Carousell Singapore

Carousell launched a sustainability campaign titled "Choose Secondhand" to encourage consumers in Singapore to reduce waste by buying and selling secondhand items. The campaign features video ads that show tonnes of clothing along with the texts "1.1 Sale", "2.2 Sale", "3.3 Sale" and so on, followed by a short clip of people buying secondhand items with the caption "Be part of the solution". Carousell collaborated with agency Bread Butter Bacon for the campaign and the ads are currently running on Facebook and TikTok, as well as through DOOH at various bus stops in Singapore that attract high footfall.

Carousell's Ad:https://youtu.be/BR3xU787trE

You will still need to do some external research on the brands to supplement your understanding. You may use the brands' existing creatives (eg. ad taglines, hashtags, slogans) that you may find in your research, but you should adapt it to your own. A mere summary report on what the brand has done is NOT enough for this assignment.

Question 1 Evaluate your chosen brand's use of social media and propose to strengthen its online presence. Examine how a brand uses its social media channels. You should use the two main functionalities, Communication and Relationships (refer to Study Unit 2) to execute this analysis. Answer according to the above campaign and also how Facebook and Tiktok can complement carousell in terms of the functionalities. (25 marks)

Two main Functionalities: Communication - ways and the extent to which users communicate with each other via the social channels

In communication we have: Richness, frequency, synchronicity and sharing

Relationships - the ways and extent users are able to establish and build their social identity and relationships with other users via the social platforms

In relationships we have: Self-presentation, relationship structure, reputation and social groups.