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 g§emoYH$ ISSN No. 2394-5990

27. Contribution of Bal Gangadhar Tilak to Nation Building

- Dr. Kamble Abhitodhan Baburao -------------------------------------------- 129

28. Parvatibai Athavale : A Trendsetter For Windows in Modern India

- Dr. Madhumita Bandyopadhyay --------------------------------------------- 134

29. Dr. B.R. Ambedkar and Relevance of his Ideas of Modern Indian Nationalism

- Dr. Krishna S. Gaikwad ------------------------------------------------------- 139

30. Raja Ram Mohan Roy: Educational Reforms and Modern Indian society

- Dr.Dhananjay B.Wankhade> --------------------------------------------------- 143

31. Manmohan Singh: The Visionary behind India’s Economic Reforms

- Ms. Malti Singh --------------------------------------------------------------- 148

32. Application of AIDA Model in influencing Reel-Life Marketing :

A Case Study Approach

- Ms. Dharti Narwani -------------------------------------------------------- 153

33. Ensuring sustainability through Rethinking approach to Environmental

Ethics in view of Ancient Indian Wisdom

- Dr. Savita Rakesh Punjabi --------------------------------------------------- 158

34. Documenting Caste Digitally: Generating Postcolonial Critical Literacy

through Graphic Art on Social Media

- Rutuja Pradhan ------------------------------------------------------------------- 163

35. Greener India: Redefining Eco Literacy through Green Narratives within NEP2020

- Dr. N. Nagjothi ---------------------------------------------------------------- 169

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 g§emoYH$ ISSN No. 2394-5990

Application of AIDA Model in influencing Reel-Life

Marketing : A Case Study Approach

Ms. Dharti Narwani

H. R. College of Commerce and Economics,
HSNC University
9769073469 – [email protected]

Abstract : Introduction :
The AIDA model (Attention, Interest, Desire, In today’s digital age, The AIDA model,
Action) has remained a fundamental tool for remains a fundamental tool for comprehending
comprehending consumer behavior and creating consumer behavior. As per the State of Video
effective marketing strategies. This research Marketing Survey 2022, Statistics reveal that
paper presents an extensive and expert analysis 92% of marketers consider video marketing an
of the AIDA model’s application in reel-based essential part of their strategy, underscoring its
marketing campaigns. With social media, significance in modern marketing campaigns.
storytelling has taken on new forms, such as It also shows that 86% of marketers believe
Instagram Reels, which offer short, visually video marketing significantly impacts lead
engaging narratives. The study investigates how generation, while 81% said it positively affects
this new form of video marketing utilizes the sales.Video content like Reels continues to be
principles of AIDA to capture and maintain the popular among consumers, with many users
attention of today’s consumers, who are willing to watch it. Statista’s 2022 report shows
bombarded with information in the digital age. that 91% of users are happy consuming video
It delves into the techniques used to spark content.
viewers’ interest, ignite their desire for products Videois one of the most popular format
or services, and ultimately drive them to take marketers use in their content strategy. As per
action, such as purchasing, subscribing, or the HubSpot State of Marketing Report 2021,
engaging further with the brand.The researcher video was the number one format used by
examines real-life case st udiesthat have marketers in their content strategy. According to
transformed reel-based marketing into an a report by Wyzowl in 2020, 87% of video
essential tool for businesses in various sectors. marketers reported that video has increased
The findings highlight the model’s adaptability traffic to their websites. Furthermore, 80% of
in an era where captivating audiences through video marketers claimed that video has directly
reels is trending. This research shall be valuable increased sales.
resource for marketers, academics, and industry Reel marketing has also proven essential to
pro fessionals seeking t o enhance their lead generation and sales, with most marketers
understanding of the AIDA model’s role in reporting a positive impact on both. The AIDA
modern marketing and its applications in the model continues to be a fundamental tool for
dynamic realm of video marketing campaigns. understanding consumer behavior, and video
Keywords: Instagram, Reels, Digital media, marketing has proven to be an effective way to
New-age advertising, AIDA Model. implement its principles.
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Objectives : grabbing elements. In Reel-based Marketing,
 Investigate the AIDA model’s relevance in businesses should use captivating visuals,
modern marketing. engaging hooks, and creative thumbnails for their
 Analyze real-world reel-based marketing reels to capture viewers’ attention.
case studies. The second stage, Interest, entails generating
 Explore the impact of technology on AIDA interest in the product or service by highlighting
in reel-based marketing. its unique features, benefits, or value proposition.
 Identify ethical considerations in reel- Businesses wanting to promote via reels should
based marketing. also maintain viewer interest by creating a
 Provide practical recommendations for narrative or storyline, providing valuable
AIDA-based strategies in reel-based information, entertainment, or education, and
marketing. tailoring content to the target audience’s interests.
The third stage, Desire, is about creating a
Literature Review :
yearning for the product or service by addressing
The AIDA model is a foundational framework the audience’s emotional needs and wants. This
enabling businesses to develop effective can be acco mplished by highlight ing the
marketing tactics. AIDA represents Attention, product’s benefits and how it can enhance the
Interest, Desire, and Action, outlining the four customer’s life. For marketing through reels, To
stages of consumer’s decision-making process. build desire for their offering, businesses should
Reel-based marketing is a highly effective way showcase products or experiences to highlight
to reach and engage audiences, but it requires a their benefits and value, including customer
strategic approach grounded in the AIDA model. testimonials or reviews, and create a sense of
The initial stage, Attention, necessitates urgency with limited-time promotions or
seizing the audience’s attention and introducing exclusive deals.
the product or service. One of the ways it can be In the final stage, Action, the audience is
accomplished is through compelling headlines, motivated to take action, such as purchasing,
visually striking imagery, or other attention-

Fig 1.1 - AIDA Model and Action of Customer and Business in Virtual World (source : https://
blog.hubspot.com/hs-fs/hubfs/aida-template.png?width=2242&height=894&name=aida-
template.png )
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 g§emoYH$ ISSN No. 2394-5990

subscribing to a service, or engaging with the Implementation of AIDA Model by Incredible

brand. The act ivit y can be achieved by India :
providing precise and concise calls to action,
1. Att ention - Captivating Visuals -
making it easy for the audience to take the
“Incredible India” strategically posted reels
desired action. To motivate viewers to take
featuring some of India’s most iconic and
action, businesses should clearly state the
mesmerizing sights. The videos included
desired action, use interactive elements, and
snapshots of the renowned Lalbaug Raja
encourage viewers to participate in contests.
festival in Mumbai, with one reel amassing
By continuously monitoring met rics like
50,000+ views in less than 4 hours.
views, click-through rates, and conversion
Another reel showcasing a towering 58-
rates, businesses can refine their reel-based
foot Lord Shiva idol in Kerala garnered a
marketing strategy to optimize each stage of
staggering 1.8 million views. These visuals
t he AI DA mo del. Wit h a co nfident and
immediately captured the viewers’
strategic approach, companies can maximize
attention and sparked curiosity.
the potential of reel-based marketing to reach
2. Interest – Storytelling - Each video took
and engage their target audience, achieve their
viewers on a virtual journey through India’s
marketing objectives, and ultimately drive
rich tapest ry o f experiences. They
growth and success.
highlighted captivating events like the
Research Methodology : Kerala Boat Races, the cultural
The current study examines two real-life case significance of Varanasi’s Lassi, and even
studies, industry trends, and technological videos of Prime Minister Narendra Modi
advancements to demonstrate how video extending a warm welcome to travelers.
marketing has become a crucial tool for 3. Desire - Showcasing Value - “Incredible India”
businesses across various sectors. Research showcased the intrinsic value of a trip to
shows that including video on a landing page India. The reels featured testimonials from
can increase conversions by up to 80%. By travelers who shared their life-changing
staying up-to-date with the latest video marketing experiences in the country. This approach
trends and technologies, businesses can effectively nurtured the desire to explore
maximize the potential of their campaigns and India further.
capture the attention of today’s consumers. 4. Action - Clear CTA - After each reel, a clear
call to action was presented. Viewers were
Case Study I: Leveraging the AIDA Model in prompted to visit the company’s website,
‘Incredible India’ Reel-Based Marketing where they could explore a wide range of
“Incredible India,” a prominent tourism travel destinations and start planning their
company based in India, embarked on a mission Incredible India adventure.
to transform its marketing strategy using the Results:
AIDA model to promote India as a premier travel
destination. With a massive Instagram following The application of the AIDA model in
of 660K, over 4635 posts, and 1570+ reels (as “Incredible India’s” reel-based marketing
of September 2023), the company aimed to campaigns yielded remarkable results:
attract international travelers and boost domestic - Attention: The reels garnered millions of
tourism by creating compelling reel-based views, greatly enhancing brand visibility
marketing campaigns. and recognition.

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- Interest: High engagement rates and a surge - Attention: Nike’s reels gained millions of
in viewer comments indicated a heightened views, enhancing brand visibility and
interest in Indian tourism recognition across digital platforms.
- Desire: Testimonials and user-generated - Interest: High engagement rat es
content highlighted an increasing desire demonstrated a significant interest in
among viewers to experience India’s Nike’s products and storytelling.
culture and attractions - Desire: The aspirational branding led to a
- Action: The company witnessed a stronger emotional connection between
significant surge in website traffic, tour viewers and the Nike brand, translating
bookings, and inquiries, signifying into a desire to own Nike products.
successful conversion from desire to action. - Action: Nike witnessed a substantial
Case Study II: AIDA Model Implementation increase in online sales and foot traffic at
in Nike’s Reel-Based Marketing their stores, with limited-edition releases
selling out rapidly.
Nike, a global leader in athletic footwear and Nike effectively captured attention, generated
apparel with 305M followers (as of September interest, fueled desire, and prompted action
2023), sought to harness the power of reel-based among its target audience. This case study
marketing by implementing the AIDA model to underscores the effectiveness of the AIDA model
engage its audience. in enhancing brand engagement and driving sales
Implementation of AIDA: for prominent companies in the digital age.
1. Attention - Inspirational Visuals - Nike Findings and Suggestions:
produced captivating reels featuring
inspirational visuals of athletes achieving Implementing the AIDA model in reel-based
remarkable feats. marketing has demonstrated its effectiveness for
2. Interest - Storytelling and Innovation - “Incredible India” and Nike, highlighting its
Reels showcased innovative technologies po tent ial for applicat ion acro ss diverse
like Nike’s self-lacing shoes, generating industries. A few key learnings include -
interest and curiosity among tech-savvy Investing in advanced data analytics tools can
consumers. provide deeper insights into viewer behavior and
3. Desire - Aspirational Branding - Nike used preferences. Metrics such as viewer retention,
reels to portray t he Nike lifestyle, click-through rates, and demographic data can
emphasizing that wearing Nike isn’t just be analyzed to refine targeting and content
about the products but about embodying a strategies. Developing a content calendar to
winning attitude and embracing an active ensure a consistent posting schedule, cultivating
lifestyle. an online community aro und the brand,
4. Action - Clear CTA and Limited Editions encouraging discussions, responding to
- At the end of each reel, Nike presented a comments, and fostering a sense of belonging
clear call to action, directing viewers to among the audience can also prove beneficial.
visit their website or the nearest Nike store. Conclusion :
Results: The success of “Incredible India”
The AIDA model implementation in Nike’s demonstrates the model’s ability to foster a desire
reel-based marketing campaigns yielded to explore new destinations. By strategically
impressive results: applying AIDA in their reel-based campaigns,

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“Incredible India” successfully converted viewer model. International Journal of Electronic

attention into a strong desire to experience the Commerce, 7(3), 101–134.
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in reel-based marketing has emerged as a DOI: 10.21511/ppm.16(4).2018.24.,
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