Effective Digital Marketing: Social Media Analysis of Android Campaign

This essay explores the effectiveness of Android's 'Friends Furever' advertisement as a digital marketing strategy, emphasizing its emotional appeal and viral success. The ad, featuring unlikely animal friendships, leverages emotional connections to broaden brand appeal and achieve marketing objectives. By targeting animal lovers and mobile users, Android effectively utilized advertising principles to create a memorable and widely shared campaign. The essay concludes that the ad's success lies in its unobtrusive message of friendship and togetherness, showcasing Android's understanding of human emotions and effective use of social media for digital marketing. Desklib offers similar solved assignments and resources for students.

Running Head: SOCIAL MEDIA AND DIGITAL MARKETING
Social Media and Digital Marketing
Name of the Student
Name of the University
Author Note

1SOCIAL MEDIA AND DIGITAL MARKETING
Introduction
Social media is not only a platform where people are connected with each other
worldwide but also functions as the best way for digital marketing (Armstrong et al., 2015). The
digital marketing is a method which is used for the connection of the business owns to the target
audience. It has been found that the role of social media in the digital marketing is one of the
most preferred methods for the business leads to generate revenues and gain the competitive
advantage in the market. The Android ad “Friends Furever” is one such cute method of
conveying their message to the audience.
Discussion
It is emotional or rational
The Android ad of 2015 is not only one of the most shared videos of its time, but also a
part of their ad campaign “Be together. Not the Same”. Reports suggest that it was shared 6.4
million times. The ad features surprising animal friendship with the song “Oo- De-Lally” from
the Robin Hood of Disney at its background (Youtube.com, 2019).Hence, it is likely that the
video has caught the emotions of billions of people. Animals have a long range of emotions
which have huge appeal. So, it can be said that it is a way of fulfilling the rational goals having
stimulated the emotional side of human psyche (Lamberton & Stephen, 2016). It is found that
many companies have utilized the power of cute pups or pets telling an inside story and Android
is not free from that. It has captured the nostalgia of the childhood pet, by placing the highlight
on the shared experiences and friendship. It has featured the god and other fury animals in order
to provoke the strong feelings of well –being and warmth. It has helped the brand to connect with
their audience in the most effective way. In this way Android sticks to the rational side of the

2SOCIAL MEDIA AND DIGITAL MARKETING
business goal, that is to gain the preference of more people and expand their brand. They succeed
in producing a spot which exists as a charming and sharable piece along with extending the
brand message. The five components of marketing communication mix are sales promotion,
advertising, personal selling, public relations and direct marketing. Hence, it is evident that
Android has followed the principles of marketing and has made best use of the advertising.
The Target Market
The target audience for the “Friends Furever” are at first the animal lovers. The brand
has tried to gain their attention to spread the video more. Secondly, they have focused on the
mobile users, the teenagers mostly and the young adults who are attached emotionally with their
smart phones and their friends too. In short, they have targeted every Android user Winer &
Shar, 2011). It is a specific way of targeting the potential customers and become more connected
to them. They have well- developed the advertising campaign by establishing the marketing
goals, deciding the advertising budget (minimum with social media), knowing the target
audience, advertising with correct mediums along with a suitable message.
The reason for going viral
The video of Android “Friends Forever” has gone viral because it is unlikely that the
animal featured in the video would behave friendly in reality instead of their differences (Winer
& Shar, 2011). Moreover, people got attracted to the video wondering about the common factors
of the animals used in the ad. The animal lovers went driven by this emotionally and the
youngsters too who celebrate their friendship in schools or colleges. According to the marketers,
a good advertisement comprises of memorable and provocative images (MBA Skool , 2018). It
leaves high impact on the minds of the viewers. The ad must be engaging the customers with a

3SOCIAL MEDIA AND DIGITAL MARKETING
snappy headline. The ad of Android shows that the ad of Android has followed all the
components of a good advertise. Hence, it has gained such attention and shares.
Conclusion
Therefore, from the above discussion, it can be said that Android which is a brand that
suggest emotionless robots is much concerned with the human emotions. The unconventional
animal pairs teach the message of friendship and togetherness instead of their physical or racial
diversity. The cute faces of the animals do not guarantee maximum shares but it guarantees the
ultimate connection of the brand with the target market. The brilliance of “Friends Forever” rests
on the fact that it is completely unobtrusive. Hence, the maximum utilization of social media or
digital marketing can be learnt from Android. They have well- developed the advertising
campaign by establishing the marketing goals, deciding the advertising budget (minimum with
social media), knowing the target audience, advertising with correct mediums along with a
suitable message.

4SOCIAL MEDIA AND DIGITAL MARKETING
Reference
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an
introduction.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), 146-172.
MBA Skoo l(2018). Concepts, Marketing and Strategy: Rational Appeal. mbaskool. Retrieved
From: -appeal.html.
Winer, R. & Shar, R. (2011). Marketing Management (4th ed.). Boston: Prentice Hall, Chapter 2
(pp.38-40).2. Fred Decker (June 30,2018).
Youtube.com. (2019). Android - Friends Furever (2015). Retrieved from
https://www.youtube.com/watch?v=xbHszDDdle8&feature=youtu.be