Integrated Marketing Communication Campaign Analysis Report

This report provides a comprehensive analysis of two integrated marketing communication (IMC) campaigns: Always' #LikeAGirl and Go Pro's Be a Hero. The report begins with an executive summary and table of contents, followed by an introduction outlining the objectives and scope of the analysis. Each campaign is then examined in detail, including a briefing, target audience identification, marketing objectives, campaign ideas, and the IMC tools employed. The report provides a critique of each campaign's effectiveness. The analysis includes an examination of Always' campaign to empower girls and challenge stereotypes and Go Pro's campaign to encourage adventurous lifestyles. The report concludes with recommendations for campaign improvement, a comparison of the two campaigns, and a final conclusion summarizing the key findings and insights.

Running head :IMC CAMPAIGNS
IMC CAMPAIGNS
Name of the Student
Name of the University
Author Note

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Executive Summary
The given report throws light on the two chosen Integrated Marketing Communications
strategies of the companies Always and Go pro respectively. The report follows a systemtic
format whereby a brief Introduction into the given scenario has been provided along with the
details of the chosen acts. The introduction of the report is followed by the Analysis of the IMC
strategy of each company which thoroughly analysed every aspect of the IMC Startegy applied.
The latter half of the report draws a comparison between the two campaigns and states the
preference for one of the ads. Certain recommendations as to how the IMC Plans of the
companies can be improved have also been provided.

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Table of Contents
Introduction......................................................................................................................................3
IMC Campaign 1: Always...............................................................................................................3
Briefing........................................................................................................................................3
Target Audience...........................................................................................................................4
Campaign and Marketing Objectives..........................................................................................4
Campaign Idea.............................................................................................................................5
IMC Tools....................................................................................................................................6
Overall Critique...........................................................................................................................7
IMC Plan 2 : Go Pro........................................................................................................................8
Briefing........................................................................................................................................8
Target Audience...........................................................................................................................8
Objectives....................................................................................................................................9
Campaign Idea...........................................................................................................................11
IMC Tools..................................................................................................................................12
Overall Critique.........................................................................................................................12
Recommendations..........................................................................................................................13
Comparison....................................................................................................................................14
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
The primary objective of the given report is to anayse two sets of Interated Marketing
Communications technique as used by two famous Advertisment campaigns. The chosen
advertismet campaigns are Always # LikeAGirl and Go Pro be a hero.
The company Always, is a personcal care company which offers various items of women
health. The section of camapign which was used as a part of this report was the campaign here
the girl power was encouraged (Ahmed and Rafiq 2013). The second company Go Pro sells
contemeporary cameras which are waterproff and can capture all the movements of a person.
The section of IMC Strategy used is the Be a Hero one. This campaign encouraged the users to
live life like a hero.The given campaigns were chosen because they serve as an excellent
example of how the integrated Marketing campaign should be ideally carried out by company.
The report follows a systamztized format whereby the compoenents of the two different
advetisments have been discussed with respct to the Rationale, IMC startegies used,
Communciation and Marketing Objective, Target audience and Campaign contents. Certain
recommendations to improve performance and the comparison between different advertisments
have also been provided.
IMC Campaign 1: Always
Briefing
The video starts with various girls and women being asked to do different activities like a
girl. A man as well as a little boy was also asked about the same and they then portrayed how a

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girl typically behaves (Always.com. 2018). However, when the little girls were asked to do like
one, they did not do it in a typical manner and instead acted as if the they were just asked to run.
This way, each of them explained how they had understood the term wrong and how girls should
break stereotypes and do what they want to.
Target Audience
The target audience for the give brand is girls. The company states that during the phase
of puberty, girls always find it extremely difficult to communicate their changing feelings to
anyone and they have observed a decline in the confidence of the girls during this phase (Shen
and Bissell 2013). Hence, the company wanted to provide empowerment to the different girls
during this phase of their life development and for that reason it came up with this movie plan in
order to showcase their support towards the girls and uphold their confidence level at all stages
of life. Simply stated, the target audience comprises of mostly women between the ages of 12-60.
It is also for those parents whose child is going through the puberty phase.
Campaign and Marketing Objectives
The primary objective of the given campaign was to raise brand awareness with regard to
the company- Always which is a hygiene brand for women. Word of mouth was also a key
communication objective for Always. The company was marketing through various
advertisements on print media, social media advertising and television marketing. However, the
company had conducted a survey through which they came to know that there lacks a sense of
awareness among the girls and people in general who tend to consider being a girl as a point of
weakness (Always.com. 2018). For this reason, the company wanted to turn the tables and
change the manner in which the people think about the phrase: “Like a girl “. It wanted to make

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sure that after the campaigning was out people considered the given phrase #LikeAGirl in a
positive manner.
Campaign Idea
Empowering the girl child was the primary motive of the company and for that purpose it
started phrase #LikeAGirl for the campaign tagline. The brand Always wanted the audience to
connect with the line and uphold the dignity of girls alongside supporting them by providing
them confidence at their weakest moments. It also wanted to remove the stereotype that girls are
weak . According to Always.com (2018), after the advertisements were published, the perception
of the audience changed and they no longer associated the tagline LikeAGirl in an insulting
manner but as a sign of strength. Through the advertisement , the company wanted to bring this
tagline to life though IMC.

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Figure 1 : The various clip shots of the #LikeAGirl Advertisement ( Source : YouTube. 2018).
IMC Tools
The key campaigning tool for the given idea was television advertisement in various
channels and a video being published on YouTube. Series of advertisements were published in
this aspect like a teaser and two three sets of complete clips(Andrews and Shimp 2017).
Various print Medias, Social media posters and billboard were also published in the name of
#Likeagirl.
In addition to the hashtag aspect, the company provided a link to the customers which
redirected them to the company`s website where the page welcomed the user with the tagline and
provided various details about the products which were being offered by the particular company

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(Armstrong et al. 2015). The company also has a twitter account which manages the different
aspects of the campaign. Various magazines and other mediums like Newspapers were also used
to spread the awareness.
Another unique aspect of the given campaign was that women were asked to share their
experience about being treated or being humiliated by using the phrase like a girl. Thousands of
women came up and shared their experiences which further helped the company to develop a
unique connection with each of the target audience.

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Figure 2 : A print copy of the newspaper advertisement ( Source : Always.com 2018).
Overall Critique
The given campaign leaves almost no are for improvement and was highly successful in
engaging the larger audience (Wilson et al. 2016). As stated earlier the campaign attracted a
huge crowd of women coming up and sharing their experience of how they always grew up to
believe specially during puberty that women are supposed to be weak, and how the given
advertisement gives them confidence as to that the given phrase is no more an insult but and
encouragement (Black 2013). The campaign had above 36 million views on Twitter. The video
released by the company went viral immediately and was able to have a positive impact on the
sales of the company as well.
IMC Plan 2 : Go Pro
Briefing
The Hero Be a Hero began it operations with the videos and print media being published
in various sources like that of YouTube, social media websites, televisions and other newspapers.
The campaigns showed various athletes and stuntman who attached their cameras to their body
and shot the various action stunts which they conducted. The videos basically wanted to show
that the camera could be used for any purpose and was durable even under water and high
activity sports.

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Target Audience
The primary target audience for the given camera products were adults between the age
21-45 as they are ones who generally take part in huge end activity tasks and underwater
activities.
 The teens between the age of 12-19 were also used as a target market
 The people who like to travel frequently and engage in adventurous sports were targeted.
 The young adults between the age of 18-21 and lastly men and women who were earning
more than $62000 in a year with the primary targets of the given firm.
Objectives
The primary motive of the company was to build a long lasting and sustainable
relationship between the GoPro product line and the sport enthusiasts. The company wanted to
encourage the people who had an adventurous streak in them to fulfill their dreams by acting like
a hero which is at one point of time, every child`s dream (Theaker 2017). For this purpose the
company wanted to build an emotional relationship with the company and the customers to
enhance long term sustainable relationships (Gopro.com. 2018).
Another objective of the advertisement was purely business oriented and aimed at
increasing the revenue of the company which would then result in making the company more
popular. It aimed to increase the GoPro users by 16% in 2016 (Tapp and Spotswood 2013).

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Figure 3: The official image of the campaign (Gopro.com 2018)

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Figure 4 & 5 : The given images reflect the various print media ads of Go Pro ( Source :
Gopro.com 2018)
Also, to increase the number of GoPro searches in North America by 7% in 2016 as
compared to the previous year.
Campaign Idea