Individual Assignment

Marketing Transformation using Social Network on Digital Media: How BJP Used WhatsApp to
Create a Successful WOM Campaign

Gajaria’s influencer Strategy:

Gajaria with the help of Human influencer created a successful word of mouth campaign (WOM) for
BJP , which helped them in winning 2014 Lok sabha election and all this was done using Whatsapp as
the primary tool.

Gajaria is planning to use the same platform in 13th Maharashtra Legislative Assembly Election. Few
highlights of this campaign are:

1. State was divided into 5 major region where needs where mostly homogeneous.
2. Humour was used as tool to criticise opposition party. Type of Humour was also dependent
on taste of that region.
3. Two major campaign were launched Bhau Cha Dhakka and Aghadi Cha Ghotala
4. Three teams were created: internal party worker, external creative partner, and external
volunteers,
5. Internal Party Workers had three sub-divisions and these included Strategy Team(having one
convener and five co convener which worked with 55 district social media heads over 288
constituency), Content Development Team ( one central and five regional content creation
teams were formed), Campaign Execution and Monitoring Team ( the role included
mentoring the content carrier, getting feedback and finally help in creating 100 external
influencers)
6. Total campaign budget was about $1.8 million.

Observations:

1. Strategy was well planned and choice of using influencer helped in making the messages
personalised. The extensive execution was key to the success of the campaign.
2. Campaigning was done is local language, which interested the target audience.
3. There was a mix of Video, audio and images which generated awareness about the
campaign with in target audience. Regional taste was also taken into consideration.
4. Gajaria could have run few more campaign.
5. There was no thorough background check of these influencer
6. Measuring the direct link between the awareness spread and conversion into votes cannot
be measured. Thus it is hard to measure the real impact of the digital marketing.
7. Cost of the campaign is also high.
8. Influencer marketing helped in sending the precise messages to the targeted district.