Communication and Reputation Management

Communication and Reputation Management

Table of Contents
Why do marketing communications campaigns need to be based on ‘insight’? How is the insight
informing the strategy in the case study for this?............................................................................4
Provide overall evaluation of the degree of integration in the marketing campaign.......................5
Provide your evaluation of the degree of creativity in the campaign..............................................6
How would you extend the campaign in the future (what new idea would you include?)..............8
Include a visual output and a completed creative brief as a basis for marketing communications
activity..............................................................................................................................................9
REFERENCES..............................................................................................................................10

Why do marketing communications campaigns need to be based on ‘insight’?
How is the insight informing the strategy in the case study for this?
Insight is considered as capacity to get a deep as well as accurate understanding of any person or
any things. For every company it is essential to properly understand customer insight because
that will help them in understand their demand accordingly which they can develop products and
services (Altay, Majima and Mercier, 2020). This will directly or indirectly help in enhancing the
sales of firm at the potential marketplace. Consumer insight is known as analysis and
interpretation of human behaviour and trends which are undertaken by brands. In addition to this
it is also necessary for a company to make marketing communication campaign on the basis of
insight as that will help in attracting more and more customers toward the products and services
that leads to increase their sales. The main reason behind this is to understand and analyse target
audience and improve the effectiveness of marketing efforts. In context of Maybelline, it is seen
that several marketing campaigns are based upon customer insight. The insights are developed
deep into ethnography and anthropology for uncovering the cultural as well as social drives. The
marketing campaigns of Maybelline are developed in such a way that they are helping in
managing customer insight. There are several agencies which are leveraging social media data
and analysis at different account cycle stages. Maybelline is one of the world's biggest cosmetic
brand and it is the producer of mascara. This was acquired in the year 1996 and earned
approximately 508 dollars. The marketing campaigns of this organisation are based upon
customer insight. These help to manage the meeting of customer needs and requirements. There
is need to develop effective understanding of customer needs so that it is easy to manage the
functioning. Maybelline is the the makeup brand which is focusing on the needs of the females.
They are having good marketing communication s which help them to attract customers. The
organisations had come with new campaigns which has helped them in connecting with females
and the marketing communication insights of the campaign Myspace of Maybelline was a quiz
based on the questions which were cools and they have proved that the males have taken interest
in the brand (Aula and Mantere, 2020). The organisations use the insights of the promotions
because they get to understand the needs of customers. They have attracted customers on social
media and they are having communication with customers to understand the needs. Maybelline
had a pink Monday campaign and they are helping them in attracting customers. The
organisation is having different communication that will help them in analysing the performance