Question 1

Jul 16, 2019, Singapore - Popular social network TikTok is teaming up for the first time with Samsung to launch #slideandswivel, a dance challenge that celebrates positive expression and creativity in culturally diverse Singapore.

The Samsung GALAXY A80 smartphone features a camera that slides up and swivels when you take selfies. TikTok wants you submit videos of your best dance moves incorporating slides and swivels for a chance to win a Samsung GALAXY A80.

TikTok itself revolves around sharing 15-second videoclips, which are usually set to music often licensed from artists and record labels. The app is fast-paced and chaotic, combining elements of Spotify, Snapchat, Vine, and Twitch into a single social network.

Providing easy-to-use video capturing and editing tools that perfectly complement the new Galaxy A80's rotating camera function, TikTok supports the creation of a wide array of content reflecting diversity in Singapore.

Influential Singapore creators - Benzo, Pei Shi and Aden - have been engaged to create demo videos featuring the slide and swivel choreography that participants can learn to produce their own 15-second videos. The activity is designed to appeal to the younger generation of movers and shakers.

Adapted from Irone Kim, #SlideandSwivel Challenge: Show your Original Dance Moves on TikTok and win a Samsung Galaxy A80 plus exclusive BLACKPINK merchandise; Vincenz, Samsung and TikTok team up for a dance challenge in Singapore; and Louise Matsakis, A Beginner's Guide to TikTok Retrieved from https://alvinology.com/2019/07/16/slideandswivel-challenge-show-your-original- dance-moves-on-tiktok-and-win-a-samsung-galaxy-a80-plus-exclusive-blackpink- merchandise/ ; https://www.gadgetmatch.com/samsung-and-tiktok-slide-swivel- challenge-singapore/ ; and https://www.wired.com/story/how-to-use-tik-tok/

(a) Using the 4 Rs of Social Media Crisis Management implementation (Readiness, Radar, Response, Recover), draft a crisis management plan for the #SlideandSwivel Challenge. (20m)

(b)Propose how Samsung can evaluate the performance of its digital marketing campaign in the case study: identify key objective(s) of the campaign and the outcome of those objectives, and discussthree (3)key performance indicators that Samsung can use to assess the success of the campaign. NOTE: Since this question asks you to evaluate the digital marketing campaign, you should discuss KPIs specific to evaluating social and digital media. "Increase sales of mobile phones" will be inadequate. (18m)

(c)Appraise the benefits and also potential risks of engaging influencers Benzo, Pei Shi and Aden (as mentioned in the case) to promote the campaign. (12m)