CRITICALLY EXAMINE GAJARIA’S INFLUENCER MARKETING STRATEGY

Marketing Goal:

The marketing goal of BJP revolve around:(1) Their development agenda and (2) uncovering scams
and mismanagement by the INC-NCP coalition government. In order to achieve it Gajaria created a
marketing program to create WOM using whatsapp. The strategy that he want to use was influencer
marketing strategy. So, Gajaria created three teams- Internal party workers, External creative partners,
and external volunteers.
INTERNAL PARTY WORKSERS: There were three sub-divisons which are as follows-

(a) Strategy team- the core social media team consists of one convener and five co-converners
worked with 55 district social media heads to form 288 constituency social media centers.
The core social media team was partially responsible for content creation and solely
responsible for management of official whatsapp, facebook, twitter, you-tube accounts and
overall smooth functioning of digital campaigns.
(b) Content development team- Five regional content creation teams that comprised of two
people were formed. Each team worked with local external partners to produce campaign
material. The responsibility of this team is to create compelling content that would appeal to
voters in their respective regions.
(c) Campaign execution and monitoring team- Every social media center had a center head
and 10 active party workers. Center heads job was to forward campaign inputs to active party
workers and ensure that it was further rolled out as planned. Active party workers job was to
recruit 10 content carriers each. Content workers were volunteers who could influence social
circle. Thus, a team of 100 external influencers was created in every constituency.

EXTERNAL CREATIVE PARTNERS- Multiple creative partners for designing, copywriting, and rich
social media production were recruited at regional levels. They were selected not only their assessed
creative abilities but also assessed alignment of core values with BJP’s.
EXTERNAL VOLUNTEERS- There are 288 constituencies and every constituency had about 100
volunteers. Every volunteer was committed to further reach out to 100 people in his/her social and
professional circle to spread the party’s message.
NOTE: One campaign input across 288 constituencies was circulated 5,760,00 times directly (viral
marketing) and indirectly (WOM creation).

ANALYSIS:

1) They were lacking in giving incentive or rewards to the external volunteers. They were exhausting
there marketing budget which was 1 .8 million and also exceeding on their expenses which was 1
billion. Their was no motivation for the volunteers and their social contacts to work for expect their
loyalty towards BJP.

2) The strategy was well structured and everyone responsibilities were well defined.

3) Effective but time consuming

4) They need to work more on their feedback system.