BALMSY : advertising objectives

and effectiveness measurement

ADVERTSING OBJECTIVES EFFECTIVENESS MEASUREMENT

• Generate Leads • Social engagement

– 100k leads in 4 days • Click through Rate
• Awareness • Reach
– reaching 400k prospective
customers
• Increased Sales
– Increase sales from 200 units
per day to 300 units per day
 About Balmsy
• Industry- Cosmetics
• Category- Perfumes
• Product- Natural balm based perfume
• Variants- Orange + mogra , rose + melon, Customizable
• Quantity – 50ml
• Price- Rs 299
• Channels of Distribution- E-Commerce Websites (
Nykaa and Myntra)
• Channel of Advertising- Nykaa, Myntra, Blogging
• Target audience- Females, Age group 12 years and
above
 Advertising activities
 Nykaa
• Pop Up Tip-Tap game banner: Which fragnance is
for your personality ( smart, adorable, witty,
mischievious). This add will pop up when the
customer opens the nykaa app and website. Pan
India.
Myntra
• Spin wheel to get exclusive offers such as make
your own fragnance, 10% discount, free testers,
insider-event invite. This banner add will be
displayed on the cosmetics section page of myntra
app and website. Pan India.
 Instagram ( Blogger Reviews)
• 1 post and 1 story with link to buy the product. 3
makeup bloggers with minimum 100k followers
each will be chosen.
 Budgeting
 Nykaa
• 48 hours nykaa pop Tip-Tap = 5 lakhs
 Myntra
• Spinwheel banner for 48 hours= 3 lakhs
 Instagram
• Each blogger = 20K, Total = 60K

TOTAL= 8.6L
 Effectiveness Measurement
 Nykaa
• App+Website visitors per day= 5L
• Reach per day = 5L , Total= 10L
• CTR= 90%, 4.5L customers per day
Total 9L customers engagement in 2 days
 Myntra
• App+Website visitors on the cosmetics page per day=
2L
• Reach per day = 2L , Total= 4L
• CTR= 95% , 1.9L customers per day
Total 3.8L customer engagement in 2 days
 Instagram
• Reach= 300K customers
• Engagements= 100K likes, 3K comments
• Frequency= 2 times per viewer.