Innovative social marketing campaigns


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Innovative social marketing campaigns

  1. 1. UGC Sponsored National Conference On EMERGING GLOBAL ISSUES IN MANAGEMENT INNOVATION Paper Entitled: “INNOVATIVE SOCIAL MARKETING CAMPAIGNS: BREAKING RULES FOR THE SOCIAL VALUES” Organized By: DEPARTMENT OF BUSINESS MANAGEMENT, SAURASHTRA UNIVERSITY, Rajkot. Prepared By: Prof. Chetan Lakhlani Associate Professor, N. R. Vekaria Institute Of Business Management Studies, Junagadh 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 1
  2. 2. Social Marketing It's an advance and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. “Social Marketing" is sometimes using standard commercial marketing practices to achieve non-commercial goals. Social Marketing can be described as having "Two Parents"— a "Social Parent“ i.e. social science and social policy approaches, and a "Marketing Parent", i.e. commercial and public sector marketing approaches. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 2
  3. 3. Societal Marketing Its an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. Its closely linked with the principles of corporate social responsibility and of sustainable development. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 3
  4. 4. Campaign 1: FOLLOW 2 UNFOLLOW Country : Puerto Rico Brand : Puerto Rican Government Client : Correctional Department, Puerto Rican Government Agency : Starcom Audience : Puerto Rican Youth Objective : To give a real idea of what prison is like. Challenge : Young adults hate it when you try to teach them Target morals. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 4
  5. 5. CONCEPT: Drug trafficking has turned Puerto Rico into one of the most dangerous government’s islands. The official voice didn’t seem to have any impact. So it decided to make 3 real prisoners talk on Twitter about the brutal life they experienced in prison. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 5
  6. 6. RESULT: 23% of the Twitter population of Puerto Rico has interacted. True Story Reality shows have exposed us to some of the saddest aspects of human behavior. But people love a true story. Using social networks to help people have an experience, to exchange with people they would never have otherwise met, is a good initiative. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 6
  7. 7. Campaign 2 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 7
  8. 8. Recruitment Strategy Country : Netherlands Brand : Heineken Client : Heineken Target Audience : Candidates seeking jobs Objective : To receive more relevant resumes Challenge : Recruitment is A sector often left behind in communication 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 8
  9. 9. Over 1,700 people applied for the job. Successful candidate gets an opportunity to meet football heroes of UEFA Champions League. Shortlisted candidates were invited to Amsterdam for the interview process. Stage 1: The kick-off •Where the boss led the interviewee into the meeting room by holding hands the entire way. •Medical Assistance, which involved helping the boss as he ‘blacks-out’ during the meeting. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 9
  10. 10. Stage 2: Fire Drill Where firefighters call for help to rescue a stranded Heineken employee from the roof after a ‘fire alert’. Candidates’ responses determined who had the necessary skills to work in the Heineken marketing department. The entire interview was captured on camera by Heineken, which resulted in...... 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 10
  11. 11. Stage 3: Final Test The Candidate, a behind-the-scenes film that was released to the brand marketing team via an internal portal so they could vote for their favorite interviewee from the three best interviews. The most voted-for candidate was brought to the Juventus stadium for a ‘final test’ during the pre-match ceremony. Giant screens showed the interview process and then announced that the winner…… Guy Luchting, had got the job. He now has a placement based at Heineken headquarters in Amsterdam. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 11
  12. 12. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 12
  13. 13. RESULTS: 317% more CVs / + 279% traffic on the HR site. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 13
  14. 14. Campaign 3: COCA COLA- Small World Machine Country : India & Pakistan Brand : Coca cola Client : Coca cola Agency : Leo Burnett Target Audience : Indian & Pakistani citizens but Global Campaign Objective : To Reinforce Coca-Cola’s «Crazy for Good» Values Challenge 3/3/2014 9:52:34 PM : Create a Story Worth Talking About Prof. Chetan Lakhlani 14
  15. 15. CONCEPT: The relationship between India & Pakistan is a complicated one. There is hardly any communication between the two countries, even though the only thing separating them is religion. Coca-Cola created machines in India & Pakistan that were connected to each other and allowed people from each side to interact. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 15
  16. 16. 3D Touch Screen Technology base High-tech vending machines installed in two popular shopping malls in Lahore, Pakistan and New Delhi, India. Invited consumers to put their differences aside and share a simple moment over a Coke. People from both countries and various walks of life were encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or dance – before sharing a Coca-Cola. The “Small World Machines” provided a live communications portal linking strangers in two nations divided by more than just borders, with the hope of provoking a small moment of happiness and promoting cultural understanding around the world ………the 3/3/2014 9:52:34 PM very moments were captured Prof. Chetan Lakhlani 16
  17. 17. Surprises- Mirror Impacts & Images Jackie Jantos Tulloch, Project Leader, compares the live relay experience to looking into a webcam, face-to-face with another person. “Your actions are literally mirrored,” she explains. “By adding a touch screen, it allowed us to play interactive animations, so people Thoughts divides, Value unites. 3/3/2014 9:52:34 PM could trace things like a heart or smiley face together.” Prof. Chetan Lakhlani 17
  18. 18. RESULT: 2 million views Interaction has always been key in virtualization. However, thanks to technology, we can now push interaction a little bit further. Here the simple interaction between the 2 machines, plus the nice narration makes this idea extremely efficient. Its not Coca Cola Story, its bigger profound story about the connectedness of the world. Social and cultural tension exist around the world, exist for selfish reasons. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 18
  19. 19. Social and cultural tension exist around the world, exist for selfish reasons. Humanity is about togetherness & Happiness 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 19
  20. 20. Aap No Aabhar The presentation was inspiration of publication by Gregory Pouy, Digital marketing expert and founder of marketing consultancy La Mercatique, about the changing rules of conventional marketing through few social marketing campaigns. 3/3/2014 9:52:34 PM Prof. Chetan Lakhlani 20