Required Assignment 4.

2:
Evaluate a Brand's Paid, Owned and Earned Media
Strategies
<NIKITHA JAIN>
Suggested time: 120 minutes
Assignment Instructions

In this assignment, you will choose a brand of your choice or consider MakeMyTrip and reflect
on its marketing strategies. Record your responses in the table provided below.

Note: This is a required assignment and counts towards programme completion.

1. What types of paid, owned and earned media does the brand use? Why are they utilising
these channels? In other words, what is their aim for utilising these channels?

 POEM FRAMEWORK:
 (P)aid media
 (O)wned media
 (E)arned media
 (M)edia
 Before I explain the poem framework, I would like to introduce he brand I am going to
talk about on this page. India’s first caffeine -infused personal care brand –
[ MCAFFEINE]
 The new-age brand targeting millennials was started by vikas lachhwani and tarun
Sharma in October 2016.
 It’s a brand that consists of caffeine-based bath soaps, body wash, face wash etc and
also green tea-based products, loved by almost everyone.
 It’s a internet-only D to C brand.

Now lets know what actually Mcaffeine uses to build its market in the highly
competitive digital era.

PAID MEDIA:

o The first and most effective media used by Mcaffeine is the

PAID media, that is google ads keywords its seo ,serp, pr,
ranking highest on searched words such as caffeine soaps
etc.
o It uses classified ads, also email marketing ads with great
content .

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 o It also uses third party websites through which it has
gained number of traffic on its websites.
o It also uses sponsored ads in youtube .
o Giving its best content ads in instragram reels featuring
influencers.
o In an estimated media value worth rs.15lakh, the brand
garnered more than 5.5 million eyeballs on Instagram.
o It also uses great video ads in television like ‘addicted to
good’ that showed in the latest television ad.

OWNED MEDIA:
o The team pulls off everything right from creating the mood
boards, scanning things, talking to people and then
figuring out the best way to execute the content creation
place.
o The second most effective channel that a brand uses is
the OWNED media that is it grabbed most of its traffic
through its own website and blogs.
o The solid creative images and content purely focused on
its main ingredient of the products attracted so many of
the consumers.
o It also uses SEO oranic search keywords.
o Its facebook page where the images posted are solid and
consistent.
o It brought on board a wide range of content creators with
a follower base starting from 2 lakh to 20 lakh to promote
its new green tea and coffee-based products.
o As part of this activity ,the brand sent gift kits to the
creators.
o Among Indian cosmetics brands it seems like mcaffeine
owns Instagram.
o The have very well adopted the rules of Instagram
consumer engagement.like collaboration with influencers
with high numbers of followers, cross tags with the pages.
o Its completely product focused,color consistency, devoid
of texts, easy to understand, difficult to do.
o Mc caffeine follows the rules strictly and gives a very
consistent and comforting visual affinity to the brand.
o It has focused really well on generating organic traffic
through instagram their owned page and influencer
marketing.

EARNED MEDIA:

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 o UGC user generated content is the most earned media
of mcaffeine.
o Its major source of organic traffic is through its Instagram
page where in it gained double number of followers in
just few days .
o Some of the content creators posted static posts and
some created videos using their products .
o Its also has youtube influencers who are impressed
through its pure simple contents.
o A very aggressive ,consistent influencer marketing
strategy has allowed the brand to be in front of millions of
its consumers with interesting and credible stories.
o Its reviews and likes on etailers such as nykaa, amazon,
purple, momease etc have become great source in the
company’s promotion.
o Also it has caffeine lovers who are highly impressed with
their caffeine products and hence has written about the
company’s products.
o It has also has received great results and consumer
retainment through word to mouth marketing channel.

2. What is the brand doing well?

i. Well mcaffeine totally believes and relies highly upon organic traffic its has grown
high in the OWNED MEDIA PLATFORM.
ii. The Instagram story of the companys shows us clearly that the company does not
spends its capital more in the paid media.
iii. Its highest success platforms are owned and earned media. Where in it has
generated great oraganic traffic to its brand.
iv. It has received a great brand value through the consumer reviews and and also
earned huge recommendtaions by influencers, bloggers on Instagram and

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 youtube.
v. its has focused greately on its textual and visual content to make it simple and
focused on its products ,therefore making it interesting and attractive for
consumers too.
vi. It has mostly used female influencers in its activity , very smartly as they are ones
that provide more authencity to beauty products.
vii. A consistent player in social media having an average of 20 to 30 mentions a dai
is phenomenal. No other young brand have been seen coming close to this.
viii. It also grabbed a lot of consumers through its collaboration with influencers, gifting
kits to influencers writing and posting about them on Instagram, keeping cosumers
engaged through quiz , puzzles with surprise gifts etc.
ix. It is also one of the largest selling brands on nykaa.
x. It’s a fabulous brand built on a clear preposition.its story is bold, its understanding
of social media is spot on.

3. What measures could the brand take to optimise its content marketing strategy? Suggest
three key initiatives.

 The brand mcaffeine is already a king in its content marketing strategies ,still there are
a few suggestions to optimise its strategies
 There is not much of its engagement on facebook platform, being active on facebook
through a more interesting textual stories and visual content , it can really gain good
space in earned media category.
 Facebook can accommodate much more in terms of longer stories.
 Well yes marketing is important but consumer engagement is also equally ,
important .visually stunning but consumer engagement is certainly missing.
 A team with such a clear focus on social media ,we think it should embrace some risk
and push back create relevance for its PoV on twitter.
 It can also create visual ads with more contents showing about its product material
purchasing and also the making process, clearly being transparent about its products
being organic.
 It can choose more attractive banner advertisements on various social media
platforms.

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