Integrated Marketing Communications
SOCIAL MEDIA, THE PROMOTION MIX, AND INTEGRATED MARKETING COMMUNICATIONS
Introduction
As the year ends, it is the time to reflect on the highs and the lows of the entire years make the resolution for the next. In order to smooth this transition, Spotify has offered its audiences the creation of enlightening playlist with the songs that they have listened throughout the year to wire the music streaming habits of the customers. The Smile Deke Dekho campaign has been an attempt for the Lays to convey their story in a meaningful way to create brand awareness with a simple insight that smile creates connection. The theme of this current study has been formulated on the marketing strategies and the marketing tactic that has been utilized by both of these organizations.
Overview of the promotional campaigns
The best presents are those that are that have been chosen or created by keeping on mind about the personal taste and interests of a person. The foundation of the Wrapped campaign of Spotify has constructed on this concept of personalized marketing. Concisely, it is an end of the year present to the audiences for the Spotify that unwraps the listening data from the starting to the ending of the year (). The campaigning has been carried out in two different parts, where the first part comprises of media advertising by looking back on the yearly trends of the music. On the other hand, the second part of this campaign is an individual event where the subscribers of Spotify obtain their personalized listening data collected throughout the year. In addition, it provides the artists a platform for the established as well as budding artists to discover their music and connect with the fans across the world.
Smiles are the universal language of love and acceptance. This strategy has been the foundation of the Lay's campaign for 'Smile Deke Dekho.' Lays has been always considered as the perfect companion of celebration in every household arou8nd the globe and with the various flavours and the taste, this product has paved its way into the hearts of the potential customers. Lay's smile deke Dekho can be considered as another effort of Lays to connect with the customers in an efficient and effective manner through the storytelling approach. For this campaign, the organization researched packets that are designed with a smile on it to bring a difference in people's lives and bring joy to the community.
Segmentation and targeting
Campaign 1: Engagement campaign: Wrapped by Spotify
Message strategy
The strategy behind the wrapped campaign is to provide a fun and special reward to the persons who love data on their musical habits. Through this campaigning approach, the organization wants to develop a personal understanding with the target audience by laying out their favorite musical discoveries throughout the year in a single list. In order to make this feature more interactive, the data also presents the total time of streaming music on Spotify, most listened artist, number of different songs, and the top genres (Forbes.com, 2020). In order to share the individualistic characteristics of a person, they also present a personality quiz, to sum up, the personality attributes.
Platform used
The engagement campaign formulated by Spotify followed an Omnichannel approach that resulted in building hype and awareness for this campaign. The outdoor media campaign was focused on the broader listening habit as well as the statistic of the listeners (Spotifyforbrands.com, 2020). The wider cultural lexicon that facilitates anticipation for the wrapped campaign that was accompanied with strategic promotion across social media.
Target audiences
The principal target customer of this promotional strategy of Spotify is the average millennials, more precisely a person who prefers to listen to the music on a multi-platform with a diverse range of music. In addition, the target market of this organization and each one of their promotional strategies are for the tech early adopters, who stream on their gaming console as well as have the knowledge about the latest tech at their fingertips. Besides the people who like the music that matches their mood and like to listen to the music on repeat are the potential target for this campaign engagement.
Impact social media in the integration of campaign
The wrapped by the Spotify is a campaign that engaged the customers through an intensified utilization of the TV, outdoor as well, as the digital platform to celebrate the culture of music. The campaign is a viral hit that influences many audiences to share their favorite songs or tunes through social media platforms like Facebook, Instagram, and Twitter. In order to make the campaign successful, Spotify has utilized every social media platform very extensively (Izzard, 2020). Users are offered to make short videos packed with fun facts like their favorite artist, music trivia, and more and post and share these on the social media platform.
Campaign 2: Awareness campaign: Smile Deke Dekho by Lays
Message strategy
The principal objective of Lay’s Smile deke Dekho campaign is to create a venue for brand awareness by integrating a joyful approach in the lives of the target customers. The campaign has been carried out through the exciting packaging of the products with the concept to bring the customers closer to the brand. The purpose was to generate transparency and the awareness for the Lay’s Smile packs by reflecting them as a means of communication.
Platform used
For the execution of this campaign, Lays choose the platform of a television commercial. Ranbir Kapoor band Alia Bhatt has been brought as brand ambassadors, and that led through a massive influencer led campaign. Besides, the television platform the commercial has been a great success to capture the attention of the young audience through a social media platform like Instagram.
Target audiences
The major target audiences of this campaign are the teens as the lays as a product is famous among these categories of the customers. The other parameters, like the genders or the occupation even the income of the customer, do not play a major role in this campaign by Lays. People who are inclined toward junk food and want to grab a quick bite has always been the target audience of any approach of Lays.
Impact social media in the integration of campaign
In order to increase the engagement of the customers to enhance the brand awareness, Lays encouraged their consumers to share their stories along with the Smile packets of Lays along with the #SmileDekeDekho tag on the various social media platform. Instagram has been one of the significant stages for this campaign that has allowed the success of the campaign through unique storytelling (ETBrandEquity.com, 2020).
Objective setting
In order to measure the effectiveness of a campaign throughout the social media platform, matrices and the performance indicators are essential as they provide measurable value. The social media matrices help determine the performance and the expected success of campaigns through the engagement of social media (Ismail, 2017). The focuses that are needed to identify the social media performance of any campaign are the engagement, reach, leads, and the conversation.
Engagement campaign: Wrapped by Spotify
The key objective behind the wrapped campaign by Spotify is to provide its users, concisely the listeners, artists, and the podcasters an interactive platform where they can dynamize the trends and the culture of music. The motive behind creating the playlist using the songs that have been listened to by the user throughout the year is to offer the end-users a moment to reflect on the role of music as well as the Spotify in their personal life by depicting universal stories to create a sense of community. According to Forbes, more than 60 million users have been engaged with this campaign and the in-app story experience that exhibits around 3 billion streaming of songs from the playlist of the Wrapped. From twitter, it is also evident that there were different users shared about 12 million posts. The engagement has also been evident both in the ad-supported and in the ad-free premium content where people spent listening to the content of 15 billion hours (Investors.spotify.com, 2020). The wrapped campaign has brought the concerned organization about 28 billion of users with a week of launching the campaign by generating over five billion streams.
Awareness campaign: Smile Deke Dekho by Lays
Being a pioneer brand for young people, Lays always comes with a campaign strategy that puts a smile on the face of their potential customers. Through the adaptation of the Smile Deke Dekho challenge, the organization, has offered a joyful interruption to the busy lives of the potential customers.
From the innovation to communication, this organization has always been a frontier in the design and implementation of a marketing strategy. Campaign through this Smile Deke Dekho challenge was a major hit for this organization that can be measured by the responses of the social media users (Gray, 2014). In addition, the massive engagement of this campaign can be measured through the creation of the organic meme that was released by the users of different social media platforms. The campaign clocked more than 185 million impressions along with 8.2 million engagements (Campaign India, 2020). In a few hours of the launch of the campaign, it got a phenomenal success that leads towards an average of 8 to 10 posts on the social media where the users were posing with the Smile packs.
Marketing strategies
The major motive of integrated marketing communication is to create brand awareness, generate interact about the service, and enhance the engagement of the target audiences (Pearson and Perera, 2018). The Wrapped campaign by the Spotify can be categorized as a direct response campaign that was designed and developed to evoke an on the spot response, to encourage the perspective of the audiences that is facilitated by a direct interaction through the online platform (Kalra, Edwards and Tiet, 2020). The population of the world is taking a shift toward digital and online attributes. In order to provide the brand message to a broader audience, Spotify has used every available platform of social media to reach a more significant number of audiences (refer to the appendix). The motive of the IMC strategy of this organization has been to increase the engagement and involvement of the audiences that are served through the approaches of the Wrapped campaign (Weiss, 2020). Through the alteration of the traditional framework and by incorporating social media in the campaign, the organization has experienced an extended outcome. Over 350 unique billboard and poster that is designed and developed through witty and intriguing headlines are the highlighting approach of this campaign. In addition, the users receive an email that reflects their taste and preference of songs, which an effective way to engage the users.
Online marketing through the social media platform is one of the significant elements of integrated communication that have been explored by Lays very extensively for the successful outcome of the campaign. The primary strategy that this organization has used for this campaign is a collaboration with the social media influencers from different social media platforms like Face book, Instagram and YouTube. The objective of this campaign was to create brand awareness through the outlining of the integrated market communication approach of the organization. For the development of the implementation and the execution phase of the campaign, the organization has used various promotional elements to communicate with potential customers effectively and in a transparent manner (Lay's ropes in India's favorite youth icons et al., 2020). In order to increase the likelihood of the success of this campaign, Lays have sent personalized packages to 750 influencers over the country, the uniquely designed and bespoke packs of Lays instantly grab the attention of the influences as well as their followers that helps the organization to increase the awareness about the brand.
Owned media can be conceptualized as leveraging a channel that is created and controlled by an organization, which can be a blog, YouTube channel, Facebook page or a website created by the organization. On the other hand, an earned media is, when the public is able to share the content and speak about the brand through different medium like word of mouth (Huete-Alcocer, 2017). Paid media is when an organization pays a third party for the sponsorship and the advertisement. The campaign launched by Lays has utilized the approaches of the owned media, earned media as well as the paid media. In addition to the company website, social media platforms have been used to promote the campaign that influenced the earned media like the word of mouth. The Smile Deke Dekho has been created based on the premises that a pack of Lays can build a connection between two people just like a smile. Judging from the responses from the social media and the increased profitability of the organization it can be said that the campaign has served its purpose to create extensive brand awareness for the concerned company.
Marketing tactics
The marketing that has been used by Lays in their Smile Deke Dekho campaign is using the micro influences to create brand awareness in order to increase familiarly and understanding with the customers. The interaction with the customers is important that affects productivity as well as the profitability of the organization. The strategy for this campaign concentrated on the influences to reach the masses through the fans and the followers of the organizations. The organization reached out to a massive pool of influencers with personalized packs of the products that have been featured with their smile (Fnbnews.com, 2020). The objective of this campaign is to create a ‘money cannot buy’ moment for the target customers of this organization. Through the designing of a bespoke brand, the organization found a new way to drive human emotion and connect the customers with the campaign as well as share their smiles. The campaign targeted the platform where the potential customers of this brand spent most of the time therefore the exploration and the amplification of the online platform has been significant for this brand (Bhattacharyya, 2020). This youth preferred brand efficiently generated a youth-based content for the campaign that has been released through youth populated platform like Instagram and the face of the campaign are the youth icons like Ranbir Kapoor and Alia Bhatt.
Conclusion
The current study sheds light on two marketing campaigns that have been launched by two popular organizations Spotify and Lays. The motive of the Wrapped campaign by Spotify was to increase the engagement of the audiences, whereas the purpose of Lay’s Smile Deke Dekho Campaign is to increase the awareness about the brand. Both of these organizations have used the social media platform profoundly that have resulted in the pragmatic consequences for both of the organizations. In addition to the objective of the campaigns, the discussion has also shed light on the marketing strategies the marketing tactics that have been followed by these organizations during the campaign activities.
Reference list
Newspaper articles
Bhattacharyya, A. 2020. PepsiCo India bets longterm on Lay’s ‘Smile deke dekho’ campaign. [online] The Financial Express. Available at: https://www.financialexpress.com/brandwagon/pepsico-india-bets-longterm-on-lays-smile-deke-dekho-campaign/1796119/
Campaign India. 2020. Lay's gets Instagram smiling with influencer campaign crafted by Edelman | Partner Content | Campaign India. [online] Available at: https://www.campaignindia.in/article/lays-gets-instagram-smiling-with-influencer-campaign-crafted-by-edelman/458236
Campaignlive.co.uk. 2020. Spotify Advertising, Marketing Campaigns and Videos. [online] Available at: https://www.campaignlive.co.uk/the-work/advertiser/spotify/9679
ETBrandEquity.com. 2020. TOI’s initiative 'The Times of a Better India' works towards creating a better India - ET BrandEquity. [online] Available at: https://brandequity.economictimes.indiatimes.com/news/marketing/tois-initiative-the-times-of-a-better-india-works-towards-creating-a-better-india/74406767
Fnbnews.com. 2020. FNB News - Lay’s launches Smile Deke Dekho Duet Challenge featuring Kapoor, Bhatt | FNB News. [online] Available at: http://www.fnbnews.com/Top-News/lays-launches-smile-deke-dekho-duet-challenge-featuring-kapoor-bhatt-53522
Forbes.com. 2020. Spotify Reports First Quarterly Operating Profit, Reaches 96 Million Paid Subscribers. [online] Available at: https://www.forbes.com/sites/monicamercuri/2019/02/06/spotify-reports-first-quarterly-operating-profit-reaches-96-million-paid-subscribers/#7794871f5dc9
Forbes.com. 2020. Spotify Rolls Out New ‘Wrapped’ Campaign To Help Users Remember Their Decade Of Music. [online] Available at: https://www.forbes.com/sites/martyswant/2019/12/17/spotify-rolls-out-new-wrapped-campaign-help-users-remember-their-decade-of-music/#7496c4a710ea
Gray, R., 2014 ‘How brands are looking to prove the ROI of social’, Marketing Week, 24 th October 2018. Available at https://www.marketingweek.com/2018/10/24/social-roi/Huete-
Investors.spotify.com. 2020. Spotify Technology S.A. Announces Financial Results for Fourth Quarter 2019. [online] Available at: https://investors.spotify.com/financials/press-release-details/2020/Spotify-Technology-SA-Announces-Financial-Results-for-Fourth-Quarter-2019/default.aspx
Izzard, H. 2020. Spotify Wrapped: users alarmed by their own listening habits. [online] the Guardian. Available at: https://www.theguardian.com/culture/2019/dec/06/spotify-wrapped-users-alarmed-by-their-own-listening-habits
Kalra, B., Edwards, C. and Tiet, Z. 2020. Spotify Unwrapped: How we brought you a decade of data. [online] Labs. Available at: https://labs.spotify.com/2020/02/18/wrapping-up-the-decade-a-data-story/
LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, R., customer, A., Conditioners, P. and T300, S. (2020). LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, RANBIR KAPOOR AND ALIA BHATT AS BRAND AMBASSADORS. [online] NRInews24x7. Available at: https://nrinews24x7.com/lays-ropes-in-indias-favorite-youth-icons-ranbir-kapoor-and-alia-bhatt-as-brand-ambassadors/
Media Samosa. 2020. Lay's recent TVC pushes Smile Deke Dekho initiative further - Media Samosa. [online] Available at: https://mediasamosa.com/2019/10/21/lays-tvc-smile-deke-dekho/
Spotify 2019 #SpotifyWrapped | Wedding to Traffic | Well Played India [online video] Available at: https://youtu.be/zATfqM7JP7I
Spotifyforbrands.com. 2020. 2017 Wrapped: How Data Powers Spotify’s Holiday Campaign. [online] Available at: https://www.spotifyforbrands.com/en-US/insights/2017-wrapped-how-data-powers-spotifys-holiday-campaign/
Weiss, H. 2020. Why People Love Spotify’s Annual Wrap-Ups. [online] The Atlantic. Available at: https://www.theatlantic.com/technology/archive/2018/12/spotify-wrapped-and-data-collection/577930/
Journal articles
Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying requirements for an integrated social marketing communication campaign. Social Marketing Quarterly, 24(1), pp.45-57.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand loyalty. Asia Pacific Journal of Marketing and Logistics.
Conference papers
Alcocer, N., 2017. A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, p.1256. https://www.frontiersin.org/articles/10.3389/fpsyg.2017.01256/full
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