Marketing Campaign Report Sample

Marketing Campaign

Task:

Select a communication piece from a marketing campaign. 

The communication piece should be for a toilet paper or toilet wipes could be a TV, digital, or print ad, or social media ad, guerrilla marketing material, etc should be from an Australian campaign in the last 12 months. See the FAQ for further details and guidance in selecting a piece. Critique the elements of the communication piece for the brand elements: communications objectives; creative strategies; tactics used; target customer; category positioning (mental partitioning) considerations: look at positioning (market needs) and customer persona(s); discuss both positive and negative aspects Provide a conclusion and recommendation write a paragraph stating overall how successful you think the campaign is in reaching the objectives you can infer they want to achieve discuss at least one change (specifically to the material you chose for this assignment) that you think would make the campaign more successful (even if you think it is already successful) explain why you would make this change.

Note: It is likely that you will not have access to information about the entire campaign, so you can make informed inferences by using class content and researching industry information and other sources. You might not be able to consider all the stages (e.g., objectives and budgeting stages) as you would not necessarily have information, however, make an informed guess by stating for example that they “appear to” (or “don’t appear to”), and then provide an explanation to why you think they “appear to” (or “don’t appear to”).

Potential structure:

Page 1: name of the brand/product chosen.

Page 2: insert chosen communication piece details such as an image of a print ad, a storyboard snapshot, and link to a video ad, etc, and provide a brief description of the Campaign.

Page 3: start critique, suggested parts:

Category Positioning and ‘Involvement by Motivation’ Grid

Target Customers

Marketing Communications Strategy and Objectives

Creative Strategy and Tactics

Conclusion with a recommendation

References: APA 7th

Appendices: should not contain any content expected in the main body of the report and should only be included if deemed necessary.

Length: Maximum limit of 800 words, excluding cover, chosen communications piece information, references, and appendices (if any).

Solution

Company name: WHO GIVES A CRAP

WHO GIVES A CRAP is an Australian-based toilet paper brand. It confirms super soft, 100% recycled toilet paper. It has sustained corporate social responsibility in its culture by offering 50% of its profits to build a toilet for developing countries (WHOGIVESACRAP. 2022). It ensures that the toilet paper is good for the bum. As per the MBA Assignment Expert, It is one of the country's fastest-growing social businesses. It has attained sustainability in the best possible way by making the toilet paper forest friendly which accelerates its selling all over the country. Recycled toilet paper can be stated as the most effective way to reduce the impact on the earth.
 
Link of the advertisement:https://fb.watch/fGZJUTHNRh/

Critique

Category Positioning and ‘Involvement by Motivation’ Grid

As per the commercial video of the company, it is quite clear that it has obtained characteristics-based positioning combined with quality or prestige-based positioning. Among four types of positioning like price based positioning,place-based positioning, and referred two, it has objectified its concern to characteristics and quality to offer the supersoft product to the audience. It has confirmed characteristics based on positioning by novelty, sustainability, efficiency, performance, and reliability to create a unique positioning for the product (Saqib, 2020). The positioning even helps itself to initiate the brand image due to offered features. On the other hand, by prestige or quality-based positioning, it has ignored price competition through its high quality and offered comfort.
Purchasing decisions cannot be accomplished or successful until and unless there is a motivation behind the purchase. For this particular product, the marketing social media commercial has included involvement by motivation grid in the best possible way. The brand confirmspositive motivation through the ad successfully by making a transformation as throughout the content it has conveyed transformation (Cooke, Davidson, Van Oers, & Quinn, 2021). The transformation aspect confirms positive motivation for the brand as customers become much more satisfied with the fact that the brand is focused on the changes and aligns it accordingly which eventually confirms high involvement for the customers. The commercial particularly by narrating the story of comfort through toilet paper shows the path of transformation to confirm high involvement with better motivation.

Target Customers

In order to justify target customers, segmentation needs to be identified to confirm the potential target audience. Segmentation can be of four types - geographic,behavioral, psychographic, and demographic. For the particular product, geographic segmentation does not really play a role as it has popularity in all markets. Considering demographic segmentation it has addressed all people of different ages, gender, race, education, or occupation; however, it has been confirmed that the income level needs to be a little high to afford the product (Naruetharadhol et al. 2022). In the context of behavioral segmentation, it has successfully addressed mass by its attribute of super comfort which can confirm a better relationship between the seller and the buyer. Psychographic segmentation has addressed those personalities who want to have a better lifestyle and carry an interest in something more, something better, and most importantly sustainable products.

Marketing Communications Strategy 

The marketing strategy is quite effective and unique to share an impression on the target customers. While designing the marketing strategy through the commercial, it has focused on product and promotion without taking care of price and place as it is not interested to compete in the price-sensitive market (Huo, Xu, He, & Lin, 2021). Contradictorily, it has positioned the product in an attractive manner by confirming that it has all attributes to gauge the attention of its target audience. The content, the presentation - everything even has confirmed that the marketing strategy is effective.

Creative Strategy and Tactics

The unique presentation itself is the most creative strategy and tactic. The video is started with a completely different perspective; however, the content is rich enough to retain the attention of the audience for as long as the main concept gets delivered. The practice of perfect assimilation between past necessity with present comfort is the catch line for the entire social media ad.

Conclusion with a Recommendation

Analyzingall important factors which need to be evaluated for justifying a commercial, it is quite clear that the social media ad is far-reaching and successful in its main objective of initiating sales. The content and the presentation of the social media ad is unique enough to attract all potential customers from different background, age, gender, occupation, and education, with varying perspective and psychological motivation. The uniqueness of the ad is properly been complemented by the uniqueness of the product as it offers the best comfort. The transformation journey from past necessity to present comfort is clearly depicted by the social media ad with enough consideration for product and promotional marketing strategy. However,it would be a better consideration if the brand would come with more creativity in the context of better alignment between product and price. The product has not offered any consideration for pricing which immediately makes it restricted for some countries living with huge populations behind. Henceforth, it would be a better consideration for the brand to sustain collaboration between product and price.

References

WHOGIVESACRAP. (2022). https://au.whogivesacrap.org/

Cooke, A. C., Davidson, G. L., Van Oers, K., & Quinn, J. L. (2021). Motivation, accuracy and positive feedback through experience explain innovative problem solving and its repeatability. Animal Behaviour, 174, 249-261. https://www.sciencedirect.com/science/article/pii/S0003347221000361

Huo, L. A., Xu, J., He, J., & Lin, T. (2021). Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies. Discrete Dynamics in Nature and Society, 2021. https://www.hindawi.com/journals/ddns/2021/9293303/

Naruetharadhol, P., Wongsaichia, S., Zhang, S., Phonthanukitithaworn, C., & Ketkaew, C. (2022). Understanding Consumer Buying Intention of E-Commerce Airfares Based on 
Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach. Sustainability, 14(15), 8997. https://www.mdpi.com/2071-1050/14/15/8997

Saqib, N. (2020). Positioning–a literature review. PSU Research Review. https://www.emerald.com/insight/content/doi/10.1108/PRR-06-2019-0016/full/html