Case Study - KidMedics

Enter Full Name: Anuj Sarabhai

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

2. Owned:

- Email Marketing Campaigns like Newsletters

- Posts on Social Media Handles like Facebook & Instagram

3. Earned:
- Product Reviews on You Tube / Social Media or Blogs
- Media Updates on 1

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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: Channel 2: Channel 3: YouTube Channel 4:
and the campaign Google Ads Facebook & Sharechat
Instagram
ideas on each.
Ad format Ad format for Ad format for Channel Ad format for
for Channel Channel 2: 3: Non-skippable in- Channel 4:
1: Search Ads Carousel And stream Ads Interstitials
Video Ads

Campaign for Campaign for Campaign for Channel Campaign for

Channel 1: Channel 2: 3: Highlight Channel 4: Create
Educate Address pain KidMedic’s brand recall about
young points of 1 expertise through KidMedics and how
couples st unique tips & solutions it has benefited
about time for inexperienced and other parents
important parents about first –
facts/tips Do’s and time parents targeting parents in
about Don’ts Tier 2 cities as well.
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
awareness, 1. Awareness: Via Google Search Ads as the awareness for KidMedics is very
engagement & low, I would allocate 45% of the budget here
conversions. Mention
your reason for the 2. Engagement: Via Video Ads on Instagram, allocating 30% of the budget here.
same. This is so because videos can help push the parents into consideration stage
by sharing additional information (the unique factor) and bring in the human-
touch for Kidmedics, supporting the awareness stage

3. Conversions: Via Email marketing, allocating 25% of the budget here. 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
measure the (a) Awareness: Reach and impressions.

performance of
(b) Consideration: Website traffic. Click through rate (CTR), Bound rate,
your campaign. Cost Per Click (CPC)

(c) Purchase: Conversion rate, Return on Ad Spend (ROAS)

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

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5 <Enter Your Response>
Create an 1. Personalized Onboarding Experience and Communications: Guides users through
engagement the app and its features and encourages users to set up their profile, including
strategy to reduce adding their children's information, send regular in-app notifications, emails, and
push notifications to keep users engaged and informed about the latest updates
the uninstall rate.
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
and share their experiences, 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 & giveaways to engage users and
increase their interaction with thebrand.

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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