SMCA CASE Assignment

1920 EVIL RETURNS – BOLLYWOOD AND

SOCIAL MEDIA MARKETING
-GROUP 14
Ritesh Rai BA027-21
Vyom Agarwal BA037-21
Sakshi Garg M078-21
Gaiakwad Saurabh
Ramanbhai M141-21
Gazal Singla M143-21
Kumar Saiyam M251-21
 Q1. Why is social media campaign important for products such as
movies?

The capacity to reach millions of people at once with marketing promotions and information, as well as
the ability to segment audiences and understand who your audience is, make social media campaigns
crucial for items like movies. Internet users who are active are broken down by platform in Exhibit 5a.
In 2012, there were 80,2 active internet users in urban India, and 58 million of them (or 72% of them)
used social media. Email appears to be the most popular format. Social media campaigns can also show
you where your audience and potential audience members are participating from and what their
favourite Facebook activities are.
 Q2. Discuss the effectiveness of social media marketing and it
advantages and disadvantages.

The benefit is that social networking sites and social media influence how customers start the
conventional purchase process. Due to the abundance of information, each choice is carefully considered
before being made by the consumer. The information is not only abundant, but it is also not verified for
its reliability or veracity, which causes many misunderstandings. Regarding the information processing
theory of consumer choice, it is stated that there are numerous types of information that consumers can
access. It is also mentioned that there are numerous commercials that are in competition with one
another for people's attention. Due to the large gap between purchase intention and actual decision-
making caused by social media, it is crucial that the buyer carefully considers relevant and accurate
information. But doing so becomes challenging, so the consumer is faced with a choice of perplexing
options. In a conventional transaction or a physical sale, this rarely occurs. The disadvantage is that a lot
of false material circulates online, giving the product a highly negative reputation. Although this
material is frequently false and may be a spoof, once it begins to circulate, buyers begin to dislike it.
 Q3. How is the ROI calculated for social media marketing?

The amount of clicks and website visits that result in conversions is often how the return on investment
for social media marketing is determined. It is exceedingly challenging to measure because many
individuals access websites and make purchases through affiliates and recommendations rather than by
really looking at websites. ROI for social media marketing is based on average conversion rates and
click volume.
 Q4. Discuss the impact of Facebook and YouTube on 1920 Evil
Returns campaign. Refer to Exhibits 5a-e, Exhibit 7, and Exhibit 11

As evidenced by the statistics, the impact of the evil returns social media campaign was not very
successful. More than half of the promotions under the category of "promoted videos" were not seen
because just 13000 clicks on average were received for each campaign. Even fewer clicks and returns
were received for the static images.Because of this, the bad return campaign that was run on Facebook
and YouTube was not very successful.
 Q5. Is there any evidence between Facebook engagement and box
office collections? Refer to Exhibits 4, 8a, and 13

Facebook promotions and box office revenue are quite closely related, as the overall number of likes
resulted in revenues in more than 75% of the states, though not entirely. Surprisingly, there were just 5
total likes in Bihar, yet those likes resulted in earnings of over 61 lakh INR.This may not be an
indication of fan groups and discount tickets, but it does demonstrate how heavily we rely on social
media.
 Q6. Discuss the potential impact of sentiment analysis on the
performance of the movie in the box office.

The effects of sentiment analysis on the movie's performances aid marketers in understanding the
actions and opinions of their target market. Social listening is useful since it enables marketers to
determine whether a customer's post is favourable, negative, or neutral and how to reach out to them and
encourage continued brand loyalty.
 Q7. What should be the social media marketing strategy for 1920
London?

I believe that Facebook and other social media platforms like uploading trailers as Instagram
advertising, which promotional marketing has done, and developing a social page where communication
is only done through photographs should be included in 1920 London's upcoming social media plan.
Since Facebook owns Instagram, the ability to translate material between the platforms can assist in
reaching a new audience and introduce viewers to a new method of getting in touch with the cast and the
movie. With fan-inspired or fan-collaborated campaigns, active fan interactions can be beneficial on
social media to boost engagement.
THANKYOU