Shubh Dutt

19/BMS/0048

Digital Marketing Assignment

1)Lays- #SmileDekeDekho
About Lays:

Lay’s is the brand name for a number of potato chip variations, as well as it is
the name of the company that was founded in the U.S. Launched in India in
1995, it has been a part of this category (potato chips) for over two decades.
The potato chip category is currently valued at INR 69,000 million and is
growing immensely with a growth rate of 15%.
Summary of the campaign:

The Lay’s Smile De ke Dekho campaign’s unique selling proposal was that the
brand promoted the message of how a simple smile can connect different
individuals universally and simultaneously convey the emotions and the mood
effortlessly through each flavour and packet of chips.

Objective of the campaign:

The objective of the Lay’s behind the Smile Deke Dekho campaign was super
clear and concise! They wanted to create another way for the brand to spread
smiles while also creating engagement amid the consumers. They wanted to
create a feeling of positivity to be associated with the product so that people
associate smiles with Lays And, this time it was not through a new flavour in
the potato chips but through a joyful packaging.

The main objective of this campaign was to benefit an international medical

charity called — Operation Smile.

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Analysis of the campaign:

 Engagement
The main aim of any campaign is to make sure that it has the maximum
engagement and this is what the campaign exactly delivered, they used
platforms like Instagram and Facebook to market the product. Huge
numbers started pouring in and people started liking the campaign a lot.
The Smile Deke Dekho campaign achieved over 185 million impressions
for Lay’s with the engagement of approximately 7.2 million across social
media and the campaign witnessed 75% of the outreach being
completely organic.

 Hashtags
Everything great in marketing begins with something that is catchy and
attractive #SmileDekeDekho is something that is easily understood and
quite relevant which is essentially the reason why this campaign gained
a lot of popularity.

 Brand Ambassadors and Influencers

The brand ambassadors were the newest couple in the B-town, Ranbir
Kapoor and Alia Bhatt. They featured in the TVCs that was the key to
take the campaign to the audience in a wider and more precise
targeting.

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They reached out to 750+ influencers and shared the limited-edition

packages with them firstly. And, everyone was involved in the campaign
with their limited-edition packages to pick and pose! Influencers, like
Kusha Kapila, Shikhar Dhawan, Anmol Parashar, Fatima Sana Khan, and
many other TikTok as well as young TV actors and actresses were in the
run too.

These are the reasons why this campaign was a huge success.

2)Burger King
About Burger King:

Burger King (BK) is an American multinational chain of hamburger fast food

restaurants. Headquartered in Miami-Dade County, Florida, the company was
founded in 1953 as Insta-Burger King, a Jacksonville, Florida–based restaurant
chain. After Insta-Burger King ran into financial difficulties in 1954, its two
Miami-based franchisees David Edgerton and James McLamore purchased the
company and renamed it "Burger King".
Summary of the campaign:
Burger King is one such brand that does love to play with the technologies to
create a marketing experience that its consumers least expect it to. Such is a
marketing strategy that is weaved with voice-enabled devices. This digital
campaign stressed on featuring the catchphrase of Google’s voice-activated
tools, “Ok, Google, what is the Whopper burger?”. And as a result, any home
device that is nearer and able to hear the prompt would enable itself and read
up the famous whopper burger by Burger King.
Objective of the campaign:
The objective of this campaign was to simply talk about the features of the
whopper burger which couldn’t be told about in mere 15 seconds and that is
how this campaign was born. This creative masterpiece gathered great love
from audience and its objective of making people know about whopper burger
was successfully done, so much so that the sales of whopper burger increased
massively.

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Analysis of the campaign:

 Engagement
The main aim of any campaign is to make sure that it has the maximum
engagement and this is what the campaign exactly delivered, they used
platforms like Instagram and Facebook to market the product. On April
12, 2017, the ad was set to air just twice during prime time, but the first
salvo of reaction was expected much sooner. The media received a press
release about the ad with a noon embargo, and just after noon, Burger
King posted the ad to its YouTube channel. The response was swift:
Google Home owners were creating their own videos, filming the ad
waking up their devices and hurriedly posting the videos across the
internet. The campaign generated more than 2 billion impressions in a
couple hours.

 Adverse effect of this campaign

Pranksters modified the entry to say the Whopper was a “cancer-causing”
burger, that it was a “100% rat meat and toenail clipping hamburger product”
and even that the Whopper included “medium-sized child” as an ingredient,
causing Google Homes to recite bizarre, disgusting sandwich descriptions to
their owners. However, this was quickly restored so that the image of the
company doesn’t get deteriorated.

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 Brand Ambassadors and Influencers

The brand ambassadors were non other than people and of course
google, this brilliant move just left everyone in awe of the brilliant ad
done by Burger King.

 Results
The campaign won the 2017 Cannes Grand Prix in the Direct Category.
Burger King’s goofy identity allowed it to become the prankster, the
jokester and likely the lone food chain in America that can survive being
labelled as rat meat.

Burger King’s Day of roistering through the internet netted 10.5 billion
impressions and $135 million in earned media. It was the most
successful campaign in company history, Machado says, surpassing the
McWhopper campaign’s 9.3 billion impressions—Burger King’s second-
biggest campaign—and fetching more impressions than any of its
infamous “King” ads.

These are the reasons because of which the campaign became

extremely successful.

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3)Zomato
About Zomato:
Zomato is an Indian multinational restaurant aggregator and food delivery
company founded by Deepinder Goyal and Pankaj Chaddah in 2008. Zomato
provides information, menus and user-reviews of restaurants as well as food
delivery options from partner restaurants in select cities.As of 2019, the service
is available in 24 countries and in more than 10,000 cities
Summary of the campaign:
Zomato is yet another digital food giant that could not escape but master the
world of digital marketing. The brand is known to be winning hearts on social
media, all due credits to its mastery in digital marketing space. Its tweets, for
example, have been consistently promoting customers to brand and vice versa
engagement.
Objective of the campaign:
The objective Zomato’s creative tweets and campaigns is simple, it is to get as
many people as possible onboard and ensure that they order food through
Zomato’s platform.

Target Audience:
Zomato’s target audience includes people between 18 to 35 years of age who
have access to smartphones and are comfortable in using apps. It targets two
kinds of customers: The first group includes people who want to order their
food home and the second group includes people who prefer to dine out. IN
Lot of cases, these groups overlap. It offers food delivery to those who need it
delivered as well as gives incentives to people to dine out through its Zomato
Gold program.
Some Campaigns of Zomato:
Ghar Ka Khana
For Zomato, a food delivery app, to ask people to eat home-cooked food
(before lockdown) was a surprising moment. It was noticed and leveraged by
several brands as they took to Twitter to make their own ironic statements in
response.

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Zomato Premier League

Cricket is a key topic for a brand to leverage in India. Along with putting up
several creatives from time to time linking food and cricket, Zomato has also
successfully run a Zomato Premier League, keeping followers hooked.

Marketing Strategies:
Search Engine Optimisation
Zomato has a has put in a lot of efforts in SEO.
As per Ubersuggest data, it ranks in India for 816,952 keywords as on July
2019. Its organic traffic is 6,719,882 users per month. These stats are really
amazing.
Social Media Marketing
Zomato is active on Instagram, Facebook and Twitter. As of July 2019, it has
154k followers on Instagram, 1,899,405 followers and 1.42 million followers on
Twitter
Trendy
Zomato engages with the audience by posting on trendy topics. The brand
understands the audience’s nature. Hence, it promotes content which makes

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users share it, comment on it and view it again and again. It utilises trendy
topics and posts simple images in order to interact with viewers online.
Keyword Targeted
Zomato targets over 900K keywords for their SEO purposes. Targeting these
many keywords and further optimizing them organically always has an upper
hand in SEO, which is why it has obtained a dominant position in search
results.
Paid Advertising Campaigns
The food delivery giant runs Google ads to target specific customers, which is
displayed along with its organic results and together they help the brand target
a wide range of keywords, which was impossible otherwise.
An Element of Fun

All these reasons are why Zomato has established its online presence and this
is simply because of which it has become a king in its segment.

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4)Nikon
About Nikon:
Nikon Corporation also known just as Nikon, is a Japanese multinational
corporation headquartered in Tokyo, Japan, specializing in optics and imaging
products. The companies held by Nikon form the Nikon Group.
Nikon's products include cameras, camera lenses, binoculars, microscopes,
ophthalmic lenses, measurement instruments, rifle scopes, spotting scopes,
and the steppers used in the photolithography steps of semiconductor
fabrication, of which it is the world's second largest manufacturer
Summary of the campaign:

The brand Nikon launched a campaign ‘I am..’ intending to take the audiences
2 back on a nostalgic trip that is a fresh breath of air in itself. It encourages the
audience to indulge in joyful clicking than merely click pictures. Not only that,
the commercial shows an array of instances like ‘I am The White Shark’ where
a father captures the sight of his toddler playing with foam.

Objective of the campaign:

The objective of the Nikon’s I am campaign was to simply increase brand
awareness and promotes capturing the little moments of life in a way, telling
the audience to live, not merely exist.

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Strategy:
The promotional strategy of Nikon has always been very strong which has
helped it maintain its market position. The marketing campaigns of this brand
have been very rich in imagery and are so different than the other ad
campaigns made by its competitors that they tend to be remembered for a
long time.
Hollywood actor Ashton Kutcher & Bollywood actress Priyanka Chopra were
roped in by the brand in their specific regions to promote the camera giant.
The campaign also focuses on Nikon’s new range of Coolpix cameras,
including the S8000 and S3000, incorporating taglines such as ‘I am a Super
Zoomer’ and ‘I am Attractive’ to help communicate the products’ key
features and benefits to customers.

These are the reasons why this campaign became a huge hit.

4)Times of India
About Times of India:
Times of India is a daily newspaper brand that is known in every household in
India. But sadly, it has been seen as a struggling newspaper daily having more
robust digital news platforms emerge. The new digital marketing campaign by
the Times of India has been raking up emotions attached to the print
newspapers in every household.
Summary of the campaign:
The campaign that was run was named as #NewspaperMornings. It was
narrated in the voice of famous lyricist Gulzar, to the audience in the form of a
short film that also featured his poem. The film conveys the message that the
brand wants to reinstate in the hearts of its consumers, “Some relationships
never change”. The film weaves an emotional aspect of the presence of
newspapers in our lives, with the morning cup of chai, the thirst for a piece of
new and unknown information as well as to be a part of the intense debate.

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Objective of the campaign:

The objective of the Time of India’s Newspaper mornings campaign was to
simply inculcate the feeling of how newspaper is important for us and how it
plays a vital role in making our mornings more fruitful.

 Hashtags
Everything great in marketing begins with something that is catchy and
attractive #NewspaperMornings is something that is easily understood and
quite relevant which is essentially the reason why this campaign gained a lot of
popularity.
 Copywriter
Sometimes copywriters are the ones who make the whole difference and it
was no different here as the person who penned this ad was none other than
Gulzar himself.
 Target Audience
TOI clearly identified its target audience and it was readers, so as to make a
connect, they made this brilliant ad and it gained a lot of popularity as well, it

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also had elements of emotional bonding and how some things never change in
life.

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