The media resources that were needed for this project were the banner or display ads in Facebook, related content ad, social media ads and also contextual ads. There was a combination of these ads used. Primarily the main resource requirement for this ad campaign was the social media and the digital media tools. The video overlay ads were made by the consumers themselves for this ad campaign. It had sought out the consumer interaction and basically given the audience more autonomy.
The action plan was clearly developed during the initial phase of the campaign. The company would have initially required the search marketing or Search engine optimization resources. This is for the consumers to identify and find out about the campaign online. The Paid per click is another resources that would have been needed by the campaign. The online PR tools that has been done were the media alerting, community participation and improving the persona of the brand. The social media marketing of the brand is the audience participation, management of the social media presence of the brand and creation of a viral campaign online. It would have also needed interactive site specific ads base don behavioural targeting and also offline communication. The company had also depended on the word of mouth intangible resource of the consumers to build on the brand. The company would have created an integrated approach and used a combination of online and offline resources to reach out to the consumers.