PGDM 2020-22 Project Report: Promotion Campaign for The Lu:Kah Box

This report details a summer internship project undertaken by a PGDM student at the International Management Institute, New Delhi, focusing on developing and implementing a promotion campaign for THOA's Lu:Kah Box. The project involved devising content marketing strategies across various platforms, including Instagram, Facebook, YouTube, and the THOA website. The intern's responsibilities included content creation, optimization for SEO, and implementation of interactive content to boost engagement. The report analyzes the results of these strategies, including insights from Instagram analytics and the impact of content types, such as stories and reels, on audience reach. The project aimed to increase awareness of the Lu:Kah Box and drive customer value through effective marketing. The report also covers the competitive landscape, objectives, methodologies, and personal learnings from the internship, highlighting the application of concepts like tribal marketing, social media marketing, content marketing, blog marketing, and SEO keywords.

Promotion Campaign for The Lu:Kah Box
SIP project report
Submitted in partial fulfillment of the requirements for the
PGDM Program
2020-2022
By Parth Anand
20PGDM035
Supervisors: 1. Ms. Shineel
2. Dr. Sonu Goyal
International Management Institute New Delhi
2021-22
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ACKNOWLEDGMENT
I would like to use this opportunity to express my deepest and most sincere appreciation to
everyone who provided me with the possibility to complete this report. I would like to
express my heartfelt gratitude to Ms. Shineel, CEO at The House Of Artisans for her
unwavering support and constant guidance throughout the course of my internship. Her
encouragement and valuable insights aided me at every stage of my internship.
I would like to thank Mr. Varun S Arora, COO at The House Of Artisans, for ensuring a
smooth conduct of the internship.
I would like to express my sincere gratitude to my faculty mentor, Dr. Prof. Sonu Goyal for
her constant guidance and encouragement throughout the course of my project. Her support
helped me in deriving meaningful learnings throughout the course of my internship.
Finally, I would like to thank the entire team at The House Of Artisans for providing me with
this opportunity to be a part a of this esteemed organization and for trusting me with this
project.
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COMPLETION CERTIFICATE
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SELF-DECLARATION
I do hereby declare that this SIP Report Titled “Promotion Campaign for The Lu:Kah
Box“ submitted to the International Management Institute New Delhi, in partial fulfillment of
the Summer Internship Project, is an original work done by me under the Auspices of the
Placement Office of International Management Institute, New Delhi. This work has not been
submitted to any other University/ Institution for any purpose.
Signature
Name: Parth Anand
Roll Number: 20PGDM035
Program and Batch details: PGDM 2020-22
Date: 10th July’2021
Signature
Professor
Faculty Mentor:
International Management Institute New Delhi
Date:
Signature
Professor
Dean/Chair Career Development:
International Management Institute New Delhi
Date:
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TABLE OF CONTENTS
LIST OF FIGURES AND TABLES.......................................................................................6
EXECUTIVE SUMMARY......................................................................................................8
INTRODUCTION..................................................................................................................10
ABOUT THOA..............................................................................................................................10
MARKETING DIVISION AT THOA.........................................................................................11
INDUSTRY....................................................................................................................................12
COMPETITIVE LANDSCAPE...................................................................................................12
OBJECTIVES........................................................................................................................13
CONCEPTS INTRODUCED................................................................................................15
TRIBAL MARKETING...............................................................................................................15
SOCIAL MEDIA MARKETING.................................................................................................16
CONTENT MARKETING...........................................................................................................19
 BLOG MARKETING.......................................................................................................20
 SEO KEYWORDS.............................................................................................................21
 STORYTELLING.............................................................................................................22
METHODOLOGY.................................................................................................................23
FINDINGS AND RESULTS.................................................................................................24
INTERPRETATIONS AND CONCLUSION.....................................................................31
LIMITATIONS......................................................................................................................33
PERSONAL LEARNINGS FROM SIP...............................................................................34
BIBLIOGRAPHY..................................................................................................................35
ANNEXURES.........................................................................................................................37
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LIST OF FIGURES AND TABLES
FIGURE 1: PRODUCT RANGE AT THOA………………………………………………
10
FIGURE 2: LAUNCH OF THE LU:KAH BOX ON THOA’S WEBSITE………………
13
FIGURE 3: TAB OF THE LU:KAH BOX ON THOA’S
WEBSITE…………………….14
FIGURE 4: YOUTUBE PAGE OF
THOA………………………………………………...17
FIGURE 5: INSTAGRAM PAGE OF THOA………………………………………….
….18
FIGURE 6: FACEBOOK PAGE OF THOA………………………………………………
18
FIGURE 7: TAB OF THE BLOGS ON THOA’S
WEBSITE…………………………….20
FIGURE 8: TAB OF THE BLOGS ON THOA’S
WEBSITE…………………………….20
FIGURE 9: BLOG TAB ON THOA’S WEBSITE SHOWCASING SEO
FRIENDLY TAGS IN THE BLOGS………………………………………………………
21
FIGURE 10: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
MAY…...24
FIGURE 11: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
MAY…...24
FIGURE 12: CONTENT TYPE RANKED ON THE BASIS OF REACH FOR
THE MONTH OF
MAY…………………………………………………………………….24
FIGURE 13: TOP STORIES ON THE BASIS OF REACH FOR THE MONTH OF
MAY…………………………………………………………………………………………25
FIGURE 14: TOP REELS ON THE BASIS OF REACH FOR THE MONTH OF
MAY…………………………………………………………………………………………25
FIGURE 15: STORY INTERACTIONS FOR THE MONTH OF
MAY………………...25
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FIGURE 16: IMPRESSION AND PROFILE ACTIVITY FOR THE MONTH OF
MAY…………………………………………………………………………………………26
FIGURE 17: INSTAGRAM ANALYTICS OVERVIEW FOR THE MONTH OF
JUNE………………………………………………………………………………………...27
FIGURE 18: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
JUNE…...28
FIGURE 19: INSTAGRAM ACCOUNTS REACHED IN THE MONTH OF
JUNE…...28
FIGURE 20: CONTENT TYPE RANKED ON THE BASIS OF REACH FOR THE
MONTH OF
JUNE………………………………………………………………………….28
FIGURE 21: TOP REELS ON THE BASIS OF REACH FOR THE MONTH OF
JUNE………………………………………………………………………………………...29
FIGURE 22: TOP STORIES ON THE BASIS OF REACH FOR THE MONTH OF
JUNE………………………………………………………………………………………...29
FIGURE 23: REEL INTERACTIONS FOR THE MONTH OF
JUNE………………….29
FIGURE 24: IGTV VIDEO INTERACTIONS FOR THE MONTH OF JUNE…………
29
FIGURE 25: IMPRESSION AND PROFILE ACTIVITY FOR THE MONTH OF
JUNE………………………………………………………………………………………...30
FIGURE 26: INSIGHTS OF THE CONTENT UPLOADED ON A
WEEKEND……….32
FIGURE 27: EXAMPLE OF CONTENT WITH EXAGGERATED EMOTION………
32
FIGURE 28: EXPERIMENTING WITH COMEDY ON WORLD ENVIRONMENT
DAY………………………………………………………………………………………….32
FIGURE 29: TRENDING REELS…………………………………………………………
32
FIGURE 30: IMAGES OF BLOGS UPLOADED ON THOA’S
WEBSITE…………….37
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FIGURE 31: IMAGES OF BLOGS UPLOADED ON THOA’S
WEBSITE…………….37
TABLE 1: ONLINE AND OFFLINE PARTNERS OF THOA…………………………11
EXECUTIVE SUMMARY
THOA (The House Of Artisans) is a premium brand which takes pride in being ‘about all
things handmade, sustainable and imperfect’. All of their products are handmade and made
out of ingredients which are natural and sustainable. And all of them are imperfect in their
own way.
The Lu:Kah Box is their new product which was launched in April 2021 2021. They are
DIY-Kits where the customers are provided with the ingredients and the instructions to make
their own products. There are 5 Lu:Kah Boxes
1. Blend & Brew – Make your own Tisane(Herbal Tea)
2. Soy Wax Candle – Make your own soy wax candle
3. Earth Box – Make your own planters
4. Lip Balm & Lip Scrub – Make your own Lip Balm and Lip Scrub
5. Do Something Concrete – Make your own concrete jewelry
The project required the intern to devise and implement content marketing strategies to
promote The Lu:Kah Box so that the product reaches a wider audience. The objective of the
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project was to create awareness about The Lu:Kah Box so that more people get to experience
the box and ultimately to create more value for the customers. The interns were divided into 3
teams which were content, marketing and selling.
The content team was responsible for ensuring engagement on the platforms on which THOA
was active which included Instagram, Facebook, YouTube and THOA’s Website. The
content team devised strategies and produced content to be put out on different platforms for
each day. Alongside producing new content, they were also asked to optimize existing
content and put them on relevant social media handles and platforms. They made sure to
incorporate cross promotions to increase visibility on each platform and to direct the user
from one platform to another. Majority of content was produced for Instagram and Facebook
and was put out as Instagram Stories or Facebook Stories.
The team came up with different strategies to engage the viewers and bring in new audience
to their pages. Extra focus was kept on keeping the content interactive so that the viewers
also get the opportunity to share and be a part of the campaign that was running.
Some examples of the interactive content include –
 Weekly Fun Quizzes
 Polls (On Jewelry, Gourmet etc.)
 Type-In-Your-Response
 Giveaway
The content team also developed strategies to make the website more SEO friendly.
Necessary changes were made in the existing content of the website and important keywords
which had huge volumes of searches and were relevant to the industry THOA was in were
incorporated. As part of blog marketing, the team was entrusted with the responsibility to
produce blogs for the website and incorporating SEO friendly keywords in the same which
would help in increasing the organization’s organic SEO ranking. Pinterest being the perfect
platform for a DIY product, backlinks were created on THOA’s account on Pinterest to direct
the viewer towards the blog on THOA’s website which could eventually take him/her to the
product. Designing, implementing these strategies and producing content for the same
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ensured there was enough traction on all the platforms of THOA and there was an increased
awareness about the The Lu:Kah Box.
INTRODUCTION
ABOUT THOA
THOA (The House Of Artisans) is a start-up which was started in 2016 by the founders Ms.
Shineel and Mr. Varun S Arora. THOA is a premium brand dedicated to all things handmade,
sustainable, and imperfect.
Mission: To be the world’s favorite brand for unique, handmade & sustainable products and
experiences.
Vision: To inspire every single person to celebrate who they are with all their imperfections.
THOA believes that one should not just accept but celebrate their imperfections. They don’t
believe in producing perfect factory-made products. They believe in creating unique
handmade products, and they do this by employing rural artisans of India. The House Of
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Artisans has provided work to around 200 rural artisans from Rajasthan, Uttar Pradesh,
Gujarat, and Bihar.
THOA primarily caters to the following categories of the market –
1. Home and Décor
2. Personal Accessories
3. Specialty Foods
They primarily sell through their website. However, they have collaborated with many brands
for both online and offline retail. The list of their partners is mentioned on the next page.
FIGURE 1: PRODUCT RANGE AT THOA
Online Partners Offline Partners
Amazon Handmade Greenr
Jaypore Wework
Pernia’s Pop Up Shop Godrej Nature’s Basket
CRED Blue Tokai
Etsy Spencer’s
Qtrove.com Cowrks
Bigbasket Living Free
World Art Community Café Noir
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Gourmet Store
TABLE 1: ONLINE AND OFFLINE PARTNERS OF THOA
Source: https://www.thoa.store/pages/collaborations
MARKETING DIVISION AT THOA
The project was carried out under the Marketing Division at the organization. Under this
division, the interns were divided into 3 teams. Each team was entrusted with one
responsibility.
1. Content – Engagement
2. Marketing – Reach
3. Selling – Increased Brand Value and Conversions
Majority of the tasks for all three teams revolved around social media marketing, website
marketing, influencer marketing or blog marketing. All the teams were in direct contact and
worked closely with the operations division for multiple tasks, some of which were
 Changes in website and blogs from the backend.
 Budget allocations for multiple ads on various social media platforms.
 Listings of products on websites like Flipkart.
 Budget allocations for backlinks
INDUSTRY
Consumers' access to handicrafts has been more convenient in recent years, thanks to the rise
of online retail and the spread of numerous e-commerce channels. This has boosted the sales
of handcrafted goods all around the world. Aside from that, the rising travel and tourism
sector has opened up a plethora of options for local artisans and handicraft manufacturers to
develop commoditized products and sell them to tourists eager to spend a lot of money on
souvenirs and other crafts. Furthermore, unlike machine-made products, which require the
use of electricity and numerous other fuels, handicrafts demand less energy. The sector is
thriving, especially in developing countries like India, China, and Afghanistan, due to
minimal capital investments. In 2020, the worldwide handicrafts market reached a value of
US$718 billion. The global handicrafts market is expected to increase rapidly over the next
five years.
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