OGILVY & MATHER PRE-PROCESS

Task 1
The importance of social media engagement for brands cannot be emphasised
enough given the current digital era and the growing users of social media and
internet. There have been instances where brands have taken stances on social
issues and the results have been supportive as well as negative. The following
points have to kept in mind while framing a response

Brand identity- The brand needs to understand and analyse whether the
identity of the brands fits the issue in question or not. When responding to
negative comments or addressing concerns regarding stance on social
issues, brands need to answer this question-How does their identity
resonate with the issue? For example, Wells Fargo and Starbucks faced a
lot of heat for their support of same sex marriage, they were very clear
with their rationale for supporting this issue and they were able to respond
effectively because their identity and its association was clear.
Respond swiftly- The response cannot be extreme, it has to be polite,
subtle but effective. It also has to be quick because otherwise the
negativity builds up and then its too late to contain the damage.

To take a very recent example to further illustrate the points mentioned

above, Tata Teas campaign Jaago Re was successful because tea is
associated with a fresh beginning and that is what India needs to do to break
free from the corruption. The identity of the brand and the issue associate
with each other naturally, it is not forced. To summarize the arguments, the
following response would be apt in my viewOur service has always been a strong point and what enables us to
continuously deliver these services, we are constantly engaging with our
beloved consumer community. Through this engagement, we cater to more
and more consumers belonging to different sects of the society, but that in no
way means that we do not value our old customers, the family is just getting
bigger. We are just welcoming new members into our family, and while it
might take some time and take some effort, we believe and in fact we know
that family always stays together and as a valued member of this family, we
believe you will help us in ensuring continued superior services.

Task 2
1. The platforms that I feel should be used are LinkedIn, Twitter and
Facebook. LinkedIn is the foundation of corporate connect in the social
media arena. LinkedIn has certain communities consisting only of CXOs,
this is an effective method as peer to peer marketing would work
positively for our brand since this is a B2B product. Twitter and Facebook
are more casual platforms but they are significantly increasing their share
of the pie in social media attention and presence of CXOs, CFOs in
particular.

2. To extend the reach using media partnerships, we should particularly focus

on print media channels like financial dailies for example- ET, Business
Standard, FT as well as magazines like Forbes and Fortune. The other
approach which would complement this is sponsored ads on TV channels
like CNBC, NDTV Profit etc. Other methods would be industry and domain
specific seminars, for example CFO conferences can also be leveraged by
sponsored content being showcased in these locations.

Task 3
The women in the age group of 30-40 years are most prone to get affected with
Breast cancer. The working woman does not get time for looking after her health,
and that is where Cuppa comes in. Cuppa associates itself with the cause of
breast cancer and we start a social media campaign #ThinkPink, where women
pose their pictures wearing pink. These pictures help us connect with the TG and
create awareness about the brand while associating with an issue, essentially
humanizing the brand.
The second campaign, would focus on the role of a working mother. The mother
works all day long at the office and then at the home. The campaign focusses on
the fatigue resulting from this work and the lingerie is the first and direct source
of comfort for a woman. The campaign would contain stories of women talking
about their work schedules and how tired they get when they finally get back
home. Its time the family starts caring and the care begins at home with a
simple choice, the choice of Cuppa. Essentially, we show through this campaign
that we care about women and our lingerie is just about caring for the woman of
the house. The campaign could be named #Its time she relaxed and #Wecare.
This would result in positive engagement with the TG focussing on one of the
most pressing but silent issues being faced by working women in todays modern
day society.
I believe these campaigns would lead to a positive brand image for Cuppa and
this would continue for the long haul because to make a change, a lot of time
would be required.