Answer Sheet

Answer 1.

There many criteria to evaluate a digital marketing promotional campaign. The most
important criteria are identifying and examining sustainable goal. Every success and
failure of a campaign is clearly depending on the Goal which the campaign is trying to
achieve. We have to know about the goals which is in case of digital marketing is the
likes and share in social media and number of active visitors in terms of websites. Next
criteria can be catering to the correct target audience. We have to clearly know about our
audience and how they will react with our campaign. We should know about engagement
level of the target even before launching the campaign. Next is how well we are engaging
with the audience. We have to know how effective our campaign is reaching the audience
and how well we are engaging them. Once we have adequate engagement with the
audience the next criteria can be the relationship they are maintain with the firm. A good
relationship will add value to the firm. The last can be measurement of the Digital ROI.
Which can be based on the amount of money spent or how well is the audience
responding to the campaign such as like, share and comment in Facebook and Instagram.

Answer 2.

The ‘TouchThePickle’ campaign by the P&G is a successful one. We can easily evaluate
the success of this campaign with the above told criteria (Question 1). If we take the goals
part, they had a clear goal of breaking the taboo regarding the menstruating women in the
Indian society which would empower the women and eventually would result in increase
of their brand value. They correctly catered their target audience which is women in
India. From the case itself we can clearly see that Whisper had engaged the audience and
maintained a good relationship with them. The YouTube ad of Whisper India which
gained 1.8 million views within 25 days is a good example of the audience engagement.
They maintained a good relationship with the audience by giving whisper coupons to the
people who were engaged and shared their experience in the ‘TouchThePickle’ campaign
on Facebook and twitter. ROI of the campaign can be measured in terms of the number of
active participants. This campaign had participation of over 2.9 million which is huge in
numbers. This campaign also resulted whisper to rose 15% in top of the mind- awareness
and whisper Ultra achieved its ‘highest ever’ value share thus proving it had a good ROI. So
with the above evaluated criteria we can clearly say that this campaign is a success.
Answer 3.

If L'Oréal created this campaign instead of ‘TouchThePickle’ it would had been a failure
to a mediocre success. It can’t get near the Whisper in this campaign. It primarily because
of the brand image both the brand has. Whisper is brand which only produces sanitary
napkins while in the case of L'Oréal it is primarily a cosmetics brand. People won’t
expect this kind of taboo breaking from L'Oréal it would be against its digital authenticity
of a cosmetic brand. Whisper had built a reputation among the consumers as a brand
which authentic to its goal of empowering women and menstrual health, However
L'Oréal had built a reputation as good Cosmetics firm rather than a firm empowering
women. L'Oréal is very authentic in terms of their marketing; they even have website
called Fab beauty which is knowledge sharing blog page owned by L'Oréal for the beauty
enthusiast’s whey there are allowing very authentic reviews which is not biased with their
L'Oréal products. It would be inappropriate for the L'Oréal to break their authenticity and
enter into a campaign which is not their cup of tea. It in not that L'Oréal won’t attract
people, it is having a very good customer base however it won’t able to match the
audience participation and engagement of the Whisper. So, in that case this campaign
from L'Oréal can result in mediocre success or even a failure.