Strategic Brand Engagement Through Youth-Centric Campaigns: A Study at Viral Fission

Abstract

A detailed account of my experiential learning during the internship at Viral Fission, an elite youth community platform which brings brands to Gen Z consumers, is available in the internship report "Strategic Brand Engagement Through Youth-Centric Campaigns: A Study at Viral Fission." I completed this internship as a requirement for my MBA program at Atlas SkillTech University in order to obtain practical experience in youth engagement tactics, campaign execution, and brand marketing. Throughout my internship, I actively participated in the conception, development, and implementation of both digital and physical campaigns for leading companies, including Rapido, McDonald's, Dominos, Flipkart, and Elle 18. Pitch deck development, campaign deliverable management, student ambassador coordination, quality assurance of content, and real-time fixing of problems in execution were some of my responsibilities. I also worked very closely with the Community team on communications for campaigns and student ambassador hiring. I gained a good understanding of youth behavior, influencer marketing, and contentbased engagement working at Viral Fission. I also implemented theoretical marketing principles into applied brand strategies. I enhanced my communication, project management, and creative thinking skills as a consequence of this exposure. Apart from discussing how youth-led campaigns have impacted brand perception and engagement, this report encapsulates the significant lessons, challenges, and selfgrowth that I faced during my internship. To show how this internship helped bridge the gap between theoretical learning in college and practical marketing application, the summary provides an overview of the in-depth chapters that are presented.