By: Odino Pixar| Ranjan Saksena| Lalit Bansal|

Digital Media Landscape

To introduce JavaPlum in the online space

Spread awareness about the brand

To communicate and establish as an Aspirational brand

Engage maximum users through quality/quirky/witty content

Cohesive approach to integrate (online & Offline ) and maximize engagement

To drive maximum no. of sales in 3 months

Objective

25+ Women belonging to SEC A, A+ category

Income: Disposable ~ 20k per month

Indulgence: Small Business Owners / mid-management executives, Fashion & Lifestyle (Upgraded from a Cosmopolitan to a Vogue), hatchback cars, iPhone6/6+ and an iPad mini, have developed the likes of a Hidesign bag, Have subscribed for a Gym / Sports Club with a personal trainer, own and pamper a pet, frequent mall visitors, online shoppers, love being pampered in a spa..

Possessions: Modular Kitchen, New-Age Furniture, First Diamond, home bar, swimming pool / jaccuzzi, Clutches (Hidesign / Gucci), organic food..

Influenced By: Peers, Instagram, Fashion Magazines / E-magazines

Let’s define who we are talking to (we tweaked this a little)

A Glance at Competitor Campaigns:

For Mother’s Day last year, Michael Kors released their first mobile-friendly Social campaign through a Facebook app. This campaign was advertised in part on window displays at select stores, emails, and other Social networks.

History

Michael Kors released their first mobile-friendly Social campaign through a Facebook app.

Reach Them #AnyHow Indulge Them #SomeHow

#Crux

Reach out to the target audience Launch the product line Indulge the Fans with promotable + engaging ASPIRATIONAL

content that demonstrates luxury Promote the product as being

“As Seasoned as Pampered You Are”

Phase 1 – Digital Launch/ Objective

Will be called “First Look”

Create your theme and its messaging.

Build Audience on Social Communities

Create promotional banners in a variety of sizes to reinforce the themes.

Create landing pages for email campaigns and pay-per-click campaigns.

Run social media campaigns/Email campaigns.

Target other content rich websites.

Digital PR

Launch Campaign

Build online brand equity

Listening: Market research, customer insight and intelligence

Increased visitor traffic

Increase mention on Twitter/Facebook/Pinterest/Instagram

Online Press Releases

Build relationships with customers

Engagement: 2 way dialog with customers

Improve online reputation

Social Media Optimization Objective

Product Launch Campaign - “ #FirstLook”

Detailed revealing of the “Details” Javaplum stands for.

Promote Java Plum leather bags as the next level of indulgence in terms of luxury and value

Introduce Miss Java Plum as our Digital Brand Ambassador for the personal touch

Engage audience by doing Aspirational posts related to the luxury a woman deserves.

Interesting posts for Java Plum, views on the product, Craftsmanship etc

Phase 1 Delivarables

Step Farming Model

Level A- To Build Awareness

Level B- To Engage

Level C- To take it forward with UGC

Proposed Social Platforms

Goals for #TheQuarter

Creating brand awareness & establishing brand identity

Engaging the users & adding to a loyal fan base

Increasing online sales through effective content strategies

Product Based Posts

Occasion/Festivals Based Posts

Craftsmanship/Hand painted

Art based

Share Style Statement

Live event/ posts

Customer testimonials/Share experiences- This will be our UGC

Contests/Campaigns

Feedback - Love us hate us tell us

Videos

Proposed #ContentBucket

Product Based Posts

Occasion/Festivals Based Posts

Craftsmanship/Hand painted

Art based

Share Style Statement

Live event/ posts

Customer testimonials/Share

experiences- This will be our UGC

Contests/Campaigns

Feedback - Love us hate us tell us

Videos

Propsed #tags for Campaigns/Contests

#ForYou- Specially for Launch Campaign

#BeautifulMe- About the Women, their love for

Handbags

#ART- Sharing the latest Art designs in the

industry

#HandPainted- Asking about what people think

about Handpainted Bags

#HowToSelect- Educate audience

#DussheraSpecial- At occasion of Dusshera

#ForYourChand- At occasion of “ Kurwachauth”

#LightToHappiness- At occasion of Diwali

#EidMubarak- At occasion of Eid

#DearSanta- At occasion of Chrismas

#YearToRemember- Talk about 2015

Facebook Paid Media

Month Cost 30 Days Ad Reach Clicks CTR% Max Bid. Page Likes

Month 1 INR 50,000 650,000 7,143 3.30 7 8,333

Month 2 INR 50,000 7,15,000 7,857 3.63 7.7 9,166

Month 3 INR 50,000 7,86,500 8,643 3.993 8.47 10,083

Google Adwords Paid Media

Javaplum Start Date 29-09-15 Locations New Delhi, Gurgaon

Languages English

Search 30-day Cost Est. 30-day Impressions Est. 30-day Clicks Est. CPC Est. CTREst. Conversion

Keyword Targeting Rs.50,000 73,260 1,207 Rs.41.41 1.65% 31

GDN 30-day Cost Est. 30-day Impressions Est. 30-day Clicks Est. CPC Est. CTREst. Conversion

Placement Targeting Rs.50,000 1,125,330 5,647 Rs.8.85 0.50% 49Topic Targeting Rs.50,000 581,940 14,750 Rs.3.39 2.53% 38

Total Cost Est. Impressions Est. Clicks

Rs.150,000 1,780,530 21,605

NOTICE: All non-reserve values quoted are estimates and do not guarantee future performance. Proposed auction inventory is subject to change due to market conditions.

Digital PR Strategy Paid Media

Target the online media outlets and social media platforms which people read.

Provided with interesting content at the right time

Make the media releases work harder by repurposing them to create additional online content such as blog posts.

General Manager – Delivery

Account Manger

Senior Media Planner

Social Media Manager + 2 Executives

Copy writer

Graphic designer

Web Designer

Project Lead – HTML

Senior Developer - PHP

Will be Headed By :

Ranjan Saksena – Managing Partner

Resource Allocation

#Damage

Project Duration Cost INR

Social Media Management

1. Facebook2. Twitter3. Pinterest4. Instagram

3 Months 1,20,000 Rs /Month

Digital PR 2 Articles 60,000 Rs

Online Advertising1. Google AdWords

2. Facebook Ads3 Months 2,00,000 Rs / Month

Email Marketing(3,00,000) 3 Months 80,000 Rs Per month

Agency Markup on any Media Buying 3 Months 15%