📘 Analyst’s Guide: Evaluating Campaigns for South Asian Gen Z Brands
Use Case: Campaign Post-Mortem & Performance Review
Focus: South Asian Gen Z Women | Digital-First Brands | Community-Led Growth
🧭 Section 1: Context & Campaign Overview
Why it matters:
Campaigns targeting South Asian Gen Z women thrive at the intersection of identity, empowerment, and digital culture. Analysts must measure more than reach — they must capture resonance.
Snapshot Example – Campaign Name: Boss Beti Energy
- Campaign Objective: Inspire South Asian women to build their personal brands
- Duration: 3 weeks
- Primary Channels: Instagram, TikTok, LinkedIn
- Lead Magnet: Free Notion template (Brown Girl Branding Toolkit)
📊 Section 2: Defining Success – Metrics That Matter
Use a 3-layer measurement model for this demographic:
| Layer | Focus | Example Metrics |
|---|---|---|
| Awareness | Visibility + sentiment | Impressions, shares, saves, reach by diaspora region |
| Engagement | Participation + relatability | Hashtag uses, DMs, poll responses, UGC posts |
| Conversion | Action taken | Downloads, email signups, community joins, link clicks |
Pro Tip:
Track culturally-coded terms in captions, comments, or UGC (“beti,” “chai,” “eldest daughter,” etc.) to assess cultural resonance, not just performance.
🔍 Section 3: Key Performance Highlights
Campaign Results – Boss Beti Example
| Metric | Result | Benchmark Met? |
|---|---|---|
| Reels Reach | 1.2M | ✅ Yes |
| TikTok Saves | 18.4K | ✅ Yes |
| Email Signups | 3,950 | ✅ Yes |
| #BossBetiChallenge UGC | 526 posts | ✅ Yes |
| Avg Newsletter Open Rate | 43.5% | ✅ Yes |
| Conversion from freebie to community | 23% | ⚠️ Opportunity for improvement |
📂 Section 4: Learnings to Log
Analysts should capture qualitative and quantitative insights. Here are key takeaways from the Boss Beti campaign format:
✅ What Worked:
- Cultural Precision Drives Engagement: Reels that used Desi-specific language and emotional triggers (family pressure, identity) had 2x saves.
- Micro-Creators Delivered: Collaborators under 20K followers had more authentic conversations and stronger community pull.
- Career-First Content Converts: Gen Z South Asian women resonated with tools that mixed career strategy + cultural belonging.
⚠️ What Needs Testing:
- Mid-week Engagement Drops: Consider optimized post times or batch scheduling by time zones.
- Creator Onboarding: Not all creators adapted messaging for their niche; supply swipe copy + localized content kits.
- Audience Segmentation: Future email nurture flows should tailor content based on interest (branding vs mental health vs content creation).
🧠 Section 5: Insights Framework – For Future Campaigns
Use this checklist for analyzing any South Asian Gen Z campaign:
| Pillar | Guiding Questions |
|---|---|
| Cultural Resonance | Did the content reflect specific identities (Tamil, Punjabi, Fijian Indian, Muslim, queer)? Was language inclusive and nuanced? |
| Content Utility | Did we offer a tool, template, or transformation? (Aesthetic ≠ Value) |
| Community Co-Creation | Was there space for UGC, creator collabs, polls, or feedback loops? |
| Narrative Integration | Did the campaign story flow across platforms (IG → TikTok → Email → LinkedIn)? |
| Post-Campaign Behavior | Did users re-engage, subscribe, refer friends, or stick around in the community? |
📎 Section 6: Strategic Recommendations
For analysts advising creative or strategy teams:
- Build Feedback Mechanisms → Google Forms, Story Polls, Email replies to capture sentiment directly
- Track Ethnic/Regional Sub-Communities → Tag responses from Indo-Caribbean, Pakistani-Canadian, Tamil NZ, etc.
- Plan for Post-Campaign Retention → How will you nurture users beyond the campaign? Launch a newsletter, community, podcast?
- Create Campaign Scorecards → Color-coded dashboards to report success and stretch areas for each objective