DIGITAL MARKETING

PROPOSAL
16.09.2021

YOUR BUSINESS THROUGH

TARGETED PERFORMANCE
MARKETING
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POWER’S OBJECTIVE
Power’s goal with Growth Hackers’ efforts is to create awareness about the app, explain
what the app is about and what users can get out of the app and drive user acquisition.

The strategy will be to start by testing the channels to identify which channel is driving
installs at the desired CPI at a higher % of qualitative installs. With the data, we will push
more budgets into the right channels and scale the user acquisition.

SCOPE OF WORK

PAID CHANNELS

Facebook + Instagram Ads

Channel Strategy : Facebook and Instagram are channels where we can specifically target
our user personas, create awareness about the app and drive user acquisition.

Targeting : To reach the right audience, our sample targeting here will be -
● Age and Gender : Women in the ages 18 - 40
● Location - Metros cities in India
● People interested in sports, dance, crossfit, cult fitness, bollywood (Can also target
specific celebrities), dance fitness, home gym, gym, workout routines, freestyle
dancing, healthy lifestyle, healthy eating, conscious living, personal care, etc.

Since campaigns haven’t been run previously, the strategy will be to start with a broad
targeting to identify audience pockets responding well to the campaigns and use that data
to narrow down the targeting to reach just them. This will help us in reducing the CPI.

Messaging : The messaging will be crucial for the success of our campaigns. For the cold
audience, the strategy here will be to first introduce Power to our audience, second
showcase the differentiator - workout with Celebs and then push the audience to install the
app with the CTA. Since there are a lot of fitness apps in the market, the messaging will
have to play around with the ability to workout with celebrities.

For the warm audience, we can showcase user testimonials. This will be a good way to build
more trust in the brand. The presence of celebs help but this will take it a step further.

Once people download the app, we can further specifically reach our users and this time, the
messaging will revolve around the benefits of taking the paid subscription.
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The copies, creatives, messaging etc will be extensively tested out to see what is resulting in
the most number of installs and subscription conversions and then employ that at scale to
reach our targets.

Deliverables

User Persona analysis and AB testing

Creation of content, copies, and creatives required for ads
Execution, maintenance, and optimization of Ads to improve ROI

Google Universal App Campaigns

Channel Strategy : To further reach more of our target audience via Google channels and
drive installs at scale, Google UAC is a channel we have to leverage for Power.

Process : With Google UAC, the strategy will be to promote Power across all the Google
Channels like YouTube, Display, Search, Playstore, etc. Google UAC is dependent on our ASO
efforts as Google analyses the app page content to understand the right audience to show
our ads to. Thus UAC and ASO will work hand in hand.

With Google UAC, we can get installs at the lowest possible cost. For most cases, UAC
tends to drive app installs at a CPI lower than Facebook and Instagram Ads.

To extract more returns and hit the target number of downloads, we will constantly have to
monitor the performance of ads and employ competitive bid strategies and make sure we
are in line with the target.

We will also optimise the campaigns to certain in app actions such as user registration or
any other crucial step to be taken with the app. The idea here is to drive more quality installs
and reduce the possibility of people downloading but not registering or taking any step on
the app.

Deliverables

Creation of content, copies, and creatives required for ads

Tracking and analysing necessary metrics
Optimizing the bids and creatives of UAC to improve ROI
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Influencer Marketing

Channel Strategy : Influencer marketing will be a quick way for Power to create awareness
among the masses. Influencer Marketing will also go an extra mile to build trust in the brand
which would already be fueled by the presence of Sara Ali Khar, Tara Sutaria and Ananya
Pandey, which will help in making it an easier sell.

Process : The strategy will be to pick female influencers in India who create content on
YouTube and Instagram about fitness, workout, lifestyle, etc. who have good number of
followers and reach on their content and reach out to them to include Power in their
video/post. This will help us reach the followers of those influencers who would be women
interested in fitness and thus the right audience for us to tap into.

From our previous experience, we’ve seen that female influencers have a lot of men
following which would defeat the purpose of us leveraging this channel. Thus the influencer
selection will be done manually after verifying the ratio of male and female followers.

Deliverables

Influencer Identification and outreach

Getting the deliverables from 10 influencers

YouTube Ads

Channel Strategy : YouTube is another channel where we can target people interested in
becoming fit and thus will help us reach a very intent rich audience.

Targeting : To reach our target audience, our sample targeting will be -

● Inmarket audience - People in the market looking for fitness classes & personal
training service, Online fitness classes, etc.
● Topics - People watching videos related to Fitness related topics
● YouTube Channels - People subscribed to fitness related channels
● Search term like - People searching for exercise for weight loss at home for female ,
weight loss exercise for women, fitness app for women, women workout app, etc.

Deliverables

Creation of content, copies, and creatives required for ads

Execution, maintenance, and optimization of Ads to improve ROI
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ORGANIC CHANNELS

DoStore
App you know, our client UR saw a whopping 10% increase in its organic traffic through
Optimization
our TOFU efforts!

Channel Strategy : To rank Power in the app/play store for relevant keywords and acquire
users organically, ASO will be the channel to focus our efforts on.

Process : For Power, we will take care of the following aspects of ASO:

Keyword and Market Research

Choosing the right keywords is crucial to appear for a search on play/app store. Based on
our market and keyword research, we will identify and target keywords with High Relevance,
High on traffic and Low difficulty.

Visibility Optimization
We will optimize descriptions and titles to include the relevant keywords to make sure the
Power app appears for relevant searches. Our strategy will be to pick medium to long-tail
keywords at first and when we start receiving more traffic, we will optimize the listing for
highly competitive keywords as well.

Conversion Rate Optimization

With the traffic acquired, CRO will be essential to get more installs from the app/play store
page. We will AB test different elements on the page to improve the click-through rate and
conversion rate. We will test out elements like app icon, featured images, screenshots, etc.

KPI Monitoring
We will monitor KPIs such as the number of installs, keywords, competition performance,
app rankings, conversion rate, etc. to make necessary changes and outrank the competition.

To improve the app/play store performance, we will also create new and positive reviews to
be posted regularly to increase overall app ratings.

Deliverables

ASO Audit & Keyword Research on a monthly basis

On-page and Off-Page optimizations for relevant keywords
Tracking and Reporting
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Social Media Organic - Facebook + Instagram

Channel Strategy : Social Media organic is a good channel to tell our audience what we do,
explain what they can get from us, engage with them and build a community around the
brand in general. A good social media presence is a reflection of the brand as a whole and
will help in boosting awareness about Power which might lead to organic growth.

Process : The strategy will be to analyse the current posts and identify what has worked and
what hasn’t. Following this, we will perform a thorough research to identify companies in the
similar segment across the globe to understand what kind of posts work best to connect
with our audience. Based on this learning, we will prepare a social media calendar stating
the different post ideas and timing for each post.

Along with this, we will have to analyse the current posts to understand why there is a gap
between what Power is and people perceive us to be. Tackling this and making sure our
audience understands Power is will be something we’d work towards.

Tracking and Monitoring : We will constantly monitor the performance of each post to
identify what is working. Based on the this, we will revise the social media calendar to focus
more on posts that drive engagement and grow the follower count.

Number of Creatives: 4 posts (Static images, Reels & Gifs) + 1 story engagement per week

Audience Research - Link

Deliverables

Competition Analysis and Social media calendar creation

Creation of creatives required for posts
Execution and management of social media accounts
Revision of social media calendar based on post performance
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YOUR INVESTMENT

DESCRIPTION UNIT CHARGE MONTHLY CHARGE

Growth Hackers Retainer Rs. 80,000

Facebook + Instagram Ads Minimum Suggested Spend Rs. 30,000

Google UAC Minimum Suggested Spend Rs. 30,000

YouTube Ads Minimum Suggested Spend Rs. 30,000

Additional Cost

Influencer Marketing Varies from influencer to influencer

Backlinks for ASO Varies from blog to blog

Total Rs. 1,70,000

YOUR RETURNS

DESCRIPTION RESULTS COST PER INSTALL

Facebook + Instagram Ads Installs: 600 - 1,500 Rs. 20 - 50

Google UAC Installs: 3,000 - 6,000 Rs. 5 - 10

YouTube Ads Cannot be estimated Cost Per View : Rs. 20 - 40

Social Media Organic 4 posts + 1 story engagement per week

Google
Total Search Ads Installs : 3,600 - 7,500 Rs. 30,000

TIMELINE
Please find the weekly action plan for Power - here

REPORTING
We will provide a weekly report of all the channels and their performance to help you
understand the campaign progress and learnings.
 We growth hack your digital strategy

ABOUT US

A new age Performance Marketing Agency that loves to work on immediate & long term
growth challenges faced by funded startups & MNCs. We began our operations in 2017 and
have worked with over 100+ brands so far. Our expertise in the field of Organic Growth, Lead
Generation, Content Marketing, and Improving CAC & ROAS has helped numerous
companies meet their goals.

TESTIMONIALS

“Growth Hackers solved the problems we were facing with ease. They drove up
our social media engagement by close to 400%.
“
Growth Hackers have been able to reach out to a larger audience than we had
been doing with traditional marketing efforts. We like that Growth Hackers go
above and beyond the call of duty — they’ve connected for late night/early am
calls with our global team.

Ajay Y J | Co-founder – Moonwalkr Alysha Maria Lobo | SEA Marketing Head – Universal Robots

“Growth Hackers efforts in SEO have driven more traffic. The project
management is very active and communication is good. Their attention to
detail and time management are very good. They do a great job.
“
The team at Growth Hackers operate more as a partner than an agency. They
quickly started fixing the issues we are facing with SEO and Customer
Acquisition.

Amarabati Sen | Product Owner – Decathlon Ankur Choudhary | CEO – Goalwise

AWARDS