2. Campaign Brief
Brand: Kirana King
Objective:
Increase footfall to the nearest offline store
Geography: Jaipur
Category: Retail
Budget: 2 Lakhs per month
3. Product Category Understanding and Media
Implication
Understanding Implication
Mass Product among women Pick mediums with low cost per reach among
women 30+
Shifting from your regular store requires a strong
reason
Either provide an easy to communicate functional
benefit (like discount) or run a high frequency
campaign to induce the change
Grocery shopping has a monthly purchase cycle Run 2 weeks campaign starting in the last week of
the month and running into first week of next
month
Small catchment area for Grocery stores (1-3 kms) Unless there are large number of stores in the city
(20+), spend majorly on platforms that allow
pincode level targeting
4. How many times to show the ad for a high
frequency purchase*
*Source: FB Insights
5. Platform Selection Framework
Platform Low cost per
reach for
Women TG
Frequency Medium
(Active use)
Pincode targeting?
Youtube
Hotstar
Voot/Sony Liv
Facebook/Instagram
6. OTT
Consideration Factors Selection Criteria Recommendation
Ad Format 1. Select where per per
performance is allowed
2. Prioritize first that has
best brandind impact
1. Video for branding (20
sec)
2. Image ads for frequency
(pay only for click)
(ad sample)
Targeting Minimizes showing ads to
non target group
1. Radius targeting where
possible (You Tube)
2. Women
3. Age
Pricing Model Helps us achive lowest cost
per reach
1. Pay only for completed
view for video (CPV)
2. CPC for images
Proposed Spend INR 200,000
7. Facebook
Consideration factors Selection Criteria Recommendation
Ad Format 1. Select where per per
performance is allowed
2. Prioritize first that has
best brandind impact
Use a combination of single
image and carausel ads
Video are considered
completed in 3 seconds and
hence not recommended
(ad sample)
Targeting Minimizes showing ads to
non target group
1. Radius targeting
2. Women
3. Age
Pricing Model Helps us achive lowest cost
per reach
Cost per Click (CPC)
Expected Spend INR 15,000
8. How we allocate the budget
• Step 1
– Put minimum budget as required by the platform
• Step 2
– Allocate remaining budget to ensure similar %reach of each platform e.g: 1% reach on
Hotstar, YT and FB
• Step 3
– Reallocate budget among best performing platforms after collecting campaign data
– In cases where we already have past performance data, starting allocation is done
to maximize the return
9. Detailed Plan
Platform Ad Type
Buying
Method Net Rate
Expected
Impr.
Frequency per
month per
user Reach Expected CTR
Expected
Clicks
Cost
Hotstar
Video 20 Sec CPV 0.35 2,29,000 3 76,333 3% 6,870
80,000
Hotstar
Banner CPM 80 3,75,000 5 75,000 0.2% 750
30,000
Youtube
Video 20 Sec CPV 0.30 2,33,000 3 77,667 1% 2,330
70,000
Youtube
Banner CPM 50 4,00,000 5 80,000 0.2% 800
20,000
Facebook
Banner CPC 5 6,00,000 8 75,000 0.2% 3,000
15,000
