International viral marketing campaign planning and evaluation

Abstract

Objective of the Study

The objective of this study was to explore international viral marketing campaign (IVMC) planning and evaluation in order to help marketers develop better campaigns. The motivation for the study came primarily from a research gap in existing literature. This thesis set out to answer three research questions that deal with campaign planning, localization and evaluation.

Research Method

This thesis represents a qualitative single-case study. Semi-structured theme interviews were used for data collection. Five Nokia employees were interviewed for the study; all of whom work directly with viral marketing campaign planning and evaluation at the corporate headquarters in Espoo, Finland. Data collection and analysis were developed around the previously mentioned three themes and the study's theoretical framework.

Findings

The main findings of this thesis suggest that to ensure maximum persuasiveness and impact, companies creating IVMCs should: understand the character of viral marketing; set solid objectives for campaigns; promote them in owned, earned and bough media; and ensure that it integrates well with other marketing activities. According to the interviewees, viral marketing campaigns appear to work well in most markets where consumers have a way of accessing them, however, a single, global campaign may not work well across markets. The main challenge related to the localization process appears to be a lack of communication and cooperation between the head office and local country organizations. For measurement and evaluation, the use of a combination of metrics was recommended, with efficiency and effectiveness as two key points of evaluation. The study's most valuable contribution to marketers is that it provides a comprehensive roadmap for planning and evaluating viral marketing campaigns.