DIGITAL AND SOCIAL MEDIA MARKETING MGT3004

PROJECT REPORT

Topic : Content Marketing

vitc_vaazhkai
SOCIAL MEDIA PLATFORM : INSTAGRAM & YOUTUBE

TEAM MEMBERS : Saptharishee M - 20MIA1150

Sarveswaran M G - 20MIA1128
Chenchu Aravind V - 20MIA1126
Jai Ganesh S - 20MIA1055
Varun Vaishnav - 20MIA1145
Mahalakshmi . B - 20MIA1169
Introduction:

In the age of digital media and technology, social media platforms have

become essential tools for businesses, individuals, and organizations to connect

with their target audience. The widespread adoption of social media has created

new opportunities for companies and organizations to communicate with their

customers, market their products and services, and engage with their followers. In

this report, we will discuss the digital and social media marketing strategies

implemented by the VITC Vaazhkai community, a Tamil content creation

community where they aim to promote events happening in VIT, provide

information on behalf of academics, Tells about the lifestyle in VIT Chennai and a

lot more fun content to catch people. This report also evaluates the success of

VITC Vaazhkai community.

Background:

The VITC Vaazhkai is a Tamil content creation community that focuses on

creating content related to Tamil culture, traditions, and lifestyle. The community

was formed in 2020 with the aim of supporting Tamil culture and traditions to a

tamil audience.The community provides information , updates about college

,guides freshers to adopt easily , hilarious content interactions , cinematography

reel ,aesthetic college related content and other guidance. The community has a

strong presence on social media platform Instagram and has a community group

for discussion on Whatsapp . However, during the period from January 9th to April
8th, 2023, the community decided to expand its presence on social media by

starting a YouTube channel and creating more engaging content.

Initiatives Implemented to Increase Reach and Interaction:

During the period from January 9th to April 8th, 2023, the VITC Vaazhkai

community implemented several initiatives to increase its reach and interaction

with its followers. The following are the initiatives that were implemented:

[i] Increased social media presence: The community increased its presence

among students and on social media by posting more frequently and engaging with

its followers. We created a story with question answer sessions to help freshers and

sophomores which helped in gaining more followers and better connect. The

community started to actively use its whatsapp group to create , participate in

discussions that are not only related to college but sometimes even entertainment

related discussions which helped to reach a personal connection towards the

community .We also used to post engaging content, and respond to comments and

messages from its followers.

[ii] Digital Media Partnership with Arignar Anna Thamizh Mandram for

PONGAL event

We approached an official Tamizh Club(Arignar Anna Thamizh Mandram) of

VITC for collaboration on digital and social media marketing .We showed our past

work on Christmas events with CULTUREIT (another club of VITC) we got

accepted to work as digital partners for Arignar Anna Thamizh Mandram

.Pongal event is the yearly iconic celebration of Arignar Anna Thamizh Mandram

which is based on the largest demographic population of VITC , collaborating in

this event increased the brand representation . We printed our own vitc_vaahkai

jersey t-shirts and went for shoots to capture the moments of the event ,this helped

people notice the community . The events were captured with a small camera team

and were edited within 4-6 days and posted in collaboration with vit.chennai

official page and Thamizh_Mandram_vitcc- the official page of Arignar Anna

Thamizh Mandram that grew the brand exponentially . The brand gained respect

and got out of the wrong brand perception of the meme page . We posted edited

images capturing the moment , “After the movie” for each event of pongal and

also made one final after movie for pongal .We were also able to make short videos

of the pongal event which reached a wider audience . This event also created a

bond between vitc_vaazhkai and Arignar Anna Thamizh Mandram which led them

to invite us as digital partner for Pre-VIBRANCE event “Tamil Standup by Jagan

Krishnan”.

[iii] Collaborated with influencers: The community collaborated with influencers

to increase its reach and engagement with its followers. The community partnered

with budding and established influencers who had a strong following on social

media platforms such as Instagram. The influencers helped the community reach a

wider audience and attract more followers.We also collaborated with other

community and meme pages of Vellore VIT and Chennai VIT for post ,this helped

both the handles in reaching a wider and newer audience .

[iv] Conducted events and campaigns: The community organized events and

campaigns to increase its reach and engagement with its followers. The community

organized Tamizh Standup by Jagan Krishnan especially for the Tamil audience

,which was a huge success, and campaigns such as the Marathon campaign,

which helped the community attract more followers.

Success of Tamil Standup by Jagan Krishnan:

https://www.instagram.com/p/CozcRZBPV9l/?utm_source=ig_web_copy_link
https://www.instagram.com/reel/CpK8i97M_7Z/?utm_source=ig_web_copy_link

Tamil Standup by Jagan Krishnan was one of the most significant

accomplishments of the VITC Vaazhkai community during the period from

January 9th to April 8th, 2023. Tamil Stand Up comedy was event that was held in

VIT Chennai as a part of pre VIBRANCE event by Arignar Anna Thamizh

Mandram and Comedy Club we were called upon to digital media campaigning for

the event by Thamizh Mandram .The event was not on pre-VIBRANCE plan , It

was added at the final moment for tamil audience of the college ,so there was no

time left for anyone to do physical marketing because the event was around the

corner .The event campaign followed mystery marketing method by posting the

time of revel and saying something special is coming up . This created a buzz

around the community , many started discussing the possibilities which created a

hype for the event.The artist was revealed after 24 hrs of the post which was

spoked widely . The event was a huge success, and tickets were sold out in less

than 12 hours of release with only social media marketing. The digital marketing
campaign was very successful, which helped the community to reach a wider

audience. The community used social media platforms such as Instagram, Twitter,

and Facebook to promote the event and engage with its followers. The community

also collaborated with influencers to promote the event and increase its reach.

Collaborations and Cinematic Shoots with VIBRANCE SPORTS:

https://youtu.be/pD5beN3vIkU
https://youtu.be/kLOZDYIMmgk

The VITC Vaazhkai community collaborated with VIBRANCE SPORTS for

a cinematic shoot. The video showcased the essence of marathon, and it was posted

on the community's YouTube channel. The video was shot in a cinematic style and

featured some of the best marathon runners in Tamil Nadu. The video helped the

community attract more followers and engage with its existing followers. The

community also collaborated with VIBRANCE SPORTS for a voice-over

marathon video. The video was posted on the community's YouTube channel

Voice over marathon video:

https://www.instagram.com/reel/CpPiACyA9Hg/?utm_source=ig_web_copy_link

In addition to the cinematic shoot, the community also produced a

voice-over marathon video. This video showcased the journey of a marathon

runner and the mental and physical challenges they face during the race. The video

was designed to inspire and motivate viewers to take up running as a form of

exercise and to encourage them to participate in marathons.

 The voice-over marathon video was shared on the community's social media

platforms, including their YouTube channel and Instagram page. The video

received a lot of positive feedback from viewers and helped to increase

engagement and reach on the community's social media platforms.

[v] YouTube Channel and Content:

https://www.youtube.com/@vitcvaazhkai

As part of its digital marketing strategy, VITC Vaazhkai launched a YouTube

channel during this period. The goal of the channel was to provide its followers

with access to high-quality video content that would help them to learn more about

the community and its activities.

The community posted a variety of content on its YouTube channel,

including videos of events and campaigns, interviews with members of the

community, and vlogs. One video, in particular, received a lot of attention from

viewers and reached 18K+ views.

The success of the YouTube channel encouraged the community to produce

more content and to continue to grow its subscriber base. The community is

planning to create more content in the future, with a focus on producing

high-quality videos that showcase the community's values and activities.

[vi]Content Reels:
In addition to its YouTube channel, VITC Vaazhkai also created content reels

during this period. Content reels are short, engaging videos that are designed to

increase engagement and reach on social media platforms.The community created

several content reels during this period, which was intended to be hilarious and

relatable by the students . The reels were shared on the community's social media

platform Instagram and received positive feedback from viewers.

The success of the content reels encouraged the community to create more reels in

the future, with a focus on creating engaging content.

1.https://www.instagram.com/reel/Co3h1Ujt_S-/?utm_source=ig_web_copy_link

2.https://www.instagram.com/reel/CqRjnpXsHgI/?utm_source=ig_web_copy_link

3.https://www.instagram.com/reel/CqWpNB9jK_R/?utm_source=ig_web_copy_lin

Results:

Between January 9th to April 8th, 2023, vitc_vaazhkai reached +378%

more accounts compared to oct11-jan8(previous 90 days).In numbers it reached

376K accounts , and engaged with 48.5K accounts which is +503% increase .The

total followers reached to 2585 which is +56.6 % increase in followers .

The top reel reached 220561 views (as of 10/04/2023) which was posted on Jan 29

2023, It reached 216,449 non-followers and it was shared 16,163 times .It was

saved by 1318 accounts .

 Top Post reached 9,089 accounts out of which 7,058 are non - followers and

it received 557 likes .The other top posts based on likes(818 likes-230 shares-11

comments-26 saves) include a post that hilariously compared the Sintex tank with

Vellore VIT . Another post that received a huge welcome was the post of Pongal

event images (764 likes-28 shares-7 saves). Any community needs equal male

female representation for better reach and smooth functioning. Unfortunately the

page has more male followers than female followers this might be due to

community members majorly being male so we recruited female community

members specifically , and also the cinematographic reel content appears to boost

the female ratio . Male female ratio of followers grew to 79.3%:20.6% from

female percentage being just 17.6% in the last 90 days .

Below are the Snapshots of stats from Vitc_Vaazhkai instagram page:

The above image shows the number of people visiting the page in the time period

between March 10th to April 8th which is a month.

In the last three months which was a great peak time for content creation because

of vibrance there was about 1234 followers gained but also loosed 300 followers.
Our page targeted the people around 18 to 25 and it achieved its target by grabbing

77.4% attention from people in the age of 18-25.

Conclusion:

The observation so far gave us clear understanding of time management in

Social Media management in case of vitc_vaazhkai the reels on point with right

time has reached well to several accounts and it it is shared but if the post is

delayed it has faced it reached only its followers not the non-followers .Reaching

non followers is essential for conversion .

We also understood that reel contents help us reach more audiences due to

short video trends worldwide and social media boosting our content in case of

short video .We also realized original reel contents are the future which

vitc_vaazhkai should work on because of this trend .

The community's successful Tamil Stand Up event, collaboration with

VIBRANCE SPORTS, launch of its YouTube channel, and creation of content

reels all helped to increase engagement and reach on social media platforms. These

initiatives also helped to showcase the community's values and activities and

encouraged more people to get involved with the community.

Moving forward, VITC Vaazhkai plans to continue to implement digital and

social marketing strategies that help to increase engagement and reach on social

media platforms. The community plans to create more content, collaborate with
influencers, and conduct more events and campaigns that showcase its values and

activities.

Overall, the journey of VITC_Vaazhkai's digital and social marketing

strategies during this period was a successful one, and the community looks

forward to continuing to grow and engage with its followers in the future.