Case Study - KidMedics

Enter Full Name: Neha

Shah

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12 Identify different <Enter Your Response - Mention 2 channels for each>
paid, owned and
earned channels to 1. Paid :
- Google Ads
meet the objective (2 - Twitter Ads
channels each). - Facebook Ads

2. Owned :
- E-mail marketing campaigns, corporate brochures, company newsletters sent out to
customers
- Posts and blogs on social media like Facebook, Instagram and Twitter
- Website or Mobile site

3. Earned :
- Product reviews on YouTube, social media and blogs
- Media coverage for products, services, brands or events
- Word-of-mouth, Buzz or Viral

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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
Channel 1 – Channel 2 – Channel 3 – Channel 4 –
identify ad formats Google Ads YouTube Facebook and Quora
and the campaign Instagram

ideas on each.
Ad format for Ad format for Ad format for Ad format for
Channel 1 – Channel 2 – Channel 3 – Channel 4 –
Search Ads Video Ads Images, Carousel, Bumper & Discovery
Stories Ads

Campaign for Campaign for Campaign for Campaign for

Channel 1 – Channel 2 – Channel 3 – Channel 4 –
Articles and blogs How Kidmedics will Addressing the Brand Story, How
by medical help first time new concerns pf the first Kidmedics will be
practioners and parents and couples time parents and the answer to
existing parents to planning on having guiding them with anything baby
guide the newly a baby the do’s and don’ts related problem
married and other
couples on
pregnancy

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3 Allocate your budget (in <Enter Your Response>
Note: You can allocate a range of % among awareness, engagement and conversions
%) between awareness,
engagement & 1. Awareness
conversions. Mention Campaign through Google Ads, specially through search ads. The Awareness of the
service provided by Kidmedics is very low, so would allocate about 45% here.
your reason for the
same.
2. Engagement
Engagement campaign can be run via Facebook. We can use various ad formats and
use display ads too. We can allocate 25% of the budget here.

3. Conversions
Conversions can be done through e-mail marketing. It adds a personal touch to it. We
can allocate abput 30% here.

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5
<Enter Your Response - Min 2 for each stage>
Assign KPIs to
1. Awareness:
measure the We can measure the performance of the campaign at this stage through Search Ads, so
performance of we can check the SEO. It should have started from the day the campaign begun

your campaign. 2. Consideration:

We can measure the performance by checking how many users interacted with the
campaign, i.e. calculating the Engagement Rate

3. Purchase
We can measure the performance at this stage by checking how many users downloaded
the app, i.e. seeing the number of CTA conversion that occurred.

4. Delight
We can measure this stage by checking how many users have mentioned or tagged the
brand name on social media platforms. We should also check if users have performed
any action towards the brand.

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5
<Enter Your Response>
Create an
engagement 1. Measure the uninstall rate, check on the audience details and develop a strategy to
strategy to reduce overcome the situation.

the uninstall rate. 2. Re-engage across other social media channels – Creating a strong marketing strategy
for re-marketing with these channels, sending out emails with appropriate CTA with the
features and the product details.

3. When users uninstall the app, we should have a quick response column, where users
put in their feedbacks and the reason to log out of the app. Getting information on this,
we can change the needful. We can also lure the user by mentioning the next doctor
visit the user/child is due for. This will bring in a sense of admiration for the brand that
it takes care of the user and his family and will want to stay or install soon.

2.

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 Thank You!

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