Social Media Marketing : Assignment PDF

Promotion Campaign for The Lu:Kah Box
SIP project report
Submitted in partial fulfillment of the requirements for the
PGDM Program
2020-2022
By Parth Anand
20PGDM035
Supervisors: 1. Ms. Shineel
2. Dr. Sonu Goyal
International Management Institute New Delhi
2021-22
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ACKNOWLEDGMENT
I would like to use this opportunity to express my deepest and most sincere appreciation to
everyone who provided me with the possibility to complete this report. I would like to
express my heartfelt gratitude to Ms. Shineel, CEO at The House Of Artisans for her
unwavering support and constant guidance throughout the course of my internship. Her
encouragement and valuable insights aided me at every stage of my internship.
I would like to thank Mr. Varun S Arora, COO at The House Of Artisans, for ensuring a
smooth conduct of the internship.
I would like to express my sincere gratitude to my faculty mentor, Dr. Prof. Sonu Goyal for
her constant guidance and encouragement throughout the course of my project. Her support
helped me in deriving meaningful learnings throughout the course of my internship.
Finally, I would like to thank the entire team at The House Of Artisans for providing me with
this opportunity to be a part a of this esteemed organization and for trusting me with this
project.
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COMPLETION CERTIFICATE
3

SELF-DECLARATION
I do hereby declare that this SIP Report Titled “Promotion Campaign for The Lu:Kah
Box“ submitted to the International Management Institute New Delhi, in partial fulfillment of
the Summer Internship Project, is an original work done by me under the Auspices of the
Placement Office of International Management Institute, New Delhi. This work has not been
submitted to any other University/ Institution for any purpose.
Signature
Name: Parth Anand
Roll Number: 20PGDM035
Program and Batch details: PGDM 2020-22
Date: 10th July’2021
Signature
Professor
Faculty Mentor:
International Management Institute New Delhi
Date:
Signature
Professor
Dean/Chair Career Development:
International Management Institute New Delhi
Date:
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TABLE OF CONTENTS
LIST OF FIGURES AND TABLES.......................................................................................6
EXECUTIVE SUMMARY......................................................................................................8
INTRODUCTION..................................................................................................................10
ABOUT THOA..............................................................................................................................10
MARKETING DIVISION AT THOA.........................................................................................11
INDUSTRY....................................................................................................................................12
COMPETITIVE LANDSCAPE...................................................................................................12
OBJECTIVES........................................................................................................................13
CONCEPTS INTRODUCED................................................................................................15
TRIBAL MARKETING...............................................................................................................15
SOCIAL MEDIA MARKETING.................................................................................................16
CONTENT MARKETING...........................................................................................................19
BLOG MARKETING.......................................................................................................20
SEO KEYWORDS.............................................................................................................21
STORYTELLING.............................................................................................................22
METHODOLOGY.................................................................................................................23
FINDINGS AND RESULTS.................................................................................................24
INTERPRETATIONS AND CONCLUSION.....................................................................31
LIMITATIONS......................................................................................................................33
PERSONAL LEARNINGS FROM SIP...............................................................................34
BIBLIOGRAPHY..................................................................................................................35
ANNEXURES.........................................................................................................................37
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LIST OF FIGURES AND TABLES
FIGURE 1: PRODUCT RANGE AT THOA......................................................
10
FIGURE 2: LAUNCH OF THE LU:KAH BOX ON THOA’S WEBSITE..................
13
FIGURE 3: TAB OF THE LU:KAH BOX ON THOA’S
WEBSITE.........................14
FIGURE 4: YOUTUBE PAGE OF
THOA.........................................................17
FIGURE 5: INSTAGRAM PAGE OF THOA.................................................
....18
FIGURE 6: FACEBOOK PAGE OF THOA......................................................
18
FIGURE 7: TAB OF THE BLOGS ON THOA’S
WEBSITE..................................20
FIGURE 8: TAB OF THE BLOGS ON THOA’S
WEBSITE..................................20
FIGURE 9: BLOG TAB ON THOA’S WEBSITE SHOWCASING SEO
FRIENDLY TAGS IN THE BLOGS...............................................................
21
FIGURE 10: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
MAY......24
FIGURE 11: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
MAY......24
FIGURE 12: CONTENT TYPE RANKED ON THE BASIS OF REACH FOR
THE MONTH OF
MAY...............................................................................24
FIGURE 13: TOP STORIES ON THE BASIS OF REACH FOR THE MONTH OF
MAY......................................................................................................25
FIGURE 14: TOP REELS ON THE BASIS OF REACH FOR THE MONTH OF
MAY......................................................................................................25
FIGURE 15: STORY INTERACTIONS FOR THE MONTH OF
MAY.....................25
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FIGURE 16: IMPRESSION AND PROFILE ACTIVITY FOR THE MONTH OF
MAY......................................................................................................26
FIGURE 17: INSTAGRAM ANALYTICS OVERVIEW FOR THE MONTH OF
JUNE......................................................................................................27
FIGURE 18: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
JUNE......28
FIGURE 19: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
JUNE......28
FIGURE 20: CONTENT TYPE RANKED ON THE BASIS OF REACH FOR THE
MONTH OF
JUNE.....................................................................................28
FIGURE 21: TOP REELS ON THE BASIS OF REACH FOR THE MONTH OF
JUNE......................................................................................................29
FIGURE 22: TOP STORIES ON THE BASIS OF REACH FOR THE MONTH OF
JUNE......................................................................................................29
FIGURE 23: REEL INTERACTIONS FOR THE MONTH OF
JUNE......................29
FIGURE 24: IGTV VIDEO INTERACTIONS FOR THE MONTH OF JUNE............
29
FIGURE 25: IMPRESSION AND PROFILE ACTIVITY FOR THE MONTH OF
JUNE......................................................................................................30
FIGURE 26: INSIGHTS OF THE CONTENT UPLOADED ON A
WEEKEND..........32
FIGURE 27: EXAMPLE OF CONTENT WITH EXAGGERATED EMOTION.........
32
FIGURE 28: EXPERIMENTING WITH COMEDY ON WORLD ENVIRONMENT
DAY.......................................................................................................32
FIGURE 29: TRENDING REELS..................................................................
32
FIGURE 30: IMAGES OF BLOGS UPLOADED ON THOA’S
WEBSITE................37
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FIGURE 31: IMAGES OF BLOGS UPLOADED ON THOA’S
WEBSITE................37
TABLE 1: ONLINE AND OFFLINE PARTNERS OF THOA..............................11
EXECUTIVE SUMMARY
THOA (The House Of Artisans) is a premium brand which takes pride in being ‘about all
things handmade, sustainable and imperfect’. All of their products are handmade and made
out of ingredients which are natural and sustainable. And all of them are imperfect in their
own way.
The Lu:Kah Box is their new product which was launched in April 2021 2021. They are
DIY-Kits where the customers are provided with the ingredients and the instructions to make
their own products. There are 5 Lu:Kah Boxes
1. Blend & Brew – Make your own Tisane(Herbal Tea)
2. Soy Wax Candle – Make your own soy wax candle
3. Earth Box – Make your own planters
4. Lip Balm & Lip Scrub – Make your own Lip Balm and Lip Scrub
5. Do Something Concrete – Make your own concrete jewelry
The project required the intern to devise and implement content marketing strategies to
promote The Lu:Kah Box so that the product reaches a wider audience. The objective of the
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