1. UGC Sponsored
National Conference
On
EMERGING GLOBAL ISSUES IN MANAGEMENT INNOVATION
Paper Entitled:
“INNOVATIVE SOCIAL MARKETING CAMPAIGNS:
BREAKING RULES FOR THE SOCIAL VALUES”
Organized By:
DEPARTMENT OF BUSINESS MANAGEMENT,
SAURASHTRA UNIVERSITY,
Rajkot.
Prepared By:
Prof. Chetan Lakhlani
Associate Professor,
N. R. Vekaria Institute Of Business Management Studies,
Junagadh
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Prof. Chetan Lakhlani
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2. Social Marketing
It's an advance and integrate marketing concepts with other
approaches to influence behaviors that benefit individuals
and communities for the greater social good.
“Social Marketing" is sometimes using standard commercial
marketing practices to achieve non-commercial goals.
Social Marketing can be described as having "Two Parents"—
a "Social Parent“ i.e. social science and social policy
approaches, and a "Marketing Parent", i.e. commercial and
public sector marketing approaches.
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3. Societal Marketing
Its an enlightened marketing concept that holds
that a company should make good marketing
decisions by considering consumers' wants, the
company's requirements, and society's long-term
interests.
Its closely linked with the principles of corporate
social responsibility and of sustainable
development.
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4. Campaign 1: FOLLOW 2 UNFOLLOW
Country
:
Puerto Rico
Brand
:
Puerto Rican Government
Client
:
Correctional Department, Puerto Rican Government
Agency
:
Starcom
Audience
:
Puerto Rican Youth
Objective
:
To give a real idea of what prison is like.
Challenge
:
Young adults hate it when you try to teach them
Target
morals.
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5. CONCEPT:
Drug
trafficking
has turned
Puerto Rico into one of the most
dangerous
government’s
islands.
The
official
voice
didn’t seem to have any impact.
So it decided to make 3 real
prisoners talk on Twitter about
the brutal life they experienced
in prison.
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6. RESULT:
23% of the Twitter population of Puerto
Rico has interacted.
True Story
Reality shows have exposed us to some of the
saddest aspects of human behavior. But people
love a true story. Using social networks to help
people have an experience, to exchange with
people they would never have otherwise met, is a
good initiative.
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7. Campaign 2
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8. Recruitment Strategy
Country
:
Netherlands
Brand
:
Heineken
Client
:
Heineken
Target Audience
:
Candidates seeking jobs
Objective
:
To receive more relevant resumes
Challenge
:
Recruitment is A sector often left
behind in communication
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9. Over 1,700 people applied for the job.
Successful candidate gets an opportunity to meet football heroes of UEFA
Champions League.
Shortlisted candidates were invited to Amsterdam for the interview process.
Stage 1: The kick-off
•Where the boss led the interviewee into the meeting room
by holding hands the entire way.
•Medical Assistance, which involved helping the boss as he
‘blacks-out’ during the meeting.
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10. Stage 2: Fire Drill
Where firefighters call for help to rescue a stranded
Heineken employee from the roof after a ‘fire alert’.
Candidates’ responses determined who had the
necessary skills to work in the Heineken marketing
department.
The entire interview was captured on camera by
Heineken, which resulted in......
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11. Stage 3: Final Test
The Candidate, a behind-the-scenes film that was released to the
brand marketing team via an internal portal so they could vote for
their favorite interviewee from the three best interviews.
The most voted-for candidate was brought to the Juventus stadium for
a ‘final test’ during the pre-match ceremony.
Giant screens showed the interview process and then announced that
the winner……
Guy Luchting, had got the job. He now has a placement based at
Heineken headquarters in Amsterdam.
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13. RESULTS:
317% more CVs / +
279% traffic on the
HR site.
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14. Campaign 3: COCA COLA- Small World Machine
Country
:
India & Pakistan
Brand
:
Coca cola
Client
:
Coca cola
Agency
:
Leo Burnett
Target Audience
:
Indian & Pakistani citizens but
Global Campaign
Objective
:
To Reinforce Coca-Cola’s «Crazy for
Good» Values
Challenge
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:
Create a Story Worth Talking About
Prof. Chetan Lakhlani
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15. CONCEPT:
The relationship between India & Pakistan is a complicated one. There is hardly
any communication between the two countries, even though the only thing
separating them is religion. Coca-Cola created machines in India & Pakistan that
were connected to each other and allowed people from each side to interact.
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16. 3D Touch Screen Technology base High-tech vending machines installed
in two popular shopping malls in Lahore, Pakistan and New Delhi, India.
Invited consumers to put their differences aside and share a simple
moment over a Coke.
People from both countries and various walks of life were encouraged to
complete a friendly task together – wave, touch hands, draw a peace sign
or dance – before sharing a Coca-Cola.
The “Small World Machines” provided a live communications portal
linking strangers in two nations divided by more than just borders, with
the hope of provoking a small moment of happiness and promoting
cultural understanding around the world
………the
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very moments were captured
Prof. Chetan Lakhlani
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17. Surprises- Mirror Impacts & Images
Jackie
Jantos
Tulloch,
Project
Leader, compares the live relay
experience
to
looking
into
a
webcam, face-to-face with another
person. “Your actions are literally
mirrored,” she explains. “By adding
a touch screen, it allowed us to play
interactive animations, so people
Thoughts divides,
Value unites.
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could trace things like a heart or
smiley face together.”
Prof. Chetan Lakhlani
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18. RESULT:
2 million views
Interaction has always been key in virtualization. However, thanks to
technology, we can now push interaction a little bit further. Here the simple
interaction between the 2 machines, plus the nice narration makes this
idea extremely efficient.
Its not Coca Cola Story, its bigger profound story about the connectedness
of the world.
Social and cultural tension exist around the world, exist for selfish reasons.
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19. Social and cultural tension exist around
the world, exist for selfish reasons.
Humanity is about togetherness & Happiness
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20. Aap
No
Aabhar
The presentation was inspiration of publication by Gregory Pouy, Digital marketing expert and founder of marketing
consultancy La Mercatique, about the changing rules of conventional marketing through few social marketing campaigns.
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