Social Media Campaigns for Desklib

The report discusses the social media campaigns of Apple and Clinique, their marketing strategies, targeting, and message strategies. The report also provides a comparison and conclusion of both campaigns. The subject is marketing and the course code is not mentioned. The report is relevant to students of all colleges and universities. Get access to solved assignments, essays, and dissertations on Desklib.

Social media campaigns

Abstract
The given report document illustrates social media campaigns organised by two
company which are aimed at deriving maximum productivity from the resources invested in
the business firm. Furthermore, in the given report description over marketing strategies and
segmentation and targetting models are being used. Through this true position of given
company can be ascertained in respective operational marketplace. Lastly, comparison and
conclusions are being drawn with respect to both company's social media campaign.

Contents
Abstract......................................................................................................................................2
Introduction................................................................................................................................4
Engagement campaign: Apple #shotoniPhone...........................................................................4
Company background.............................................................................................................4
Company objectives...............................................................................................................5
Segmentation and Targeting...................................................................................................5
Message Strategy....................................................................................................................6
Core media platforms.............................................................................................................6
Marketing strategy..................................................................................................................6
Marketing tactics....................................................................................................................7
Awareness campaign: Clinique #findyourIDs...........................................................................7
Company background.............................................................................................................7
Segmentation and Targeting...................................................................................................7
Message Strategy....................................................................................................................8
Core media platforms.............................................................................................................8
Marketing strategy..................................................................................................................8
Marketing tactics....................................................................................................................8
Comparison and Conclusion......................................................................................................9
References list..........................................................................................................................10

Introduction
In today's digital economy, social media, primarily refers to the sharing of
information, experiences, and opinions through community-oriented websites, is becoming
increasingly important. Individuals' geographical barriers are collapsing thanks to social
media, and new online communities are forming and expanding. Blogging, newsgroups,
message boards, photo and video sharing sites, subscriber sites, forums, and podcasts are all
forms of social media. Each of these technologies lets users communicate about issues they
care about and links them with like-minded people all around the world. Given report briefs
about social media campaigns of two company i.e. Apple and Clinique respectively
(Northcott and et. al., 2021). Provided report document evaluates on such campaigns and
delivers the needful information and data adhering to the assessment brief. Apple Inc.,
previously Apple Computer, Inc., is an American technology company that makes computers,
smartphones, tablets, computer accessories, and software. This was the first successful
personal computer business, and the user interface was popularised by it. Cupertino,
California is home to the company's headquarters. Clinique Laboratories, LLC is an
American skincare, cosmetics, toiletries, and perfumes company that sells its products mostly
in high-end department shops. It is an Estée Lauder Companies subsidiary. Clinique has
approximately 22,000 customer consultants globally as of 2019 (Dolega, Rowe and
Branagan, 2021).
Engagement campaign: Apple #shotoniPhone
Campaign background
The campaign introduced by Apple company being tagged under
"Apple#shotoniPhone" highly focused on new camera of the apple phone device. In the given
campaign company focused only on camera leaving any other feature of the device aside. For
the given campaign by company, 77 users across 25 countries were invited who had iPhone 6
to post their best clicks on social media sites featuring "Shot on iPhone". Moving forward in
the process the selected pics were displayed in billboards around world and also subimitted
those clicks in magazines, newspaper and even in short TV ads. The goal for the campaign
was to promote western culture and pure dedications were made to fulfil any gap for
attainment of success for the campaign (Kudrati, Hayashi and Taggart, 2021).

Campaign objectives
Apply being a multinational company have clear and well-defined objectives that
ensures effective working of the global institute in international markets. Following are the
objectives of the campaign reflecting to current business scenario;
 To expand nationwide chain of Apple stores throughout the international markets.
 To ensure availability of company's product in various possible retail channels and
online sites.
 To increase profit margins through adopting techniques of digital technology.
Segmentation and Targeting
As per article published by John Dudovskiy, 2021, Apple's core marketing efforts
could be reflected through effective segmentation, targetting and positioning techniques. In
the following technique managers of the company engages company's operations towards
developing appropriate standards of working in the corporate firm (Apple Segmentation,
Targeting and Positioning, 2021).
Segmentations
Managers at Apple divides their customer base 4 category of segmented groups.
These groups reflects towards the given campaign by the company; Geographical segment: Under this segment of customer base for Apple, 3 variables
namely region, age and density is being taken into consideration. Variety of products
and services are being dedicated to seek better interest of these segmented groups.
Products like; iPad, iPod, iPhone etc. are offered and services includes; App store,
iCloud Apple Pay etc. the provided segments helps firm to differentiate their products
on the basis of age and in regards to gender including products for men and women
respectively. Demographic segments: For this segment, operational managers at the respective
firm considers 4 elements which are Gender, Occupation, Income and Life-cycle
stage. Such segments allows corporate firm to develop better understanding while
operating in international markets and enable better understanding of markets with
different demographics. Behavioural segment: In the given segment 4 variables are taken into consideration.
These variables are an inclusion of Degree of loyalty, Personality, Benefits sought and
user status. The provided segment allows managers at respective company to develop
products and services in the company as per taking considerations of behavioural

aspect of various individual customer group in the particular operational region of the
company. Such segmented group could help company operations to attain success and
also enhance productivity of the corporate firm through avoiding wastages of
resources (Young, 2021). Psycho-graphic segment: This section briefs about 3 basic consumer segment in
which lifestyle, social class and risk aversion is being taken into consideration. For
the given company this segment allows managers of the firm to derive strategies of
the firm in contrast to less exposure to risk. Moreover, through this wastages of
resources can be avoided and company can achieve decent brand value in the given
marketplace.
Targetting
Apple being a multinational company adopts strategy of targetting which allows
business firm to ensure effective use of business resources while performing several business
tasks. Contrasting to operational strategies of the company considerations of segmented
groups including Geographical segment and Behavioural segment are being taken into
consideration. The given analysis reflects on deriving the best possible use of resources to
ensure effective working of the workforce and to develop long term existence of the
corporate firm (Shen and et. al., 2020).
Message Strategy
The message strategy for Apple is of being simple in its business operations and
relation with its stakeholders. Through this strategy modern lifestyle of individual customers
are being dedicated being delivered with simplicity and formal behaviours with customers of
the business firm.
Core media platforms
The core media platforms used by Apple includes the podcast app and HTML5 media
players in Mobile Safari Smartphone apps being operated under iOS, macOS and various
other 3rd party applications. Using such platforms allows corporate firm to develop effective
standards on the basis of which productive working of the business firm can be ensured.
Marketing strategy
The marketing strategy used by Apple to support its campaign i.e. Apple
#shotoniPhone relates to social media marketing. Under this technique optimum ways of
marketing are being taken into consideration promotion of company's brand through

platforms of social media including Facebook, Instagram etc. proves to be very credible
source under cost optimisation can be ensured (Guerreiro and Loureiro, 2020).
Marketing tactics
Under the above mentioned marketing strategy, the company markets have set the
theme to develop effective standards of working through attracting attention of young and
technology freak individuals. By developing attractive and presentable post on social media
sites markets of company develops decent brand image and promotes selling activities in the
said organisational firm. Given company develops productive basis of working and also
enables business firm to develop better understandings of the market in which respective
operations of the firm are to be performed in the most concise manner.
Awareness campaign: Clinique #findyourIDs
Campaign background
Under the given campaign launched by Clinique i.e. "find your IDs" experience of
customers buying online products of company was being enhanced. Detailing on the easy
process to purchase company's product was being supplemented to customer under
mentioning 3 easy steps to buy product from company's website. For the first stage customers
were requested to pick their base i.e. "Choose the ideal texture fro your skin". In the
following step Picking active cartridge concentrate which was aimed to target top skin
concern was being processed. Lastly, the product was added to cart for enabling
"Hydrate+treat with your custom blen" was being initiated (Barbar and et. al., 2021).
Segmentation and Targeting
The said company i.e., Clinique being operating as a skin care company in its
respective market regions. The managers of the corporate firm divides segments of its
customers on the basis of following elements; Geographical segment: This segment for the company is an inclusion of age, gender
etc. of individual customers in the given operational marketplace. The provided
segments helps firm to differentiate their products on the basis of age and in regards
to gender including products for men and women respectively. Behavioural segment: Under this segment given company stages its production
department to produce products as per behaviours of individual customers in the
provided operational marketplace. Such segmented group could help company
operations to attain success and also enhance productivity of the corporate firm
through avoiding wastages of resources (Delbaere, Michael and Phillips, 2021).

Targeting
For the given company i.e., Clinique, the main target segment is young women in
Geographical segment of the company. Through targeting such segment reflection over
operational working of the company is being optimised. For this segment company managers
delivers best possible products and services which in return derives with decent profit
margins and increased revenue for the company. Through such techniques managers of the
corporate firm derives with maximum advantages of output with investment of reasonable or
optimal amount of resources being invested in the organisational firm (Koïvogui and et. al.,
2020).
Message Strategy
The said company i.e. Clinique differentiate their skin care products and cosmetics
with referring to their quality of standards taken while producing such products. Managers at
the given firm develops effective message strategy when relation to social objectives in the
given marketplace. The message so delivered reflects to caring about individual skin and
protecting from side-effects and skin related problems.
Core media platforms
Core media platforms in reference to Clinique, refers to marketing strategies adopted
by business firm through using online platforms. By adopting to this technique business firm
can develop effective standards of working which would further reflect on effective
productivity of the business firm being derived in the given marketplace (Janita-Muñoz and
Palacios-González, 2021).
Marketing strategy
The marketing strategy of Clinique is an inclusion of taking considerations of social
media platforms to derive maximum benefits from the resources being invested in the
corporate firm. Under this strategy the main focus of the corporate firm is to attract huge
market base and attract customers by developing presentable advertising. In the inclusion of
this strategy, firm develops productive basis of working and also enables business firm to
develop better understandings of the market in which respective operations of the firm are to
be performed (Nettling, 2020).
Marketing tactics
Marketing tactics for the given firm derives with strategy of effective management of
marketing strategy being highlighted above. Such tactics aids towards ensuring effective use
of resources and completion of promotional aim of the organisational firm. Under the said

technique marketers of the organisational firm ensures completion of organisational goals and
objectives through using this techniques. Lastly, sales incremental could also be ensured
which will further aim towards increasing of productivity of the business firm.
Comparison and Conclusion
From the analysis of above report document which presents evaluation over campaign
developed by two different companies it can be concluded that, management at both firm
tries their best to derive maximise advantage from the resources being invested in the event.
Furthermore, it can be said that detailed market researches are being performed in respect
with proposing the best use of resources invested in the corporate firms. Firm develops
productive basis of working and also enables business firm to develop better understandings
of the market in which respective operations of the firm are to be performed in respect with
introducing several marketing campaigns in the given operational marketplace.
Reflecting to social media campaign by Apple, it can be said that the campaign
developed basis under which company markets have set the theme to develop effective
standards of working through attracting attention of young and technology freak individuals.
By developing attractive and presentable post on social media sites markets of company
develops decent brand image and promotes selling activities in the said organisational firm.
On the other hand, Clinique differentiate their skin care products and cosmetics with referring
to their quality of standards taken while producing such products. Managers at the given firm
develops effective message strategy when relation to social objectives in the given
marketplace.

References list
Books and Journals
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and
Consumer Services, 60, p.102501.
Northcott, C., Curtis, R., Bogomolova, S., Olds, T., Vandelanotte, C., Plotnikoff, R. and
Maher, C., 2021. Evaluating the effectiveness of a physical activity social media
advertising campaign using Facebook, Facebook Messenger, and
Instagram. Translational Behavioral Medicine, 11(3), pp.870-881.
Kudrati, S.Z., Hayashi, K. and Taggart, T., 2021. Social Media & PrEP: A Systematic
Review of Social Media Campaigns to Increase PrEP Awareness & Uptake Among
Young Black and Latinx MSM and Women. AIDS and Behavior, pp.1-10.
Young, G.K., 2021. How much is too much: the difficulties of social media content
moderation. Information & Communications Technology Law, pp.1-16.
Shen, C.W., Luong, T.H., Ho, J.T. and Djailani, I., 2020. Social media marketing of IT
service companies: Analysis using a concept-linking mining approach. Industrial
Marketing Management, 90, pp.593-604.
Guerreiro, J. and Loureiro, S., 2020. Cause-Related Marketing in the Digital Era: How
Enterprises Can Deal with International Campaigns in Individualist Versus
Collectivist Countries. Voluntas: International Journal of Voluntary and Nonprofit
Organizations, 31(6), pp.1330-1342.
Barbar, S., Haddad, C., Sacre, H., Dagher, D., Akel, M., Kheir, N., Salameh, P., Hallit, S. and
Obeid, S., 2021. Factors associated with problematic social media use among a
sample of Lebanese adults: The mediating role of emotional
intelligence. Perspectives in psychiatric care, 57(3), pp.1313-1322.
Delbaere, M., Michael, B. and Phillips, B.J., 2021. Social media influencers: A route to brand
engagement for their followers. Psychology & Marketing, 38(1), pp.101-112.
Koïvogui, A., Levi, S., Finkler, M., Lewkowicz, S., Gombeaud, T., Sabate, J.M., Duclos, C.
and Benamouzig, R., 2020. Feasibility of encouraging participation in colorectal
cancer screening campaigns by motivating people through the social network,
Facebook. Colorectal Disease, 22(10), pp.1325-1335.
Janita-Muñoz, M.S. and Palacios-González, M.M., 2021. All United Against Breast Cancer:
The Solidarity Beauty of Estée Lauder. In Cause-Related Marketing (pp. 255-265).
Springer, Cham.
Janita-Muñoz, M.S. and Palacios-González, M.M., 2021. All United Against Breast Cancer:
The Solidarity Beauty of Estée Lauder. In Cause-Related Marketing (pp. 255-265).
Springer, Cham.
Nettling, P., 2020. Tenant Activism and the Demise of Urban Renewal: Tenants, Governance,
and the Struggle for Recognition at Habitations Jeanne-Mance in Montreal. Journal
of Urban History, p.0096144220950672.
Online
Apple Segmentation, Targeting and Positioning, 2021. [Online]. Available at:
<https://research-methodology.net/apple-segmentation-targeting-and-positioning/>