draper communications

U&A Corp: Fuggies Presentation

Sheikh Adil Hussain
Executive Director
A brief with latent power…
• Thank you for sharing a solid creative brief with us. We’ve fired
our strategy head because who needs her when briefs with
such clarity of purpose are there to inspire the creative and
media teams.

• In this deck we present a host of ideas that can help achieve

your business, marketing, and communication objectives. We
bet no other agency can ever provide you with more options!
Always-on Outdoor Campaign
• 20 sites country-wide
• 06 skin changes per year per site
• Covers urban market only

Potential Reach 15-20 Million

Annual Cost USD 700,000
Create Brand Mascot
• Mr. Fuggie the “proper-pooper”
• Friendly and easy to approach
• Can appear across media and local events
• 10,000 plastic toy versions (3D printed)
• Full animation ready to run
• Professionally animated

Potential Reach Clubbed with media mix

Annual Cost USD 150,000
Celebrity Brand Ambassador
• Hire Mahira Khan Bieber as the brand face
for a year and benefit from unlimited
PR since she’s recently had a baby
• Contract covers 04 TVCs per year
• 08 x Endorsements from her Socialmedia
• 02 x Guest Appearances in Brand Events

Potential Reach Clubbed with media mix

Annual Cost USD 2,000,000
Magazine Ads
• 24 x full-page ads
• Rogue Mag + Parenting Mag
• Discount coupons for trial generation
• Thematic messaging in-line with OOH
Potential Reach 25% of first time mothers
Annual Cost USD 96,000
Hospital Program
• Run a year round program in maternity clinics and hospitals
featuring:
– branded gift basket including our product & parenting booklet (can be
our mascot if purchased)
– new mother diaper usage training session via nurses
– ped’s/maternity ward branding

Potential Reach 1.5M Mothers thru sampling

Annual Cost USD 1,350,000
Search Advertising Campaign
• Year-round exclusive ownership of
– “diaper“ “rashes” “fuggies” “diapy”
– one additional word per month
• Premium ad placement right under search term

Potential Reach 100% of online audiences

Annual Cost USD 500,000
Influencer Campaign
• Monthly influencer campaign
• #DoTheFuggiesDance trend
• Talk + about Fuggies
• Talk –about Diapy & others
• Will avoid “spanking” references
this year

Potential Reach 25% of online audiences

Annual Cost USD 15,000 per month
TV Advertising Campaign
• Year-round, 04 ads created, 30secs each
• Each ad focusing on a different parent endorsing the brand
• “Care-free Playtime” message
• 80% prime-time placement
• Target by buying cycles
• Creative Production Included

Potential Reach 114 Million

Annual Cost USD 2,500,000
TikTok Campaign
• Place 15s video into users’ feed
• Any demographic target
• 500,000 impressions
• #DoTheFuggiesDance trend

Potential Reach 50% of Paperistan U25s

Annual Cost USD 450,000
Facebook/IG Campaign
• Variety of ad formats
• Link to e-commerce site
• Can be used to further
#DoTheFuggiesDance trend

Potential Reach 70% of Paperistan Online Audiences

Annual Cost USD 150 per 1000 people
YouTube Campaign
• 15 second unskippable
• Custom intent audience searching for “Diapers”
• Can be used to further #DoTheFuggiesDance trend

Potential Reach 1,200,000 views

Annual Cost USD 1,500,000
Perfect Parenting Booklet
• Publish the next edition of last year’s booklet
• This branded booklet includes:
– tips for taking care of your child
– nutrition advice for mothers
– lullabies and singing tips
– posters of top 10 ‘cutest diaper moment’ babies

Potential Reach Up to you

Annual Cost USD 300 per booklet
World’s Biggest Diaper
• Make diaper history!
• Guinness Record!!
• Full PR campaign
• Aim for national
coverage
• Newspaper ads
announcing the record
Potential Reach National News
Annual Cost USD 500,000
Incentivize Sales Team
• Use the marketing budget to help generate demand and
motivate sales team, distributors, dealers, contractors, and
wholesalers to recommend more of your product to the end
consumer.

Potential Reach n/a

Annual Cost USD 100,000 per quarter
TV Advertising – Winter Campaign
• Runs for 1 quarter, 02 ads created, 30secs each
• “Peaceful Sleep” message
• 80% prime-time placement
• Target by buying cycles
• Creative Production Included

Potential Reach 114 Million

Annual Cost USD 500,000
Podcast!
• 52 episodes, 1 per week
• Featuring the author of our long
successful Perfect Parenting
booklet as she talks to everyday
women and their journey through
motherhood

Potential Reach 15% of online audiences

Annual Cost USD 100,000
Peds/Nursing Conference Sponsorship
• Paperistan Medical
Association’s Annual Peds &
Nursing Conference
• Title Sponsor package
ensures brand logo presence
on the backdrop and across
the arena + giftbags
• Keynote session for 02 U&A
executives Potential Reach 15,000 HCPs
• PR opportunity Annual Cost USD 200,000
Point of Sale Display Campaign
• Posters, shelf-talkers, danglers, category
headers & dividers etc.
• Out-of-category product displays in 10 QMart
outlets; Paperistan’s largest network of retail
stores
• Year long contracts, renewable at 10% increase
in price for next year
Potential Reach Covers 30% of all urban retail outlets
Annual Cost USD 1,000,000
Radio Advertising Campaign
• 06 ads created
• 12 Month campaign
• Each ad focusing on a different parent endorsing the brand
• “Peaceful Sleep” & “Care-free Playtime” message
• Target by time of day

Potential Reach 10 Million

Annual Cost USD 75,000
DDS Campaign – SEC B,C
• Samples are brought
directly to the homes of
your target segment in a
well-defined urban
geographic area

Potential Reach 45% of Target Segment Population

Annual Cost USD 350 per 100 homes
DDS Campaign – SEC D,E
• Samples are brought
directly to the homes of
your target segment in a
well-defined urban
geographic area to convert
cloth users.

Potential Reach 30% of Target Segment Population

Annual Cost USD 275 per 100 homes
Get Help: Consultation

Sheikh Adil Hussain & Umair Saeed

Potential Benefit You never know…
Annual Cost USD 5,000 per question/task
draper communications
more trophies. every year!