5-1 Short Paper - Socal Media Campaigns

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Feb 20, 2024

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5-1 Short Paper: Social Media Campaigns Cason Gochee Professor Bangia October 1, 2023

“By leveraging the image and attributes of a celebrity to associate with their brand, marketers aim to stimulate consumer interest and drive into to purchase or engage with the endorsed product or service” (Atkin and Block, 1983). Metrics: The key performance indicators (KPIs) for evaluating the success of this campaign could have been determined by analyzing YouTube analytics. Metrics such as Total Watch Time, Total Video Views, Viewer Retention, Video Engagement, Number of Subscribers, and Subscriber demographics would have been essential for gauging the campaign’s effectiveness. Recommendations for Improvement: To enhance the campaign's effectiveness, the company should consider launching more advertising campaigns like this one. Prior to this assignment, I was not familiar with Code.org, and expanding their advertising efforts could help raise awareness. Additionally, utilizing celebrities as influencers could boost campaign success. However, as someone who is familiar with YouTube, I have not seen any ads or banners promoting this organization. Other Considerations: In terms of ethical, legal, and cultural considerations, it is important to note that the campaign only featured three colored men in its given content. Given the current social climate and the prevalence of predominately white billionaires and founders in the industry, this could potentially cause backlash from those within the colored community. Careful attention should be paid to diversity and representation in the marketing materials to avoid these kinds of issues.

Works Cited Holt, Douglas. “Branding in the Age of Social Media.” Harvard Business Review , 1 Mar. 2016. hbr.org , https://hbr.org/2016/03/branding-in-the-age-of-social-media. “Psychographic Segmentation in Europe. Alfred S. Boote, Managing Director, Psychographics Research Corporation. Abstract from Journal of Advertising Research, Dec. 1982/Jan. 1983, p. 19.” The International Executive , vol. 25, no. 2, 1983, pp. 13–14. DOI.org (Crossref) , https://doi.org/10.1002/tie.5060250208. What Most Schools Don’t Teach . www.youtube.com , https://www.youtube.com/watch? v=nKIu9yen5nc. Accessed 3 Oct. 2023.

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5-1 Short Paper - Socal Media Campaigns

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