TONIC

Digital Media Strategy

OBJECTIVE:

Generate top of mind awareness

Consideration & Conversion

TARGET GROUP:
Age: 25-45 years
Gender: Male /Female

Interest:

Family and Relationship :

Fatherhood | Motherhood | Marriage | Parenting
Fitness and Wellness :
Physical exercise | Physical Fitness
Health :
Health and Wellness | Healthy Choice | Healthy Diet
Industry :
Health Care | Agriculture | Banking |
Outdoor activity:
Fishing | Camping

Location: Bangladesh
YT and FB video Ad :

 6 sec YT bumper , 15 sec FB video : Maximize reach with high

frequency through YT bumper, Facebook video In Stream & Audience
network

 40 sec FB & YT Video to drive the tonic awareness to build the audience

 The long form video will be optimized in Cost per view format, while the
15 sec and 6 sec cut versions will be optimized on Cost Per 1000
Impression Format to optimize reach

 The creative shall be adapted from 60 sec form of TVC.

 Channel:
 Medium: Paid & Owned ( FB & YT )

 Optimization: CPM 6 &15 Sec

CPV (40 Sec)

 Frequency: +2(40 Sec)

+4 (6&15 sec)
 Placements: Facebook feed, YT Bumper, Audience Network, FB

Suggested Video
 GDN & CAROUSEL
 Key communication
24 Hours doctor
BDT250000 Cash coverage
Medical packages

 Amplify Paid Media:

• Dynamic creative where we demonstrate key product
communications

 We will optimize on Impression and reach maximum

audience
 Medium: Paid
 Optimization: Impression
REMARKETING & CONVERSIONS

 Remarket the audience through Carousel & GDN Banners.

Audience will be built through lookalike audience & custom
audience from the one who have already engaged in
awareness phase
 Drive users to consideration set to register in package

 Channel:
 Medium: Paid

 Optimization: CPC

 Frequency: +6
 ACTIVITY TIMELINE

15-30 Aug 1–15 sep 15-30 sep 1-15 oct

 

YT & FB Video Ad ( 40 sec)

FB 15 Sec Video
 
     

YT 6 Sec Bumper
 
     

GDN Banners & Carousel

 
 
   

Remarketing
 
     
BUDGET

No. of Impression Estimated CPM/CPC/C Media Media Cost

Activity Buy Type Channel Frequency Reach
Content s Result PV/CPA Cost($) (BDT)

YT & FB 40 sec VPV YouTube 1 500,000 2 250,000 75,000 0.02 1500 127,500

YT 6 sec Bumper & FB 15 sec CPM FB & YT 2 1,000,000 4 250,000   $2 2000 170,000

FB &
GDN & Carousel CPM 2 400000 5 800000   $.52 1741.2 148000
GDN

Google &
Remarketing CPI/CPC 3,000,000 9 333,333 $1.5 1764.7 150,000
FB
 2  

7006 595,500