By: Odino Pixar| Ranjan Saksena| Lalit Bansal|
Digital Media Landscape
To introduce JavaPlum in the online space
Spread awareness about the brand
To communicate and establish as an Aspirational brand
Engage maximum users through quality/quirky/witty content
Cohesive approach to integrate (online & Offline ) and maximize engagement
To drive maximum no. of sales in 3 months
Objective
25+ Women belonging to SEC A, A+ category
Income: Disposable ~ 20k per month
Indulgence: Small Business Owners / mid-management executives, Fashion & Lifestyle (Upgraded from a Cosmopolitan to a Vogue), hatchback cars, iPhone6/6+ and an iPad mini, have developed the likes of a Hidesign bag, Have subscribed for a Gym / Sports Club with a personal trainer, own and pamper a pet, frequent mall visitors, online shoppers, love being pampered in a spa..
Possessions: Modular Kitchen, New-Age Furniture, First Diamond, home bar, swimming pool / jaccuzzi, Clutches (Hidesign / Gucci), organic food..
Influenced By: Peers, Instagram, Fashion Magazines / E-magazines
Let’s define who we are talking to (we tweaked this a little)
A Glance at Competitor Campaigns:
For Mother’s Day last year, Michael Kors released their first mobile-friendly Social campaign through a Facebook app. This campaign was advertised in part on window displays at select stores, emails, and other Social networks.
History
Michael Kors released their first mobile-friendly Social campaign through a Facebook app.
Reach Them #AnyHow Indulge Them #SomeHow
#Crux
Reach out to the target audience Launch the product line Indulge the Fans with promotable + engaging ASPIRATIONAL
content that demonstrates luxury Promote the product as being
“As Seasoned as Pampered You Are”
Phase 1 – Digital Launch/ Objective
Will be called “First Look”
Create your theme and its messaging.
Build Audience on Social Communities
Create promotional banners in a variety of sizes to reinforce the themes.
Create landing pages for email campaigns and pay-per-click campaigns.
Run social media campaigns/Email campaigns.
Target other content rich websites.
Digital PR
Launch Campaign
Build online brand equity
Listening: Market research, customer insight and intelligence
Increased visitor traffic
Increase mention on Twitter/Facebook/Pinterest/Instagram
Online Press Releases
Build relationships with customers
Engagement: 2 way dialog with customers
Improve online reputation
Social Media Optimization Objective
Product Launch Campaign - “ #FirstLook”
Detailed revealing of the “Details” Javaplum stands for.
Promote Java Plum leather bags as the next level of indulgence in terms of luxury and value
Introduce Miss Java Plum as our Digital Brand Ambassador for the personal touch
Engage audience by doing Aspirational posts related to the luxury a woman deserves.
Interesting posts for Java Plum, views on the product, Craftsmanship etc
Phase 1 Delivarables
Step Farming Model
Level A- To Build Awareness
Level B- To Engage
Level C- To take it forward with UGC
Proposed Social Platforms
Goals for #TheQuarter
Creating brand awareness & establishing brand identity
Engaging the users & adding to a loyal fan base
Increasing online sales through effective content strategies
Product Based Posts
Occasion/Festivals Based Posts
Craftsmanship/Hand painted
Art based
Share Style Statement
Live event/ posts
Customer testimonials/Share experiences- This will be our UGC
Contests/Campaigns
Feedback - Love us hate us tell us
Videos
Proposed #ContentBucket
Product Based Posts
Occasion/Festivals Based Posts
Craftsmanship/Hand painted
Art based
Share Style Statement
Live event/ posts
Customer testimonials/Share
experiences- This will be our UGC
Contests/Campaigns
Feedback - Love us hate us tell us
Videos
Propsed #tags for Campaigns/Contests
#ForYou- Specially for Launch Campaign
#BeautifulMe- About the Women, their love for
Handbags
#ART- Sharing the latest Art designs in the
industry
#HandPainted- Asking about what people think
about Handpainted Bags
#HowToSelect- Educate audience
#DussheraSpecial- At occasion of Dusshera
#ForYourChand- At occasion of “ Kurwachauth”
#LightToHappiness- At occasion of Diwali
#EidMubarak- At occasion of Eid
#DearSanta- At occasion of Chrismas
#YearToRemember- Talk about 2015
Facebook Paid Media
Month Cost 30 Days Ad Reach Clicks CTR% Max Bid. Page Likes
Month 1 INR 50,000 650,000 7,143 3.30 7 8,333
Month 2 INR 50,000 7,15,000 7,857 3.63 7.7 9,166
Month 3 INR 50,000 7,86,500 8,643 3.993 8.47 10,083
Google Adwords Paid Media
Javaplum Start Date 29-09-15 Locations New Delhi, Gurgaon
Languages English
Search 30-day Cost Est. 30-day Impressions Est. 30-day Clicks Est. CPC Est. CTREst. Conversion
Keyword Targeting Rs.50,000 73,260 1,207 Rs.41.41 1.65% 31
GDN 30-day Cost Est. 30-day Impressions Est. 30-day Clicks Est. CPC Est. CTREst. Conversion
Placement Targeting Rs.50,000 1,125,330 5,647 Rs.8.85 0.50% 49Topic Targeting Rs.50,000 581,940 14,750 Rs.3.39 2.53% 38
Total Cost Est. Impressions Est. Clicks
Rs.150,000 1,780,530 21,605
NOTICE: All non-reserve values quoted are estimates and do not guarantee future performance. Proposed auction inventory is subject to change due to market conditions.
Digital PR Strategy Paid Media
Target the online media outlets and social media platforms which people read.
Provided with interesting content at the right time
Make the media releases work harder by repurposing them to create additional online content such as blog posts.
General Manager – Delivery
Account Manger
Senior Media Planner
Social Media Manager + 2 Executives
Copy writer
Graphic designer
Web Designer
Project Lead – HTML
Senior Developer - PHP
Will be Headed By :
Ranjan Saksena – Managing Partner
Resource Allocation
#Damage
Project Duration Cost INR
Social Media Management
1. Facebook2. Twitter3. Pinterest4. Instagram
3 Months 1,20,000 Rs /Month
Digital PR 2 Articles 60,000 Rs
Online Advertising1. Google AdWords
2. Facebook Ads3 Months 2,00,000 Rs / Month
Email Marketing(3,00,000) 3 Months 80,000 Rs Per month
Agency Markup on any Media Buying 3 Months 15%