1920 Evil Returns - Bollywood And Social Media Marketing Case Study Solution
Problem statement
The problem occurred when Ami Shah, the founder of IntelliAssist, was given a task to plan an efficient social media campaign for marketing a Bollywood movie,titled ''1920 Evil Returns'' so that the movie could have blockbuster successful. The reason behind outsourcing her was that marketing strategies were considered assignificant factor for the success of any movie. Therefore, she needed to analyze all the factors that contributed towards marketing, including internal as well as external factors. Therefore, due to her efforts and effective planning, social media campaigns were successful. Now another challenge for her was to identify the factors for designing the marketing plans for another movie,which was a sequel of ''1920 Evil Returns'' with the title ''1920 London''. Ami was also required to identify an alternative to design the campaigns and their effectiveness much better as compared to her previous work for campaigning.
Strategic Analysis
To achieve her objectives, Ami Shah evaluated the market to identify the factors. She analyzed to identify the loopholes through a SWOT analysis.
SWOT Analysis
The first analysis is a SWOT analysis that shows the internal and external factors in the market. Internal factors will identify the weaknesses and strengths,whereas external factors will identify threats and opportunities.
Strengths
- In 45 days she achieved more than 65,000 fans, who were waiting for the movie,desperately.
- On average, each post scored 800 to 1000 likes on the official Facebook page.
- The number of comments and shares also showed remarkable progress.
- Several fans created polls and stills for the movie, which helped to reach more audiences.
- She suggested to upload the cover photo having the entire cast in the picture, and the page successfully reached to 1, 27,482 audience, which was a big number.
- Due to the use of Facebook for campaigns, ROI for an advertisement campaign in movies, increased.
- The other two Facebook pages were also promoted on Facebook, for the movie.
- In only 30 days; there were 15, 00,000 views for videos and more than 650 subscribers on YouTube.
- She posted page push, video ads and expandable Ads on many news sites and interest portals that grabbed the attention of the audience.
Weaknesses
- The internal weakness for social media campaigns for the movie included: not considering Instagram users as there was an audience that used Instagram as well.
- A picture contest was criticized by critics and a sophisticated audience, however, it hada minor impact on the ROI of the social media campaign.
Opportunities
- The opportunity for the movie was that there were very few horror movies released annually in India.
- Indian audiences wanted to see horror genre movies rather than romantic and comedy, because they found horror movies different than the type of movies they were watching regularly in cinemas.
- There was a huge audience of youngsters, who had a taste for horror or supernatural movies.
- In 2012, India’s GDP was doing well, so more people could afford to watch a movie in theaters.
- Excessive use of Facebook,was an opportunity for the investors as they reached a mass audience through Facebook page and posting videos on Facebook.
- There wasa huge number of YouTube users in India during the time of the movie’s trailer launch............
- This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution.
Related Case Solutions & Analyses:
Lakeside Hospital
PunchTab Inc. Investor Presentation Deck
Systems Infrastructure at Google (A)
New Frontiers in Target Discovery and Validation
Trisha Wilson of Wilson & Associates
GEO TECH
Striker Corporation: In-sourcing PCBs
Dell Inc. in 2009
NGT: New Generation Technology -Incubator
Apple Future
