WHY FACEBOOK?

The marketing team at DYOT selected Facebook as its primary marketing medium because

social media was an abyss of information where billions of posts are made in a day. A greater

chunk of population aged 18 years to 24 years logged in the Facebook first thing in the morning

getting exposed to proliferated data. During its primary research for DYOT , the marketing team

found out that in their targeted demographic segment, most of the young middle class urban

females are educated , pursuing their careers, vocal about their opinions and active users of

social media. Facebook, in particular, had 78% of its Pakistani female population between the

age bracket of 14 and 45 who was actively engaged on the platform advocating that persona and

status of women that resonates with the image DYOT targeted to set , that is , empowered and

bold about thoughts and choices. Using the psychographic and demographic filters and

behavioral and interest-based algorithms, DYOT was able to trace down 1.9 million women as

its potential customers across the big cities of Pakistan. Hence DYOT capitalized the successful

experience of Tahir in customer engagement over social media and commercialized the feminism

over the social media to its benefit.