Selfies can be a powerful tool in attracting attention of socially responsible millennials to the brands. Selfies has been used by many companies nowadays to engage and attract and trigger the customers or at least to generate traffic. The most successful marketing selfie campaigns are those that have a concise yet catchy hashtag unique to the brand or issue, a clear connection to the brand is supporting and multiple ways for users to engage. Selfies are highly effective at driving likes, shares, and comments on a user's post, and brands can make use of this trend to increase awareness of and engagement with their products and services among fans and followers. This current study aims at measuring the impact of selfie campaigns on brand equity. Brand equity parameters such as Brand awareness, Brand Performance, Brand Imagery, Brand Judgments, Brand Feelings and Brand Resonance This study is quantitative in nature. Primary study was conducted using a structure questionnaire. The research attempted to explore whether selfie campaigns are enhancing the brand equity. A total of 366 respondents who were part of the selfie campaign completed the survey. All the brand equity parameters are positively correlated with the selfie campaign. Brand feelings top the list and the performance measure in the way down among the dimensions.
