Analysis of Integrated Marketing Communication: Circles Life Campaign

This report provides an analysis of Circles Life's integrated marketing communication (IMC) strategy, focusing on its referral building campaign in Singapore. The company, a digital telecommunications operator, launched a $20 for 20GB add-on plan and utilized social media platforms, specifically YouTube and Facebook, to promote it. The report examines the communication objectives, media used, and strengths and weaknesses of the chosen platforms, highlighting the cost-effectiveness of YouTube and Facebook advertising but also acknowledging challenges such as video editing costs and potential for negative comments. The analysis includes figures illustrating the campaign's visuals and planning. The report concludes with recommendations for improvement, emphasizing the need for a cohesive IMC strategy and customer feedback to enhance brand messaging and address potential issues. The study emphasizes the importance of understanding the target audience and delivering consistent messages across all marketing channels to achieve the campaign's goals, including increased brand awareness and sales revenue.

Running head: MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
This current report focuses on the referral building campaign in the context of Circles Life. This
organization recently launched $20 for 20 GB add on plan to meet the current market demand. In
order to share the information and promote the campaign, they have used social media
advertising. However, application of facebook and YouTube are effective to deliver the product
information in a large consumer domain. This advertising method is cost effective. On the other
hand, high video editing cost, huge completion, and occurrence of negative comments are the
major drawbacks of this media. To deal with these challenges use of cohesive strategy and taking
feedback from the customers will be effective.

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Table of Contents
Introduction......................................................................................................................................4
Background of the Company...........................................................................................................4
Communication objectives..............................................................................................................5
Media used as the part of campaign................................................................................................6
Summary of the media.................................................................................................................6
Strength and weakness of the media............................................................................................9
Achievement through these adds...............................................................................................10
Conclusion.....................................................................................................................................12
Recommendations..........................................................................................................................12
References......................................................................................................................................14

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Introduction
Integrated marketing communication is beneficial for any business to promote their
product in the consumer domain. This communication strategy ensures that all types of
communications are properly liked with each other (Camilleri 2018). In the recent years, data
integration is popular in an integrated marketing communication process. Advertising through
the digital media is helpful to give shape the integrated marketing communication process.
However, the business organizations use integrated communication to create brand awareness
and to increase their sales. Social media campaign is a big part of the integrated marketing. This
study deals with the social media campaign in the context of Circles Life’s referral building
campaign.
Background of the Company
Circles Life is the eminent digital telecommunication operator in Singapore. They have
launched in 2016 and offer post-paid mobile service in Singapore. However, this organization
has no physical distribution channel and they carry out their business based on the online
(Pages.Circles.Life 2018). They are the popular online retailer in Singapore. However, they rely
on the social media and word of mouth in order to spread their offering among the consumer
domain. The customers can register via online and get their SIM card from this organization.
They provide monthly based plan to the customers.
Data savvy market is their main target audience. In the recent years they have offering
circles care mobile application through which the customers can customize their plan via a
personalized dashboard. This application enables the customers to track their cost and data

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usage. Circles Life aims to eliminate the hidden cost of telecoms. At present Circles, Life has
conducted a campaign to promote their newly launched $20 for 20 GB adds on plan. This plan
highlights that the customers need to pay $20 a month and they will get 20 GB mobile data per
month. In previous, the customers have to pay $48 to get 20 GB data for one month. Hence, this
new offering will lead lower income group to access this service easily. However, in the recent
years, many telecom service organization offer good amount high-speed data at a low price (Hu
et al. 2018). On the other hand, people are modern in the recent years and they use mobile
rapidly. At present, the people want high-speed data at a low price. This is the current market
demand. Therefore, quick and accessible customer service from the telecom industry is another
demand of the market (Cross et al. Westley 2017). The motto of this campaign is to allow the
customers to understand the product offering in a few seconds and to meet the demand of the
current market. Circles Life has implemented a FIND OUT MORE button on their website,
which enables them to track the conversation rate and the HELP button allows the customers to
get real-time customer service. Their current target market is data savvy market and they aim to
cover 18 to 45 years people by offering their service. Such referral building campaign of Circles
Life through using social media, gratification, and word of mouth is helpful to promote their
brand in a large consumer domain.
Communication objectives
Communication is the major part of the campaign. In order to promote the product in a
customer, domain communication is required (Blakeman 2018). In the context of Circles Life,
they have conducted a referral building campaign in Singapore to promote their new offering $20
for 20 GB add-on plan. In order to give shape this approach, they need to communicate with the
customers in a proper way. Their main purpose is to make the information easy for the customers

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through this campaign. Some specific communication objectives are selected to carry out this
promotional campaign. The objectives are as follow:
 To create awareness among the target audience
 To share product information quickly in a large consumer domain
 To achieve a strong brand recognition
 To increase the sales revenue
In the context of Circles Life, it is a new telecommunication service provider in Singapore.
Hence, they have set such objectives to conduct their campaign in a proper way. Their campaign
is helpful to improve the brand image in the customer domain as the social media campaign is
helpful for the customer to understand the messages clearly.
Media used as the part of campaign
Summary of the media
In order to carry out a campaign a media is required for every organization. In the recent
years, maximum organization focuses on the digital media especially to the social media
(Gerbaudo 2018). Circles Life has used social media to give shape their new campaign. They
have launched $20 for 20 GB add plan. In order to promote this offer they have conducted a
referral building campaign by using the social media. They have used YouTube and Facebook to
carry out the campaign. However, YouTube is a popular media to promote the new product
among the large customer domain. Video is the integral part of the internet users. According to
the statistical data more than 3 billion videos are watched via YouTube. YouTube gives an
excellent place to the marketers to find their customers (Youtube.com 2018). Marketers use
YouTube video as it is the home of viral video. YouTube allows the organization to host their

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channel and to centralize an online location for product related video (Youtube.com 2018).
Circles Life has created a video with detailed information of their $20 for 20 GB add plan
(Youtube.com 2018). Therefore, they have created pictures within the video to make it creative
to attract the customers. However, the customers can go through the Circles Life app via mobile
and they need to click on the “add” option to access this plan.
Apart from the YouTube advertising, they have used Facebook to conduct their campaign.
Facebook is a popular social media site, where people spend a lot of time. Based on this concept
the marketers use this social media site to promote their product (Perera et al. 2018). People do
not use facebook for their entertainment only but they use to search new products or service via
this site. Therefore, facebook acts as the good referral media as people often share their preferred
brand through facebook. This organization has given detailed information about their new
product on their facebook page, which is effective to gain the customer attention easily
(Facebook.com 2018).
Strength and weakness of the media
YouTube is a free advertising method. However, the marketers do not have to pay while
they are putting their video in YouTube (Turban et al. 2018). This provides an opportunity to the
organization to test their own creative way and the response of the market. On the other hand,
YouTube allows Circles Life to associate their Google Adsense account. As a result, they can get
money from their uploaded video. In the context of product promotion, YouTube doubles the
traffic number. By using YouTube an organization is able to promote their product at a cheaper
rate. Therefore, they can stay up to date with new product videos. Circles Life has conducted
their campaign via YouTube, which saved money. One of the major disadvantages of YouTube
advertisement is the costly video editing program (Dwivedi et al. 2018). In the context of Circles

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Life, they need to hire skilled employees and costly instrument to edit video on YouTube, which
will increase the cost of the campaign. On the other hand, YouTube is public site thus; anyone
can see the video and upload the video. This can cause copyright infringement issue in the
context of Circles Life.
Maximum business organizations are involved in facebook advertising. To implement the
campaign activity successfully Circles Life has used facebook advertising for their new service.
One of the major strengths of facebook advertising is to gain a lot of users (Kasemsap 2018).
Circles Life is a new telecom service providers in Singapore, thus they need more customers.
Hence, online customers are their potential customers. Facebook allows them to cover a large
population by making a click. Therefore, facebook is a cheaper advertising process and allows
this organization to filter the clients. Such filtering process enables this organization to share
their add those people who are living nearest area of their business. However, negative comment
on the post is the biggest disadvantages of the facebook advertising (Thacker et al. 2018). If the
people give negative comment on the service of Circles Life on the facebook then it will hamper
their service. Therefore, facebook is used by a lot of users as a result, if Circles Life post a new
add and after a while numerous adds will come from the competitors. This is another weakness
of facebook advertising.
Achievement through these adds
Use of social media to conduct a campaign is an effective approach as it not only covers a
large range of customers but also retail the existing customers (Kasemsap 2018). In the context
of Circles Life by using the YouTube advertising they are able to share their product information
easily in an attractive form. Therefore, You Tube advertising allows Circles Life to achieve
brand popularity in the local and global market. Facebook advertising allows this organization to

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gain long placement at the cheaper rate. Therefore, Circles Life is an online retailer and they do
not have any physical stores. In order to sale, their service their one and only way is the online
marketing. Hence, facebook gives them the platform to promote their product via online and to
sale them. They are able to achieve good contacts from the facebook advertisement.
Figure 1: You Tube Add of $20 for 20 GB plan of Circles Life
(Source: Youtube.com 2018)

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Figure 2: $20 for 20 GB plan of Circles Life
Source: Pages.Circles.Life 2018)

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Figure 3: Planning of an IMC
(Source: Thacker et al. 2018)
Figure 4: Five steps of IMC
(Source: Kasemsap 2018)
Recommendations
In order to improve the IMC Circles Life needs to adopt a cohesive strategy. However,
Circles Life has used social media and other channels to improve their integrated marketing
communication for their new product. One of the biggest problems with IMC is the lack of
knowledge about IMC. The marketers think that if they use various channels then they are doing
integrated marketing. This concept is not right. This creates problem. However, IMC is used to
reach to the target customers and it can be possible if the use of IMC is done properly. Use of
every channel in integrated marketing is not a good idea as it is limiting the brand message.
Hence, by adopting cohesive strategy an organization can implement its integrated marketing
communication properly (Thacker et al. 2018). Through using cohesive strategy Circles Life can

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identify which channel has the major impact on their target audience. Then this strategy will
allow them to deliver their product message clearly and consistently to the target customers.
In order to deal with the negative comment Circles, Life needs to set a public comment
policy on a separate tab of their facebook page. This policy includes certain rules and if any
individual posts a negative comment that warrants removal. Use of info-graphics will be helpful
to make the content more creative on facebook (Kasemsap 2018). However, users prefer info-
graphics. Hence, by using this Circles Life will be able to make creative content and give clear
information to the users. This will help them to deal with the high competition on social media
sites.
Creation of clear and creative blog is useful to maximize the social media campaign.
Therefore, Circles Life needs to share their updated blog on the social media. This will help them
to bring people in their WebPages. Any product-related video can spread quickly to a large
audience via creating excellent blog. In the context of Circles Life, they need to launch their new
product in the consumer domain by using creative content. Therefore, it will be helpful for
Circles Life to repurpose the old comments. However, in order to reduce the high cost video
editing this organization can repurpose their old content to the customer domain (Turban et al.
2018). This will be effective to gain attention of the new as well as the old customers.
It is important for an organization to make sure that each element of their marketing
campaign is working effectively. An organization needs to ensure that their messaging is
integrated properly. In the context of Circles Life they need to observe the effectiveness of their
each marketing element in communicating with the target audience. Often the organization just
implements the marketing communication but fail to use all elements of the marketing campaign

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effectively. Hence, Circles Life needs to ensure that their IMC channels are driving traffic to
their ultimate target. This will help them to introduce their new service in target market domain.
On the other hand, incorporation of the audio into the content is an effective approach to gain
competitive advantages in social media advertising. It has been received from the previous
analysis that high completion is a big challenge of the facebook advertising. Hence, use of audio
into the content will enable this organization to make their content more creative and attractive.
This will help this organization to gain competitive advantages in the social media marketing
campaign (Cross et al. Westley 2017). Therefore, use of content calendar in the social media is
another effective approach to improve the content of social media campaign. This will allow
Circles Life to organize all the contents that they want to generate and publish.
Conclusion
The above piece of work deals with the digital campaign of Circles Life. They have
launched $20 for 20 GB plan. In order to make this campaign popular they have used social
media. However, facebook and YouTube are the two popular advertising tools that are used by
this organization. It has been received that such media is helpful to increase the traffic numbers
and to reduce the advertising cost. Negative comment and high cost of video editing in YouTube
are the major drawbacks of the social media advertising. These often hamper the effectiveness of
the campaign.

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