Case Study & Practical Application in Advertising

TAKEAWAYS:

• Case studies reveal how brands solve problems (e.g., Kid’s Palace’s positioning) by analyzing SWOT, target audiences, and media choices.
• Practical applications bridge theory (e.g., AIDA model) to real campaigns (e.g., Khalti’s UPI push via influencers).
• Ethical considerations (e.g., PACT principles) are tested via case scenarios (e.g., misleading claims in NTC ads).
• Visual storytelling (e.g., Daraz’s animated ads) and data-driven decisions (e.g., NEPSE’s investor reports) are key to scoring full marks.
• Media planning in cases (e.g., Pathao’s OOH vs. digital) shows how budgets and schedules impact reach.
• Creative testing (e.g., A/B split tests in eSewa’s email campaigns) proves ads must align with consumer psychology.

What Is a Case Study in Advertising?

A case study is a detailed analysis of a real or hypothetical advertising campaign, dissecting its strategy, execution, challenges, and outcomes. Unlike theoretical models, case studies show how concepts like AIDA, PACT, or media planning work in practice. For example:

• Ncell’s "Jindagi Ko Digital Banau" campaign used emotional appeals (fear of missing out) to boost 4G adoption.
• Daraz’s "Double 11" ads leveraged scarcity (limited-time discounts) and social proof (user reviews).
• Kid’s Palace’s playroom expansion (from the exam question) required repositioning from a generic kids’ café to a premium "learning through play" brand.

Why Study Cases?

graph TD
    A["Theory"] -->|"e.g., AIDA Model"| B["Case Study"]
    B --> C["Real-World Application"]
    C --> D["Problem-Solving Skills"]
    C --> E["Ethical Judgment"]
    C --> F["Exam Questions"]

Cases teach you to:

1. Diagnose a brand’s situation (e.g., low footfall at Kid’s Palace → need for differentiation).
2. Design solutions (e.g., partnering with schools for "Parent-Child Activity Days").
3. Evaluate success (e.g., Did the ad increase bookings? Use ROI metrics).

How to Analyze a Case Study (Step-by-Step)

Use this framework to structure your answer (critical for TU/PU exams):

Fill this in your exam! SWOT is often tested in case questions.

Real-World Applications: Where Cases Matter

1. Digital Advertising in Nepal

• eSewa’s "Bill Payment" Campaigns Idea Used: Behavioral targeting (ads for electricity bills shown to users who paid last month). How? eSewa’s algorithm tracks user behavior and serves personalized reminders via WhatsApp/Facebook. Exam Link: Discuss how eSewa uses psychographic segmentation (convenience-seeking users) in its media plan.

• Pathao’s "Ride with a Smile" Promotions Idea Used: Scarcity + Social Proof How? Limited-time discounts ("Only 100 rides at Rs. 50!") paired with driver testimonials ("I earned Rs. 20K this week!"). Worked Example:

  Pathao’s case study might ask: "How would you improve their Valentine’s Day ad if user complaints about surge pricing increased?" Your Answer:

  • Creative Fix: Add a disclaimer ("Prices may vary during peak hours") in bold text.
  • Media Fix: Shift 20% budget from Google Ads (high CPC) to influencer partnerships (lower cost, higher trust).
  • Ethical Fix: Highlight driver welfare (e.g., "Fair pay for drivers during promotions").

2. Financial Services: Ncell and NEPSE

• Ncell’s "Tether Me" Campaign Idea Used: Emotional appeal (nostalgia) + Rational benefit (security) How? Ads showed families using Tether to send money during festivals, with a USP: "No bank visits, no queues." Exam Tip: Compare this to NTC’s "Digital Nepal" ads—both use national pride, but Ncell’s focus on convenience is sharper.

• NEPSE’s Investor Communication Idea Used: Data-driven storytelling How? NEPSE’s annual reports use infographics (e.g., stock market trends) to simplify complex data for retail investors. Visual:

  pie
      title NEPSE Investor Trust Drivers (2023)
      "Transparency" : 35
      "Ease of Trading" : 30
      "Market Stability" : 25
      "Digital Platform" : 10

  Exams may ask: "How would you improve NEPSE’s investor ads if trust in stock markets declined?" Your Answer:

  • Add case studies: Feature real investor success stories (e.g., "How a teacher turned Rs. 50K into Rs. 2L in 5 years").
  • Use micro-influencers: Partner with finance YouTubers (e.g., "Invest with Anil" channels) for credibility.

Practical Application: Crafting a Case Study Answer

sequenceDiagram
    participant Youth as Target Audience
    participant Bank as Local Bank
    participant Influencer as Finance YouTuber
    Bank->>Youth: Generic 'Save for Future' Ad (Low Engagement)
    Influencer->>Youth: Interactive Challenge ('Save Rs. 1000 in 30 Days')
    Youth->>Bank: Increased Account Openings (25% Rise)
    Bank->>Influencer: Partnership for Credibility

Example Question (TU-style)

"Analyze the following case: A local bank in Pokhara wants to increase savings account openings among youth (18–25). The current campaign uses generic ‘Save for Your Future’ ads with low engagement. Propose a new strategy using advertising principles."

Step-by-Step Answer Framework

1. Diagnose the Problem:

   • Low engagement → Ads are too generic (no emotional hook).
   • Youth audience → Prefers digital, interactive, and aspirational content.

2. SWOT Analysis:

   Strengths	Weaknesses
   Strong ATMs/branches	Outdated ad creatives
   Opportunities	Threats
   TikTok/Reels trends	Competitors (NMB, Global IME)

3. Target Audience:

   • Psychographics: Risk-takers, tech-savvy, value social recognition.
   • Behavior: Uses WhatsApp, Instagram Stories, and gaming apps.

4. Creative Strategy:

   • Message: "Your Future Starts Now—But Will You Wait?" (FOMO + urgency).
   • Appeal: Emotional (fear of missing out) + Rational (compound interest calculator).
   • USP: "Open an account, get Rs. 1,000 + entry into a gaming tournament."

5. Media Plan:

   • Primary: TikTok/Reels (short videos of students "winning" from savings).
   • Secondary: Influencer collabs (e.g., Pokhara-based gamers promoting the bank).
   • Budget Allocation:

     Channel	Budget (%)	KPI
     TikTok Ads	40	15% click-through rate
     Influencers	30	500+ new accounts/month
     OOH (near IT parks)	20	Brand recall surveys
     PR (campus events)	10	Student ambassadors program

6. Ethical Considerations (PACT):

   • Product: No misleading claims (e.g., "Guaranteed returns").
   • Audience: Avoid stereotypes (e.g., "Only smart students save").
   • Competitors: Differentiate (e.g., highlight lower fees vs. NMB).
   • Target: Ensure ads are not deceptive (e.g., "Rs. 1,000 bonus" must be clearly stated as a limited-time offer).

7. Evaluation Metrics:

   • Primary: New savings accounts opened (target: 20% increase).
   • Secondary: Social media engagement (likes/shares), NPS (Net Promoter Score).

Common Mistakes in Case Studies (Avoid These!)

1. Ignoring the Brief: Don’t propose a global campaign for a local bank—stick to Pokhara’s context.
2. Overlooking Ethics: Always check for PACT violations (e.g., "Get rich quick" claims).
3. Vague Recommendations: Instead of "Use social media," specify:
   • Platform: TikTok (not Facebook).
   • Content: 15-second duets with customers.
   • Frequency: 3 ads/week during peak hours (7–9 PM).
4. No Data: Exams love quantifiable answers. Example:
   • ❌ "Increase digital ads."
   • ✅ "Allocate 40% budget to TikTok Ads, targeting users who engage with finance memes, with a CTR goal of 12% (higher than the industry average of 8%)."

Exam Tip: How to Score Full Marks

1. Structure is Key:

   • Use headings (Situation Analysis, SWOT, etc.)—examiners reward clarity.
   • Bullet points for media plans/budgets (easier to read).

2. Link to Theory:

   • Every recommendation must tie to a concept (e.g., "This aligns with the AIDA model’s ‘Action’ stage by including a clear CTA: ‘Open now’").

3. Use Real Examples:

   • Compare your answer to Nepali brands (e.g., "Like Daraz’s ‘Double 11’ ads, we’ll use scarcity to drive urgency").

4. Visuals Help:

   • Draw a simple flowchart for media scheduling or a pie chart for budget allocation (if allowed).

5. Anticipate Follow-Ups:

   • If the case mentions low ROI, your answer should include:
     • Diagnosis: "The current ads lack a strong USP."
     • Fix: "Introduce a referral program (e.g., ‘Refer 3 friends, get Rs. 500’)."

Worked Example: NTC’s "Digital Nepal" Campaign

Case: NTC wants to increase broadband subscriptions but faces low trust due to past service issues.

Exam Answer Snippet:

*"NTC should adopt a two-phase approach:

1. Rebuild trust via documentary-style ads featuring engineers explaining fiber installation (rational appeal).
2. Engage youth with Twitch drops (e.g., ‘Subscribe to NTC Fiber, get a free gaming mouse’). This mirrors Khalti’s influencer strategy, where trust was built through real-user stories before pushing UPI adoption."

Final Checklist for Case Study Answers

• Diagnosed the core problem (e.g., low engagement, wrong audience).
• Used SWOT (even if not asked, it’s implied).
• Linked to 2–3 advertising theories (AIDA, PACT, segmentation).
• Proposed a media mix (not just "use social media").
• Included budgets/KPIs (e.g., "Rs. 500K for TikTok, targeting 10K new users").
• Addressed ethics (PACT or cultural sensitivity).
• Compared to a real brand (e.g., "Like Pathao’s surge pricing ads...").