Strategic social marketing campaign for consumer engagement: analyzing ACI Limited’s branding initiatives taken beyond CSR

Abstract

The purpose of this internship report is to discuss how ACI Limited is a leading conglomerate in Bangladesh that applies strategic social marketing campaigns to engage consumers and become its loyal brand, shifting beyond the traditional lines of Corporate Social Responsibility (CSR). Unlike CSR, which typically manifests through charitable or compliance-based actions, the ACI works with social problems to solve these and at a time increase brand reputation and value. In aiming to influence consumer behaviour and sustain its market position, the company would undertake initiatives to improve population health, promote hygiene education, and adopt sustainable farming practices. The internship at the Consumer Brands Division of ACI provided a valuable learning opportunity where we can learn how social marketing programs can effectively appeal to consumer emotions and foster brand credibility.Through its brand talk that developed with social issues, ACI has generated social and economic values by promoting its corporate image and by resolving social issues that can sustain the society at a structural level. These efforts have reinforced the image of the group as an organisation with a cause in the cut-throat FMCG business. The study looks into how successful social marketing is in influencing behaviour and performance of both consumers and companies, based on real campaign metrics, company reps, and secondary research. The results are that, overall, integrated campaigns have better results about consumer connecting and brand value over time than stand-alone CSR campaigns. The current study contributes to understanding how socially embedded marketing types could be used as a real game in achieving a social impact and sustainable business development.