Case Study Conclusion

By Xuanling Li

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In the above online advertising campaigns, we examined their strengths and weaknesses. The most common is how the duration of each campaign is short but the content is rich. They all focus on appealing to its target audiences that they all have a well-structured narrative and touch on complex emotions that present a call-to-action. Secondly, producers creatively used and applied multimedia elements (text, audio, still/moving images, video) into the individual campaigns in order to attract audiences’ attentions. Thirdly, social networking sites offer great opportunities for advertisers to promote brands, businesses, or products so as to help advertisers to effectively reach their target audiences and interact with each other. Finally, the contents are all entertaining, touching and relatable to the audience, which encouraged them to share and post the videos on their personal social networking sites. As a result, audiences’ responses and engagements contribute to the virality of the campaigns and sparked conversations online, making them successful.