DIGITAL MARKETING

Comprehensive analysis of social media marketing of following brands:

Toothsi
G-20 Summit
Cosabella

Himanshu Sisodia
25himanshu.sisodia@fostiima.org
 Acknowledgement
I would like to thank Prof. Rohit Ashok for helping and providing

continuance guidance to me for completing this Assignment Work. His

guidance, advice and expertise carried me through all the steps of writing

my project.

I am also grateful to my friends and classmates for their advice and

support without whom the assignment would not have been possible.

I submit this assignment with great humility and respect.

Submitted By,
Himanshu Sisodia
PGP25156
Section: D

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 CERTIFICATE

This is to certify that Himanshu Sisodia of section D has successfully

completed his project on topic a comprehensive social media marketing

plan and strategy Toothsi, G-20 summit and Cosabella as prescribed by

Prof. Rohit Ashok during the academic year 2023-25 as per the guidelines

given by the faculty of digital marketing department.

Signature:

ROHIT ASHOK

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TOOTHSI

Toothsi is an Indian Health, Wellness and Fitness technology start-up. It is a

new age start-up in the dental space providing smile correction services at
home. ToothSi utilises revolutionary Clear Aligner technology to make
teeth straightening hassle-free and affordable. A desirous patient can have
access to a superior quality, transparent and convenient alternative to
conventional braces treatment at home.
The company uses various social media platforms like Instagram,
Facebook and YouTube to create awareness among the audience
regarding the product. Also, the type of content posted on each platform
also differs.

Content Strategy:
Toothsi follows a comprehensive content strategy which focuses on
creating awareness among the viewers by educating them about the
products and services it offers.
1. Content Calendar:
The company has developed a content calendar to outline the type of
content to be posted, the time and frequency of the posts (daily,
weekly or monthly basis) and the platform(s) for each post.

2. Content Types:
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a. Educational Content:
Toothsi posts content explaining how the clear aligners work, what
are their benefits, how are the better than the conventional metal
braces.

b. Success Stories
Posts before – after photos and videos received from satisfied
customers.

c. Interactive Content:
They run various polls, quizzes and various other interactive
sessions to engage their audience.
d. Product Demo and Tutorials:
They share various video tutorials and demos about the products
they offer which includes the benefits of tooth aligners, these
demos also guide the customers for easier use of the aligners.

Toothsi’s social media content is engaging, relevant and

informative for its target customers. They spread a wide range of
information which helps the potential customers to get better
details regarding the products with the help of the strategies they
follow.

Audience Targeting:
Toothsi’s target audience is people who are interested in
improving their smile an appearance, specifically the younger
adults (22-50 years).

Toothsi may target some demographics as follows:

a. Age: Young adults of 22-50 years

b. Income: The company targets middle-class, upper-class
income segment people to sell their product.
c. Location: The company targets the urban population because it
said to be believed that they focus more on appearance and
personality.

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Toothsi also targets people who are looking for convenient and
affordable ways to improve their smile and appearance.
Their clear aligners are a popular alternative to traditional metal
braces, as they are invisible, removable and comfortable to wear.

Performance Measurement:
Key performance indicators used by toothsi to measure its
performance are:
a. Engagement Rate:
Analyse the social media handles, monitor the number of likes,
comments, and shares on each post.
Higher the engagement higher the success.
b. Follower Growth:
Measure the number of followers gained or lost on regular
intervals, these may be timely or after each post is posted.
c. Click-Through Rate:
Measure the number of users who have clicked on the links on
posts and have successfully visited Toothsi’s website to
enquire about the services.
d. Conversion Rate:
Measure the number of enquiries which have successfully
turned into booking of actual appointments or sales.
e. Customer Feedback:
Toothsi asks its customers for feedback after using their
product and these positive feedbacks can also be used to
measure performance.

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G-20 SUMMIT
The G20 Summit is an annual meeting of the leaders of the 20 largest
economies in the world. It is a forum for the leaders to discuss and
coordinate global economic and financial policies. The G20 Summit is also
a platform for the leaders to address other global challenges, such as
climate change, poverty, and inequality.

Content Strategy:
For the social marketing of the G-20 summit the government
has used various types of content to engage and make people
aware.
1. Content Calendar:
During the summit the posts were consistent and timely to
keep the people informed about the summit
After each event, key highlights were posted.
2. Content Types:
a. News and updates:

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 This included information about the key themes and
priorities of the summit, as well as news and updates on
the preparations for and progress of the summit.
b. Thought leadership content:
This included blog posts, articles, and videos from G20
leaders and experts on the key themes and priorities of
the summit.
c. Infographics and data visualizations:
This type of content was used to communicate complex
information in a visually appealing and easy-to-
understand way.

Audience Targeting:
The target audience for the G-20 social media marketing plan included:
1. Government officials and policymakers from world’s top economies
2. Business leaders and entrepreneurs from around the globe
3. Academics and experts
4. Media representatives
5. Civil society organisations
6. Monetary organisations
7. Trade organisations from all over the world
6.The general public.

Performance Measurement:
Key performance indicators used to measure G-20 Summit’s social media
marketing plan performance are:
a. Social Media Reach:
Measure the total number of people who have visited the website and
have seen G-20 content.
b. Impressions:
The frequency of the views of the G-20 content.
c. Click through Rate:
The number of clicks on the links to see the G-20 content.
d. Engagement:
Measure the number of likes, comments, shares and clicks on the
G-20 content.
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e. Conversions:
This measures the number of people who have taken a desired
action, such as signing up for a newsletter or visiting the G20 Summit
website.

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COSABELLA
Cosabella is a well-known luxury lingerie brand that specialize in
creating High-quality, stylish, and comfortable lingerie and
loungewear for women. Cosabella has earned a reputation for its
craftmanship, attention to detail, and dedication to producing
undergarments that make women feel confident and beautiful.

Content Strategy:
a. Defined Audience:
Cosabella has made a very strong audience base, by manufacturing
the products considering interest and pain points of the customers.
b. Visual Content:
By investing in high quality visual content, including professional
photography and videos of their lingerie collections has highlighted
the intricate details and craftmanship of their products.
c. Influencer collaborations:

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 As the growing presence of influencers, vloggers and bloggers on
social media, Cosabella has made a smart move by collaborating
with lifestyle and travel influencers to promote their products.
d. Email Marketing:
By sending personalized and visual appealing email campaigns to
inform customers about new collections, promotions and events.
e. Value and Sustainability:
By using a customer centric approach, Cosabella has proved to a
competitor in the market that provides and highlights the value which
are important to customers.

Audience Targeting:
The target audience for COSABELLA's social media marketing plan are
women who are interested in fashion, design, and sustainability. This
audience include:
a. Millennial and Gen Z women
b. Fashion designers and influencers
c. Retailers and buyers
d. Fashion media, magazines etc.
e. Students and academics in the fashion industry.

Performance Measurement:
a. Reach:
This measures the number of people who have seen COSABELLA's
social media content.
b. Impressions:
This measures the number of times COSABELLA's social media content
has been seen.
c. Engagement:
This measure how many people are interacting with COSABELLA's
social media content, such as by liking, commenting, or sharing it.
d. Clicks:
This measures the number of people who have clicked on a link in
COSABELLA's social media content.
e. Conversions:
This measures the number of people who have taken a desired action,
such as visiting the COSABELLA website or making a purchase.

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