Harvard Case - Marketing Transformation Using Social Network on Digital Media: How BJP Used WhatsApp to Create a Successful WOM Campaign
"Marketing Transformation Using Social Network on Digital Media: How BJP Used WhatsApp to Create a Successful WOM Campaign" Harvard business case study is written by Ami Shah, Dinesh Kumar Unnikrishnan. It deals with the challenges in the field of Marketing. The case study is 23 page(s) long and it was first published on : Mar 1, 2017
This case study analysis recommends a strategic framework for leveraging social media, particularly WhatsApp, as a powerful tool for building brand awareness, driving engagement, and ultimately influencing consumer behavior. The BJP's successful use of WhatsApp in the 2014 Indian general elections provides valuable insights into the potential of this platform for political campaigns and beyond.
2. Background
The case study focuses on the Bharatiya Janata Party (BJP) in India and their innovative use of WhatsApp to create a successful word-of-mouth (WOM) campaign during the 2014 general elections. The BJP, under the leadership of Narendra Modi, strategically employed WhatsApp to disseminate their message, connect with voters, and mobilize support. This strategy ultimately contributed significantly to their landslide victory.
The main protagonists of the case study are:
- The BJP: The political party that implemented the WhatsApp campaign.
- Narendra Modi: The BJP's leader and Prime Minister of India, who was a key figure in the campaign.
- WhatsApp: The social media platform that played a central role in the BJP's strategy.
- Indian voters: The target audience of the campaign.
3. Analysis of the Case Study
To analyze the BJP's WhatsApp campaign, we can apply a framework that combines elements of Marketing Strategy, Digital Marketing, and Social Media Marketing:
1. Marketing Strategy:
- Segmentation, Targeting, and Positioning (STP): The BJP effectively segmented the Indian electorate based on demographics, interests, and political leanings. They targeted specific segments through tailored messages and content. The party positioned itself as a force for change, development, and national pride, resonating with a wide range of voters.
- Brand Positioning: The BJP strategically positioned itself as a party of progress, development, and strong leadership. Narendra Modi's image as a charismatic and effective leader was central to this positioning.
- Consumer Behavior Analysis: The BJP understood the increasing reliance on mobile devices and social media in India. They recognized the power of WOM marketing and leveraged WhatsApp's reach and user engagement to spread their message.
2. Digital Marketing:
- Digital Marketing Strategies: The BJP employed a multi-pronged digital marketing approach, including:
- Social Media Marketing: Utilizing WhatsApp as a primary channel for disseminating information, engaging with voters, and mobilizing support.
- Content Marketing: Creating and sharing relevant, engaging content that resonated with the target audience.
- SEO (Search Engine Optimization): Optimizing their online presence to improve visibility and reach.
- CRM (Customer Relationship Management): The BJP used WhatsApp to build relationships with voters, address concerns, and provide updates, creating a sense of connection and engagement.
3. Social Media Marketing:
- Social Media Marketing: The BJP leveraged WhatsApp's features to create a powerful WOM campaign:
- Group Messaging: Forming groups to share information, engage in discussions, and mobilize support.
- Viral Marketing: Utilizing the platform's viral nature to spread messages quickly and widely.
- Influencer Marketing: Engaging with influential individuals and opinion leaders to amplify their message.
4. SWOT Analysis:
- Strengths: The BJP's strong leadership, clear message, and effective use of social media were key strengths.
- Weaknesses: The party faced criticism for its reliance on social media and potential for misinformation.
- Opportunities: The increasing use of mobile devices and social media in India presented significant opportunities for the BJP.
- Threats: The potential for negative campaigning and misinformation posed a threat to the party's strategy.
5. PESTEL Analysis:
- Political: The political landscape in India was highly competitive, requiring the BJP to be strategic in its messaging and outreach.
- Economic: The Indian economy was experiencing growth, which the BJP leveraged in its campaign.
- Social: The increasing use of social media and mobile devices among Indian voters presented an opportunity for the BJP.
- Technological: The BJP embraced technological advancements, particularly in the realm of social media, to reach voters.
- Environmental: The BJP's focus on development and infrastructure highlighted the importance of environmental sustainability.
- Legal: The party operated within the legal framework governing elections and campaign finance.
4. Recommendations
The BJP's WhatsApp campaign offers valuable lessons for political campaigns and businesses alike. Here are some key recommendations:
1. Embrace Social Media: Organizations should recognize the power of social media platforms like WhatsApp for building brand awareness, engaging with consumers, and driving sales.
2. Leverage WOM Marketing: Utilizing the power of word-of-mouth marketing can be highly effective in reaching target audiences and building trust.
3. Create Engaging Content: Develop content that is relevant, informative, and entertaining to resonate with the target audience and encourage sharing.
4. Build Relationships: Utilize social media to build relationships with customers, address their concerns, and provide valuable information.
5. Monitor and Analyze Data: Track key metrics, analyze data, and adjust strategies based on insights gained from social media activity.
6. Ethical Considerations: Organizations must adhere to ethical guidelines and best practices when using social media for marketing purposes.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the core competencies of organizations in leveraging digital marketing and social media for strategic advantage.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (target audience) and internal clients (employees and stakeholders).
- Competitors: The recommendations consider the competitive landscape and the need for organizations to differentiate themselves in the digital age.
- Attractiveness ' Quantitative Measures: The recommendations are based on the potential for increased brand awareness, engagement, and sales, which can be measured through various metrics.
6. Conclusion
The BJP's successful use of WhatsApp in the 2014 Indian general elections demonstrates the potential of social media for influencing consumer behavior. By leveraging WhatsApp's features for targeted messaging, engagement, and mobilization, the BJP effectively created a powerful WOM campaign that contributed significantly to their electoral victory. This case study provides valuable insights for political campaigns and businesses alike, highlighting the importance of embracing social media, leveraging WOM marketing, and creating engaging content to connect with target audiences and achieve desired outcomes.
7. Discussion
Alternatives Not Selected:
- Traditional Marketing: While traditional marketing methods like television and print advertising still hold value, they are less effective in reaching younger generations and engaging with consumers in the digital age.
- Other Social Media Platforms: While other social media platforms like Facebook and Twitter are popular, WhatsApp's group messaging feature and viral nature make it particularly effective for WOM campaigns.
Risks and Key Assumptions:
- Misinformation: There is a risk of misinformation spreading through social media platforms like WhatsApp. Organizations must carefully curate content and monitor for inaccuracies.
- Privacy Concerns: Users may have concerns about their privacy when using social media for marketing purposes. Organizations must be transparent about their data collection and usage practices.
- Technological Advancements: The rapid pace of technological advancements means that social media platforms and user behavior are constantly evolving. Organizations must adapt their strategies to keep pace with these changes.
8. Next Steps
To implement the recommendations, organizations should:
- Develop a Social Media Strategy: Create a comprehensive strategy that outlines goals, target audience, content plan, and measurement metrics.
- Invest in Social Media Training: Provide employees with training on best practices for social media marketing.
- Monitor and Analyze Data: Track key metrics and analyze data to optimize social media campaigns and measure ROI.
- Stay Informed about Trends: Stay up-to-date on the latest social media trends and technologies.
By taking these steps, organizations can leverage the power of social media to build brand awareness, engage with consumers, and drive business growth.
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Case Description
Managed word-of-mouth and viral marketing have emerged as one of the biggest trends of the decade. Every brand, big or small, wants its content to go viral. The backbone of successful campaigns is not limited to content or influencers who can make the message go viral. Marketers need to think of value creation at every stage. Jiten Gajaria, the convener of the social media cell of Bharatiya Janata Party (BJP) Maharashtra, implemented a marketing transformation program for his political party while campaigning for the 13th Maharashtra Legislative Assembly Election. He gained consumer insights, calibrated market segments, devised communication strategy, recruited and managed human resources, designed campaign implementation process and developed capabilities to execute it. The case details how Gajaria rolled out a successful influencer marketing program to create WOM communication on WhatsApp. It can serve as a classic example of devising a cost-effective customer outreach program where total marketing expense was reduced by about 199%.
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