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  • DM MICA KIDMEDICS Dylan Cabral

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    Dylan Cabral is a case study for KidMedics, a company that provides medical services for children. To meet their objective of increasing app downloads, the response recommends using paid channels like Facebook and Instagram ads, owned channels like the website and email, and earned channels like social media reposts. It allocates 40% of the budget to awareness, 20% to engagement, and 40% to conversions. Key performance indicators are proposed to measure impressions, click-through rates, downloads and reviews. Finally, an engagement strategy is outlined using rewards, free services, and referrals to reduce the app's uninstall rate.

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    Dylan Cabral is a case study for KidMedics, a company that provides medical services for children. To meet their objective of increasing app downloads, the response recommends using paid channels like Facebook and Instagram ads, owned channels like the website and email, and earned channels like social media reposts. It allocates 40% of the budget to awareness, 20% to engagement, and 40% to conversions. Key performance indicators are proposed to measure impressions, click-through rates, downloads and reviews. Finally, an engagement strategy is outlined using rewards, free services, and referrals to reduce the app's uninstall rate.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    22 views7 pages

    DM MICA KIDMEDICS Dylan Cabral

    Uploaded by

    dcab 23
    Dylan Cabral is a case study for KidMedics, a company that provides medical services for children. To meet their objective of increasing app downloads, the response recommends using paid channels like Facebook and Instagram ads, owned channels like the website and email, and earned channels like social media reposts. It allocates 40% of the budget to awareness, 20% to engagement, and 40% to conversions. Key performance indicators are proposed to measure impressions, click-through rates, downloads and reviews. Finally, an engagement strategy is outlined using rewards, free services, and referrals to reduce the app's uninstall rate.

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    Case Study - KidMedics

    Enter Full Name: Dylan Cabral

    © All rights reserved


    2 Identify different
    1
    <Enter Your Response - Mention 2 channels for each>
    paid, owned and
    1. Paid:
    earned channels to
    Instagram Sponsored Ad
    meet the objective (2 Facebook Sponsored Ad
    channels each).
    2. Owned:
    Website
    Email

    3. Earned:
    Re-posts, Re-tweets
    Google reviews

    © All rights reserved


    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 Channel 2 Channel 3 Channel 4
    and the campaign Facebook Instagram Youtube shorts SEM
    (Keyword)
    ideas on each.

    Ad format for Ad format for Ad format for Ad format for


    Channel 1 Channel 2 Channel 3 Channel 4
    Video wih CTA Image with Non-skippable Landing page
    CTA Ads with CTA with CTA

    Campaign for Campaign for Campaign for Campaign for


    Channel 1 Channel 2 Channel 3 Channel 4
    App download App download App download App download

    © All rights reserved


    3
    Allocate your budget <Enter Your Response>
    Note: You can allocate a range of % among awareness, engagement and conversions
    (in %) between 1. Awareness 40%
    awareness, For a maximum reach amongst the target audience
    engagement &
    conversions. Mention
    your reason for the
    same. 1. Engagement 20%
    If my content is appealing enough, I would not allocate a higher budget at this stage to
    keep the user engaged to my product.

    1. Conversions 40%
    Since the target is for maximum app downloads, it is very crucial to allocate a higher
    budget to conversion

    © All rights reserved


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

    Assign KPIs to (a) Awareness: Impressions, time spent on the app/website


    measure the
    performance of
    your campaign. (b) Consideration: click through rates, bounce rate

    (c) Purchase: app downloads, Conversions

    (d) Delight: reviews, blog mentions

    © All rights reserved


    5
    <Enter Your Response>
    Create an
    engagement 1. Reward points with every purchase done through the app
    strategy to reduce
    the uninstall rate.

    2. 1 free medical checkup every month for either the mother or newborn with every app
    install or monthly subscription

    3. Referral points if you get a new subscriber on board

    © All rights reserved


    Thank You!

    © All rights reserved upGrad | MICA - Digital Marketing for Leaders

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