Marketing Campaign on the Gig economy- Good Work Good Life

#ISupportGig

A Summer Internship Interim Project Report for

Post-Graduate Programme Management

By

Rana Pegu
(PGP/0038/04)

Under the guidance

Of

Ms. Anisha Banerji ​Dr. ​Sabyasachi​ ​Mohapatra

Chief Marketing Officer Assistant Professor
Noble House Consulting Pte. IIM Bodh Gaya

Indian Institute of Management

Bodh Gaya

Date: 30​th​ May 2019

 Certificate of Approval

The following Summer Internship Report titled ​“Marketing Campaign on the Gig
economy- Good Work Good Life #ISupportGig " is hereby approved as a certified study in
management carried out and presented in a manner satisfactory to warrant its acceptance as a
prerequisite for the award of ​Post-Graduate Programme in Management ​for which it has
been submitted. It is understood that by this approval the undersigned do not necessarily
endorse or approve any statement made, opinion expressed or conclusion drawn therein but
approve the Summer Internship Report only for the purpose it is submitted.

Summer Internship Report Examination Committee for evaluation of Summer Internship

Report

Name Signature

Faculty Examiner Dr. ​Sabyasachi​ ​Mohapatra​ ____________

 Student’s Declaration
I undersigned ​Rana Pegu a student of PGDM, Indian Institute of Management Bodh Gaya,
Batch 2018 - 20, declare that summer internship project titled “​Marketing Campaign on the
Gig economy- Good Work Good Life #ISupportGig​” is a result of my own work and my
indebtedness to other work publications, references, if any, have been duly acknowledged. If
I’m found guilty of copying any other report or published information and showing as my
original work, I understand that I shall be liable and punishable by Institute, which may
include ‘Fail’ or ‘Repeat study & re-submission of the report’ or any other punishment that
Institute may decide.

Name of Student: Rana Pegu

PGP Reg. Number: PGP/0038/04

Signature:
 Acknowledgement

I would like to express my sincere gratitude towards marketing team of Noble House
Consulting Pte for providing me with the best of guidance and resources during my project
period. I am grateful towards each and every employee of Noble House Consulting Pte. for
sharing their valuable time & experience with me. I am also extremely thankful to my faculty
mentor, Prof. ​Sabyasachi Mohapatra for guiding me throughout the internship and the process
of making this report. Also I would like to acknowledge my mentor Ms. Anisha Banerji
(Chief Marketing Officer) for guiding me throughout my internship. I would also like to
thank Mr. Sanjay Lakhotia (CEO) for giving his valuable opinion on the campaigns, last but
not the least I would like to thank my family and friends for their constant support and
believe in me.
 Executive Summary

This internship report stresses on the work experience I have gathered as an Intern in the
Marketing department of Noble House Consulting Pte. from 17th March2019 until June 7,
2019. In this report, I mainly have incorporated my experience at Noble House Consulting
Pte. Especially campaign management, research and development works etc. where I also
have provided details about my 10 week work experience at Noble House along with a
comprehensive description of the task that I performed.
In this report, I have included a list of their clients. Later, I discussed about campaigns that I
had to manage where the creatives were done by me under the department’s supervision.
Then, the methodology, data collection technique, Analysis and Interpretation about the
project on the roles of digital media communications over conventional media where
different findings came out.
Chapter 1: Company Overview
1.1 History of Noble House Consulting Pte.
From humble beginnings of starting up in a garage in 1988 to establishing one of the most
prominent HR consulting brand in India, Noble House led a revolution in the HR services
space.
Noble House aims at professionalizing fragmented HR consultant body through digital
marketplace that provides a connecting platform that links organizations to independent HR
consultants. Organizations can get access to a large credible pool of quality HR talent on an
“on-demand” basis for projects, consulting assignment, advisory role and part-time resource
needs.
Noble House ​is an HR talent Marketplace for Independent consultants to find short and long
term assignments as per their skill sets. ​Founded in 2017, the company is based in
Gurugram and provides a platform for Independent HR consultants​ to offer services to
organizations across India and Asia. As of 2019, over 1000+ ICs are registered on Noble
House Consulting Pte
Founded by Sumer Datta and Sanjay Lakhotia, the founders came out with the idea of
providing a marketplace specific to HR for Corporates and Independent HR Consultants to
meet their mutual needs by providing an algorithm on the platform which matches the skill
required for an assignments and matches them with suitable candidates.
With over 30 skill categories, Consultants can choose what is best suited for them.
Organizations in turn, get access to the large database of best professionals for their
innumerable HR needs and Noble House’s intelligent algorithm helps in matching them with
the suitable candidates as per the requirement.

1.2 Mission

Good Work, Good Life

With people at large. Demonstrate the impact of Noble House’s efforts to improve the
world around us or change an individual’s life in an exemplary way.

1.3 Vision

Think HR, Think Noble House

Help organizations find trusted advisers for all their ​HR ​needs. We are working to create an
ecosystem to enable the ​Independent HR consultants ​in finding the best assignments and
helping them deliver quality solutions by providing them with the right resources, technology
or any other support they may require. The platform is a one stop shop for finding ​Short term
assignments, part time roles ​and ​freelance assignments​.
1.4 Services
HR Marketplace​:

A meeting point for the best HR consulting assignments and the best independent HR talent enabled
through an intuitive technology platform.

Fig: An image of HR Assignments posted on Noble House Website

Tools:

A listing of curated HR technology tools to help the Independent HR consultant deliver impactful
assignments.

Dockabl is an employee experience platform, driving business performance &

organisation culture. ​It enables people in organizations to set personal and
professional milestones, cascade and collaborate on strategic business
objectives, keep track of their progress and actively exchange feedback with
peers and managers. The tool enables employees to instantly recognize one
another for a job well done. The platform also facilitates individual
development and succession planning.
Templates and Methodology:
A library of curated templates and methodologies to help the independent HR consultant deliver high
quality and consistent solutions to the client.

Expert Call:
Have any question, need some quick benchmarks or need a sounding board, find an expert who can
help address any of your queries by talking to our on-demand HR experts.

1.5 Clients:

1.6 Organizational Structure:

Noble House Consulting ​has a flat structure organizational hierarchy. It has different departments for
maintaining the operation. The chief managing officer directly reports to the CEO and the
Staffs and employees reports to the Chief managing Officer of their concerned department.
The complete organization hierarchy is illustrated below-
 Literature Review
2.1 Understanding the Gig economy
Gig economy has been in the fore front since the last few years. ​The term gig economy is not a
new concept anymore. It has long been used to describe the changing attitudes,
standards and preferences in the way people work in the digital age. The dictionary
defines the gig economy as "a ​labour market characterized by the prevalence of
short-term contracts or freelance work as opposed to permanent jobs". It is already
causing significant and permanent changes in the way work​ ​is done, or supervised.

From being driven by shortage of ​specialized workers at times, or even an

unwillingness of younger workers to commit to full time jobs in places like Japan, the gig
economy has quickly found a place for itself across sectors economies and more, to
become an integral part of the corporate work culture today. Also, popularly known as the
mobile economy, it is breaking the stereotype of working 9 to 5 out of cubicles​. With the
​ aximizing flexibility and m
driving goal of m ​ inimizing fixed costs, businesses are looking
for gig workers more than ever. On the other hand, the work-for myself approach and the
work-from-anywhere culture are driving the millennial workforce to be more independent
while getting employed.

2.2.1 Email marketing

Fast development of Internet technologies opened a new page in the Marketing world. In comparison with
traditionally widely used instruments, such as broadcast, direct mail and telemarketing, it
constitutes a considerably more cost-efficient environment for enhancing interaction with
customers. Role of some of the traditional methods considerably suffered due to popularization of
internet marketing technologies, as in the case of paper-based direct marketing. Michael Williams
(2011), defines email marketing as a direct digital marketing method, which is used to advertise
products and services via email. While on the other hand D.J. Waldow and J. Falls (2013) defined
email marketing as “a marketing channel which allows companies to communicated en masse
with their customers, prospects, fans and subscribers.” Generally, email marketing may be
understood as the process of distributing messages using email communication in order to
establish and develop the relationship of a company with its potential or current customers.
Among its goals are: attracting new customers, stimulating the business with valid customers,
increasing their brand loyalty and trust, etc.
(A. Charlesworth, 2014).

Gaining popularity of email marketing went along with a significant increase in the volume of
unsolicited commercial emails (spam). That situation requires settling a clear border between
them: -
 Spam is an unsolicited message, sent to a broad group of addresses. Being impersonal and
irrelevant, it has a number of practical negative effects, like consuming network
bandwidth and receiver’s time, and is a subject of various restriction regulations. -
Permission-based emailing, on the other side, is based on the concept of a recipient’s
prior consent to receive certain type of marketing communication, which is
individually expressed and confirmable (R. Damian, 2014).

Email is a marketing method which needs to be tracked and evaluated permanently to ensure best
optimization (R. Damian, 2012). Understanding how to evaluate the key performance
indicators (KPI) is a basic component of successful email marketing practice, being a
foundation of each email campaign. Specific goals should be set already on the level of
planning the marketing campaign, and improvement of marketing efforts can be done by
comparing results with initial goals (B.Brown, 2007). It is possible by using a set of
measurable efficiency indicators. Besides, they allow comparison of various campaigns with
different methods, goals, content, etc. on a common scale.

Open rate

It is the ratio of the numbers of emails delivered from the email data base list to the user and the no of
emails opened by the users. Open rate is the percentage of emails opened by the users.
It depends on the From, To, Subject fields and other information that appears on the
inbox tab of the email client that the user uses.

Click-Through Rate (CTR)

CTR is the percentage of emails delivered which has attracted a minimum of one click. It is expressed
by percentage and calculated by dividing number of click through by the number of
delivered messages (​www.hubspot.com​).

CTR is directly proportional to the effectiveness of a campaign. Higher the CTR, more effective the
campaign is. Typical CTR can be very different depending on the specifics of the
campaign (industry, environment, etc.). For example advertising messages have a
much higher CTR than fundraising ones. For most of campaigns it stays in the range
of 1 to 10 %.

Click-to-open rate (CTOR)

It is also known as Adjusted Click-Through Rate. CTOR represents number of unique click-through
divided by number of messages opened.

Conversion (Response) Rate

It represents percentage of recipients who has clicked/accessed a link in received email and did the
desired action. It is calculated as the number of desired responses divided by number
of delivered messages (G.Anon, 2012). Conversion Rate is commonly considered one
of the best indicators to measure the effectiveness of email campaign, being more
important than CTOR.

Bounce Rate

In email marketing bounce rate refers to the percentage of email addresses in your subscriber list that
didn't receive your message because it was returned by a ​recipient mail​ server. There
 are two categories of email bounces​ including ​hard bounce and soft bounce (
https://www.webopedia.com​).

Unsubscribe rate

In email marketing Unsubscribe rate refers to the percentage of users unsubscribing to a particular
mailing list from the email campaign. It is determined as the number of unsubscribes
divided by number of messages delivered. Contacts will react by unsubscribing to
increased frequency or unfavourable content of emails (www.marketingland.com).

List Growth Rate

List Growth Rate represents the rate at which the email list is growing. Besides keeping track of direct
performance indicators, marketer should pay attention to expanding the email list in
order to expand his coverage, increase audience and face the concurrence. It is
calculated according to the relation:

𝐿𝑖𝑠𝑡 ​𝐺𝑟𝑜𝑤𝑡​h ​𝑅𝑎𝑡𝑒 = (​𝑁​o ​𝑜𝑓 ​𝑁𝑒𝑤 ​𝑆𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑟𝑠 −​𝑁o​ ​𝑜𝑓 ​𝑈𝑛𝑠𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑠 +​𝑆𝑝𝑎𝑚 ​𝐶𝑜𝑚𝑝𝑙𝑎𝑖𝑛𝑡𝑠​) /
(​𝑇𝑜𝑡𝑎𝑙​ ​𝑁​o ​𝑜𝑓𝑒𝑚𝑎𝑖𝑙​ ​𝑎𝑑𝑑𝑟𝑒𝑠𝑠𝑒𝑠​ ​𝑜𝑛​ ​𝑡​h​𝑒​ ​𝑙𝑖𝑠𝑡​)*100

(​www.hubspot.com​)

Overall ROI

Generally, the overall return on investment is the total income divided on total cost of the campaign
(​www.hubspot.com​):

𝑂𝑣𝑒𝑟𝑎𝑙𝑙 ​𝑅𝑂​I= (​𝐴𝑑𝑑𝑖𝑡𝑖𝑜𝑛𝑎𝑙 ​𝑆𝑎𝑙𝑒𝑠 ​𝐼𝑛𝑐𝑜𝑚𝑒 − ​𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡 ​𝑖𝑛 ​𝑡​h​𝑒 ​𝑐𝑎𝑚𝑝𝑎𝑖𝑔​n) / (​𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡 ​𝑖𝑛 ​𝑡h​ ​𝑒
𝑐𝑎𝑚𝑝𝑎𝑖𝑔​n) * 100
 Project Overview

During my internship with Noble House, I got the opportunity to work on a marketing
campaign titled “Good Work Good Life” with the hash tag #ISupportGig. The campaign
involved campaigning along all forms of media i.e., Social Media, Email Campaign,
Referrals. I was assigned with the task to plan, design and execute an email marketing
campaign, Design the website landing page, Create Video content for Social Media Platforms
and act as the liaison between the IT team and the Marketing team for the Campaign.

The Campaign was focussed on the Gig economy and the advantages of Freelancer which
was presented through a series of past gig workers sharing their experiences on the Noble
House Platform of Good Work Good Life. The Campaign highlighted the Flexibility and the
choices that the Gig economy offers. Contents were created around the topic of the Gig
economy and were shared across different media platforms.

Objective of the project

● To create awareness about the Gig Workforce and the services provided by Noble
House Consulting Pte
● Encouraging existing Gig workers share their experiences on Noble House platform.

Data Collection: ​The study will be both a mixture of quantitative along with qualitative part. A basic
overview of the data collected and used to make this report are described below-

Primary Data:

The ​Data collected by the investigator himself/ herself for a specific purpose are primary
data. We collected the data through a Share Your Story signup form, which
was being promoted through contents in social media posts and email
campaigns. The objective was to collected data of peoples interested in the
Gig economy and the Gig workforce.
 Fig: Signup form used for collecting experiences shared by Gig Workers.

Secondary Data:
Data collected by employee of Noble House employee during previous campaigns for some other purpose
(but being utilized by the investigator for another purpose).

Whitepaper Subscription: emails collected for a Whitepaper reports was also used for the campaign.

Previous Email addresses from various source of Noble House was also used for the campaign.
Sample size was selected from the total available.

Website Landing Page

A ​landing page​ is a standalone ​web page​, created specifically for the purposes of a marketing or
advertising campaign. It's where a visitor “lands” when they have clicked on a Google
AdWords ad or similar. ​The campaign landing page from all clicks generated from the
email campaigns and social media campaigns was designed for the campaign.
 Fig: Landing Page for the Good Work Good Life #ISupportGig Campaign

Website Analytics:

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of
understanding and optimizing web usage.

Google Analytics:

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic,
currently as a platform inside the Google Marketing Platform brand. Google
launched the service in November 2005 after acquiring developer Urchin.

UTM:

A ​UTM code​ is a simple ​code​ that you can attach to a custom URL in order
to track a source, medium, and campaign name. This enables Google Analytics to tell
you where searchers came from as well as what campaign directed them to you.
Google Analytics Demos & Tools:​ It is a resource for users and developers to discover what's
possible with the Google Analytics Platform. GA and applications that can be
built to take advantage of the flexibility and power of Google Analytics.

Fig: UTM Code generated through Campaign URL Builder.

Email Marketing Tool:

An ​Email Marketing Tool​ (​bulk email service) is a company that allows its customers to send
mass ​email​ messages to multiple lists of recipients at the time specified. A ​bulk email
service​ can send ​emails​ to a list of any size. Most of these providers charge their offerings
based on the number and frequency of the ​emails​ one wants to send.

Among many email services available, we used the following:

01. Mailchimp:

Mailchimp (formerly capitalized as MailChimp until 2018) is a ​marketing​ automation

platform and an ​email marketing​ service. The platform is a trading name of its
operator, Rocket Science Group, an American company founded in 2001 by ​Ben
Chestnut​ and Mark Armstrong with ​Dan Kurzius​ joining at a later date.

02. GMass:

GMass is a new email marketing extension that works with any Gmail account. It was designed by a
talented programmer and email expert who wanted to something with email marketing
 that was different than all the other programs, something that would get real results for
users.

Social video marketing:

Social video marketing​ is a component of an integrated ​marketing communications​ plan
designed to increase audience engagement through social activity around a given
video. In a successful social video marketing campaign, the content, distribution
strategy and consumer self-expression tools combine to allow an individual to “add
their voice” or co-create value to a piece of content - then further propagating it out to
their social circles.
Interview:
An interview is a conversation where questions are asked and answers are given. In common
parlance, the word "interview" refers to a one-on-one conversation between an
interviewer and an interviewee.
Testimonials:
In promotion and of advertising, a testimonial or show consists of a person's written or
spoken statement extolling the virtue of a product. The term "testimonial"
most commonly applies to the sales-pitches attributed to ordinary citizens,
whereas the word "endorsement" usually applies to pitches by celebrities.
Software Used:
Video editing tools were used to edit the footage. Unedited raw footage from shoot was
exported to the software and the video were made ready for upload on various
social media platforms.
Adobe After Effects:
Adobe After Effects is a digital visual effects, motion graphics, and compositing application
developed by Adobe Systems and used in the post-production process of film
making and television production. Among other things, After Effects can be
used for keying, tracking, compositing, and animation.
Adobe Premiere Pro:
Adobe Premiere Pro is a timeline-based video editing app developed by Adobe Systems and published
as part of the Adobe Creative Cloud licensing program. First launched in 2003,
Adobe Premiere Pro is a successor of Adobe Premiere.

One of the video that I shoot and edited was the interview with Abhijit Bhadauri. He talked about the
future of work and the Gig economy.
 Methodology

Email Campaigns:

The email campaigns were also started during the launch of the “Good Work Good Life
#ISupportGig” Campaign on 1​st​ of April 2019.
 Fig: The template used for the Campaign.

The copy of the email contents were created around the topic of the Gig economy and had snippets
about Gig workers sharing their experience and encouraging gig workers to share their experience
with Noble House Consulting Pte

Test Conducted:

A/B Testing:
 A/B testing is a randomized experiment with two variants, A and B. It includes
application of statistical hypothesis testing or "two-sample hypothesis testing" as used in the
field of statistics.

In my project I chose a variation of Subjects, Contents and designs.

Sample space of emails: 300 emails

Sample size for each testing: 50 emails

An email was designed and then sent to two randomly chosen group. Everything was kept constant
but the subject lines were changed. Similarly, emails were sent out with everything kept
constant but the Content inside the email and then the design was changed then observations
were made.

Personalisation Testing:

We had chosen a sample of emails and then sent out two batch of emails with one
batch of email with personalization (Subscriber’s Name was added to the Subject lines with a
greeting) and the other watch will the same subject lines but without the subscriber’s name on
the subject being removed.

Normal Subject: ​Meet the real life superheroes of the Gig Economy!
Personalised Subject line: ​Hi {First Name}, Meet the real life superheroes of the Gig
Economy!
Similarly, Personalization was tested with personalisation being done in the copy of the
email.

Fig: Performance report of an email campaign with personalised subject.

Fig: Performance report of an email campaign with personalised subject.
 Analysis & Interpretation
Reports:
Website Traffic Report from Google Analytics, Social media analytics (Facebook, twitter,
LinkedIn and Instagram) and email Campaign reports from the Service provider were
collected and compared along different periods of time. Combined data were prepared
and the performance for each email campaign reports were compared.
I have compared the 15 day reports before the campaign and 15 days after the campaign ran.
Various ​KPI​s were considered:
For Social Media:
KPIs considered:​ Likes, Followers, Share and Comment.
There was a significant Increase of 500% in the numbers Page Likes. The Engagement rate
also Increased by 275% due to the Increase in the Total Reach (1160%) and
Total Impressions (979%).
The numbers of New Followers Increased by 50% & the numbers of unique visitors also
increased by 71%. The total Page view also increased by 61%.
There was an Increase of 2500% in the numbers of new followers, 26 new Followers. The
Increase in the numbers of new follower is due to the increase in the numbers
of Tweet impressions, Engagement rate, Retweets, Link Clicks and Likes
which saw an increase of 1180%, 38%, 80%, 100% & 689% respectively.

For Website Landing Page:

KPIs considered: Bounce rate, Average time, Numbers of unique visits, Total numbers of
visits and other engagement.
The number of New Visitors has increased by 2958% during the campaign period. The
number of sessions has also increased by 1424%. The number of page views
has increased by 686%. The average session has decreased by 81% although
the number of sessions has increased, this might be due to new visitors visiting
the website. There a decrease of 6% in the Bounce Rate which needs to be
maintained.
The percentage of mobile users increased by 273% while the Desktop users decreased by
53%.
Social media referrals from all platform has increased, Facebook referrals was the highest
followed by LinkedIn and Instagram stories.
 For Email Campaigns:
KPIs considered: ​Open rate, CTR, Unique clicks, Bounce rate and Unsubscribe rate.
Hard bounced had an inverse relations to the Open rate. Higher open rate was seen where the
email list had lower bounce rate.

The numbers of emails opened which resulted in a click or action could not be predicted as
the open rate and the click rate showed inconsistent results. One of the
possible reason could be that the contents of the emails sent out differed every
time.
Reliable deliverability rate of 97% was seen on an average throughout the campaign.

For every 100 emails delivered to the inbox, 15-16 emails were actually opened.
For every 100 emails opened, 4-5 were actually clicked/interacted by the user.

8% of the total emails were bounced, of which 3% were hard bounces and 5% were soft
bounces. Majority of the hard bounces were from the emails sent from through
the Mailchimp platform and the Soft bounces almost remained the same in
both the platform.
Maximum delivery rate, Open rate, Unique open rate, CTR was achieved through Campaign
04(Gmass) with minimum Bounce rate, Unsubscribes

Website Landing Pages

The landing pages of the GWGL campaign show up in the top 10 Most Visited Pages of the
website.
● Constituting to 8% of the total website traffic.
● Average session or time spent is 1.30 minutes on the story page
● Average bounce rate is 40% for the story page.
During the campaign period the numbers of website visitors had a significant growth with
about 150+ % week-over-week increase. Bounce rate decreased indicating that the campaign
was able to reach to the targeted users. Although the performance of the campaign was good
but there was a decrease in the engagement rate (average time spent on the website) than
before the campaigns.
 Fig: Google analytics report showing the website traffic visits from the campaign​.

Email Campaign:
a. Personalised email registered a better Open rate than the one without it.
b. Out of the two email template designs the following in fig. performed better.
c. Among Mailchimp and GMass Email provider services GMass proved to be more
effective in terms of Open rate but from a GSuite email account not more than 2000
emails/day can be sent. Whereas in Mailchimp, unlimited no of emails can be sent
based on the plan of service.
d. Another Advantage of Gmass is that the mails are delivered directly in the Primary
tab but in Mailchimp the mails are delivered to the promotions tab.
e. We were able to attain a maximum open rate of 30% in Gmass but in Mailchimp we
were able to attain a maximum of ~15% only. The open rate were commendable in
both the platforms
f. The CTR rate was around ~1-2% in the email campaigns ran through GMass and the
CTR rate was around ~0.5-1% in the email campaigns which ran through Mailchimp.
Conclusion:
Working on a marketing campaign with Noble house was a great opportunity to learn about various
aspects of Campaign management both back ends and frontends. I learned about the various testing
done in email marketing campaigns which were A/B Testing and Personalisation Testing and
understand the process of creating contents for emails to increase engagement of potential clients and
subscribers, preparing reports of email campaigns and identifying the KPIs and making change
according to those parameters. I also got the opportunity to learn Google analytics and understanding
the reports of the websites. Creating social media video content was one of the task that I enjoyed
doing, I got the opportunity to shoot the video interview of Abhijit Bhadauri, Founder of
AB&Associates.