Digital Campaigns that Increased Brand Equity

DIGITAL IS CHANGING
LIVES, BUT HAS IT
INCREASED MY BRAND
EQUITY?
2015
AN EMPIRICAL STUDY
SUHASINI JAIN | NIDHI AGARWAL | AVINASH AYYAGARI
GREAT LAKES INSTITUTE OF MANAGEMENT| CHENNAI

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Contents
PROPOSAL – EXECUTIVE SUMMARY........................................................................................ 2
LITERATURE REVIEW ................................................................................................................ 4
PROPOSED METHOD ................................................................................................................20
Sample Questions......................................................................................................................22
DISCCUSION - CAMPAIGNS SELECTED & DETAILED ANALYSIS ........................................23
CONCLUSION & RECOMMENDATIONS...................................................................................49
REFERENCES............................................................................................................................... 53

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PROPOSAL – EXECUTIVE SUMMARY
The popularity of social media platforms, and the opportunities they represent are expanding at a
very exciting pace in India today. Consumers are now exposed not just to what the brand is
communicating about themselves, but what the media, friends, relatives, peers, etc., over the
world are saying as well. There are numerous examples of extremely successful digital campaigns
executed in the West, which have managed to generate enough customer engagement to enable
significant enhancement of their brand equity. Our empirical study examines the premise that do
these numbers actually help a brand in increasing effective consumer engagement and
channelizing a consumer perception about the brand?
Right now, in India, the social penetration of brands in India is a micro-version of that in the West.
The digital medium has been tagged as the future for the coming years. Through the course of our
literature review, in which we looked at various Western and Indian digital campaigns, we
observed that while some brands create a special identity for themselves through social media
forums, others post on these forums just for the sake of registering presence. That is to say, that
though they register their presence online, there is no effective customer engagement resulting
from this presence, and thus no significant addition to the brand equity.
Through the course of the research we have observed campaigns that have helped:
 The positioning of a brand
 The branding objective for a company
 Genuine engagement with the brand

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We have selected these campaigns based on :
 Recency
 Their success on social platforms in terms of engagement.
This research had aided us in observing how digital campaigns are helping a brand engage and
converse with its consumers, adjudge what kind of campaigns create share value and word of
mouth marketing for a brand. We wish to see if just a high number of likes and comments are
successful in creating a brand image in the mind of the consumers.
Juxtaposing these observations with the ever-expanding scope of digital marketing in India, we
ultimately aim to chalk out the right social media marketing/digital strategies a brand can follow to
generate actual additional brand equity
Should this study get published, it could result in the following implications for the following
stakeholders:
 Brands, could use the presented analysis to understand which factors attract consumers to a
brand, and compel them to engage in active communication with the brand.
 Brands could also use the data and suggestions given to design relevant and effective social media
strategies and campaigns.

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LITERATURE REVIEW
Our research directly pertains to digital branding helping a brand grow. While numbers are one
way of looking at it, the message communicated to the consumers and users happens to be the
other critical aspect.
During our research, we looked at an exhaustive list of digital media campaigns executed in the
west and handpicked a few that according to us have set a premise for us to proceed with our
research.

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KEY INTERNATIONAL CAMPAIGNS:
THE DOVE REAL BEAUTY SKETCHES CAMPAIGN
It was certainly one of most talked about campaigns on 2013. The content was pushed to
advertisements, videos, workshops as well as a publication of a book and a production of a play; it
was of the most shared videos on the Internet. It generated over 114 million views and was the
3rd most shared ad of all time. The campaign invited 1800+ blog posts written about it.The video
featured actual women in along with pictures that the forensic artist drew; all content primed to
share.
Differentiating element: The brand could identify the need of the audience i.e. the need to feel
beautiful and accepted. While the fashion industry was still considering that a size-8 model was
“plus size,” Dove definitely stood apart from its competition by featuring models of all sizes, boldly
asserting that ultrathin is not a requirement for beauty. Dove created a community that was based
on acceptance and appreciation of beauty in all its shapes and sizes. Research from Harvard
psychologist Nancy Etcoff examining the campaign then and now finds more women today define
beauty on a wider array of qualities beyond looks, such as confidence. In an age where women
were constantly searching for terms like "Plastic surgery”, "I hate my body”,"diet" and "gym”, the
marketers rightly tapped on the message and delivered a campaign anchored to break away from
he stigma.
While in India campaigns are in a race for likes , comments and shares ; we observed a few
international campaigns targeting a smaller yet more engaged audience when it came to niche
products .
GREY POUPON’s FACEBOOK CAMPAIGN
Grey Poupon is a high-end mustard brand that strictly focused of quality over quantity .Its
probably one of the few brands that actually turned away fans from its Facebook page. Knowing
that all the likes wouldn't convert into brand favorability and loyalty given their product

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positioning, they started something unique. They began to screen fans who attempted to like the
page to see if they have good enough taste to become one of the company's Facebook fans ". Fans
of the brand were asked to apply for membership to the Society on the Grey Poupon Facebook
page, where an algorithm then determined whether or not they 'cut the mustard’. The algorithm
"would search and judge users' profiles based on their proper use of grammar, art taste,
restaurant check-ins, books read and movie selections, to name a few. “We want to differentiate
the brand and reinforce that when it comes to Dijon mustard that Grey Poupon is the leader in
‘taste,’ ” said Sara Braun, marketing director at Kraft Foods, which owns the brand. She believes
that Grey Poupon's Facebook page may just end up having more engaged fans than some of these
other brands because their fans "had to earn that position."
OREO ON INSTA: COOKIE vs CRÈME CAMPAIGN
Brand campaigns via Instagram in the Indian market are more or less restricted to re-posts , tags
and captions . Oreo launched the "whisper fight" campaign by asking fans to submit a picture that
they loved with a hashtag of either #cookiethis or #cremethis on Insgtagram via a superbowl ad.
The campaign was able to increase its Instagram fan base from 2200 to 20000 within a span of 2
months. The brand took the participation forward by reimagining user submitted photos with
either actual “creme” or “cookies” in beautiful works of art in less than four hours. “We knew we
wanted to kick off the next 100 years for OREO in a big way, and what better way than by bringing
the long-standing disagreement of cookie versus creme announced at the Super Bowl, said Lisa
Mann, Vice President, Cookies, Mondelēz International. “We were asked to come up with a
campaign that would take the cookie vs. creme debate to the big stage and appeal to a younger
demographic,” said the creator of the campaign. We wanted to communicate with them in the
places that they were hanging out, so that’s kind of where Instagram came into play”, said the
creator of the campaign.
STARBUCKS: TWEET A COFFEE CAMPAIGN
“Does direct marketing work in the case of social media?” a question that has intrigued many
investors, CMOs, brands and digital critiques.
Starbucks launched a campaign that led consumers buy coffee for friends on Twitter, prompting

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about $180,000 in purchases within a fortnight. Tweet-a-Coffee let you give a $5 gift card to a
friend by putting both "@tweetacoffee" and the friend's handle in a tweet. Recipients could then
open the link on their phones on their next visit to Starbucks and just show the screen and have
the bar code scanned. $180,000 was a respectable return on investment since the program
probably required a low investment. Results declared that 27,000 fans used the program and some
34% of users bought multiple gift cards and 32% of the purchases occurred on the first day.
CROWDSOURCING: “My Starbucks Idea” CAMPAIGN
What if you were to decide how your favorite brand could improvise? “My Starbucks idea" was
one of the most talked about campaigns by the Brand. The microsite site invited suggestions to
be voted on by Starbucks consumers, and the most popular suggestions were highlighted and
reviewed. Starbucks then took it a step further and added an "Ideas in Action" blog that gave
updates on the status of changes suggested. Later on this website started to work as a community
for Starbucks customers and they started enjoying their time around there. It was a brand that was
successful in creating a community out of its fan base.
THE FOURSQUARE WAY : STELLA’s LE BAR GUIDE
ABIn Bev is amongst the largest alcoholic beverage brands in the world and one of their biggest
brands is Stella Artois. A key challenge for the brand is to maintain their leading position, whilst
simultaneously pushing the boundaries. The beer brand used a different platform Foursquare to
attract mindshare.Le Bar Guide servedas a premium service to help consumers find the perfect bar
environment for the perfect night out, and is a natural next step in crafting the perfect experience
for discerning drinkers. The application-included features such as user generated content,
augmented reality, social networking links and one of the biggest databases of bars in the world.
Users are able to view bars in their local area in standard view (3G) or in augmented reality view
(3GS). They could select a bar by distance or ratings and reviews, then share the information
with friends, as well as upload their own ratings and reviews for a bar of their choice.Bars could
also be sorted through other criteria including price, proximity and rating.
CANON : THE CHINESE FOREST GUMP CAMPAIGN

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To promote Canon's fourth year of sponsoring the 30th Beijing International Marathon, Canon
came up with the concept of a real-life version of Forrest Gump who invites people on the street
to take a run with him. The Chinese runner ran non-stop during the day used Weibo, a Chinese
Twitter-style platform, to post his location and other updates. His messages became so popular
that Canon created an official account to handle the overflow and communicate with people who
replied to his posts and asked questions generating 6877 followers within 3 weeks. The campaign
was designed to embody Canon China's slogan -- which translates to "Delighting You Always." By
joining technology to real-life events, the campaign used social media in a relevant way that was
clearly successful -- all over Beijing's streets.
PINTEREST AS A MEIDUM : The Jetsetter Curator
As experts have it, user generated content has been trending the charts globally when it comes to
social media campaigns. Jetsetter focuses on inspiring vacation ideas and providing travel deals for
the immediate future. Pinterest helps users put all of their travel fantasies on one canvas. Since its
launch in 2009, Jetsetter had fielded many an inquiry from customers who were curious about
becoming a Jetsetter curator. So Jetsetter made it happen. For its Jetsetter Curator Pinterest
contest, Jetsetter asked pinners to create "the ultimate destination pinboard" for a fortnight.
Using content on Jetsetter and around the web, Jetsetter members pinned photos in four
categories: escape, adventure, style and cosmopolitan.Winning boards were selected by Jetsetter
editorial staff and a panel of judges, including Arianna Huffington and the editor-in-chief of
Harper's Bazaar. The winner in each category won a three-night stay at a Jetsetter destination
pertaining to that category.The most followed Jetsetter Curator board won its owner $1,000 in
Jetsetter credit, a reward that incentivized pinners to share their boards and pins with friends.
More than 1,100 users vied for a free trip, with an average of 40 images per board, totaling nearly
50,000 pins. Throughout the contest, referral traffic from Pinterest to Jetsetter.com increased
100% and page views increased 150%. Not only were more people coming to Jetsetter.com, but
they were also sticking around longer — the bounce rate decreased by 10 to 15% during the
promotion. On Pinterest, the promotion helped Jetsetter jump from 2,000 to 5,300 followers.
Another reason why the contest was a win is that, aside from the prizes, Jetsetter Curator was a
free activation — all of the content was user-generated. This bootstrapped approach is promising
for small businesses, which seek to innovate and engage without breaking the bank. The overall

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goal of our Jetsetter Curator contest was branding, quality content generation and engagement
with members. They wanted to build engaged community of travel curators on Pinterest.
VOLKSWAGEN POLOWERS CAMPAIGN
When it came to the Automobile sector, we observed a couple of campaigns by Volkswagen
executed on digital platforms. Volkswagen Spain and DDB came up with the POLOWERS Grand
Prix.They integrated the Twitter API into the Polowers microsite and asked users to become
followers to participate in the race. Every time a participant tweeted using the #polowers hashtag,
a virtual Polo on the microsite would advance a few metres. The person to send the last tweet
before the Polo crossed the virtual finish line, would win the car.The campaign resulted in over
150,000 tweets in just 8 hours reaching 10% of Spain’s total Twitter audience. The Polo section on
Volkswagen Spain’s website received a record number of visits.
THE BURGER KING WHOPPER SACRIFICE CAMPAIGN
The Whopper Sacrifice campaign by Burger King used Facebook to promise a coupon for a free
hamburger if participants deleted 10 people from their friends list. It was a wild success: the
Facebook application was installed 60,000 times in a matter of days, 20,000 Whopper coupons
were sent out, and over 200,000 Facebook friends were deleted. But Facebook disabled the
campaign within ten days, claiming that it was a violation of user privacy because Whopper
Sacrifice notified friends if they had been deleted. The brand tapped into the essence of how social
networks have changed our ideas of what “friendship” means. "It was also said that the campaign
was a little too brutal because it did send notifications. But many of those coupon-bearing
customers would have been people who typically don’t shop there, thus bringing in new
customers. For Burger King, this resulted in a spike in the number of customers and sales, as well
as publicity, both good and bad, before ending the campaign 2-3 weeks after launching.
THE INDIA STORY :

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While Indian brands are trying hard to innovate and differentiate their brand conversations via
social forums, the Internet speed and penetration in India is one of the biggest challenges when it
comes to reach.
INTERNET PENETRATION AND USAGE PATTERN IN INDIA
Internet Penetration in the country may not have crossed 16% of the population yet, but in
obsolete numbers, this percentage is nearly ten times the population of Australia. The IMAI
reports that the nation had crossed the two hundred million mark by October 2013 The report
from IMAI and IMRB estimates 243 million internet users in India by June 2014, overtaking the US
as the world’s second largest internet base after China. The 205 million Internet users that the
IMAI reports for India are all not active users, i.e. they us Internet at least once a month. While
Indians primarily use the Internet for communication, largely in the form of email, social media is
also an important driver of Internet use in India. This fact from the IMAI report can be conformed
with data from other sources such as Facebook, according to which India had about 82 million
monthly active users by June 30, 2013, which is the second largest geographical region for
Facebook alone after the US and Canada as Facebook does not operate in China.
Internet penetration in India is driven largely by mobile phones, with even some of the cheapest
and most basic handsets today offering access to the Internet. India has about 110 million mobile
Internet users of which 25 million are in rural India. But at the same time, the price points of
internet and accessibility of data services pose a challenge for brands to put out social media
campaigns for the masses College-goers remain the largest users of the internet in India, followed
by young men.
While the IMAI report paints an optimistic picture of Internet use in the country, another report by
the Broadband Commission for Digital Development, ranked India 145 of around 200 countries for
the percentage of individuals using the Internet. However, the Internet’s role in communication,
social networking, and informing and influencing India’s consumers in categories such as apparel,
books, financial services, and travel is already comparable with that of developed countries.

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The report goes onto say that India is likely to have the second-largest user base in the world, and
the largest in terms of incremental growth, with 330 million to 370 million Internet users in 2015.
Given current downward trends in the costs of Internet access and mobile devices, India is on the
verge of an Internet boom. In an evolution pattern unique to India, users who access the Internet
only through a mobile or tablet device will constitute around 75 percent of new users and
55 percent of the aggregate user base in 2015, leading to increasing demand for content that is
optimized for a small screen.
India has the potential to double its economic contribution from the Internet in the next
three years, from 1.6 percent of GDP at present to 2.8 to 3.3 percent by 2015. Despite the large
current base of users, the Internet currently contributes to a modest 1.6 percent to India’s GDP, in
line with most aspiring countries.
While India scores well on the availability of human and financial capital, it rates poorly on Internet
infrastructure, Internet engagement, the e‑ commerce platform, the ease of Internet
entrepreneurship, and the impact of e‑ governance. On most indicators of the strength of the
Internet ecosystem, India ranks in the bottom quartile of our comparison set of 57 countries.
Although the Internet ecosystem is becoming more vibrant, the benefits have been relatively
concentrated. India’s Internet start‑ ups are scaling up through creative adaptations to overcome
infrastructural and systemic bottlenecks. Yet, while large enterprises have gained from their early
adoption of the Internet, there is scope among individual consumers, SMEs and the government
sector to significantly increase engagement. Today, India’s measurable consumer surplus from the
Internet is estimated at $9 per user per month, at the low end of the range for aspiring countries
($9 to $26) and well below the range for developed countries ($18 to $28). Even by 2015, with
overall Internet penetration likely to reach 28 percent, rural penetration is likely to be just
9 percent.
Concerted actions by policy makers and businesses in five areas can help India achieve an inclusive
Internet transformation: reduce the cost of Internet access across devices, content and
applications; increase access to low‑ cost, high‑ speed connectivity in rural and semi‑ urban India
beyond the top cities; promote widespread digital literacy through the introduction of devices and

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content tailored to the local context; devise Internet applications in new areas such as agriculture,
health care, education, energy, utilities, and public information; and create a more favorable
business environment for Internet entrepreneurs to support rapid innovation
According to ‘The Mobile Internet Consumer: India 2013 survey conducted by the MMA; Mobile
Marketing Association and VSERV.mobi
More than half of all the mobile internet users in India belong to the age group of 18-24 years.
9 out of 10 mobile Internet users in India are men.
Of these users, almost half of them in India are highly educated.
0%
10%
20%
30%
40%
50%
60%
Less than 18 yrs
18-24
25-35
more than 35
Men
Women

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Occupation wise, 2/3rd of the mobile internet user base in India belongs to the earning class.
Besides browsing, email and chat, Game Apps are the most downloaded type of mobile content.
Mobile Internet Users
enjoy getting content
and deals through
0% 10% 20% 30% 40% 50% 60%
Graduate/PG
Diploma/UG
Schooling upto 12 yrs
Uneducated

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mobile ads. Brands leveraging this consumption behavior drive higher engagement and recall.
0% 10% 20% 30% 40% 50% 60% 70%
Download Mobile Content
Find good deal on something
Learn about a brand
Locate something nearby

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REVIEW OF INDIAN CAMPAIGNS (2013-2014)
L’OREAL’s ‘STAY ROOTED’ CAMPAIGN
Using a very smart connotation, L’Oreal India launched the ‘Stay Rooted’ campaign. The campaign
had a double aim of not only targeting stronger hair but also of encouraging consumers to take
time out to appreciate people, things, places, moments from their past that have made them the
individuals they are today. L'Oreal released a video in which they captured people from across
different sections of society telling us about that one special person who they’d like to go back in
time and thank.
For this particular campaign, L’Oreal employed the hash tag #KeepsMeRooted on Facebook.
Bikram K. Singh, while analyzing L’Oreal Paris India’s social Media strategy, says that the use of
Facebook hashtags has resulted in increasing page engagement. The brand relies heavily on
symbols of popular culture like Bollywood styles, celebrity’s makeup secrets, weddings, etc.,
generating praise-worthy engagement. L’Oreal Paris India has done a remarkable job in using
Facebook and Twitter independently for different purposes. But the effort is not flawless, as the
amount of likes are significantly higher than comments and shares.
The social media team of L’Oreal Paris India need to find a way to form a loop to drive fans from
one platform to another and eventually help the brand to maximize the reach of their promotions,
contests, and engagement efforts.
ONLINE PROMOTION OF THE MOVIE ‘BHAAG MILKHA BHAAG’
The makers of the 2013 movie ‘Bhaag Milkha Bhaag’, took to social media to run an integrated
campaign 7-8 months prior to the release of the movie. These activities focused majorly on
Facebook, Twitter and Google Plus.
Sufiyan Khan from Ignitee, says “The social media properties were active but there was no actual
movie content available as the full fledged campaign began in May 2013. To continue the fan
engagement, we used content that is close to the movie - ‘INSPIRATION & MOTIVATION”.

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Various Facebook apps were created for songs along with lyrics and videos. In another unique
move, the agency launched an app that would provide exclusive movie content to the fans –
 The First Look Club - exclusive content 6-8 hours before it was shared on public platforms.
The idea - Go deeper, engage fans on micro level with specific mailers, a new area for moviemakers.
 Chase Your Dreams – Fans asked to share a realistic personal dream. The output of this app was a
customized cover photo with your name and dream.
The idea - Fans to let the Milkha in them out.
 Milkha Fan Art tab – Aimed at creating lots of user generated content (UGC)
.
Apart from this, a microsite was launched and Google Plus was used to conduct a Hangout with
Farhan Akhtar and Rakyesh Mehra, and 9 lucky fans, a first of its kind in the industry. The Twitter
handle stayed away from senseless hashtag promotions, concentrating more on spreading less
known facts about Milkha.
GARNIER’S ‘POWERLIGHT A VILLAGE’ CAMPAIGN
During November 2013, men’s skin care brand Garnier Men launched a CSR initiative, aiming to
light up rural households in India, which are currently devoid of electricity. The main premise of
the ‘PowerLight A Village’ initiative is that every action made online on social media platforms –
every like, share and comment – is translated into actual energy donation on-ground.
Vinaya Naidu of Lighthouse Insights says the initiative drove the social media masses to join the
cause with a number of exciting and engaging activities weaved around storytelling. Roping in the
community to contribute with their social interactions was a cool idea for a rural CSR campaign
Leveraging the power of storytelling on social media has also worked in the brand’s favour. The use
of both Facebook and Twitter to reach out to the community and rewarding them with exciting
incentives for their contributions make for a memorable campaign on social media.”In conclusion,
‘Powerlight a Village’ was one CSR campaign that got its social media right.

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PIZZA HUT’s ‘CHOMP-A-THON CAMPAIGN
In August 2014, Pizza Hut came up with the super-sized Pan Pizza, and ran a campaign around the
theme ‘Size Matters’. The campaign began as a TV Commercial and then extended onto social
media.
The extension of the cool commercial onto social was really done well, with specific and relevant
engagement strategies employed for different platforms. Twitter was rightly used as the buzz-
generation network, by creating conversations around the theme, which helped build a positive
brand recall. Apart from this, reaching out through Twitter influencers – who are also youth icons
– has helped the brand spread the word to the target group, and also maximize visibility.
The use of the Facebook app ‘Chomp-a-thon’, based on an augmented reality concept, requires the
webcam to be switched on and was quite a cool app. It was perhaps the first time that one does not
have to use arrow keys on the keyboard or click a mouse, and instead has to chomp away at a
virtual pizza.
BISLERI’s REAL TIME COUNTDOWN FACEBOOK COVER PHOTO
In May 2013, Bisleri in association with its digital agency, Flying Cursor, ran a unique digital
campaign, a first of its kind in India. Their page was approaching the 1 lakh fans milestone. They
thus created India’s first real time countdown Facebook cover photo, that changed in real time to
reflect the final countdown towards the 1 lakh goal.
According to Vinaya Naidu of Lighthouse Insights, “While there are various ways to thank your fans
like co-creating a community song or thank you video, giving away gifts, crowdsourcing ideas for
celebrating the occasion, here’s an innovative and smart way to mark the 1 lakh milestone on
Facebook. And celebrating fan milestones serves as a good occasion to build engagement and show
gratitude.”
“POCKETS by ICICI BANK”
ICICI Bank, India’s second largest bank, made its foray into social media by joining Facebook in
January 2012, by means of an app called ‘Pockets by ICICI Bank’, aimed towards a social way of
banking. Designed as a complete website, the informative app had many social features including
the ability to make transactions.

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According to Rahul Dubey of Social Samosa, the app, begin convenient and user friendly, was also a
unique technological innovation by ICICI Bank. He considers this an integrated effort by the brand to
take its core message of ‘Khayaal Aapka’ out to social media. The campaign facilitated sensible
applications, discussions, actions and transactions. And unlike online banking, the app offered social
activities for friends and families such as planning outings and films with friends on Facebook.
Also, there was great emphasis on various safety features like secure browsing, two layer secure
access etc.
HINDUSTAN TIMES’ HT NO TV DAY TREASURE HUNT
In a very different kind of a campaign, Hindustan Times organised the ‘HT No TV Day Treasure
Hunt’, encouraging Mumbaiites to switch off the TV and enjoy time with near and dear ones
exploring the sight and sounds of Mumbai city. The Treasure Hunt was hosted on a dedicated
Facebook app and had 8 levels, each of which tested your knowledge about Mumbai.
According to an article by Mariam Noronha, “For a print media publication, Hindustan Times has
done well in terms of using social media as opposed to its counterparts. Tying offline activities like
helicopter rides, science workshops even Shiamak Davar’s Dance workshops with an online
engagement initiative on Facebook is a different yet cool move . If you want to create buzz and
build a long term relationship then this initiative uses the right approach.”
She goes on to say “The campaign is being promoted very well, online as well as offline with enough
buzz on Facebook and Twitter. For every 10 Tweets, with #HTGoGreen, Hindustan Times will plan
one Sapling in Mumbai. The Twitter page augments the Facebook action and keeps the Twitterati
informed and engaged about the Treasure Hunt and No TV day.”
PARLE G’s “THE FUTURE GENIUS ACTIVATION’ CAMPAIGN
Parle G, in an attempt to reach out to parents and kids and engage them in an online activity to
reinstate their brand philosophy, launched the ‘The Future Genius Activation’ campaign on social
media. The campaign was intended an opportunity to interact with the core target group to build a
strong relationship between the brand and them.

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Parle G launched a microsite thefuturegenius.com and roped in Ruskin Bond, to blog for the
purpose. The micro site contains a couple of sections namely Genius Gyaan, Parents Quotient and
Diary of a Genius.
According to Apeksha Harihar of Social Samosa, “Branded content on Facebook is attracting a lot of
engagement on the posts. Each post is well designed and is complemented with effective content.
The application on Facebook has Fan gate. This is important since it offers exclusive content for
their fans. User generated content (parents’ blog entries as well as videos in the genius hub) is a
great way to engage users.”
The article also talks about how Ruskin Bond was the perfect person to represent the platform with
since he strikes an instant chord with kids and is extremely popular among them.
TRESEMME’s INDIA’s ‘RAMP-READY HAIR CAMPAIGN’
With the aim of furthering its position in the premium hair care segment, TRESemmé India has been
reaching out across all mediums talking about giving the consumer an experience of ‘ramp ready
hair’. The brand launched an interactive salon in March 2013, through its YouTube channel hosted
by actress and brand ambassador Diana Penty with DIY videos that take a step-by-step approach for
the featured ramp ready hairstyles. The brand also invited bloggers to check out the
interactive YouTube channel, pick a hairstyle they like, try it and blog about their experiences.
According to an article by Vinaya Naidu, “The concept is a winner – on the one side, it gives
consumers valuable information with do it yourself video tutorials and on the other it talks about
the brand, associating it with the much desirable ‘ramp ready hair’.”
She also talks about how the brand has also integrated all its social media networks to spread the
message, and that it is especially noteworthy. In her words, “All this coupled with promotions on
other mediums, ensures that TRESemmé has it all covered.”

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PROPOSED METHOD
Quantitative Research Methodology
The ROI measure of online campaigns has always been a challenge. While the data-base approach
can get overwhelming, we cannot turn away from critical data. There is a need to be more judicious
about what data-point one has to seek. Online effectiveness tracking has traditionally been framed
in terms of impressions, click-through rates, and the resultant direct-response actions (registration,
purchase). These metrics, while important, only tell a small part of the effectiveness story.
What online campaigns can possibly do is:
 People view an ad, click on it, and buy the product from the website itself.
 People view an ad, don't click on it and perhaps look to buy the product or recommend the product
the next time they see it around in a store.
While the first option is easy to measure using sales data, the other metric would translate into the
branding part of a brand's advertising. This would include brand awareness, message association,
brand favourability and purchase intent. These are attitudinal in nature and measure people's
minds through their attitudes.
Brand equity is a direct result on consumer experiences and perceptions, which in turn allows a
brand to earn greater volumes or margins that it couldn't do without the brand name.
Thus ,its important for marketeers to look beyond short term click based metrics and observe if the
campaigns are affecting their brands positively in the long run.We have selected the AdIndex
method by Millward Brown for evaluating the effectiveness of our Digital Campaigns. A campaign
in the social space has a variety of outcomes : it can change people perceptions and opinions about
the brand offering , drive search and site visits , drive engagement and ultimately drive sales .
AdIndex uses a survey-based approach making use of a control and exposed methodology . It
quantifies the difference in attitude between two groups of respondents. In our case , these groups
are the Digitally aware set who use Social Platforms like Facebook , Twitter , Youtube etc for
interacting with friends and family and following brands and their updates ; and the digitally

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unaware set who typically use social platforms to just interact with their friends and family . Under
this method ,the impact of a campaign is isolated from other potential variables through placing a
sample of consumers into one of two groups; exposed to the campaign or not exposed to the
campaign. Both take a survey with questions regarding the test brand and differences between the
two samples are tested for statistical significance and attributed to ad exposure. A rigorous
weighting method is then applied to ensure the accuracy in the comparisons made on the two sets.
Metrics examined:
1. Unaided Brand Awareness
2. Aided Brand Awareness
3. Online Brand Awareness
4. Message Association
5. Brand Favourability
6. Purchase Intent
Under the first two metrics we measured the level of familiarity respondents have with the brand,
aided and unaided. Next we measured the extent to which respondents can match the messages
or the concepts in the campaign to the brand. We then moved on the persuasion bit where we
measure Brand Favorability i.e the extent to which respondents had a positive or favorable
opinion about the brand. Lastly we looked at the Purchase Intent or the likelihood of the
respondents to purchase or recommend the brand in the future.

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Sample Questions
Brand Awareness
Un- Aided
 When thinking of “X” Brands, which brand first comes to your mind?
Aided
 Have you heard of the following Brands?
Message Association
 Do you remember seeing any advertising on the Internet in the past 6 months for any of the
following Brands? If yes, which one?
 Which of the following sites uses "x" in their advertising?
Brand Favourability
 How would you describe your overall opinion about each of the following Brands?
Purchase Intent:
 How likely are you to use/recommend the services of the following Brands in the future?

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DISCCUSION - CAMPAIGNS SELECTED & DETAILED ANALYSIS
Campaign 1: Coke’s Friendly Twist Campaign
Start Date: May 27th, 2014 (Worldwide)
Youtube Views: 77,81,932 views on the official Coke handle
Reason for selecting the campaign:
What sets Coke’s campaigns apart from most brands it that it hardly ever concentrates on the
product? It always tries to bring up issues and evoke various emotions in people, and then associate
this to emotions that their product brings out in people. This ad taps into the psyche of the college-
goers and portrays it beautifully. The slight hesitation and nervous jitters one has on the first day of
college, where everyone is new, and conversations are rare. People are choosy about whom to make
their first companion. This is a feeling, which every one of us who is currently in college or has
passed that age will remember and identify with. The concept of the bottle with a twist acts as
perfect icebreaker and sets conversations – and Coke – flowing. In reality, this experiment might’ve
been carried out in a small location with just a few people – but the simplicity and beauty with which
Coke has managed to depict it – delivers a very powerful message and there is an instant connection
in people’s hearts and we find ourselves smiling.

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Questionnaire:
While evaluating the effects of this campaign, we chose the brands Pepsi and Thumbs Up for
comparison. All these three brands have always been very popular in their advertising campaigns.
But after all, at the end of the day, we all know Coca Cola is the king of all brands, and Coke as the
soda of the century. For a brand like this, it is completely unnecessary to go so far, spend so much
money on designing something new, all for one single day and a few teenagers. But, when done
right, the effects and results are measurable and awesome. Like every outreach program of theirs,
Coke outdoes itself. The very fact that these campaigns are not really publicity gimmicks – they all
seem to have one common thread – that of spreading Happiness!

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Results and Analysis:

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Our TOMA results clearly indicate the immense popularity Coke as a Brand enjoys. The recall figures
make sense because the soft drink market is pretty cluttered, and all said and done, Coke is NOT the
market leader in India, Thumbs Up is. In spite of this, the unaided recall enjoyed by Thumbs up is
abysmally low at 10%. Pepsi fares slightly better at 17%.
Going by the 7% difference in the TOMA figures of the digitally aware and the digitally unaware
sets, it can be inferred that Coke’s digital presence and its strong digital campaigns have indeed
made a mark in the average digital data consumer’s mind.
The online brand awareness figures of the three brands clearly indicate that Coke’s digital
campaigns have clearly made a more lasting impact, as it posted a significantly higher average

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online brand awareness of 84%, when compared to 56% for Pepsi and a still lower score of 34% for
Thumbs Up.
Out of the set that remembered seeing online campaigns for Coke, about 13% could correctly
recall the most recent one, i.e. the Friendly Twist Campaign. This low figure can perhaps be
attributed to the fact that Coke keeps coming up with memorable campaigns every few months.
What was interesting to note was that the correct campaign recall was much higher in males,
when compared to females.
An interesting observation was that quite a few respondents mentioned the ‘Haan haan Main
Crazy Hoon’ campaign, which was launched almost over a year back. This just shows the
memorability of Coke’s campaigns and how these ads still resonate with the public, long after their
release.
We also decided to test our respondents on whether they could identify this particular campaign
to the right brand i.e. Coke, in order to find out the strength of message association. The
respondents did quite well, with the digitally aware having an average score of 90% and the
digitally unaware category having an average score of 89%. This is not really a surprise, given the
constant thematic campaigns of Coke, centered on happiness, friendliness etc.
Any campaign, whatever the medium be, can be deemed truly successful only if its popularity and
impact percolates deeper, i.e. is reflected in the brand favorability and purchase intent. The brand
favorability figures for Coke were quite high in both sets, with the digitally unaware set having an
average score of 84.5% and the digitally aware set, a slightly higher score of 87%. We can thus
infer that this slight increase is a direct result of the online campaigns by Coke.
The purchase intent again was quite high, with a marginal difference in the scores of both the
categories. These figures were higher than those obtained for Pepsi and Thumbs Up. This shows
that for a brand that is not the market leader in India, higher purchase intent than the market
leaders is a great sign and its constant online efforts can be deemed to have played their part in
furthering this goal

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Campaign 2 :British Airways “Go Further to Get Close”
Start Date: February 14th, 2014
Youtube Views: 22,88,089 on the official British Airways handle
Reasons for selecting the campaign:
The campaign is a one time act depicted in the form of a story strategically launched by British
Airways on Valentines day. It depicts the story of a marriage couple of three years showing how
British Airways helped the husband surprise his wife by giving them an opportunity to escape from
the daily intrusions and get closer to each other. It is based on the insight that young couples today
have made work their top priority in life. This mindset is taking a toll on their personal relationships
as they are unable to spend enough quality time with their partners. The video focuses on spending
quality time with your partner and strengthening the love bond whilst discovering a new place and
enjoying your traveling experience with British Airways. The campaign has a beautiful and emotional
narrative making a direct connect with the consumers exhibiting the fact that British Airways
engages with its community .Through the course of our study we’d like to test if the campaign has
had an impact in the way consumers perceive British Airways and if there is a strong brand connect
with the message being transmitted through the campaign.

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Results and Analysis:

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For the purpose of this survey, we had chosen 5 international airline having their operations in
India: British Airways, Cathay Pacific Airlines, Emirates, Qatar Airways and Virgin Atlantic. None of
the airlines scored too high, which can be attributed to the fact that the international airline market
is indeed very cluttered. Of those that did choose one of the five airlines under study here, Emirates
had the best recall of about 30% by the female category followed by British Airways at 29%, again
by females.
It can be seen that the TOMA figures for British Airways for the digitally aware (28 %) and unaware
set (13%) are in stark contrast. It can thus be interpreted that the online marketing efforts of British
Airways have made an impact on the brand recall.
The aided brand awareness has a perfect 100% for the digitally aware set and 84% for the digitally
unaware set, again emphasizing the difference made by its online campaigns. British Airways fared

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better than the other four brands in question here, both in the digitally aware and digitally unaware
categories.
Emirates fared slightly better than British Airways in terms of online brand awareness. About 64% of
the respondents remembered seeing some online advertising for Emirates, whereas for British
Airways, that number was 60%.
Of the ones that had seen online campaigns of British Airways, about 11% could recall the right
campaign i.e. ‘Go Further to Get Close”.
Any campaign, whatever the medium be, can be deemed truly successful only if its popularity and
impact percolates deeper, i.e. is reflected in the brand favorability and purchase/usage intent. In
the case of British Airways, the higher brand favorability for the digitally aware set (81%) as
compared to the unaware set (78 %) indicates that the online campaign did have an impact on
improving the favorability and hence contributed significantly to an end.
A larger difference was seen in the purchase intent figures. The purchase intent for the digitally
unaware set was an average of 71%, whereas for the digitally aware set was about 81%. This is clear
indication that the digital efforts of British Airways, aside from grabbing eyeballs, have also
contributed towards increasing revenues, i.e. the ultimate aim of any brand.

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CAMPAIGN 3: Airtel #4AMFriend
Start Date: May 27th,2014 (India)
Youtube Views: 3,01,951 views on the official Airtel handle
Reason for selecting the campaign:
Brands have increasingly started to invest in engaging video content via Youtube to share their
services, brand offerings and messages. Prank videos have been quite a trend internationally and in
2014 Airtel captured the trend and introduced the concept in India to promote its night calling
plans. The premise of the #4amFriends video by Airtel India is simple, yet interesting. A person
makes a call to his close friends at 4 AM and seeks their help after meeting an accident. As each of
his friends come to rescue him, they are put through a series of spooky experiences that scare them
to death. The quest for them is to find their friend and rescue him; but only one does. The video
ends with the revelation of prank followed by grand celebration. Airtel has made an interesting
attempt at the concept stretching forward their already existing communication around “Friends”.
While most brands in the domestic market are looking at Facebook and Twitter feeds and posts as
a way to connect to their audience on the social media, some are looking to leverage the power of
Youtube, Pinterest and Instagram.

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Questionnaire:
Airtel is the market leader in terms of mobile service providers in India and has long been known for
its popular advertising campaigns starting from the Airtel-Rahman signature ringtone to the ones
with Shahrukh Khan and Kareena Kapoor in them. It came up with the Har Ek Friend Zaroori Hota
Hai campaign in 2012 after its rebranding initiative. Airtel’s positioning has constantly been around
enabling relationships. An extension to such branding was their digital campaign around Airtel
#4AMFriend.We wanted to capture a campaign themed around video content on Youtube for a
mass brand through this campaign.

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Results & Analysis

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Top-of-the-mind Recall for AIRTEL shows an unaided recall of 48% amongst the Digitally Aware set
and 40% for the digitally unaware set. Whereas the Vodafone with the 2nd largest market share
holds an unaided brand recall of 44% in the Digitally aware set and 49% for the Digitally Unaware
set. However, it can be inferred that the difference of 8% between the two set of audiences for
Airtel could be accredited to the series of digital campaigns launched by the brand but Vodafone
has a higher recall value amongst the digitally unaware set.This could probably be accredited to
the consistent thematic TV advertising by the brand around Zoo Zoos.
The online brand awareness for both Airtel and Vodafone stands at 69% for the aware set of
respondents, which is marginally above 63% and 61% for the Unaware for Airtel and Vodafone
respectively. The challenge for telecom providers is to capture a larger chunk of the mind-space
given that all telecom providers are heavy on digital advertising during the current era of
smartphone boom in India. Rather even Idea has a recall of 51% amongst the online brand
awareness domain, which goes onto the display the level of online advertising by telecom
providers in India. Digging deeper into the responses, most people recall the "Har Ek Friend
Zaroori Hota Hai" series of ads and videos and the "Modern Day Couple" campaign where the wife
was the boss. A few aware respondents recalled the 4Am ad before they were told about the
campaign in question. Also the "My Plan" ads did make it to the re-call list. When we looked
deeper into Vodafone's advertising, Zoo Zoos were the only ad-recall through the responses. Idea
had a clear connect to both its popular campaigns: "What an Idea Sirjee" and "No Ullu Banoing”.
Also a few respondents in our Digitally Unaware set still hold recall to the "Kar Lo Duniya Muthi
Mein" campaign and the "Rehman tune" advertisements which implies that catchy tunes and
taglines create the most prolonged recall value.
86% of our Digitally Aware respondents could righty identify "4AMFriend" with brand Airtel as
against 75% in the Digitally Unaware set.
When it came to the most critical aspect of our analysis, Advertising leading to Brand Favorability
for Airtel, the Digitally Aware set displayed 86% which is a little above the results of the Unaware
set (82). Surprisingly the results for Vodafone were exactly the same for both sets of respondents
which goes onto say that there isn't much differentiation in terms of brand favorability amongst
the two competitors.

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The purchase intention for both set of audiences were the same. Hence it can be inferred that the
campaign has not been able to create a strong stir in the market. Contrastingly, there was a
distinct difference in the purchase intention for Vodafone amongst the Digitally aware set and the
Digitally Unaware set i.e. 82% and 63%. Hence we can infer that Vodafone has a stronger presence
in terms of social media campaigns in the domain.

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Campaign 4:Trulymadly.com’s Breaking Stereotypes campaign
Start Date: April 9th,2014
Link:http://www.slideshare.net/thetrulymadly/breaking--‐ stereotypes--‐ppt
Reason for selecting the campaign: Social media presence for a start-up in a space full of
established brands
Trulymadly.com is a matrimony site that has differentiated itself on the premise that it makes
people meet prospective on the basis of a proprietary compatibility algorithm based on one’s social
personality and a stringent verification process. Their claim is that instead of traditional matches
based on caste or location or religion, TrulyMadly’s way of connecting people on the basis of who
they are, what they are looking is more successful in finding the right match. The brand wanted to
establish its launch in the market and did so by picking real‐time individuals to submit entries that
encourage breaking away from stereotypes. The campaign was aimed at connecting independent,
like--‐minded, individuals who are not ruled by stereotypes, from across India through social
networking channels such as Twitter, Facebook, Instagram and Pinterest. The month long campaign
featured 10 photo stories per week, where one stereotype would be broken. Some really popular
ones turned out to be: ‘I am Hindu and I love Beef Burgers’, ‘I run an NGO but still love my H&M
blazer’, and ‘My best friend is a guy and I’m not sleeping with him’. The campaign was heavily
promoted on Facebook and Twitter and through their blog. Amongst the many positives of the
campaign, the brand has made effective use of social media platforms like Facebook and Twitter to
capture the sentiments and mindset of urban daters. The tonality of the statements used is both
funny and uplifting and generates a very high recall value. Also the campaign was able to sustain
pace and quality throughout the month evoking a sense of empowerment all through their
communication. It was a rare case where a not--‐so--‐big brand was successful in making users to
upload these pictures from their own profiles, which talks about the fact that the TG was able to
connect with the campaign. Also getting real people to share content built a sense of credibility that
most matrimony sites lose out on.
The idea of taking this campaign is too see if a highly shared campaign can add value to a not--‐so--‐
known brand’s awareness, image and perception. Also where the campaign pictures were a huge

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success, our purpose is to adjudge if they could build a connect to the brand’s service in particular
and if the message that the brand was trying to convey was evident to the viewers.

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Questionnaire:
Trulymadly.com is a matrimony startup that kick started its operations in 2014 aiming to capture a
gap in the matrimony business.Shaadi.com and bharatmatrimony.com on the other hand are age-old
companies capturing a chunk of the market share, share of voice and mindshare.
The foundersclaimthatthe portalis a first-of-its-kind matchmaking website'rooted in generation NOW'.
Describing the portal as one for independent-minded singles, it promises to help find people their true match,
beyond the confines of mere caste and creed."People want to be in a relationship with someone they can get
along with. There needs to be an understanding in relationships - not a compromise. That's what we establish
through the compatibility tests. We match people based on their reactions to situations, everyday issues, as
well as their expectations. We spoke to over three thousand couples and two thousand singles, understood the
issues and developed a system to match two people. It is possible to find love online without getting stalked or
swindled and thatis whatwe bring to the table."

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Results & Analysis:

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Our TOMA results exemplified the same displaying unaided brand recall of 68% amongst the aware
set and 44% amongst the unaware set for shaadi.com.Our brand in question, TrulyMadly.com had
an unaided recall for 3%.
Given that the campaign was an astounding success in the sphere of social media campaigns, we
wanted to check the aided awareness levels for trulymadly.com against its competitors .The results
were discouraging where people who are socially aware displayed a recall value of 21% and the
unaware ones displayed a recall value of 13%.
Despite the campaign receiving a dramatic number shares, only 14.5% of the aware set of target
audience remembered seeing any advertising material for the campaign on the Internet. However
this figure was almost double than that of the unaware set.
Out of the set that had seen the campaign, about 41% of them could rightly identify the message
communicated by the brand.
Coming to the actual proof of the pudding, brand favorability, we saw that 62% of the aware
audience was willing to give a neutral rating to the brand i.e. 3/5 whereas only 37% of the audience
had favored the brand averaging up to a rating between strongly dislike and dislike.
Lastly, the usage / purchase intent or the willingness of our sample set to recommend it to their
peer circle totaled upto 51% for the aware set and 45% for the aware set. This clearly indicates that
while the people remember the campaign and the message being communicated to an extent, it
doesn't give them a reason to trust the website and use its services on a serious note.
Digging deeper into our research results, our audience had a different recall for unaided-matrimony
advertising, a couple of them remembered the Chetan Bhagat series for shaadi.com and the
working wife ad from Bharatmatrimony.com.With Trulymadly.com, one of our respondents from
the aware set clearly stated "I've seen all of their ads" indicating his preference towards the brand.
Logically this was the same person who put trulymadly.com in his unaided recall. Also two of our
aware clearly remarked about the breaking stereotypes campaign in their un-aided recall.

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Seeping through the unaware set , a couple of our respondents quoted :
"Hum unko milate hain"
"Find a person who cares"
"Meet someone new"
"Chetan Bhagat Series for shaadi.com"
"Lady with a homely face"
"Conversation between son and father"
Only 1 person our of the unaware set mentioned the "breaking stereotypes campaign" as a part of
their un-aided advertising recall.
Lastly we wanted to know the perception of the Breaking Stereotypes Campaign in the minds of
the TG.
Reference Question: What, according to you, is the message that trulymadly.com is / trying to
convey through "Breaking stereotypes campaign"
 34.5% of the digitally aware audience believes that Trulymadly.com is a different concept/product
being offered by a matchmaking website and the campaign would motivate people to use their
services. This figure stands at 29% in the unaware set.
 38% of our digitally aware set believes that its a good campaign but doesn’t create any motivation
to try the website/app. or recommend it to the relevant audience. Where as 22% of our digitally
unaware set believes so
 13% of the aware set say thats its a good campaign but its not a match to the traditional match-
making websites holding a strong market in the space corresponding to a figure of 14% in the
aware set.
 27% of the unaware respondents believe that it’s just a publicity gimmick done for creating some
brand differentiation whereas only 13% of the aware set believes so.
Also there is a difference of perception in the Male and Female audience of both sets. The aided
brand awareness for females is way more in the aware set as compared to the unaware set

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resulting in an impact of 93%. Rather in the Online Brand Awareness for the campaign, we can see
an impact of 100% corresponding to figures on 12% amongst the unaware set and 24% in the aware
set. Evidently, "Aware Females" prefer (62%) the brand much more as against the "Digitally
Unaware Females"(34%) resulting into an impact of close to 60%.
However when it comes to purchase intent, there isn't too much of a difference between the two
sets. This could be accredited to the category in question where the parents and the family play the
role of the decision maker.
Conclusion: Where a marginal part of the audience has seen the campaign, it does not connect it to
the brand/website Trulymadly.com. Even if they do, they aren’t able to understand what the
website actually does. All in all the audience connects to the message in the campaign but does not
engage with the brand.

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CONCLUSION & RECOMMENDATIONS
From the analysis conducted by us for these four specific campaigns, some clear patterns have
emerged.
Three of the four brands we chose to study are iconic brands the world over, and specifically in
India. British Airways, if not iconic in India, can definitely be considered extremely popular amongst
international airlines in India. Thus, these brands scored quite well in most parameters part of the
study.
Coke, despite it not being the market leader in India (Thumbs Up is the market leader in the Indian
soft drink industry), has posted consistently better scores in all aspects when compared to its rivals.
In addition to this, when one takes into account the difference in scores of the digitally aware and
unaware set, it becomes clear that the digital campaigns have made that difference for Coke.
For Airtel, its primary rival Vodafone is almost neck-to-neck in most parameters. Given that both
these brands have had consistently successful and popular digital campaigns, if Airtel can manage
to give its digital efforts that extra push, it could be the factor that can help Airtel surpass Vodafone
in all possible respects.As the scores suggest, the digital campaigns are definitely having an effect.
From the analysis of Coke, Airtel and British Airways, we can infer that when these big and iconic
brands take to the digital medium, it is maintain their brand stature and loyalty and possibly push it
even higher from the current status. It is an added push to the already-existing stature and
favorability they command in the consumer market. In cases where the brand in question happens
to be part of a cluttered market, an added aim of going digital becomes to attain a higher share of
voice, or risk becoming slightly lost or less memorable in a sea of brands.
In stark contrast, when we consider digital campaigns by not-so-giant-like and upcoming
businesses, represented by Trulymadly.com on our study, we can see from the study results that
they can use digital almost as a primary medium to build brand recognition and interest from
scratch. Unlike the giants, this is not just one more channel of communication for them but one of
the most vital ones, and perhaps the only one they can use to make a mark in the market. The
reason for this is for new brands, it is becoming essentially important to make a place for

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themselves by some kind of differentiation – be it in their product offering, or catchy advertising or
a new communication channel, such as digital.
One might wonder why are some brands, (in our empirical test, Coke and British Airways) able to
be at once both at a global and local level, successfully seizing the energy of grassroots
movements, simultaneously leveraging corporate assets at a great scale — while others only come
off as artificial and pandering. If we look at a chunk of the Social Media campaigns by FMCG
brands or the BFSI sector in India, brands are fighting the lead for trending hashtags, freebie-
contests and gimmicky campaigns. In the digital environment today, brands are pushing
communication than evolving the brand story through social media channels.
The web, as we know it, did not invent community-driven brands. It has been existent since
marketing immemorial – think of Royal Enfield for example. But technology has definitely made
this strategy more popular and luring; because these days, it’s pretty easy to interact with your
consumers directly.
We’d say, don’t take it social media advertising as a boon just as yet. Quite often, when marketers
talk about social strategy, it means a digital marketing strategy implemented on various social
platforms available, rather than using social dynamics to benefit theirbusinesses.
This is precisely why many a social initiative by brands that can afford massive spends fail
miserably, although social media, if used as a strategic tool requires far less budget allocations.
Consider Pepsi’s Refresh project launched in the United States of America in 2014, which sought to
replace $20 million in Super Bowl spending with a social platform that funded good work. While its
social media KPI’s climbed, its business suffered. Survey showed that Pepsi actually lost market
share and fell to number three in the cola wars for the first time in modern history.
One needs to understand that social initiatives are not a panacea. They can be a huge success and
they can also crash big and bad. For marketers to succeed in the social arena, strategies need to be
grounded in the science of network, not conjecture. More specifically, four elements need to be in
place.

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Win credibility, not by paying lip service to the concept of authenticity, but by truly earning our
mission. Pepsi Refresh failed because what Pepsi had done, has no relevance to the brand’s
operations or its heritage.
On the other hand, Business Innovation Factory (BIF) had a social initiative that was similar to that
of Pepsi. Its founder, Saul Kaplan has a lot of credibility, which he earned over years as someone
who loves encourages social initiatives. The contrast in both their campaigns is stark. While Pepsi
joined the conversation, Saul led the whole idea and still continues to do so.
Social efforts need to be guided by genome of shared values. Effective corporate genomes
perform the same function, establishing core principles that can adapt to local environments. For
example, McDonald’s has a great business in India, where beef is taboo and the company must
cater to strict vegetarian diets. Cosmopolitan magazine thrives even in Islamic countries, where
attitudes toward sex differ remarkably from the US. Yet in both cases, the brands remain faithful to
their core values, whether it’s fast and affordable food, or fun and femininity.
Balance cohesiveness with diversity. When a company or a brand finds a model that works, there
is a strong compulsion to try to replicate it at scale. While such orthodoxical methodologies can
instill discipline and obedience, it breaks the innovation spine and the ability to adapt to changing
contexts. Every community must find a healthy balance between cohesion and diversity.
Passionate platforms cannot be fabricated up out of thin air, but it must evolve over time. Like it
was previously mentioned, the science of networks tells us that the strength of a community is not
determined by its size, but by its density; brands must build in before they can build out.
Social media is a great way of attracting new clients or customers into ones businesses. The
simplicity of using the Internet is increasing day-by-day, with tablets and smart phones having
penetrated well into the urban market, which is why more and more people are turning to social
media for updates on products and services. The right kind of social media campaign can help raise
profits. On the other hand, social media platforms can fail to perform or live up to our
expectations. There are three major reasons we believe social media campaigns fail to yield results.
Inconsistency

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Many Social media sites largely fail due to inconsistency. A site needs to be updated regularly and
be constantly monitored in order to draw in customers. Ideally Social media should be update at
least daily with content information related to the business. The more updated and frequent the
site is; the bigger and better are the chances of people noticing the page or campaign while
browsing.
For a social media campaign, context is very important. If the campaign does not take into
considerations, the cultural diversity, people and their school of thoughts, the campaign might
just fail to deliver even the basic message it wishes to convey. Without cohesion, there is no
common purpose, but without diversity groupthink will set in and eventually that purpose will lose
relevance.
While we discuss what to do and what not to do in social media, brands must understand that
India is home to more heterogeneous communities than homogeneity like other places, which is
home to many such brands that are trying to get a taste of the Indian consumerism. Some failed
while few led the change. With a culture that diversifies every fifty kilometers, marketers must
focus in more and more localized content to strike the right chord with their target people.
In conclusion, from our study, we can say that brands in India have definitely started moving past
the gimmicky stage and started doing new and innovative campaigns. We had set out to examine
whether these efforts are making any sort of difference to the brand’s equity and we have arrived
at the conclusion that they are. However few in number such brands and campaigns in India today
might be, and however little the impact that they are currently making to brand equity might be,
it’s definitely a start. If other brands in India can learn from the success of these campaigns and also
from other advanced trends emerging in more evolved digital markets such as the USA, we can
definitely expect the digital scene in India to improve by leaps and bounds in the coming future.

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REFERENCES
References to International Campaigns mentioned in the Literature Review :
http://www.postano.com/blog/13-best-social-media-campaigns-of-2013
http://adage.com/article/news/ten-years-dove-s-real-beauty-aging/291216/
http://www.best-marketing.eu/dove-ad-makeover-case-study/
http://mashable.com/2012/09/13/grey-poupon-facebook-marketing-campaign/
http://blog.wk.com/2013/02/15/behind-the-scenes-of-the-oreo-instagram-super-bowl-
execution/
http://socialfresh.com/oreo-instagram-launch/
http://jonathannafarrete.com/oreo-wins-at-super-bowl-with-instagram-campaign/
http://new.soldsie.com/blog/starbucks-tweet-coffee-campaign-spurs-180k-sales-proves-roi-
social-commerce/
http://mashable.com/2013/12/05/starbuckss-tweet-a-coffee-180000/
http://new.soldsie.com/blog/starbucks-tweet-coffee-campaign-spurs-180k-sales-proves-roi-
social-commerce/
http://mashable.com/2013/12/05/starbuckss-tweet-a-coffee-180000/
http://www.prnewswire.com/news-releases/stella-artois-introduces-le-bar-guide-20-mobile-
app-presents-nightlife-options-tailored-to-users-mood-224279551.html
www.imano.com
http://mashable.com/2012/05/23/jetsetter-pinterest/

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http://digitalsynopsis.com/advertising/volkswagen-polowers-twitter/
http://news.cnet.com/8301-13577_3-10211898-36.html
http://blog.anthonyp.me/roi-case-study-burger-king/
References to Indian Campaigns mentioned in the Literature Review :
http://lighthouseinsights.in/social-media-campaign-bollywood-movie-bhaag-milkha-bhaag.html
http://lighthouseinsights.in/pizza-hut-india-sizematters-social-media-campaign.html
http://lighthouseinsights.in/how-bisleri-created-indias-first-real-time-countdown-facebook-
cover-photo.html
http://lighthouseinsights.in/pockets-by-icici-bank-a-safe-and-social-way-of-banking-through-
facebook-needs-to-be-mobile-optimized-though.html
http://www.socialsamosa.com/2013/05/social-media-campaign-review-ht-no-tv-day-treasure-
hunt/
http://www.socialsamosa.com/2013/08/social-media-campaign-review-parle-g-the-future-
genius-activation/
http://lighthouseinsights.in/tresemme-leverages-social-media-to-give-you-ramp-ready-
hair.html
http://www.socialsamosa.com/2013/10/social-media-campaign-review-pockets-by-icici-bank/
Campaign Selection -
Campaign: Airtel #4AmFriend Campaign:

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Video: https://www.youtube.com/watch?v=oxNlGjjnLYs
Case Study References:
http://lighthouseinsights.in/airtel-4amfriends-prank-video.html/
http://www.scoopwhoop.com/inothernews/airtel-friendship-
test/H1BMIBCoQ&bvm=bv.72185853,d.c2E
http://www.afaqs.com/advertising/creative_showcase/index.html?id=47902&media=Digital&t
ype=Indian&bvm=bv.72185853,d.c2E
http://www.socialsamosa.com/2014/05/airtel-4amfriend/
Campaign: Coke’s Friendly Twist Campaign:
Video: https://www.youtube.com/watch?v=t9cmoT_wb0A
Case Study Reference:
http://www.adweek.com/news/advertising-branding/ad-day-coke-designs-friendly-bottle-can-
only-be-opened-another-bottle-157988
http://www.afaqs.com/news/story/41035_Viral-Now:-Cokes-Friendly-Twist
http://thesocialpeople.net/coca-cola-friendly-twist-campaign-review/
http://prexamples.com/2014/05/creative-co-operative-coke-campaign-helps-new-students-
break-the-ice/

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Campaign: British Airways Go Further to Get Close
Video: https://www.youtube.com/watch?v=ixbLMsVlpes
Case Study Reference:
http://lighthouseinsights.in/british-airways-brings-an-indian-married-couple-closer-boosts-
couple-flights-to-london.html/
Campaign : Trulymadly.com Breaking Stereotypes
http://www.socialsamosa.com/2014/05/social-media-campaign-review-trulymadly-
breakingstereotypes/
http://lighthouseinsights.in/trulymadly-breakingstereotypes-social-media-campaign.html/
http://blog.trulymadly.com/breaking-stereotypes/
Recommendations References:
https://hbr.org/2014/08/what-great-social-media-campaigns-get-right/
http://www.lotusmedia.in/reasons-why-social-media-campaigns-fail/
http://www.digitaltonto.com/2010/the-story-of-networks/
http://www.eclicksoftwares.com/blog/5-reasons-why-social-media-marketing-campaigns-fail/

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