Amazon Advertising S.M.A.R.

T Challenge

Round 2: Case Study

Problem statement

You have joined a consumer electronics company as a brand manager of a highly advanced air purifier called ‘Oxifiltr’.
The company has recently forayed in the air purifier category and hence aims to mark its presence in the category with
an aggressive digital launch in India. The air purifier has models within the price range of Rs. 15,000 to 40,000 and is
available for sale on e-commerce platforms only, including brand’s online store.
As a brand manager you are responsible for developing strategies and managing digital marketing campaigns across
online platforms. Apply your learnings from our launch session, recommended sources and courses listed on our
learning console while addressing the following questions:

Q1) Define objectives of your digital marketing plan. (Maximum 100 words)
A1) The objectives of our digital marketing plan are to generate brand awareness and complete
a successful entry into the market. Further, we also aim at attracting customers who are not currently engaging
with/consuming and generating short term, and subsequently, long term demand for our product. In addition to this we
wish to market to existing customers of our competitors and clearly convey our message and quality to them. As new
entrants into the market, a major goal is also to identify and target the right audience, through tried
and tested mechanisms and create coherence between advertising and sales.

Q2) Who is your ideal customer and what communication do you plan to send across to them. (Maximum 100 words)
A2) The aim is to basically convey our tagline, “Breathe in the Pure Life” to the target market. We also wish to convey
our product’s superior quality and long life to the customers, along with the benefits an air purifier can bring to one’s
life.

Targeting Type Choices

Platforms Amazon Advertising, Facebook, Instagram, YouTube
Demography: Age 21-40
Geography: Locations Top metro cities and tier-2 cities with high AQI
Behavioral: User Status Social class
Demography: Income Rich and upper middle class
Interests Premium home goods buyers
Young Couples
New/Young mothers
Health-Conscious users
Gadget enthusisasts
Families living highly in highly polluted cities
Early adopters of air purifiers
Amazon/Oxifiltr site visitors
Luxury product buyers
Patients with respiratory problems
Q3) Which digital channels will you leverage to reach your customer and why? (Maximum 200 words)
A3) Through Amazons' exclusive channel, we aim to reach relevant audiences, with the right message about our
product. Using audience insights and more solutions, this will give us an edge and help engage with the customer at
every stage of the journey- from awareness to loyalty. It will also provide relevant yet diverse audiences and help
in targeting more customers through identification of keywords/interests of more users. 
The digital channels we aim to leverage are mainly through email, social
media platforms like Facebook, Instagram and websites of complementary products. Mass emailing can be
done through repositories collected through social media campaigns/ interest and engagement surveys.  
Social media platforms like Instagram and Facebook can be used to the fullest by conducting launch campaigns,
roping in micro influencers, identifying people with aligned interests and reaching out to existing customers
to generate advocacy. These channels will help create brand awareness and create a digital presence for our product,
which will help in beating competitors. 
We aim at increasing customer advocacy and loyalty through each of these channels and using their features to create
awareness and drive market share for our product.

Q4) Assuming you have a budget of Rs. 1 crore to spend on your online launch which is due in the next 1 month, come
up with a high level digital media plan to build brand awareness and drive market share in the air purifier category. How
will you measure success of your media plan? (Maximum 500 words)
A4)
 Strategy/Objective:
Design Guide: Format of the posts, minimal posts with great images and less information. Before and
after images/videos.

Content : Optimized Bio with keywords, Right CTA like visit us or contact us for more web traffic and
relevant hashtag usage. Run ads to create make sure the product/services reach to the right target audience.

Highlights: Showing the usage of the Oxifiltr purifier in different spaces like offices, airports, gymnasiums,
hotels, living rooms , bedrooms specifying the area and the AQI before and after installation of Oxifiltr purifier.

Campaigns: The campaign will tailor made according to the market STP analysis.
Campaign 1: Targeting health-conscious youth and gadget enthusiasts
Campaign Name: OxiFIT
Time Period: 14 days
Budget: ₹ 45 lakh approx

Execution: Partner and collaborate with influencers in the fields of technology and health/fitness to advertise
the product.
#awhiffoflife

Campaign 2: Targeting customers with respiratory ailment

Campaign Name: breathbuddy
Time Period: 7 days
Budget: ₹ 23 lakh approx

Execution: Collaborating with health experts, getting their reviews, using real testaments to promote and
market our product and its highly advanced technology.

Campaign 3: Targeting rich families and especially caring mothers in tier 1 cities
Campaign Name: Pure Se Pyaar
Time Period: 10 days
Budget: ₹ 32 lakh approx

Execution: Creating emotional campaigns to reach out to the mothers who will buy the product for the wellness
of their kids and families.

Campaign 4: Promotions through micro influencers

Campaign Name: Oxifluencer
Time Period: Side by side with entire campaign for entire month

Execution: Leveraging the power of social media and new trends, we hope to reach out to wider audiences
through collaborative posts and trends with micro influencers on platforms like Instagram, Facebook etc.
 Total Budget and reach:

We aim to measure the success of the plan through the following metrics-
 Lead generation: Tracking the conversion leads through the amazon conversion metrics.
 Impression share: Measuring how well purifiers are selling and performing in the market in particular channels
as compared to the total potential audience. This will tell us the potential the campaign has to drive the increase
in sales.

 Return on Investment: It can be done by comparing customer lifetime value (revenue an average user generates
over a period) versus customer acquisition cost (amount that needs to be spent to gain a new customer). A high
CAC and a low CLC will be strong indicator in telling us that there’s a need for change and which can be captured
by our marketing strategies and advertising campaigns.

 We will also use Amazon DSP to procure audience insights and performance reports of before and after the
campaign which will help drive and modify future advertising.
 Using Amazon Attribution, an advertising and analytics measurement solution, we will gauge impact of the non-
Amazon marketing campaign on channels like the social media and email search, video and display views and a
comparison between the performance in comparison to that on Amazon's channel.
Creatives Strategy:
Q5) What challenges do you foresee in your digital marketing plan for the launch of the product? (Maximum 100 words)

A5) Todays fast moving world presents a major challenge of not knowing what’s going to be the next big thing. Keeping
up with trends and creating effective digital marketing strategies that engage the right audiences, with the right
creatives to back them up, is a major challenge for any marketing plan, including ours. Additionally, beating the existing
competitions digital presence, getting genuine feedbacks from customers, and reaching customers with lower online
visibility will be an exciting endeavor. The number of health-conscious people is slowly and steadily increasing, but in
status quo the low number stands a challenge for engagement.