Case Study - KidMedics

Enter Full Name: RAAVI JOSHI

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2 Identify different
1
<Enter Your Response - Mention 2 channels for each>
paid, owned and
1. Paid:
earned channels to
Google Ads, YouTube Ads, Facebook/Instagram Ads
meet the objective (2
channels each). 2. Owned:
a. Email Marketing campaigns such as company newsletters
b. Social Media posts and blogs such as on Facebook, Instagram

3. Earned:
a. User Reviews and Testimonials on social media, blogs, surveys or youtube videos
b. Media coverage of products , services, brand 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
identify ad formats Channel 1: Google Channel 2: Channel 3: Channel 4:
and the campaign Ads Facebook & Youtube Sharechat
Instagram
ideas on each.
Ad format for Ad format for Ad format for Ad format for
Channel 1: Search Channel 2: Channel 3: Non- Channel 4:
Ads Carousel amd skipable in-stream Interstitials
Video Ads ads

Campaign for Campaign for Campaign for Campaign for

Channel 1: Channel 2: Channel 3: Channel 4: Create
Educate young Address pain Highlight brand recall about
couples about points of 1st time Kidmedic’s KidMedics and
important facts/tips parents about Do’s expertise through how it has
about pregnancy and Don’ts unique tips and benefited other
solutions for new, parents –
expereinced and targetting parents
1st time parents in Tier 2 cities as
well

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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: Via search ads on google. As the awareness for KidMedics is very low,
awareness, I would allocate 45% of the budget here.
engagement &
2. Engagement: Via Video Ads on Instagram, allocating 30% of the budget. This is so
conversions. Mention because videos can help push the parents into consideration stage by sharing
your reason for the additional information (the unique factor) and bring in the human-touch for
same. Kidmedics, supporting the awareness stage.

3. Conversions: Via Email marketing, allocating 25% of the budget. This is so to

enable unique benefits for the parents under consideration stage, with a specific
call to action.

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5
<Enter Your Response - Min 2 for each stage>
Assign KPIs to
(a) Awareness : Reach and Impressions
measure the
performance of (b) Consideration : Website Traffic, Click Through rate (CTR), Bound Rate, Cost per Click (CPC)

your campaign.
(c) Purchase : Conversion Rate, Return on Ad Spend (ROAS)

(d) Delight : Net Promoter Score, Customer Feedback and Reviews – via surveys or social media

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5
Create an 1. Personalized Onboarding Experience and Communications: Provide a personalized
engagement onboarding experience that guides users through the app and its features. Encourage
strategy to reduce users to set up their profile, including adding their children's information. Send regular in-
app notifications, emails, and push notifications to keep users engaged and informed
the uninstall rate. about the latest updates and features.

2. Leverage User Community: Create a user community where KidMedics users can
connect with one another and share their experiences, tips, and advice. This can help
build a sense of community and encourage users to stay engaged with the app.
Encourage users to share their experiences and stories of using KidMedics on their own
social media profiles, using hashtags and profile tags.

3. Incentives for Engagement: Offer incentives for users to directly engage with the app,
such as rewards for tracking their children's medication and health information. On social
media, run contests and giveaways to engage users and increase their interaction with the
brand.

4. Influencer Marketing: Partner with influencers in the parenting and healthcare spaces to
promote KidMedics to their audiences and increase brand awareness.

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 Thank You!

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