, Andrews, Lalor, 2012; Schutt, 2011;Smith, 2008; Smith, Ayanian, Covinsky &
Landon, 2011). Secondary data analysis is analysis ofdata that was collected by someone

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else

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for another primary purpose. The utilization of thisexisting data provides a viable option for
researchers who may have limited time and resources.

Overview of Secondary Data:

Secondary data are the data collected by a party not related to the research study but
collectedthese data for some other purpose and at different time in the past. If the researcher
uses thesedata then these become secondary data for the current users (Kotler & Kevin, 2012).
These maybe available in written, typed or in electronic forms. A variety of secondary
information sourcesis available to the researcher gathering data on an industry, potential
product applications and themarket place. Secondary data is also used to gain initial
insight into the research problem.Secondary data is classified in terms of its source – either
internal or external. Internal, or in-house data, is secondary information acquired within the
organization where research is beingcarried out. External secondary data is obtained from
outside sources.

Purpose of Secondary Data:

● Extracting the relevant information from other sources, previous studies

● Fact Findings: Descriptive information to support research
● Model Building: specifying relationship between two or more variables
● Data Mining: Exploring data through computer. Using computer technology to go
through volumes of data to discover trends about an organization’s sales customers and
products. It is primarily used
● Identifying the relevant sources: To avoid plagiarism

Assessing the Secondary Data:

When doing a secondary analysis, an assessment must be made regarding the quality of
thedataset available and whether the secondary dataset has the potential to answer the questions
ofthe secondary research. Assessment should increase the potential of collecting data that
provides‘appropriate depth’ and ‘pertinent detail’ (Hinds, Vogel & Clarke, 1997) or, as
Charmaz (2006:18) states, ‘data that is suitable and sufficient’ in relation to the substantive
area of interest. We understand this to mean that there needs to be enough being said in the
secondary transcriptsabout the topic of interest so that it would be reasonable to assume that the
secondary research questions can be answered. How much detail there is in the secondary data

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will determine to alarge extent the degree to which new knowledge may be elicited during a
secondary analysis.

Whilst some authors have re-used a complete secondary dataset for their secondary analysis, it
ismore usual that some form of ‘sorting’ of data takes place (Heaton, 2004). Sorting
may beapplied for different reasons: separating quantitative data from qualitative data
(Clayton, et al.,1999), sorting interview data from observational data (West and
Oldfather, 1995), sorting tofocus on one type of data (Szabo and Strang, 1997), sorting
to identify a subsample of theprimary participant population (Kearney et al., 1994) or
so that analysis can be selectivelylimited to specific themes or topics (Gallo and Knafl,
1998). This latter point was the case for thesecondary analysis reported in this paper.

Process of Secondary Data Analysis

In conducting research, the area of investigation and the research questions determine the
method that the researcher follows. The research method consists of how the
researcher collects, analyzes, and interprets the data in the study (Creswell, 2009;
Malhotra, 2004). Secondary analysis is a systematic method with procedural and
evaluative steps, yet there is a lack ofliterature to define a specific process, therefore this
paper proposes a process that begins with thedevelopment of the research questions, then
the identification of the dataset, and thorough evaluation the dataset.

The Nature of Secondary Sources of Information

Secondary data is data which has been collected by individuals or agencies for purposes
otherthan those of our particular research study. For example, if a government
department hasconducted a survey of, say, family food expenditures, and then a food
manufacturer might usethis data in the organization’s evaluations of the total
potential market for a new product.Similarly, statistics prepared by a ministry on
agricultural production will prove useful to awhole host of people and organizations,
including those marketing agricultural supplies (Kurtz,2008).

No marketing research study should be undertaken without a prior search of secondary

sources(also termed desk research). There are several grounds for making such a bold
statement.

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Secondary data may be available which is entirely appropriate and wholly adequate todraw
conclusions and answer the question or solve the problem. Sometimes primary datacollection
simply is not necessary.

It is far cheaper to collect secondary data than to obtain primary data. For the same levelof
research budget a thorough examination of secondary sources can yield a great dealmore
information than can be had through a primary data collection exercise.

The time involved in searching secondary sources is much less than that needed
tocomplete primary data collection.

Secondary sources of information can yield more accurate data than that obtained
throughprimary research. This is not always true but where a government or international
agencyhas undertaken a large scale survey, or even a census, this is likely to yield far
moreaccurate results than custom designed and executed surveys when these are based
onrelatively small sample sizes.

It should not be forgotten that secondary data can play a substantial role in
theexploratory phase of the research when the task at hand is to define the research problemand
to generate hypotheses. The assembly and analysis of secondary data
almostinvariably improves the researcher's understanding of the marketing problem, the
variouslines of inquiry that could or should be followed and the alternative courses of
actionwhich might be pursued.

Secondary sources help define the population. Secondary data can be extremely usefulboth
in defining the population and in structuring the sample to be taken. For instance, government
statistics on a country's agriculture will help decide how to stratify a sample and, once sample
estimates have been calculated, these can be used to project thoseestimates to the
population.

Secondary Sources of Marketing Information

The dearth of the most basic economic data is a handicap for researchers and planners working
indeveloping economies such as Nigeria. In any economy, the most elaborate
collection andpublication of economic and business data is carried out by
government bodies (Nwokoye,2000). In the more advanced economies such as in North
America and Western Europe, the researcher has access to a wealth of data from industry,
trade associations, business and journal publications and private research enterprises that

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often

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sell their data for a fee. But in Nigeria the government is virtually the only source of data, and
the timeliness and coverage of such data areoften sorely lacking. As our economy
develops, data availability and dependability should improve.

Using Secondary Data Sources for Domestic Marketing Research

Secondary data are data that were collected by persons or agencies for purposes other
thansolving the problem at hand (Aaker, Kumar & Day, 2001).

They are one of the cheapest and easiest means of access to information. Hence, the first thing
aresearcher should do is search for secondary data available on the topic. The
amount ofsecondary data available is overwhelming, and researchers have to locate and utilize
the data thatare relevant to their research. Most search procedures follow a distinctive pattern,
which beginswith the most available and least costly sources. Almost all information
systems initially arebased on routinely collected internal data, and expand through
the inclusion of data from published and standardized sources.

Secondary data can be used by researchers in many ways.

1. Secondary data may actually provide enough information to resolve the problem being
investigated.
2. Secondary data can be a valuable source of new ideas that can be explored later
through primary research.
3. Examining available secondary data is a prerequisite to collecting primary data. It helps
to define the problem and formulate hypotheses about its solution.
4. Secondary data is of use in the collection of primary data. Examining the methodology
and techniques employed by other investigators in similar studies may be useful
in planning the present one.
5. Secondary data also helps to define the population, select the sample in primary
information collection, and define the parameters of primary research.
6. Secondary data can also serve as a reference base against which to compare the
validity oraccuracy of primary data. It may also be of value in establishing
classifications that are compatible with past studies so that trends may be more readily
analyzed.

The most significant benefits secondary data offer a researcher are savings in cost and
time. Secondary data research involves just spending a few days in the library extracting the

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data andreporting them. This should involve very little time, effort, and money compared to
primary research. Even if the data are bought from another source, it will turn out to be
cheaper thancollecting primary data, because the cost of data collection is shared by all those
using the data.

A company's internal records, accounting and control systems, provide the most basic data
onmarketing inputs and the resulting outcomes (Aaker, et al., 2001). The principal virtues of
these data are ready availability, reasonable accessibility on a continuing basis, and relevance
to the organization's situation.

Data on inputs—marketing effort expended—can range from budgets and schedules of

expenditures to salespeople's call reports describing the number of calls per day, who was
visited, problems and applications discussed, and the results of the visit.

Sources of Secondary Data:

Sources: Berkowitz, E. N., Kerin, R. A., Harley, S. W. and Rudelius, W. (2000).

MARKETING,Boston: Irwin McGraw-Hill.

Official Statistics: Official statistics are statistics collected by governments and their various
agencies, bureaus, and departments. These statistics can be useful to researchers because they

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are an easily obtainable and comprehensive source of information that usually covers long
periods oftime.

However, because official statistics are often “characterized by unreliability, data gaps,
over-aggregation, inaccuracies, mutual inconsistencies, and lack of timely reporting” (Gill
1993), it isimportant to critically analyze official statistics for accuracy and validity.
There are several reasons why these problems exist:

1. The scale of official surveys generally requires large numbers of enumerators

(interviewers) and, in order to reach those numbers enumerators contracted are often
under-skilled;
2. The size of the survey area and research team usually prohibits adequate
supervision of enumerators and the research process; and
3. Resource limitations (human and technical) often prevent timely and accurate reporting
of results.

Technical Reports: Technical reports are accounts of work done on research projects. They
are written to provide research results to colleagues, research institutions, governments, and
otherinterested researchers. A report may emanate from completed research or on-going
research projects.

Scholarly Journals: Scholarly journals generally contain reports of original research or

experimentation written by experts in specific fields. Articles in scholarly journals usually
undergo a peer review where other experts in the same field review the content of the article
foraccuracy, originality, and relevance.

Literature Review Articles: Literature review articles assemble and review original research
dealing with a specific topic. Reviews are usually written by experts in the field and may be the
first written overview of a topic area. Review articles discuss and list all the relevant
publications from which the information is derived.

Trade Journals: Trade journals contain articles that discuss practical information
concerningvarious fields. These journals provide people in these fields with information
pertaining to thatfield or trade.

Reference Books: Reference books provide secondary source material. In many cases, specific
facts or a summary of a topic is all that is included. Handbooks, manuals, encyclopedias,
and

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dictionaries are considered reference books (University of Cincinnati Library 1996;
Pritchardand Scott, 1996).

STRENGTHS AND LIMITATIONS OF SECONDARY DATA ANALYSIS FOR

MARKETING RESEARCH

The major advantages associated with secondary analysis are the cost effectiveness and
convenience it provides (Smith, 2008). Since someone else has already collected the data, the
researcher does not have to devote financial resources to the collection of data. When
good secondary data is available, researchers can gain access to and utilize high quality larger
datasets,such as those collected by funded studies or agencies that involve larger samples and
contain substantial breadth. The larger samples are more representative of the target population
and allow for greater validity and more generalizable findings (Smith, 2008; Smith et al.,
2011). Access to this type of data presents opportunities for all researchers, even the novice or
unfunded researcher, therefore equalizing opportunities and building capacity for empirical
research.

The use of existing data sets can accelerate the pace of research because some of the most time
consuming steps of a typical research project, such as measurement development and data
collection are eliminated (Doolan & Froelicher, 2009). In marketing research areas,
such as information and technology that are constantly changing, utilizing existing data allows
projects to be completed and findings to be produced much faster, and therefore the
development and contribution of new knowledge occurs in a timely manner before they are
considered dated bythe field. Additionally, in the area of information policy, utilizing existing
data can allow the researcher to answer important time-sensitive policy related questions
quicker (Magee, Lee,Giulian & Munro, 2006).

Secondary data analysis provides many opportunities for furthering marketing research through
replication, re-analysis and re-interpretation of existing research. It provides researchers with
opportunities to engage in work to test new ideas, theories, frameworks, and models of research
design.

Yet there are unique methodological considerations when utilizing existing data to investigate
new research questions and generate new knowledge. The most recognized limitation to
the secondary data analysis method approach is that the data were collected for some other
purpose (Boslaugh, 2007). Since the data were not collected to answer the specific information
that the researcher would like to have may not have been collected; or data may not have been

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collected in the geographic region of interest, in the years the researcher would have chosen,
or on the specific population that is the focus of interest (Boslaugh, 2007; Doolan &
Froelicher, 2009).

In this particular project the researcher avoided some common pitfalls often associated
with secondary analysis by participating in the primary research design plan and then
ensuring a match between her research questions and the existing data through the
previously described process. Yet, a significant limitation of this research was that the school
identifiers collected in the primary study was not available to the researcher due to
confidentiality reasons. The school identifiers connect to the participants; therefore school
identifiers were removed from the data set, in order to ensure all participants remain
anonymous in accordance with the original consent agreement. Therefore, subjects cannot be
contacted for follow-up questions and additional data cannot be collected.

Advantages of secondary data are following:

● The primary advantage of secondary data is that it is cheaper and faster to access.
● It provides a way to access the work of the best scholars all over the world.
● Secondary data gives a frame of mind to the researcher that in which direction he/she
should go for the specific research.
● Fourthly secondary data save time, efforts and money and add to the value of the
research study

Disadvantages of secondary data are following:

● The data collected by the third party may not be a reliable party so the reliability and
accuracy of data go down.
● Data collected in one location may not be suitable for the other one due variable
environmental factor.
● With the passage of time the data becomes obsolete and very old
● Secondary data collected can distort the results of the research. For
using secondary data aspecial care is required to amend or modify for
use.
● Secondary data can also raise issues of authenticity and copyright.

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 CHAPTER 5: FINDINGS AND ANALYSIS

The execution of a planned social media and social media advertising strategy to improve
brand awareness, social media user interaction, as well as business goals or KPI’s (key
performance indicators), which are measured through analytics and sales revenue outcomes.
Coordinated marketing efforts which develop or promote a specific business goal by using one
or more social media networks. This requires focus, targeting, and analysis when compared
with typical social media marketing use.

In an annual assessment of advertising campaigns, the top three spots were taken by
promotional activities in India. The Womb Mumbai agency was responsible for creating and
executing the most effective campaign for the product Carvaan – a digital music player
designed to specifically reach older generations. The campaign was titled ‘Let’s make viral
products instead!’ and by delivering meaningful and relevant messages was successful in
increasing sales and net profit for the manufacturer.

To bring out the successful social media case studies from brands of different niches including
political and social movement we present examples of the Top Ten Social Media Campaigns
of
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2019 so that we get a clear picture of how could brands leverage social media along with their
Impacts and Effectiveness.

1. #MeToo

The # MeToo Campaign was made under the category of Social Movement by Female Social
Movement. It was published in October 2018.

Overview: Inspired by the global campaign that erupted in the US almost a year back, 2018
saw the rise of the #MeToo movement in India which turned out to be one of the biggest
movements of the kind in social media in India. It spread in the reas of Indian society including
the government, the media, and the Bollywood film industry. In India, the Me Too movement
is seen as either an independent outgrowth influenced by the international campaign against
sexual harassment of women in the workplace, or an offshoot of the American "Me Too" social
movement.

Me Too began gaining prominence in India with the increasing popularity of the international
movement, and later gathered sharp momentum in October 2018 in the entertainment industry
of Bollywood, centered in Mumbai, when actress Tanushree Dutta opened up about sexually
harassed on a film set by renowned actor Nana Patekar, and it turned out to catalyze the launch
of the #MeToo movement in India. Women across the country opened up and shared stories of
sexual harassment and abuse by men.

There was a series of posts on social media channels including Facebook, Instagram and
Twitter accusing prominent men from different areas including actors, film directors, writers,
politicians, etc. Many of them are still struggling in the industry with the allegations, some of
them managed to get a clean chit from authorities.

Impact: The MeToo campaign of India turned out to be a huge movement gaining a lot of
social attention and covered by major media outlets as a topic of importance.

It created a sense of empowerment in women across the nations and increased awareness
about the prevalence of sexual harassment at work and redress measures available.

There has been an increase in the number of complaints in 2018-19 to the National
Commission for Women or even company HRs on such harassments and abuse compared to
previous years.

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Those accused in the MeToo movement had to face consequences such as firing from job,
condemnation, penalties and so on.

In this Social media case studies, one of the main reasons for the huge impact of the #MeToo
movement was the voice of social media influencers like popular stars who came to the fore
and opened up. A timeless message that transcends cultures and nations. #MeToo hashtag
which was simple, direct, empowering and highly personal also contributed to the campaign
success.

2. #SwiggyVoiceOfHunger

The #SwiggyVoiceOfHunger Campaign was designed by the famous digital marketing agency
Dentsu Webchutney, Bangalore, for Swiggy India under the category of Interactive post /
challenge published in February 2019

Overview: Swiggy India is a food delivery app that has become a leading player in the sector
within a short span of 4 years from its launch in 2014 in India. Recently, after Instagram
launched its new feature of voice message where people can interact with a post by voice up to
1 minute long, Swiggy launched its Voice Of Hunger campaign which utilized this new
Instagram feature in a way that excited social media users.

Over the next 10 days, Swiggy gave India 5 challenges where users had to recreate the shape of
a Kebab Skewer, a Nacho, Pancakes and many more using the Instagram voice note feature.
Whoever completes all 5 stands a chance to win a year’s worth of food vouchers from Swiggy
Those completing the challenge could win up to a year’s worth of Swiggy vouchers.

The campaign just went viral on Instagram. It received entries from popular stars and
influencers in social media, further enhancing engagement and making it one of the most
popular user-generated campaigns of the year.

Speaking about the campaign, Ashish Lingamneni, AVP Marketing at Swiggy said, “There are
very few things for a marketer that match the thrill of a properly executed UGC campaign.
We’re hoping this hits the right chords, literally. By innovating with the voice note feature on
Instagram, we are excited to offer our audience a creative way of interacting with Swiggy and
expressing their love for food, winning a year’s worth of food vouchers in the process.”

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Impact: In just 10 days, #SwiggyVoiceOfHunger Challenge got around 1.5 lakh+ entries,
primarily from India and with a few entries from countries like Canad, US, Japan, etc. The
challenge hit an average of 50+ DMs per minute. Swiggy was able to increase its Instagram
follower base by 30K with this challenge.

The campaign is a top digital marketing case study to learn how you can creatively use contests
as a fun way to engage with customers. The brand leveraged innovating with features of social
media (voice note feature on Instagram here) to excite users and drive a campaign that receives
a response.

3. Spotify India IPL Campaign

Spotify India rode the cricket wave using their product promise – 3 billion playlist. The
initiative executed by 22Feet Tribal Worldwide included the sharing of a playlist from the first
ball to the last under the category of Product promotion Music listing app in the month of
March 2019.

Overview: The average Indian users of the Internet spend 21.5 hours each week listening to
music, higher than a world average of approximately 18 hours, according to an IMI and
International Federation of the Phono graphical Industry 2018 survey. The level for
18-24-year-olds in India is even higher (nearly 24 hours a week). It offers great possibilities for
streaming music applications in India.

Using the @spotifyindia handle on Twitter, playlists were posted for each delivery on ground.
From each single to every big six, each wicket to a one-off wide there was a relevant playlist.

The hashtag #HarBallPePlaylist showcased the depth of Spotify’s catalogue by taking on a

challenge that’s wholly unpredictable. No matter which way the match swung, a tweet was
posted on @spotifyindia within seconds of the ball being bowled, with playlists for the innings
break, the DRS (Decision Review System); even for specific players.

Cricket is also interesting to Indians like art. The IPL fascinated cricket fans around the world,
especially Indians, since its start in 2008.

Spotify was leading music streaming app in countries such as Europe, American audio
streaming platform launched a campaign focusing on the emotions of an IPL game and music
love.

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The suggestion was that each occurrence in a cricket field should be merged in an IPL game
with Spotify’s 3 billion playlist database. Using the Twitter handle of the company, the brand
leveraged moment-marketing by presenting the suit ball by ball and giving #HarBallPePlaylist.

The campaign got huge engagement during the match including eminent sports influencers
such as Sir Jadeja, Team MS Dhoni fan clubs, amongst others.

Impact: Over 250 tweets were sent out during the four-hour activity. This helped the brand not
only gain followers but also garnered a reach of 4.45 million, owing to the hundreds of unique
consumers who engaged with the brand during the match, including sports influencers such as
Sir Jadeja, Team MS Dhoni fan clubs, amongst others.

Spotify India was able to utilize the cricket wave in India and use its product promise with a
twist to engage the audience. They creatively managed to have an IPL conversation, without an
exclusive partnership and all the while talking about the brand.

Spotify leveraged the depth of its catalog and utilized real-time marketing by covering the
match ball by ball and #HarBallPePlaylist.

4. #Chowkidar

During the time of the Lok Sabha Election 2019, under the Political category, the #Chowkidar
campaign was designed for our honourable Prime Minister Mr. Narendra Modi. The campaign
was launched in March 2019.

Overview: Since its 2014 election campaign, Narendra Modi and the BJP have been using
social media as a strong communication tool. They clearly made Modi their brand’s logo, and
Modi turned out to be one of India’s most political brands ever.

The Modi brand had also successfully leveraged social media to its benefit for the 2019
election campaign. The’ Chowkidar ‘ campaign is one major campaign that has gained a lot of
attention on social media. Chowkidar’s word means’ Watchman.’ The campaign was launched
in response to the slogan Chowkidar Chor hai’ (The watchman is a thief) that their opponent
Rahul Gandhi continuously raised during his rallies and the congress party, accusing the Modi
government of corruption. Modi and his party not only the Congress Party, claiming bribery to
the Modi government. Modi and his party not only denied the claims of corruption but also
converted the accusation of the opposition into a “Main Bhi Chowkidhar” political campaign
(I
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too am a watchman). Narendra Modi’s twitter handles were prefixed with’ Chowkidar’ and
tweeted:

Soon after this, then members of his Cabinet and BJP supporters followed prefixing Chowkidar
to their twitter handles and using hashtags #MainBhiChowkidar.

The party also made use of the ‘Conversations card’ feature on twitter to send personalized
messages to those who supported the campaign from the PM’s official twitter handle.

Impact: #Chowkidar has been a strong move in the history of social media promotions for a
political campaign and had an impact on BJP’s success in election 2019.

To put in Numbers #MainBhiChowkidar received around 1.5 million mentions on Twitter,

followed by #ChowkidarPhirSe with used for about 3,00,000 times. Whereas, the congress’s
#ChowkidarChorHai campaign which was started in response to the #MainBhiChowkidar
campaign, received hardly 1,63,000 mentions, which is almost just 10 percent of that of
#MainBhiChowkidar got mentioned.

This campaign is a perfect example of how to kick start campaigns from personal attacks in a
way it turns out to highlight strengths. It used a counteroffensive marketing strategy wherein a
brand attacks the market by targeting the weaknesses of the competition and emphasizing the
brand’s strengths. The way they responded and came up with the perfect slogan was
remarkable and was a primary reason for the huge amount of engagement that followed.

5. Bewakoof.com, Game Of Throne’s(GOT) Collection Campaign

Social Beat created a campaign for Bewakoof.com under the Ecommerce category in April
2019. The campaign was named as the Game Of Throne’s Collection.

Overview: Bewakoof is a lifestyle fashion brand that makes the cool, contemporary Indian’s
innovative, distinctive fashion. Social Media’s primary advertising aim was to raise awareness
of their brand, drive interest of their goods, and ultimately drive down the funnel of
eCommerce sales.

Bewakoof.com leveraged YouTube Trueview Advertising and introduced the new shopping
cart feature to reach viewers previously shopping with Bewakoof.com within the ads. They
created compelling product-oriented video content that resonated on YouTube with the target
audience.

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The Shopping Cards were included within those ads with the same products featured in the
video and viewers could directly click on the card and purchase the product from the website.

Impact: The campaign was able to generate 9000+ sales through which it got 4X returns on
Ad spend through YouTube shopping cards over a short span of 30 days.

It also proved that the campaign not only helped in successful conversions but also created a
higher brand recognition.

The brand effectively utilized the power of YouTube videos, where most of their target
audience (customers belonging to age group 18-34) were already active.

Incorporating the new Shopping Cards feature within the videos was a great idea to ensure
conversion and funnel optimization before the customers leak out of the funnel.

6. Avon Indias #PayAttention campaign

Avon India, the women’s beauty brand launched the second leg of its pan India campaign
‘#PayAttention’ to raise awareness on breast cancer under the category of Health and wellness
in January, 2018. Avon supports the core cause of Breast Cancer awareness over the last 25
years, with the support of their six million independent Avon Representatives worldwide. This
campaign was an awareness campaign about increasing breast cancer in India.

Overview: Avon India is a beauty company in India. The #PayAttention campaign was
launched by the company to raise awareness among women in India about breast cancer and
empower them with the knowledge and understanding to perform self-examinations.

With an objective to connect with a wider audience, Avon planned a national theme for the
campaign with the name ‘#PayAttention’. Last year, 5,00,000 women lost their lives to breast
cancer. One of the main reason is lack of knowledge and awareness about breast cancer. Most
of the women don’t know the symptoms and the risks of the disease. Last year, the campaign
created huge social buzz including 185 thousand interactions which were created on Instagram,
followed by 199 thousand interactions on Facebook posts and touched thousands of lives.

One challenge the brand had was to ensure that in the clutter of campaigns related to the same
topic their campaign is not lost. For the same cause, they tactically launched the initiative in
September, a month before the international month of breast cancer (October), to ensure that
they are not forgotten in the wake of the number of promotions that appeared in October.

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To help them identify the symptoms of breast cancer, Avon created and posted a demonstrative
breast self-examination (BSE) video for women. This helped them to hold discussions on social
media platforms like Facebook, Twitter, and Instagram which encouraged online audience
participation and helped the company spread the word further. Avon performed 10,000 free
breast exams throughout the cities in conjunction with DIVA–Institute for Breast Care.

Avon has joined forces with organizations such as the Indian Cancer Society to enable their
wellness vans in different cities to help people understand the importance of early breast
self-examination.

Support from victims of breast cancer who shared their experiences, celebrities like Arjun
Kapoor, Virendra Sehwag, Chelsea Clinton, among many others, and influencers of social
media helped the brand attract more viewers and educate people on how a basic BSE could
help save lives when it is inculcated in one’s lifestyle.

Impact: #PayAttention turned out to be the most trending hashtags around Breast Cancer
Awareness in the country.

Through the Pay Attention campaign, Avon India was able to get 15 % Share Of Voice (SOV)
of the total conversations on awareness in breast cancer and to reach over 1 billion people of
India in an impactful manner.

It generated PR value worth 206 million USD with a media spend of just 2.5k USD.

To put the social media campaign in numbers, the brand managed reach of more than 917
million on Facebook, 101 million on Twitter, 109 Million through PR stories and 29 influencer
videos with 36 million impressions.

The campaign also was able to create around 200 thousand interactions on Instagram,
followed by near 200 thousand interactions on Facebook posts.

The most valuable takeaway from this campaign is how they managed to survive and get huge
engagements amidst several other similar campaigns. A carefully planned strategy was their
key and partnership with the right organizations and influences helped the brand spread its
word without getting lost.

7. #BringBackRolaCola

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Siddharth Sai G designed a campaign under the hashtag #BringBackRolaCola for Parle in
February 2019.

Overview: Rola Cola was a cola-flavored Parle candy that was sold on the Indian market in the
90s but was later discontinued during a consumer rationalization cycle by the company in
2006.

A Twitter user Siddharth Sai G tweeted on Feb 14, 2019, about his love for Rola Cola candy
from Parle and his desire to bring it home. In his tweet, he tagged Parle Products asking, “How
many retweets would it take to get the candy back into production?”. The Parle brand
challenged him to get 10k retweets with #BringBackRolaCola to make his wish come true as
an unexpected answer.

But, as it was a professionally focused project, Parle did not promote the campaign. Siddharth
launched his campaign

Giants like Facebook, Twitter, Swiggy, Zomato, and many stars are attentive. All the lovers of
Rola Cola around the world have since been re-tweeting and creating a massive social
campaign.

To support Siddharth Sai G promote the project, Parle also shared countdown creatives with a
hammer banging and Rol-a-Cola candy rising to a landmark number when it had hit halfway to
5000 retweets. The Online Department of Parle constantly monitored interactions with
customers. This campaign eventually led to the there-launching of September 2019 of Rola
Cola sweets.

Impact: The #BringRolaColaBack campaign received 10.1k retweets in less than a

month. It went viral and secured more than 7.11 lakh impressions on Twitter.

The case study is a perfect example where the brand Parle leveraged a consumer-driven
campaign. This became an opportunity for the brand to bring back their old product with the
wave of consumers asking for the product in social media.

The campaign shows that social media has changed the way brands and consumers interact.
Brands might have got requests from consumers through personal messages or emails even
before, but with social media, things changed and became a movement with other people
joining in.

8. #BeyondFrames
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Panasonic Lumix published the campaign #BeyondFrames under the Photography Category in
August 2018.

Overview: Lumix is the brand of digital cameras from Panasonic and the pioneer in 4K
mirrorless cameras. Their World Photography day campaign #BeyondFrames was based on the
concept, that extraordinary is not limited to the conventional frames of society. A concept that
was born out of the immense love for photography. A love that looks at photography as
something that is beyond a hobby, beyond a passion and, beyond a vocation. A love that looks
at photography as a language. A language of expression. A language that goes beyond your
daily forms of expression. A language that allows you to #CaptureLife the way you see it.

As part of the campaign, the brand collaborated with Know Disability.org, an NGO dedicated
to empowering specially-abled individuals to train special kids interested in photography. The
campaign truly extended brands philosophy ‘ A better life. A better world’ by becoming
enablers themselves. Panasonic saw this as an opportunity to become enablers, keeping true to
the brand ethos of #ChangingPhotography and thus partnered with them by providing them
with cameras and gears to conduct workshops

Panasonic facilitated regular workshops for the differently-abled kids to help them find
unconventional ways of expression. They provided them with cameras and gears for the
workshops.

The response to #BeyondFrames has been phenomenal and managed to yield a considerable
share of voice for Panasonic Lumix in the imaging business conversation.

Impact: The campaign increased the share of voice that Lumix had on World photography and
created a sustainable asset for the brand in the form of #BeyondFrames.

Panasonic was able to reach more than 1M users throughout the campaign with total views of
5 lacs from all the social platforms.

The campaign just put Lumix in the conversation amongst the key target markets, like bloggers,
travelers, and photojournalists.

Through the heart touching campaign that stirs up one’s emotions, Panasonic leveraged World
Photography Day to set Lumix aside from traditional communication around photography. The
response to #BeyondFrames has been phenomenal and has definitely tugged at the heartstrings

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of people across the board. Along with this, it managed to yield a considerate share of voice for
Panasonic Lumix in the imaging business conversation.

9. Shaadi.com #WohEkBaat

Shaadi.com came up with an innovative campaign idea under the Matrimonial category in
February 2019

Overview: Shaadi.com is India’s largest wedding portal. The campaign was launched on
Valentine’s Day 2019 #WohEkBaat, where couples posted their #WohEkBaat (one common
thing) which brought them together. During the week leading up to Valentine’s Day, the brand
created posts for their social media that introduced the idea behind #WohEkBaat and generated
conversation about the success stories created by the brand.

The objective was to showcase the brand as a celebrator of love and highlight their 6 million
success stories through #WohEkBaat as a distinct digital property that leveraged the shared
love between those happy couples and encouraged their followers to find theirs. With many
influencer celebrity celebrities being part of the campaign including Gurmeet and Deblina,
Suyyash & Kishwer and asking their followers to post their #WohEkBaat on shaadi.com’s
social media handles, the campaign became a huge success generating a lot of social media
user engagement all around.

On Valentines’ day, they also launched a contest on their Instagram page that required
followers to solve 3 simple puzzles to figure out what were some of the most common
#WohEkBaat among their existing couples.

Impact: The campaign #WohEkBaat reached 1.4 million on Instagram on Valentine’s Day.

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After the campaign launch, the brand increased its followers base by 5% across social
platforms Twitter, Facebook, and Instagram.

The Valentine’s Day contests garnered 500+ entries and almost 200k people engaged with
#WohEkBaat posts.

With the #WohEkBaat campaign the brand Shaadi.com broke the perceived stereotype that
surrounds the industry and created a digital presence that encouraged conversation and
interaction. They utilized influencer amplification and cross-platform promotion to ensure
maximum participation, reach and conversation.

#WohEkBaat made it easier and possible for everyone to connect with that one common thing
they share with their loved ones and got the people to talk to the brand with a topic that
resonates with everyone.

10. Idea’s #MeriRealLife

Addressing the growing phenomenon of the need for validation on social media, Brand Idea
has launched a campaign titled #MeriRealLife, under the Telecom category in September 2018,
encouraging people to drop the pressure of chasing and sharing perfection on social media, and
instead, share real, unfiltered stories using Idea 4G.

Overview: With Social media having a huge impact on the lives of people today, the brand Idea
campaign #MeriRealLife was designed to propagate ‘Responsible Use of Social Media’ with
the tagline ‘Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao’.

There are over 400 million internet users in India and over 50% are active social media users.
Rapid proliferation of 4G has enabled better internet speeds, resulting into Indians now
spending almost 28 hours a week on mobile phones. This mammoth increase in consumption of
4G data has been fuelled largely by people sharing and consuming videos and photos on social
media.

The campaign addressed the pressure that social media and the constant need for external
validation is putting on people today. It encouraged people to share real, unfiltered stories and
drop the pressure of chasing and sharing perfection on social media.

The brand’s objective of the campaign was to drive affinity from the brand Idea by reinforcing
the role of 4G in transforming consumer’s lives. The campaign encourages social media users
across platforms to share their real photos and videos with #MeriRealLife.

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Impact: The campaign is what we called Users Generated Content #MeriRealLife tried to
engage as many people as possible. The campaign garnered total conversations around 10.7k.
Facebook continued to be the most active platform, followed by Instagram. The campaign also
got 25.2mn video views across platforms in which YouTube contributed to 72% of total video
views.

With the #MeriRealLife campaign, the brand Idea elevated the role of Idea 4G beyond the
category conversation to something that reflects its transformative role in people’s lives.

Elaborating on the campaign thought, Sashi Shankar, Chief Marketing Officer, Vodafone Idea
Limited said, “People are constantly, looking for validation on social media for their behaviour
– be it what they are eating or wearing or places they are visiting. The growing phenomenon of
‘living to share on social media’, and not the other way around, is driving people towards a
dual life –a ‘social life’ and their ‘real life’.

2018 was the year of advertising turning into a mirror of society, amalgamating creativity and
out-of-the-box thinking. Recovering from the effects of demonetisation and GST rollout in
2017, the industry was all geared up to make a comeback with newer thought process and
insights in 2018. The year, as described by the industry experts, was a fantastic one with
upscale creativity pouring in from all sides. Marketers were upfront in spending a little more on
social media and launching digital-exclusive campaigns.

What caught a lot of attention was ‘Social experiments and Realism’ taking the center stage in
brand campaigns in 2018. From advertising to causevertising to realvertising – the concoction
was brewed at it’s finest best in 2018 by the advertisers with a few also etching a special place
in our hearts for the years to come. 2018 witnessed some great campaigns by brands who have
been successful in reaching their audience emotionally. The common factor that was seen in
the top 50 campaigns was the emotional touch that the brands have tried to put forward to
touch the soul of their audiences.

The goals of these campaigns was majorly seen as to build awareness for the society, telling the
audience that the brand cares for their customers and also the society. The societal message was
very prominent in all of these campaigns.

The following list shows some of the innovative campaigns designed by various brands from
the top 50 campaigns of 2018 list:

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 1. Samsung Bixby- #VoiceForever

Samsung India weaves yet another tale with not-so-mainstream topic as a part of Voice
Forever. This time they have chosen to speak on one of the few diseases that have no cure and
which slowly robs patients of their ability to speak and move. It is the Motor Neuron Disease
(MND)/ALS. Sonal is a patient of MND/ALS. Inspired by her life, Samsung is making efforts to
customise Bixby technology to preserve her voice for her loved ones. The digital campaign
titled #VoiceForever showcases the capabilities of its digital voice assistant through a
powerful narrative that strikes a chord with viewers.

According to Arpan Jain, Executive Creative Director, Geometry Encompass, “Brands today
are going beyond functionality to establish brand purpose and build trust with consumers.
Samsung Bixby’s #VoiceForever campaign is a right step in that direction, as it touches the
right note by traversing the emotional space in consumer’s mind. Marketing is transforming
into storytelling and this campaign tells an extremely heart touching story. Though the film
starts with the cliché plot of daughter talking about her mom, it has all the right ingredients to
hold the audience till the end. However, in my opinion, the story works even without MND.
Everybody would love to have their mom’s voice guide them forever, so why restrict the story
to that one child whose mother is suffering with MND.”

2. HP India- Umeed Ka Diya (#TuJashnBan)

As a part of HP India’s #TuJashnBan campaign, it has launched a digital video on the occasion
of Diwali, Umeed ka Diya.

The video strikes an emotional cord to emphasize the need to buy products from local artisans
and street vendors during Diwali. It resonates the message – “One small step taken by all of us
can bring along a big difference in someone else’s Diwali” and encourages the viewers to
support the street vendors.

HP India is also putting concerted efforts to promote the local street vendors by creating
awareness through newspaper inserts, carrying their photo with the address. In addition to
this, some of the major HP world stores will be lighted up by the ‘diyas’ purchased from street
vendors.

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Sahil Trehan, Vice President, Autumn Worldwide says, “The Diwali season always witnesses a
huge influx of campaigns at catching audiences’ attention in varied ways from attracting
shoppers functionally or appealing to a wide range of emotions. In this cluttered environment,
we wanted to catch a unique insight that could create a positive and tangible impact in people’s
life. The idea with this was to emotionally bring out, how little acts of kindness can create an
impact on someone’s life which is beautifully brought to life by the innocent chance encounter
between the child and ‘Amma’ in this film. It is an instigator to tell our audience that every one
of us can be a catalyst of change and a cause for celebration for someone else.”

3. Swiggy India- #WhatsInAName

Swiggy follows up its 4-year anniversary film and Diwali campaign with yet another delivery
partner-focused video.

The online food delivery platform has launched its fourth delivery partner-focused digital
video- #WhatsInAName. The video was conceptualized with the intent of enabling consumers to
empathize with Swiggy’s delivery partners and highlight the dignity of labor in what they do.
The campaign also seeks to inspire a sense of pride amongst the delivery partners in their role
as hunger saviors for millions of Indians.

The thought-provoking video aims to sensitize consumers about how very often, albeit
unknowingly, we tend to overlook the human element in our daily transactions with delivery
partners. Conceptualized in-house, the video seamlessly blends a layered narrative about one’s
identity. It showcases an intriguing flashback about the delivery partner’s name, and juxtaposes
it in the present day, wherein it has become a practice to address them simply as “Swiggy”. The
video, through Swiggy’s trademark understanding of consumers and delivery partners, conveys
a powerful message that delivery partners – like each one of us – have a name and unique
identity that they would like everybody to acknowledge.

“Lakhs of Indians interact with Swiggy’s delivery partners each day. Our partners take
unknown turns to reach unknown lanes to meet strangers with a smile on their face. The irony:

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they always remain unknown to consumers, very often just referred to as “Swiggy”,” said
Srivats TS – VP Marketing at Swiggy. “With the #WhatsInAName video, we want to change
that and bring more dignity to the job our hunger saviours do. We’re glad that the video has
struck a chord with so many users and hopeful of a day very soon, when our partners are
acknowledged with their name and unique identity.”

4. Mahindra group- #LadkiHaathSeNikalJaayegi

Mahindra Group in association with Project Nanhi Kali launched a new campaign focusing on
girl education. The campaign titled Ladki Haath Se Nikal Jayegi aims to dispel the
misconceptions around girl child education by taking on a fresh view for the phrase with the
campaign.

With the objective to demonstrate the opportunities that result from educating every girl child,
this campaign will go live today across all digital channels of Mahindra Rise. As part of the
campaign, a number of surround activities are planned to spread the word and create a
movement to support the cause.

Commenting on the purpose and genesis of the campaign, Sheetal Mehta, Senior Vice
President- CSR and Executive Director, K.C. Mahindra Education Trust, said, “With over two
decades of experience in educating girls, Project Nanhi Kali has sufficient evidence that
education is the only tool which enables girls to rise from a life of poverty, and go on to live a
life of dignity. The objective of this campaign is to change attitudes towards girls, by giving a
positive perspective to the phrase #LadkiHaathSeNikalJayegi. We hope that every Indian
citizen, will not only view this film, but also help spread awareness and contribute to this
worthy cause.”

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 5. Flipkart- #ChooseYourAge

Taking a break from it’s favourite ‘Kidults’, the latest Flipkart digital campaign chose to
redefine age through #ChooseYourAge.

Flipkart realized that the biggest limiting belief is AGE itself. Very often we are told we are
either Too Old or Too Young to do some things. Over a period of time this becomes our
behavior and we deny ourselves many experiences and opportunities because of this.

“Taking forward our ethos of being a proud partner of progressive India, Flipkart wanted to
change the way people think about age,” said Kartikeya Bhandari, Sr. Director, Marketing,
Flipkart.

The core objective of the campaign is to transition from a purely functional connect with our
shoppers and build a stronger, more emotive bond with them. The two and a half minute film
unveils 9 inspiring stories of people who have defied age-related stereotypes and pursued what
brings them real joy.

Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas says, “Counting the biological
years to tell our age is known to all of us. #ChooseYourAge, in complete antithesis, counts the
number of experiences we’ve had or the times when we have really lived. The film celebrates
living life, rightly showcasing that age doesn’t need to define what one can do, learn, wear, feel
or achieve.”

6. Samsonite- #KerelaIsOpen

Samsonite India in it’s latest campaign #KeralaIsOpen urges people to rebuild the state’s
economy and revive its tourism, conceptualised by Autumn Mumbai. Samsonite took up the
initiative to launch the campaign focusing on reviving the Kerala tourism.

Having been the first-hand recipients of Kerala’s eagerness to welcome its guests; the
applauded brand incepted a campaign that appeals to tourists around the globe to visit Kerala.
Through this initiative, Samsonite endeavours to motivate more tourists to experience the
affection of the beautiful state.

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Having overcome the adverse impacts of the calamity with courage and unity, Kerala is now
open to welcome its much-awaited guests. As a part of the #KeralaIsOpen Campaign, the travel
brand portrays the essence of Kerala through a impactful short film. This beautifully rendered
video captures the essence of how every individual involved in the tourist sector from taxi
drivers, lodge managers, elephant mahouts, among others are eagerly waiting to offer their
welcome their guests.

This campaign’s mission is to enable travellers to come together and revive tourism in Kerala.
Commenting on the initiative, Anushree Tainwala- Executive Director-Marketing, Samsonite
South Asia said, “Through this campaign, we hope more and more people travel to Kerala. We
want people to recognise that the only thing more unique than Neelakurinji is the heart of the
people in Kerala. So let’s now embrace the uplifted spirits of the people and travel to Kerala
because #KeralaIsOpen.”

7. Saregama Carvaan- #ShorYaSangeet

Saregama has rolled out the Diwali campaign for Carvaan, the music player with 5,000
Bollywood songs pre-loaded. Conceptualised by The Womb, the film shows a man returning
to his house amidst the sound of noisy crackers in the neighbourhood. He rushes to shut the
windows to reduce the impact of the crackers. The noise is bother his pet dog as he's shown
hiding under a bed. He shuts all the windows and puts on the Carvaan, which was gifted to him
by his child. The soothing music calms the dog too.

Navin Talreja, co-founder, The Womb, said, “The festive season is gifting time and many
brands leverage the same. The challenge we set ourselves was to find a unique point of view
and a distinct voice for the brand amidst all the Diwali sameness. ‘Shor ya sangeet’ came from
there and we believe that this platform can be owned only by a soulful music brand like
Saregama Carvaan.”

Kawal Shoor, co-founder, The Womb, added, “Carvaan’s primary audiences are young,
working sons and daughters – to buy Carvaan for their parents and elders. And the modern
young workforce in India has a progressive mindset, unconstrained by the baggage of the past.
To appeal to the young, Carvaan needed a young, progressive point-of-view. ‘Shor ya sangeet’
is our attempt to suggest that there can be a more meaningful way to connect with the young

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other than using yo-kids, high-fives, and all the stereotypes marketing uses to make brands
youthful. Everyone has a soul, and the youth, more so. And it helps that Carvaan’s
point-of-view also connects beautifully with the elderly.”

8. Parle G- #YouAreMyParleG

Parle Products has been bonding with consumers on an emotional level since years. While it
has been omnipresent (much before Radhika Apte), consumers fail to recognize the parent
brand or the array of products that Parle offers as a part of one family – a problem Parle has
been attempting to fix with their latest campaigns. Each of the digital film will showcase the
importance of meaningful relationships that form an integral part of everyone’s life but are
seldom acknowledged. Parle – G forms a vital part of the narrative. The digital films are
focused on target segment across age groups.

The chai-ParleG combo has been delighting every tea-lover out there since ages. Veteran in
the biscuit category, Parle Products this time went all out on digital through crowd-sourced
content under the second leg of their campaign #YouAreMyParleG. The brand requested
consumers to write in with descriptions of who in their life do they associate with Parle-G, i.e.
someone who means much to them yet is someone they have not been able to give due place for.

The five series digital films have been inspired by real life incidences shared by consumers.
Parle have shortlisted these stories from several entries that they received when they launched
the campaign back in May 2018. The consumers will be gratified with these films being made
based on their testimonials.

“It was to draw more viewers,” shares Mayank Shah, Category Head, Parle Products. They’re
shot, crafted and executed keeping in mind the digital media. “The kind of influence digital
media has on advertising today is phenomenal. The mobile first generation (millenials) do a lot
of research. We’ve seen in the past 2 years, that the consumer age group 13-14 who have
grown up with mobiles, are completely on mobile screens, they’re not on TV screens. The shift
you’ll see in the viewership from TV to digital is phenomenal. You also see a lot content and
ads being created for mobiles.”

Creative thoughtprocess: Each person in the society perceives Parle G in their own unique way.
Like human relationships, they are not as elementary as love, gratitude, friendship or devotion.

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They would be reciprocal, layered and multi-faceted in intensity. We may understand these
emotions, but we are never fully conscious of them at all times.

Till last year Parle spent about 10% of it’s total marketing spends on digital but this year it was
increased to 15-20%.

Conclusion to the analysis:

In this day and age, we’re all slowly becoming social media addicts. Whether it’s scrolling
down our bottomless Facebook feeds on the subway, or posting the perfect brunch photo on
Instagram before eating, social media has become inescapable. Research uncovers that an
average of 3 hours are spent per day per person on social networks and messaging
(Globalwebindex, 2019).

As social media is becoming more integrated into our daily lives, it unveils countless
opportunities for businesses who are looking to reach out to their audience through social
media marketing.

Social media advertising reaches audiences in a low-cost, impactful, and effective way. This is
exactly why social media campaigns have become a crucial marketing technique for businesses
everywhere. With billions of people on social platforms — and continued growth in monthly
users and influence — it’s hard to imagine how businesses could remain relevant without
creating a social media presence.

Using social media will allows the brand to reach their target audience, engage with current
and potential customers, create brand loyalty, increase website traffic, and drive sales.
Marketing on social is just not a trend, it’s a powerful industry technique that is here to stay
and will help you reach more people all over the world.

Brands are riding the wave of social media marketing. 73% of marketers believe that their
efforts through social media marketing have been “somewhat effective” or “very effective” for
their business (Buffer, 2019).

Brands are continuing to include social media in their marketing strategy – and for all the right
reasons. Whether it’s influencer marketing or story ads, they’re trying it all. Social media
allows brands to access cost-effective marketing, interact with their audience, and build brand

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loyalty. But it’s difficult to measure the exact social media impact, as every social media
platform measures activity differently.

A social media campaign is a business’s coordinated marketing effort to reinforce information

(about a brand, product, or service) using at least one social media platform. These campaigns
are strategically focused, have measurable outcomes, and influence social media followers to
feel or act in a certain way.

Social media is growing in terms of its reach and impact, and this statistic is here to show just
that. 54% of social browsers use social media to research products (GlobalWebIndex, 2018).
More buyers are joining social media networks and looking for reviews and recommendations.
That’s why it’s essential to have a prominent online presence on various social media
platforms. The key is to find out which social media platform your target market is using most
often and how to make the most out of it.

At this point, it’s no surprise that social media marketing is essential for our business. One of
the ways that our business could benefit from social media marketing is by providing the best
possible customer service. The idea here is to manage our online presence and make sure that
we keep in touch with our audience through social media platforms. This includes responding
to comments, mentions, and messages. 71% of consumers who have had a positive experience
with a brand on social media are likely to recommend the brand to their friends and family
(Lyfemarketing, 2018). By interacting with customers through social media platforms we show
them that we care. This step could go a long way in terms of building positive relationships
with customers. So, don’t ignore your followers and try to get back to them in a timely manner.

Influencer marketing is having a big moment now. Brands are increasingly turning to social
media platforms for their marketing, and there are good reasons why. 49% of consumers claim
that they depend on influencer recommendations on social media to inform their purchasing
decision (Fourcommunications, 2018). This means that if consumers feel confident in the
recommendation from an influencer, they’ll be more likely to purchase the product. This social
media statistic makes it evident how brands could piggyback on the power of influencers to
reach out to their customers.

Stories are a big deal on Instagram. They let you share the moments of your day, without
saving them to our profile. The following social media statistic shows us the number of daily
active Instagram Stories users, which has increased from 150 million in January 2017 to 500
million in January 2019 (Statista, 2019).

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The demand for mobile-friendly content across social media is rapidly increasing, and
justifiably so. 91% of all social media users access social channels via mobile devices.
Likewise, almost 80% of total time spent on social media sites occurs on mobile platforms
(Lyfemarketing, 2018). Smartphones and social media are evolving side by side, and your
brand should make sure to keep up. Mobile friendly interfaces are the way forward, and if
you’re marketing online you need to make sure that your content and layout is optimized for
mobile. And why not? People take their smartphones everywhere with them. If you want to be
accessible, you have to keep mobile in mind.

As we can see from these social media marketing statistics, different platforms can serve
different purposes. We will have to be the judge of which social media platform contains our
target audience which we want to market toward, and this could help shape our social media
marketing plan. We should use these social media stats to get better insights into the world of
social media, and how you can maximize your results using these tools.

CONTRIBUTION:

This research has shed new light on the usage of social media campaigns as a marketing tool.
In the study, a detailed definition of social media is extensively discussed, including facts about
social media marketing which comprises of designing several campaigns which would reach
the audience via social media platforms. Based on the data findings, research inferences by
hypotheses through statistical software were tested. The results are not only useful in providing
constructive managerial recommendations, but also to pinpoint a new path for latter research in
this area. Our findings shows the impact of social media ad campaigns on the consumers. We
have shown that brands are now shifting their communications to a more conversational tone,
which attracts users emotionally and help them connect to the communication better. We firmly
believe that consumers are truly committed to a brand only when both behavioural and
attitudinal loyalty is present. Although the data findings cannot speak for all voices of
consumers, they still represent a voice of the respondents at the least. Since, creation of such
campaigns as discussed has led to success for marketers, I suggest that more innovations need
to be done in this genre of marketing. Our research does not attempt to overlook the efficiency
of other forms of advertising, neither the efficiency of using other tactics of marketing

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communications. The research is merely trying to raise a suggestion from a consumers’ point
of view for marketers. It is not only trying to help marketers to improve branding and
marketing strategies, but as reciprocated benefits to consumers themselves as well.

CHAPTER 6: SUGGESTIONS AND RECOMMENDATIONS

Social Media is a big commitment, and something we, as marketers, have to engage with
regularly to see the benefit of; different platforms have a different recommended frequency but
they all have one thing in common – regularity. So, knowing what to say all the time can be
tricky. Having a basic Social Media strategy will help us with this; by setting out clear reasons
why we’re using Social Media in the first place, what we’re hoping to achieve with it (our
goals), and how we’re going to measure overall success will help us gain clarity on what it is
we should be posting on a regular basis.

Businesses are using social media marketing to grow their brand. They have been able to do
this through several strategies, including using the help of social media marketers. They range
from content creators, community managers, and general digital directors. Social media
marketing, unlike most traditional marketing methods, is rewarding. It is also worth noting that
it can be very demanding and even chaotic sometimes. This is so, even if you have perfected
every single factor.

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Hence, I have listed ome problems that can occur while using Social Media as a Marketing tool
and added some of the remedial actions that can be taken to resolve them.

1. Experiencing huge declines in organic reach

Recommendation: For many years now, Facebook particularly has been squeezing organic
reach in favour of paid advertising; seemingly ever-changing Facebook algorithms mean that
Facebook posts will continue to reach less and less people naturally in order to encourage
businesses to put money behind a platform. Although this is a huge challenge to overcome, it’s
also a blessing in disguise, and should be seen as an opportunity to change up our content –
experiment, and try new things. To overcome this, we should try creating videos, original
infographics or reaching out to Social Media Influencers with huge followings. And if these are
not suiting to our goal, we can embrace the beauty of targeted, measurable Pay Per Click
advertising and marvel at the wonderful results.

2. Too much content, not enough substance

Recommendation: This happens all the time! Businesses posting anything and everything up on
Social Media constantly, then wondering why audiences are not engaging. Succeeding on
Social Media isn’t about posting as much as possible and, in fact, if you post too frequently a
couple of things will happen:

● The platform itself will show your posts to less people

● Engagement will fall

All because audiences will start getting bored, and stop liking, sharing, and commenting on
what we are giving them. Audiences want quality over quantity; they want blog posts that
provide them with valuable information, they want videos that move them or make them laugh.
We need to take care of our content, and don’t feel pressured to post on Facebook 4 times a day
just because someone once told that was what Facebook expected. Every page, every business,
and every following is different. Post to a beat of your own Social Media drum.

3. Achieving genuine engagement and connection

Recommendation: The key to achieving genuine audience engagement, and making true
connections with people on Social is hidden in plain sight; Social Media is about being Social.
If we want our audience to engage with us on a deeper level, we need to engage with them;
reply to comments personally, ask our audience question. Even set up our own focus group or

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forum if we really need to – anything that makes those individuals that make up our Social
Media audience feel valued and listened to.

4. Growing your reach/audience

Recommendation: There are millions of businesses across the world, investing in millions of
Social Media profiles. So many tend to reach a couple of hundred followers on one platform,
and quickly plateau. In order to grow your reach and reach new audiences, we need to say
something new; we need to give audiences valuable information and new insights. But along
with these, we need to invest in other tactics, too. Write guest blogs for other websites, link up
with Social Media Influencers, join forums, and ask questions on other social media platforms.

5. Getting audiences to share your posts

Recommendation: When we create a piece of content we think is wonderful, release it into the
wilds of Facebook or Twitter, and wait expecting it to be shared and commented on and liked
100+ times over. But in reality this does not happen. Getting audiences to share our posts on
Social Media is one of the hardest things to do. But it’s also one of the most rewarding. Get
even a couple of our followers to share your posts on Social Media, and we can quickly reach
1000s of new people. The best way to create shareable content is to create something that:

● Tells a story
● Is useful
● Is moving/emotional
● Says something new

6. Consistently creating good content

Recommendation: We all have down days, and none of us are perfect. But when posting on
Social Media, you have to ensure our content is consistent; it remains at a high standard and
continues to engage time after time. And it is really tough to create great content all the time.
Ways to ensure we are always creating good content are to monitor our competitors, run
integrated marketing campaigns, get personal and honest, and create original content wherever
possible; blog posts, videos, infographics, and graphics.

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 CHAPTER 7: LIMITATIONS OF THE RESEARCH
Although this research has been able to provide contributions in identifying the effectiveness of
social media campaigns on different brands in India, the process of the research and data
collection are rather simplified because of resource constrains and other limitations. Therefore,
a further empirical research in this topic is recommended which evaluates the actual type of
campaigns that should come up in the social media platforms so as to get better results and
positive spread of awareness is done.

The limitations of this research are listed as follows:

● Official statistics may reflect the biases of those in power – limiting what we can find
out.
● Official statistics – the way things are measured may change over time, making
historical comparisons difficult

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 ● Documents may lack authenticity– parts of the document might be missing because of
age, and we might not even be to verify who actually wrote the document, meaning we
cannot check whether its biased or not.
● Representativeness – documents may not be representative of the wider population –
especially a problem with older documents. Many documents do not survive because
they are not stored, and others deteriorate with age and become unusable. Other
documents are deliberately withheld from researchers and the public gaze, and therefore
do not become available.

CHAPTER 8: CONCLUSION
After the prolonged study about social media campaigns as a marketing tool, I would like
to conclude my study with IMC, i.e. Intergrated Marketing Communications.

What is Integrated Marketing Communication (IMC)? IMC is where all aspects of marketing
communication (advertising, sales promotion, public relations, direct marketing, etc.) work
together to send a coherent message to consumers. IMC was first developed in the 1980’s for
businesses to offer clients more than just standard advertising. However today companies have
numerous options and platforms to market their brands. IMC is pivotal to ensuring companies
are marketing their brands successfully and efficiently (Faulds et al. 2009).

With the emergence of the Internet and technological advances, the social media phenomena
has evolved. Social media has many different forms: social networking sites (Facebook,
MySpace), creativity work sharing sites (YouTube, Flickr), blogs, virtual worlds, business

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networking sites and the list goes on. Social media is basically people connecting and
interacting with others via alternative electronic technologies or online software (Iacobucci
2014).

Social media has changed the way companies are communicating with their consumers. With
traditional marketing communications the content, frequency, timing and media has been
virtually controlled via the organization. However with social media, companies have lost this
control. Anyone at anytime can make a comment on any organization via a variety of
platforms. This has magnified the consumer-to-consumer interaction in the marketplace.
Traditionally where a consumer would use word of mouth to influence a handful of
friends/family, they now have the ability to influence hundreds, thousands and even in some
circumstances millions of consumers at anytime. The reach is limitless. The amount of
information about the purchase process has made it easier for consumers to form opinions.
Social media has also made it easier for companies to gain valuable insights due to its ability to
observe consumers in a non-obtrusive way (Haenlein et al. 2011).

Marketers are asking themselves today, is how do we create a social media epidemic? Haenlein
et al. (2011) states that it involves three components: the environment, the message and the
messengers.

● Environment – messengers only pass on messages that they believe nobody knows
about. Companies fail because they spread the initial message too broadly. Instead of
concentrating on having as many seeds as possible, they should focus on having an
infectious message and seeding it to many disconnected subcultures.
● Message – only messages that are both memorable and interesting have the potential to
spur a market phenomenon
● Messengers – the right people need to spread the message. 20% of the messengers can
be expected to carry 80% of the load, therefore it is crucial to select the initial hosts
carefully

The most important aspect to a social media epidemic is the right people need to get the right
message under the right circumstance.

It is important to recognize social media needs to be backed up by traditional forms of

marketing communication, it is only one part of the integrated marketing communications and
is only as good as the remaining marketing mix. Many companies have failed and others have
succeeded in integrating social media into their integrated marketing communications.

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Given the scarcity of studies systematizing the information conveyed by the research done thus
far on the field of social media marketing, we carried out this systematic review of the
literature on this theme. The results show that the majority of studies have hitherto focused
either on analyzing the consumer perspective on social media marketing in an attempt to
perceive how they react to these means or on how companies are able to extract the maximum
possible value from recourse to such channels for managing their relationships with clients.
However, more studies are necessary to explore the perspectives of companies as they engage
in social media marketing, especially in terms of understand-ing the key barriers and obstacles
to their usage. The results also point to the need for qualitative studies to better grasp recourse
to social media marketing utilization within the framework of marketing strategies. The main
limitation of this study would be the fact that theresearch was limited to the term “social media
marketing,” considering only the Web of Science database, andonly including articles in
journals. Therefore, complementary analysis including other databases would benecessary to
confirm this study’s conclusions.

BIBLIOGRAPHY
● http://www.socialsamosa.com/2018/12/social-throwback-social-media-campaigns-2018/
● https://www.sendinblue.com/
● https://www.digitallogic.co/blog/what-is-a-social-media-campaign/
● https://www.statista.com/statistics/535550/best-advertising-campaigns-worldwide/
● https://www.oberlo.com/blog/social-media-marketing-statistics
● https://gs.statcounter.com/social-media-stats/all/india/#monthly-201501-201912-bar
● https://learningcatalyst.in/social-media-cases-studies-in-india-2020/#MeToo
● https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major_pap
ers
● https://revisesociology.com/2017/04/24/the-strengths-and-limitations-of-secondary-data/
● Faulds, D & Mangold, W, 2009, ‘Social Media: The new hybrid element of the
promotion mix’, Business Horizons, Vol 52, no. 4, pp 357-365.

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● Haenlein, M & Kaplan, AM, 2011, ‘Two heart in three-quarter time: How to waltz
the social media/viral marketing dance’, Business Horizons, Vol 54, No. 3, pp 253-
263.
● Iacobucci, D 2014, Marketing Management, South-Western, Cengage Learning, Mason.
● http://iosrjournals.org/iosr-jbm/papers/Vol17-issue11/Version-1/C0171111215.pdf
● https://shodhganga.inflibnet.ac.in/bitstream/10603/207313/4/chapter%202.pdf

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