Social Media Campaign Analysis

Acknowledgement

We use this opportunity to express our heartfelt gratitude to everyone who supported us throughout the course of this project. The project has helped us in gaining immense knowledge of the social media marketing domain and particularly about the critical factors that determine any campaign’s success.

First and foremost, we would like to thank Prof Chinmaya Kulshrestha, Associate Professor, Management Development Institute, Gurgaon, for her constant support and guidance throughout the successful completion of this project.

Secondly, we’d like to thank all the people who shared their views regarding the different social media campaigns as consumers, which helped in critical analysis of the campaigns.

Executive Summary

With budding prominence of content driven campaigns, innovation and integrated strategies, more and more brands are discovering the potential that social media has to offer. On the same note, brands are now increasing their digital media budgets and making it an integral part of their business. The industry is investing a lot in technology and talent, albeit slowly.

This has ensured a cohesive digital strategy for many of the top Indian brands. Likewise, the year 2013 has witnessed so many brands roll out innovative and creative campaigns via multiple social media platforms.

Here, we have taken note of some of the most interesting and attention-grabbing social campaigns we’ve seen in the past year-

Aviva India Padding Up with Sachin

Aviva is India‘s leading Insurance providers have come up with an interesting Social Media Campaign called Padding Up with Sachin.

Objective: The campaign is a branding activity for Aviva India. The main objective of the campaign is to offer a good brand experience to its customers and to engage with them. After all people are more likely to buy services from brands with whom they have interacted

Share a Tangle Campaign

As a brand that seeks to position its tangles as a preferred spicy, tangy snack Bingo is constantly working towards positioning its product as such. Its advertisements have always highlighted taste and the Bingo Share a Tangle campaign now veers towards peer to per sharing.

Objective: With the Share a tangle Campaign running for a month ending on 7th July, 2013, Bingo has worked towards building the buzz about the tangle on Facebook. In a run up to the campaign, an advertisement in the TOI listed fours steps leading up to the Facebook app. In what seems to be more of a sampling exercise under the garb of a contest, Bigo seems to be slightly off the mark with this simplistic campaign.

Bingo! Share a Tangle Campaign promotes peer to peer sharing by encouraging users to share Bingo tangles with five friends. This could be motivated by the urge to reach out to the college going crowd which snacks on tangy stuff and might be most likely to share it with