A case study on

Social Media Strategy

Introduction-
• Amazon is an American multinational technology company based in
Seattle, Washington.
• It focuses on E-commerce ,cloud computing ,digital streaming and AI.
• Jeff Bezos is the Founder and CEO.
• Amazon’s popularity is widespread around the globe. It has over 310
million active users and 100 million subscribers worldwide. Being the
world’s leading online retailer, Amazon bags many achievements, eye-
popping profits, and successful launches.
SWOT Analysis-
Strengths-
• Strong brand name
• Brand valuation ($125 Billion)
• Wide Coverage( Covers small villages in India)
• Largest Merchandise Selection
• Large numbers of sellers
• Innovation
• Cost Leadership
• Go Global and Act Local strategy (Example- Aur Dikhao)
Weaknesses-

• Easily imitable business model

• Losing margins in few areas
• Product Flops and failure
• Limited brick-and-mortar presence
• Overdependence on distributors
 Opportunities-
•  Amazon can gain the opportunity to penetrate or expand its
operations in developing markets.
• By expanding physical stores, Amazon can improve competitiveness
against big box retailers and engage customers with the brand.
•  More acquisitions of e-commerce companies can increase the
company’s market share and reduce the competition level
• Launching own brands
• Self Driving Cars
• Launch of E-Rickshaws in India
Threats-
• Other E-Com competitors (Flipkart)
• Traditional Market
• Fake products
• Fake reviews
• Limitations
• Government regulations
 Social Media Strategy
• Amazon has over 27 million likes on Facebook and 2.63 million followers
on Twitter. They markets their own products ,deals and offers through
their social media accounts.
• Amazon has specific Facebook accounts related to their products , like
Prime Video.
• Amazon allowed customers to order product using hashtag
#AmazonCart
• Amazon has clear grip on both B2C and B2B.
• Amazon provided snap deals on Snapchat and visually appealing content
and products on Instagram
 “Aur Dikhao” Digital Campaign
I’s of the campaign-

• Involvement- A 2 minute film was created by popular director and popular artists.
In the ad different comical situations were portrayed and a catchy tune playing in
the background (Hindustani dil kehta hai…aur dikhao…aur dikhao..)
• Interaction- The Twitter handle of Amazon was changed to #Aur Dikhao and the
hashtag became viral. Twitter community and celebrities, comedians engaged with
the campaign. This was showed on TV as well as Print. People participate in the
contests were engaged with the creative,memes,tweets throughout campaign.
• Intimacy- The campaign wanted to make people aware of the availability of more
than 2 crore products on the Amazon site, to expand its reach to its customers and
to create a personal connect With them. The brand was able to do so by an easily
hummable background Score and with the funny and relatable situations in the ad.
• Influence- This campaign was so popular that people started keeping
“Aur Dikhao” jingle as their ringtone and that helped Amazon to gain
a mass brand publicity across the country. With the campaign, the
number of vendors on the site also increased.
• Individual- To an individual, the abundance of products on the
website became clearer and the relatable scenarios in the ad was able
to create a bond.
Conclusion-
• Aur Dikhao campaign was designed to promote the various products
available on Amazon, such that the customer is always spoilt for
choices. Amazon was appealing to people to download its app and
enjoy various products and offers.
• The campaign was extremely successful. As the situations were
relatable to the people, they engaged so easily with the campaign.
Numbers of consumer and vendors also increased after the campaign.
• The video got more than 2 million hits in very short period.
Thank You !

Presented By-
Ashrafur Rahman
MBA 2020-22 Batch
ARGUCOM