Case Study - KidMedics

Enter Full Name:

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2 Identify different
1
<Enter Your Response - Mention 2 channels for each>
paid, owned and
1. Paid:
earned channels to
a) Google ads
meet the objective (2 b) Facebook ads
channels each). c) Twitter ads

2. Owned:
a. An email marketing campaign such as a company newsletter
b. Social media posts and blogs including Facebook, Instagram, and Twitter

3. Earned:
a) Product review on YouTube. Social Media or Blogs
b) Media coverage of products, services, brands or events

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2
Mention any four <Enter Your Response>
Note: You can use two paid channels from the ones you mentioned in the previous question
paid channels and Channel 1 Channel 2 Channel 3 Channel 4
identify ad formats Google Ads YouTube Facebook and Quora
and the campaign Instagram
ideas on each. Ad format for Ad format for Ad format for Ad format for
Channel 1 Channel 2 Channel 3 Channel 4
Search Ads Text Ads Carousel and Bumper and
video Discovery Ads

Campaign for Campaign for Campaign for Campaign for

Channel 1 Channel 2 Channel 3 Channel 4
Campaign to How KidMedics Addressing Brand story
educate will help 1st- pain points of telling how this
couples about time parents the 1st time will provide
the unknown and new born parents and solution to the
important facts parents. do’s and users.
about don’ts.
pregnancy.

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3
Allocate your budget <Enter Your Response>
Note: You can allocate a range of % among awareness, engagement and conversions
(in %) between 1. Awareness – Campaign through Google Ads. Mainly with search ads. The
awareness, awareness of the service is very low. I would allocate 45% of the budget here.
engagement &
conversions. Mention
your reason for the
same. 1. Engagement – Campaign through Facebook Ads. Through display ads need to
display ads through various channels I would allocate 25% of the budget here.

1. Conversions - Campaign through Email marketing. Through email we can create a

good conversion rate to have specific CTA I would allocate 30% of the budget here.

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5
<Enter Your Response - Min 2 for each stage>

Assign KPIs to a) Awareness: We can see the performance of the awareness stage mainly through search ads like SEO
measure the conversion happening from the date when the campaign started

performance of
(b) Consideration: As we can see the performance of the considertaion stage mainly through how many
your campaign. users interact with it the engagement rate can help.

(c) Purchase: As we can see the performance of the purchase stage mainly through how many users
downloaded the app or we can check how many CTA conversions happened.

(d) Delight: As we can see ehere mainly people have mentioned the brand on social media or a set of users
perform brand action among other users.

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5
<Enter Your Response>
Create an
engagement 1. We can use the uninstall data so we can perform a strategy on that.
strategy to reduce
the uninstall rate.

2. Re-Engage across channels. We can create a strategy for re-marketing such channels
like creating an email campaign with suitable CTA with the factors of product details.

3. Like for users to install the app the best that is like creating a CTA to get the details for
a specific product as we can do in this way when the user uninstalls we can notify them
about their next visit to the doctor where it will create awareness among the users.

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 Thank You!

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