Digital marketing and social media campaign for the launch of Mysmartkid and Myslimkind, a national Media24-owned educational programme. This campaign had a success rate of 260% in terms of customer signups.

1. MSK LAUNCH CAMPAIGN May – July 2014

2. THE BRIEF
Plan, execute, monitor and optimize a digital marketing campaign to support the
launch of the brand new Media24 baby, Mysmartkid and Myslimkind a.k.a. MSK.
MSK is a Early Childhood Development programme for kids age 0 to 6 years old,
structured into bite-size boxes and delivered to your door for a premium.
Owned Media: Custom-built website at www.mysmartkid.com
Target audience: 60% female, 40% male; Upper LSM; 50% Afr & 50% Eng
Strategy: Support marketing efforts in print media; Complement offline offering with
online tools; Generate database of leads; Drive signups and purchases; ROI

3. DIGITAL MARKETING BUDGET SPLIT
25%
18%
15%
10%
10%
22%
Premium display
Pay per click (CPC)
Search (CPA)
Promo mailers
Competitions
Social media

4. PREMIUM DISPLAY

9. MAKING A SPLASH WITH SITE TAKEOVERS

11. PAY PER CLICK PLACEMENTS

15. ONLINE COMPETITIONS

17. DIGITORIALS

19. CAMPAIGN LANDING PAGE

20. SOCIAL MEDIA ENGAGEMENT

21. EVENTS, ACTIVATIONS AND MEMES

22. FACEBOOK ADVERTISEMENTS

23. REPORTS
Club
Budgeted
Response
Actual
Response
Members
outstanding
Target reached
% Budgeted CPM Actual CPM
Budgeted Costs
(Media)
Actual Costs
(Media) Budgeted Costs Actual Costs Response rate
Earned Media
(Friend, Event &
Other)
Display: Banners
& Facebook
PPC: Google
Search, GDN &
RTB
Nuusbriewe/Ne
wsletters
Kompetisies/Co
mpetitions
Total Campaign

24. BUDGET VS ACTUAL RESPONSE
0
100
200
300
400
500
600
700
800
900
1 000
Bought Media Owned Media Earned Media
Budgeted Response
Actual Response

25. COST PER ACQUISITION (CPA)
Bought, Owned & Earned CPA Bought Media CPA Bought & Owned Media CPA
Actual CPA R 3,00 R 2,00 R 5,00
Budgeted CPA R 3,50 R 2,50 R 5,30
R 3,00
R 2,00
R 5,00
R 3,50
R 2,50
R 5,30
AxisTitle
Budgeted vs Actual CPA

26. ONLINE SYNERGY
20%
47%
33%
Bought online media (Internet,
Google Search, Facebook, etc.)
Owned online media (Magazines,
newspapers & mail-piece)
Earned online media (Friends, events,
internet & other)

27. GRAPHS FOR AFRICA
40%
60%
Media Spend Split
Afrikaans
English
60%
40%
Members recruited per Club
Myslimkind
Mysmartkid
41%
36%
9%
14% Recruitment Sources
Earned (Friend,
Event & Other)
Facebook Ads
MGM Viral
0
50
100
150
200
250
Google Search Nuusbrief/Newsletter Ad bidding network Google Display Network Social media
Recruitment by Channel
Actual members
100
Displa
y
Pay
per
click
Email
market
ing
Other
Media cost

28. THANK YOU
Marilize Nel
Digital Marketing Manager
MSK (2014)