A marketing hypothetical study using influencer marketing, display advertising and social media as tools

1. The BBX
Digital Marketing Plan

2. Product USP
6 cameras of 12MP
15+ productivity suits
7000MaH battery, 48 hour backup
Unlimited cloud storage
Fastest android processor
Blackberry messenger for HD video calling
TECHNICAL SPECIFICATIONS
Designed by Damien Hirst,
Advanced ceramic design
DESIGN SPECIFICATIONS
Product Limitation
Expensive at 60,000
No 5G facility

3. Target
Audience
Age group 28-35, will use microsoft
softwares to tabulate data, compose
mails and other professional tools.
They also prefer long battery life.
THE MODERN PROFESSIONAL
Age group 22-26, active on social
media and camera is their supreme
necessity, coupled with internet speed
THE MODERN SMARTPHONE USER
Age group 40-60, they once were
proud of the elitism surrounding the
blackberry brand. They are now mostly
iphone users.
THE BLACKBERRY LOYALISTS

4. MAJOR COMPETITORS
Mi 10
5G enabled
108 MP Camera
8+128 GB variant comes
much cheaper at INR
49,999
30 W Fast charging
Battery will last shorter
No unlimited cloud storage
Positives :
Limitations :
iphone XS/XR
A12 bionic
Great build
Great camera detailing
Fast charging and great back
up
No gimmicworthy feature
Old model
No 5G support
Positives :
Limitations :
Oneplus 8 pro
5G support
280+ software optimization
Snapdragon 865
Wifi 6
6.78" QHD display
30T wireless charger
Alexa handsfree
No cloud storage
Positives :
Limitations :

5. Phase 1-Selection of brand ambassador
and teaser campaigns
PRE LAUNCH
STRATEGIES
Timeline-20th May to 1st June

6. Blackberry has never been a youth brand. It always signified austerity and elitism.
Thus, its brand ambassador should be someone who represents its brand values-
premium, durable, long lasting and reliable, as well as have a connect with younger
audiences, to cater to the first 2 segments of our target audience.
The ideal brand ambassador for the product is Ranveer Singh
SELECTING A
BRAND
AMBASSADOR

7. 10 second teaser videos
Durability is back-For the original Blackberry user aged 40-60.
Your Office mate is back-For the young professional of 28-35.
The original social media star is back-For modern users, aged 22-26
We will start a 10 second campaign video range from the timeline of 20th May-1st June,
where we shall shoot a short video, with ambassador Ranveer Singh holding the
product and narrating one of its features, while we also showcase the design and build
of the phone.
We shall do 3 such teasers for each for our target audience group. The themes can be-
Each teaser shall have the ambassador dressed to match the sentimentalities of each
Target group and shall be promoted (both organically and paid) across Facebook,
Instagram, Youtube, Tiktok. As well as across LCDs at Cineplexes, Traffic Signals and
Malls. Display ads with these teasers shall be put on Youtube.
CAMPAIGN-#BLACKBERRYISBACK
20TH MAY-1ST JUNE

8. Phase 2-Blackberry is back Rap Song
PRE LAUNCH
STRATEGIES
2nd-17th June

9. Since Ranveer Singh is a talented and
accomplished rap singer, we can use him to sing a
rap for blackberry, called the 'Blackberry is Back'
song, reflecting elements of all 3 of our target
segments through lyrics and costumes
BLACKBERRY IS BACK-
RAP SONG
LAUNCH DATE-
10TH JUNE
"Pre-promotion of the song shall be done from
2nd-9th June
Post promotion of the song shall be done from-
11th - 17th June

10. Pre-
Promotion
Countdown type teasers, with Ranveer Singh as
a focus, which shall be posted on Facebook,
Instagram, website .
PICTURE TEASERS

11. Song Launch-
10th June
The song shall be launched at a particular
time on Youtube, Facebook, Tiktok, IGTV,
Twitter and all other social media platforms,
where the brand is present and shall not be
more than 60 seconds. The lyrics of the
song shall mention specifications of the
product.
It shall also be promoted heavily targeting all
3 of our audience types. The ringtone of the
song shall be available for all service
providers, as well as the song will stream on
Gaana, JioSaavn, Spotify and all other music
streaming services.
It shall also be promoted on Television,
Hotstar, Voot, Sony LIV etc, between shows.

12. Post
Promotion-
11th-17th June
As the video continues getting popular
across Youtube, milestones shall be
shared on Facebook, regarding number of
views, trending ranks
Song out now posts, watch / download
now posts etc, with a specific call to
action shall also be shared on Facebook
Public polls will be conducted across
various metropolitan cities such as
Kolkata, Bangalore, Mumbai, Delhi and
people will be asked what they like about
the song and asked to sing, which shall
be shared on Facebook
Other engagement posts such as quizzes
regarding product features based on
song lyrics with rewards can be done
FACEBOOK

13. Rap with Ranveer
Audience can be asked to duet with
official video and make a dubsmash
with the voice of Ranveer. Best 3
entries can be given a chance to attend
the product launch
Post
Promotion-
11th-17th June
TIKTOK

14. Blackberry can tie up with these
platforms to create custom 'Blackberry
is back filters with the rap song in the
background. Blackberry should tie up
with influencers to nominate one
another for the 'Blackberry is back'
challenge.
Post
Promotion-
11th-17th June
INSTAGRAM AND SNAPCHAT

15. Phase 3-Press Conference and
product reveal
PRE LAUNCH
STRATEGIES
Event date-20th June

16. A Press conference shall be done in a pristine
location, with ambassador Ranveer Singh and all
other company staff and media being present
BBX INDIA
PRODUCT REVEAL
-
20TH JUNE
The Conference shall reveal all the product features,
product price, discounts and more. Followed by
performances by Singh. The event shall have a food
partner, beverage partner, official radio and
streaming partner.
In addition to the media being covered LIVE on
Facebook, Youtube and shared on IGTV, Twitter etc,
Blackberry should request all its partners and media to
crosspost the event LIVE on their social media outlets

17. Phase 4-Newspaper Advertisement
PRE LAUNCH
STARTEGIES
21st June

18. "Blackberry should put up a full page newspaper
advertisement on the first page of all major English and
vernacular newspapers, featuring Ranveer Singh,
mentioning price, features and launch offers and launch
date of BBX
All social media handles of the newspapers should
have display advertisements of BBX

19. Phase 5-Tie up with partners
PRE LAUNCH
STRATEGIES
22nd June-15th July

20. Brand Tie Up with partner companies
This phase should be used to engage partner companies that
Blackberry ties up with for various online and offline promotional
strategies.
This can include marketing campaigns, features on partner
websites and giveaways.
Blackberry should choose a connectivity partner (preferable
Reliance JIO, owing to the large bouquet of partner services it
has under its umbrella). Blackberry can promise its first 300
buyers, 3 months of free Reliance JIO usage and its associate
services.

21. Phase 6-BBX shots
PRE LAUNCH
STRATEGIES
July 16th-25th

22. "These will be 2 minute long short films, enacted
upon by Ranveer Singh, with a touch of humor,
where he shall play various characters, each with
the prospect of promoting BBX and its USPs
BBX SHOTS
There shall be 3 such shots, each with 1 segment of our target
audience in mind. These will be uploaded on JioTv and its partners,
Alt Balaji and Youtube, as well as on the official Facebook, IGTV,
Tiktok (50% with links) handles of Blackberry. The videos shall also
be posted on Flipkart videos
"Blackberry shall encourage publications such as
Hindustan Times, Pinkvilla etc as well as well
known film critics to write review of BBX shots.
The videos shall also be promoted as display ads
on Youtubube

23. Phase 7-Commercial ad video+aggressive
display advertising+on ground
promotion+countdown
PRE LAUNCH
STRATEGY
July 25th-31st

24. A 40 second commercial video ad can be shot and promoted
across television, Flipkart videos, Youtube display ads,
Instagram ads, Tiktok ads, Facebook and OTT platforms, as
well as on official social media handles of Blackberry.
COMMERCIAL VIDEO AD
Landing page ads with a call to action and pre-booking page
link should be aggressively promoted across Facebook,
Instagram, Google, Twitter and Linkedin, as well as shopping
websites such as Flipkart, Amazon etc
LANDING PAGE ADS
Countdown posts must be made everyday on
Facebook/Instagram/Twitter
COUNTDOWN POSTS
Some on ground promotional activities should be carried out by
Ambassador Ranveer Singh across management colleges, malls, reality
shows etc, where the phone's USPs can be highlighted. These events
should be covered on social media aggressively. Blackberry photobooths
and dangler ads should also be installed at plexes, malls, etc
ON GROUND PROMOTIONS

25. BBX should be launched on some major e-shopping portal at a
specific time on 1st August. There can also be an ground launch and
unboxing event by Ambassador Ranveer Singh, which shall be
covered on Blackberry's official social media handles
PRODUCT LAUNCH
ON MARKET-
1ST AUGUST

26. Post launch
strategies

27. Blackberry should tie up with all popular technology influencers
for postive reviews across their blogs, websites, social media
handles that shall be posted across official outlets of Blackberry
TIE UP WITH TECHNOLOGY BLOGS,
INFLEUNCERS, REVIEWERS AND NEWSPAPERS
Blackberry should tie up with Bollywood actors and other
influencers for a unbox challenge on BBX on Tiktok with the
Blackberry is back song in the background
UNBOXING CHALLENGE ON TIKTOK
Shopping website and social media should continue to be replete
with landing page ads with a CTS
LANDING PAGE ADS
Display ads of BBX should also be on OTT platforms and Youtube,
as well as shopping sites
DISPLAY ADS
Tying up with popular television programmes and placements on OTT based
shows will be a good platform for post launch promotion
SPONSORSHIP AND PRODUCT PLACEMENT

28. Since BBX has no noteworthy features and is
expensive, the sole point of promotion has been the
starpower of Ranveer Singh and his versatility as well
as the brand value that blackberry once enjoyed
CONCLUSION
Points to be noted:
1) The current covid crisis has not been taken into
consideration, while formulating these proposal
2) 1st August has been considered as the date of product
launch, instead of campaign launch