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Case 3
Digital Marketing for Movies

Anika had run her first-ever digital marketing campaign for a XYZ Movie. Typically
for movies, the marketing campaigns are run before the movie releases. This
campaign was run on the social media network Facebook and other digital mediums
as shown below for around a month.

Digital Ad Spends:

Channels Amount (INR)

Facebook 1,00,000
YouTube 3,00,000
Bollywood Hungama 2,05,000
The Times of India 1,00,000
Hindustan Times 95,000
Rediff.com 1,00,000
SantaBanta.com 50,000
Total 9,50,000

The movie was declared as a box office hit. However, Anika was wondering, whether
the success could be attributed to the digital marketing campaign run by her.

Data:
Facebook Insights for the Official Page of XYZ Movie

Average Lifetime Average Lifetime

Type of Post Post Total Reach Engaged Users
Links 16,824 558
Photos 24,527 3,102
Questions 15,399 917
Status Updates 24,442 1,252
Videos 27,426 2,394

Region-wise Facebook Likes

Region Bollywood Likes* Region Bollywood Likes*

Territory Territory
Agra, Uttar Pradesh, India Delhi/UP 85,471 Dhaka, Bangladesh 621,176
Ahmedabad, Gujarat, India Mumbai 294,870 Dubai, United Arab Emirates 333,906
Ahmednagar, Maharashtra, India Mumbai 104,816 Durgapur, West Bengal, India W. Bengal 315,030
/Mumbai Territory
Akurdi, Maharashtra, India Mumbai 97,150 Faridabad, Haryana, India E. Punjab 117,783
/Mumbai Territory
Aligarh, Uttar Pradesh, India Delhi/UP 259,375 Gandhinagar, Gujarat, India Mumbai 176,624
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Region Bollywood Likes* Region Bollywood Likes*

Territory Territory
Allahabad, Uttar Pradesh, India Delhi/UP 131,448 Ghaziabad, Uttar Pradesh, India Delhi/UP 97,397
Amravati, Maharashtra, India CP 175,965 Gidderbaha, Punjab, India E. Punjab 95,364
Amritsar, Punjab, India E. Punjab 151,358 GingoogCity,Gingoog, 156,667
Philippines
Amsterdam, NY 278,693
Asansol, West Bengal, India W. Bengal 575,250 Gorakhpur, Uttar Pradesh, India Delhi/UP 91,959
Ashdod, HaDarom, Israel 345,914 Gurgaon, Haryana, India E. Punjab 117,273
Athgarh, Orissa, India Orissa 223,954 Guwahati, Assam, India Assam 34,939
Aurangabad, Maharashtra, India Mumbai 137,506 Gwalior, Madhya Pradesh CI 35,813
Balasore, Orissa, India Orissa 121,964 Howrah, West Bengal, India W. Bengal 11,973
Bangalore, Karnataka, India Mysore 189,588 Hyderabad, Andhra Pradesh, Nizam/ 11,527
India Andhra
Barabanki, Uttar Pradesh, India Delhi/UP 160,178 Indore, Madya Pradesh, India CI 9,239
Bareilly, Uttar Pradesh, India Delhi/UP 113,175 Jabalpur, Madhya Pradesh, India CP 815
Baroda, Gujarat, India Mumbai 86,318 Jaipur, Rajasthan, India Rajasthan 2,534
Batala, Punjab, India E. Punjab 108,825 Jaipur City, Rajasthan, India Rajasthan 2
Behrampur, Orissa, India Orissa 147,139 Jalandhar, Punjab, India E. Punjab 1,631
Bhilai, Chhattisgarh, India CP 340,377 Jamshedpur, Jharkhand, India Bihar 5
Bhopal, Madhya Pradesh, India CI 251,296 Jeddah, Makkah, Saudi Arabia 2
Bhubaneshwar, Orissa, India Orissa 128,698 Jhansi, Uttar Pradesh, India Delhi/UP 1
Bhubaneswar, Orissa, India Orissa 187,084 Jodhpur City, Rajasthan, India Rajasthan 1
Bologna, Emilia-Romagna, Italy 178,806 Kalyan-West, Maharashtra, India Mumbai 2
Calcutta, West Bengal, India W. Bengal 169,324 Kanpur, Uttar Pradesh, India Delhi/UP 1,331
Calicut, Kerala, India TNK 90,037 Karachi, Sindh, Pakistan 333
Cartagena, Norte de Santander, 173,511 Kashimpur, Bangladesh 2
Colombia
Chandigarh, India E. Punjab 252,319 Kota, Rajasthan, India Rajasthan 651
Chennai, Tamil Nadu, India TNK 131,525 Lucknow City, Uttar Pradesh, Delhi/UP 2,762
India
Cochin, Kerala, India TNK 162,231 Ludhiana, Punjab, India E. Punjab 1,357
Coimbatore, Tamil Nadu, India TNK 260,281 Mumbai (Bombay), Maharashtra, Mumbai 14
India
Colombo, Sri Lanka 192,774 Mumbai, Maharashtra, India Mumbai 7,886
Cuttack, Orissa, India Orissa 190,185 Nagpur, Maharashtra, India CP 1,300
Dehradun, Uttarakhand, India Delhi/UP 574,670 New Delhi, Delhi, India Delhi/UP 7,907
Delhi, India Delhi/UP 359,813 Pune, Maharashtra, India Mumbai 2,918
*Likes comprises of likes obtained for all types of posts such as links, photos, questions, status updates,
videos and also the likes obtained on posts shared by any user

Description of Different regions

Region Region Description

Mumbai Mumbai city and suburbs, Gujarat, Goa, parts of Maharashtra and parts of Karnataka
Delhi/UP Delhi city, Uttar Pradesh (UP), and Uttarakhand
East Punjab Punjab, Haryana, Himachal Pradesh, Kashmir
CP Parts of Maharashtra, parts of Madhya Pradesh, and parts of Chhattisgarh
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CI Parts of Madhya Pradesh

Rajasthan Rajasthan
AP/Nizam Andhra Pradesh (including Hyderabad) and parts of Maharashtra
Mysore Parts of Karnataka (including Bangalore)
TNK Tamil Nadu and Kerala
West Bengal West Bengal
Assam Assam
Odisha Odisha
Bihar Bihar

Revenue Break-Up for XYZ Movie

Net 1st Week 2nd Week 3rd Week 4th Week 5th Week Total
Revenues
(INR)
Mumbai 55,005,772 14,392,676 505,761 151,928 0 70,056,138
Delhi/UP 34,607,364 9,927,757 272,764 139,449 283,269 45,230,603
East Punjab 13,039,686 4,045,881 51,406 56,500 0 17,193,472
CP 11,437,729 2,707,019 79,938 0 0 14,224,686
CI 8,894,966 1,700,205 0 0 0 10,595,171
Rajasthan 9,906,825 2,028,005 0 0 0 11,934,830
AP/Nizam 11,826,040 3,112,344 45,715 0 0 14,984,099
Mysore 3,702,102 2,074,544 147,083 0 0 5,923,729
TNK 1,034,155 448,583 0 0 0 1,482,738
West 10,849,648 3,669,519 166,173 245,731 143,293 15,074,364
Bengal
Assam 1,726,448 600,357 0 44,535 0 2,371,340
Odisha 1,812,107 486,983 15,326 14,516 0 2,328,932
Bihar 5,213,407 952,527 0 0 0 6,165,934
Total 169,056,249 46,146,401 1,284,166 652,658 426,562 217,566,036

Questions

1. Evaluate the impact the digital marketing campaign on the success of the
movie.
2. What insights do you derive about the movie industry from the above data?
3. What would you suggest to Anika for her next digital marketing campaign?

Confidential: This case is to be used for practice purposes under the Daksh program of
GoCrackIt. This case belongs solely to GoCrackIt and should not be circulated using any
electronic or non – electronic means.