Case Study - KidMedics

Name: Pragya Chandra

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2 Identify different
1
<Enter Your Response - Mention 2 channels for each>
paid, owned and
1. Paid: 1. Social media such as Facebook and Instagram Ads
earned channels to
2. Google ad words
meet the objective (2
channels each).

2. Owned: 1. Company’s blogs and e- magazines

2. Websites and contents on its app.

3. Earned: 1. Testimonials from the users’ product reviews.

2. Media tweets and retweets.

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2
Mention any four Channel 1 Channel 2 Channel 3 Channel 4
Twitter Facebook & YouTube Google ads
paid channels and
Instagram
identify ad formats
and the campaign
ideas on each. Ad format for Ad format for Ad format for Ad format for
Channel 1 Channel 2 Channel 3 Channel 4
Video format
having a CTA Product Video Ad Text and image
that includes the Carousal Ad sharing positive ads targeting the
link to the app with download experiences relevant
download now as CTA from the users keywords with
Join Now as
CTA

Campaign for Campaign for Campaign for Campaign for

Channel 1 Channel 2 Channel 3 Channel 4

App Installation Brand Consideration Lead generation

awareness
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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 – Since it’s a new brand in this segment and is also facing a lot of
awareness, competition, the majority of the funds should be allocated in the awareness
engagement & campaigns. A little more than one-third of the budget say 35% should render
desired results in creatimg awareness.
conversions. Mention
your reason for the
same. 2. Engagement- Video ads, Influencer marketing, and review ads are a few steps to
increase the consideration among the users. The frequency of theses ads should
be more to bombard the users with the different versions of ads so that it can stay
in their minds. It will require more budget than awareness phase. Around 38% of
budget should be kept aside for consideration keeping un the mind the influencers’
fee.

3. Conversions- Remaining 27% budget can be included. Discounted vouchers,

coupon code should be floated over the internet, cashbacks, tie up with other
brands will help achieve that.

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

Assign KPIs to (a) Awareness: 1. total traffic or no of the impressions coming to the ads.
measure the 2. Average CPC

performance of
your campaign.
(b) Consideration -1. Average Session time spent on the website or the app.
2. Click through rate

(c) Purchase – 1. App Downloads

2. Cost of Acquisition

(d) Delight – 1. Repeat visits on the app.

2. Customer lifetime Value which will show how much a user is spending on the product

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5
<Enter Your Response>
Create an
engagement 1. A panel discussion with the medical fraternity promoted by the brand that focuses on
strategy to reduce solving some of the frequent questions of new mothers. Slashing the common myths on
the brand platform can help new mothers to relate to the brand. Such updates on the app
the uninstall rate. will reduce the uninstallation rate.

2. Launching a form on the app and asking users to add their concerns and look out for
solutions from the app. Engaging with the audience with a vision of solving their problems
adds credibility for the brand and instill trust in the users.

3. Easy, readable blogs, tips of the day content, weight loss tricks, baby health and growth
indicators, etc are some content ideas in textual or video form to activate engagement on
the app. Bring doctors consulation, mothers’ forum etc onto the app to drop the
uninstallation rate.

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 Thank You!

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