BX3081 Integrative Marketing: Social Media Campaign for Fastlane

This project details a social media campaign strategy for the Fastlane Queue App, a new application designed to solve queueing problems at cafes and restaurants. The campaign focuses on leveraging platforms like Facebook, Wikitravel, and Instagram to build brand awareness and engage target consumers aged 18-55. The strategy incorporates the Blue Ocean approach by aiming to create new demand and differentiate the app as the first queue app in Singapore with healthy food choices. The project includes mock-ups of proposed content for each platform, along with explanations of how each platform fits within the overall Blue Ocean strategy. It also outlines key performance indicators (KPIs) and monitoring metrics such as download rates, install/uninstall data, brand awareness, app open rate, session interval, and retention rate to measure the campaign's effectiveness and ensure the app's competitive advantage.

Table of Contents
1.0. Introduction.........................................................................................................................2
2.0. A platform for the social media campaign of Fastlane Queue App....................................3
2.1. Generate content on the selected sites.............................................................................3
2.2. Plan monitoring metrics and KPI....................................................................................8
3.0. Conclusion.........................................................................................................................10
Reference List..........................................................................................................................11
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1.0. Introduction
Fastlane Queue App is the new app which made to solve waiting problem in front of the cafes
or restaurants. The benefit of using this app is that it will help consumers by solving the
queue problem just by using the online app. Therefore, for marking the app popular among
consumer it is important to develop a unique marketing environment which is possible
through the following elements such as right platforms, specific tools and tactics and so on.
Along with that, it is crucial to determine goal, strategy and target consumers for whom the
app is specifically made (Felix Rauschnabel, & Hinsch, 2017).
Objective: The main objective of the Fast lane app will be to create a trust for the brand by
helping people in the following ways
 Discover great places around them where they can reach without wasting queue time
and as soon as they are hungry.
 Enabling restaurants as well as cafes to create amazing experiences
 Building amazing experiences by reducing queue time.
In addition, it will create memorably as well as mess breaking advertisement for building
awareness regarding the App.
Strategy: Blue Ocean strategy
To create new demand as well as open up a new market in the food market domain, the
marketers of Fastlane Queue App will use blue ocean strategy as it has the potentiality to
reduce cost and differentiation process. As stated by Mi, (2015), in terms of profitable
growth, blue ocean strategy is deep, vase as well as powerful.
 First queue app in Singapore by combining healthy diet choices of foods. Basically,
the core strategy is breaking the traditional method of Queue.
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 Along with maximizing innovation, reasonable value with the reasonable cost
 Anticipate new demand: find out people who don’t interested to waste their time by
standing in a queue
 Focus on the big Picture, future opportunity by exporting to other countries
Target market:
As a food app, Fastlane Queue App can accommodate or provide service to huge target
consumers in terms of age, taste and preference patterns, income, occupation status, and
education and so on. However, in terms of age, the perfect target population for the brand
will be the age group between 18-55 years. The interesting fact regarding the target audience
is that such a target audience can be professional working people students, high standard
people, low standard but educated people and so on (Kim & Mauborgne, 2017).
2.0. A platform for the social media campaign of Fastlane Queue App
Due to the rapid advancement of technology, social media is crucial for business marketing.
It is expected that yr social media campaign of the Fastlane Queue App will help to build
awrness regarding the subject of the App. Furthermore, it will help to encourage engagement,
show authenticity, provide support, and help to grow the business affordable which is also
one of the crucial parts under blue ocean strategy (Felix Rauschnabel, & Hinsch, 2017).
2.1. Generate content on the selected sites
For the ‘Fastlane Queue App’, the best campaigning platform for the product will be
Facebook, Wikitravel, and Instragram.
Facebook
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Compared to other social media platform, Face-book has the potentiality to create brand
loyalty for the ‘Fastlane Queue App’ by engaging consumers. Furthermore, with the help of
Face-book ad, the app can target ideal consumers. The interesting fact is that for consumers
are now want an extra offer from the app and under huge competition, most of the business
organizations are using the strategy. Therefore, ‘Fast lane Queue App’ can increase fan base
by incentives and contests on Face book (Kim & Mauborgne, 2017).
Mock-up of proposed content
Source: (created by authors)
Fastlane Queue App can attract maximum consumers with the help of face book App. In this
context, it should be noted that Fast Lane is a new app in the market. Therefore it is important
to tell about the app to the potential consumers. It can be easily stated with the help of a
tagline which focused on the purpose of the App. The objective of the App is stated on the
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first line, the standing at the Queue can be easily solved with the help of the Fastline Queue
App. This app will also help to find out healthy food options or nearby restaurants. The app
will also tell how much time required to end the queue or to enter in the hotel. The advantage
is that if an individual by using the app book sit in a hotel, they can easily obtain a
notification from the app when the queue ends.
In which way it fits within the overall blue ocean strategy:
From, the above mention, blue ocean strategy, it is cleared that the basic objective of the
strategy is to break the traditional queue problem which can be easily solved with the helped
of the features of the App. This app is the first app which launched in the Singapore market
with such an innovative Idea. Among the social media domain, Face-book is the only
platform popular among firms because of the cost advantageous strategy. Therefore, the
second blue ocean strategy will also be achieved with the help of the face book content. It is
a fact that ninety percent of people reach a restaurant when they are hungry, therefore, it is
very difficult to stay at the queue. Therefore, to solve the issue will help to capture as well as
create demand for the app (Tuten & Solomon, 2017).
Wiki-travel
Based on the Wiki model, Wikitravel is the best web based travel guide. This platform is the
best for ‘Fastlane Queue App’ as it will provide multilingual support by covering all
important food destinations which popular in the Singapore domain. Furthermore, it will also
provide free media repository to consumers who want to more about the travel destination as
well as its history, back ground and so on (Tuten & Solomon, 2017).
Mock-up of proposed content
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Source: (created by author)
In the present time period, consumers are doing research before selecting app like history,
employees, people reviews regarding the product. In terms of a recent research report, the
background, history motivates people to choose a product, otherwise, it will be difficult to
stay competitive in the long run. In the Singapore market, ‘Fastlane Queue App’ is very new
and to guide consumers to the right place, they need travel guide and for that reason, wiki
travel guide is the best option for promoting the app which indirectly will promote the
country in the international market as Singapore is popular hub among foreign consumers.
 In which way it fits within the overall blue ocean strategy
The wiki-travel guide fits within the overall blue ocean strategy as it helped to meet the
business strategy by promoting the app to the right consumers and the right place. In this
context, it should be noted that the management of the Fast lane Queue app will promote the
product in the international market with the help of the Wiki travel guide in the coming years.
It is also one of the crucial strategies which can be fulfilled with the help of the process.
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Instragram
‘Fastlane Queue App' is new in the business domain and for that reason management should
emphasize on creating a brand value of the company. To create brand awareness for the App,
Instagram is the perfect tool. In term of a market research data and information, it can be
stated that Instagram helps to attract as well as invite users with the window help that
indirectly helps to meet the blue Ocean strategy of the organization (Ashley & Tuten, 2015).
Mock-up of proposed content
Source: (created by author)
In which way it fits within the overall blue ocean strategy
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The benefit of Instragam is that it helped the ‘Fastlane Queue App’ to fit within the overall
blue ocean strategy. It can be proved with the help of the recent active user growth rate of the
company. As of June 2018, the mobile photo sharing app has reached 800 million active
consumers (2017) to 1 billion monthly active consumers. After face book, it is considered as
one of the most accepted social networking sites of the people. Therefore, this app has the
capability to increase the demand for the product among consumers. Furthermore, more than
fifty percent of users are using instragam in the Singapore domain as seven in tem are active
in the social media domain. In terms of the global web index, among top websites, Singapore
rank is seven (Ashley & Tuten, 2015).
Fig: Social media landscape in Singapore
Source: (Ngu, 2019)
2.2. Plan monitoring metrics and KPI
In terms of the recent research information, the following performance indicators have the
potentiality to measure the performance of the Fastlane Queue App’. The following plan will
help the management to develop the competitive advantage of the Fastlane Queue App’ in
the App domain.
Note: the management of the ‘Fastlane Queue App’ should track following elements but
according to the nature of the app, the following element should change.
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Downloads Download rate should be measure as it will give
the proper guidance regarding the popularity of
app among consumers,. The total download
number indicates the popularity indicator. If
number of download increase, popularity will
increase and if number of download decrease,
popularity will reduce (Felix Rauschnabel, &
Hinsch, 2017).
Install/ uninstall After down load, Through installation number,
the management of the Fastlane Queue App can
track the product. Installation is not forever as
un-installation option is there. Therefore,
management should examine the reasons behind
the uninstall app.
Brand Awareness It is related to the one of the blue ocean strategies
of the Fastlane Queue App. Basically, this
element is related to the impression rate which
indirectly attached to the number of appearance
of app on various social media platforms, such as
Fcaebook, insragam and so on (Felix
Rauschnabel, & Hinsch, 2017).
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Engagement metrics for mobile apps
 App Open Rate
It is related to the specific period of time which users with unique IP address attached
with the app. If the number of session users enhances, it can be stated that more tacky
user increased.
 Session Interval
It focuses on the time length between various sessions
 Retention Rate
It shows the number of consumers come back or retain to the app (Felix Rauschnabel, &
Hinsch, 2017).
3.0. Conclusion
Hence, form the above analysis, it can be concluded that Face book advertising is highly
effective compared to the others platforms. For matching with the hyper target audience, it
can be stated that Face book helped business firm by using real data.
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Reference List
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
15-27.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Kim, W. C., & Mauborgne, R. A. (2017). Blue Ocean Leadership (Harvard Business Review
Classics). Harvard Business Review Press.
Mi, J. (2015). Blue ocean strategy. Wiley Encyclopedia of Management, 1-1.
Ngu, T. (2019). Social Media Landscape in Singapore (2019) | Hashmeta. [online]
Hashmeta. Available at: https://hashmeta.com/blog/social-media-landscape-in-singapore-
2019/ [Accessed 4 Jun. 2019].
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
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