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Digital Marketing Case Study

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For the question: refer to http://www.nadhir.me/how-i-hired-an-amazing-digital-marketing-specialist/

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Digital Marketing Case Study

  1. 1. CuciPro!
  2. 2. Logo Concept  Minimalistic look implies the value of “Senang”  Blue color theme with rounded fonts imply the value of “Bersih”  Bubbles imply the value of “Segar”
  3. 3. Suggested Domain Name  Primary Domain Name:  http://cuci.pro  Secondary Domain Name:  http://cucipro.com  http://cuci.pro available based on Godaddy as of 15th June 2016  http://cucipro.com available based on Godaddy as of 15th June 2016  http://cucipro.my and http://cucipro.com.my taken.
  4. 4. Customer Personas Persona Age Gender Income Location Occupation Interest Mr. Bahaa Hussein (Expatriate) 35 Male RM12,000 Cyberjaya Software Engineer Football, Technology, Politics Datin Lee (Wife of a Wealthy Business Man) 40 Female RM 15,000 Allowance Mont Kiara Housewife Spas, Karaoke, Taking Care of Her Kids Kenneth Chong (Busy Yuppie) 27 Male RM6,500 Petaling Jaya Financial Analyst Computer Games, Parties, Decorating his Bachelor Pad
  5. 5. Digital Marketing Channels Channels Why? Google Ads - Best channel to capture potential customers at their buying phase Facebook - Easy to reach personas like Kenneth Chong and Datin Lee for awareness - Growing number of users within Datin Lee’s age group within Facebook - There is a trend for customers like Kenneth Chong spending a large portion of their time on Facebook at the moment - works very well for my aircond serviceman - https://www.facebook.com/profile.php?id=1000095266 81795&fref=ts&ref=br_tf Whatsapp - Simple to maintain communication channel with customers since he relies on Whatsapp for his customers’ reviews
  6. 6. Budget Allocation Channel Budget Allocated Why? Google Adwords RM3,000 - Most important as cost and conversions can easily be tracked. - He needs Word of Mouth to spread fast. Hence, it’s best to focus on speed and getting customers to use his service and give them a super service. - Since customers who he does manage to convert are taking an initial risk/plunge, giving a super service will take them by surprise and make a bigger impact on Word of Mouth. Facebook RM2,000 - Facebook will require less budget because this awareness will be complimentary to his Adwords efforts. This will be used to reinforce his brand in social media. Whatsapp RM1,000 - Less budget is needed for Whatsapp as this channel will primarily be used for remarketing. This channel will be open once customers provide reviews and he will be able to give a personal touch to his service.
  7. 7. Google Adwords Campaign #1 – General Acquisition Details Campaign Objective To acquire customers at their buying phase on the Search Network. Campaign Budget RM3000 Target Audience Generally anyone within Klang Valley looking for carpet cleaning services Target Locations Selangor, Cheras 9 Miles, Ampang, Kajang, Sri Kembangan, Batu Caves, Puchong, Subang Jaya, Petaling Jaya Ad Language English, Malay Target Device Mobile, Desktop Target Keywords/Interest English: cleaning services in kl, carpet cleaning services, carpet cleaner, how to clean carpet, carpet cleaning in kuala lumpur, carpet cleaning kuala lumpur, carpet cleaning Malay: cuci karpet, cuci karpet shah alam, laundry karpet Ad Copy Headline: Carpet Cleaning Services Desc. 1: Easy, Clean, Fresh. Premium Desc. 2: Carpet Cleaning in 48 Hours! Headline: Carpet Cleaning Services Desc. 1: Easy, Clean, Fresh. Affordable Desc. 2: Carpet Cleaning in Klang Valley! Malay Headline: CuciPro Cuci Karpet Desc. 1: Senang, Bersih, Segar. Karpet Harum Desc. 2: dan Bersih Dalam 48 jam Sahaja! Headline: CuciPro Cuci Karpet Desc. 1: Senang, Bersih, Segar. Karpet Desc. 2: Terlalu Bersih dengan Harga Jimat! Cool Extras There will be 2 ad groups, 1 for Malay and 1 for English. They’ll be optimized based on conversion rates, CTR and QS primarily. High performing keywords will be transferred to their own ad groups with customized ads to improve conversion. These high performing keywords will also have an upward bid adjustment of 20-25%. Low performing keywords will have a downward bid adjustment of 20-25%. We will also apply ad scheduling based on hour of day to maximize conversion during the best hours and disable them during non-converting/low conversion hours. All these adjustments will be made once the keywords reach at least 100 impressions. Impression share will also be considered to ensure we are monopolizing high conversion keywords. At the moment, both mobile and desktop will be equally shared and bid adjustments will be made based on their performance after 2 weeks. General max CPC should be set at RM20.00.
  8. 8. Facebook Campaign #1 – Expat Awareness Details Campaign Objective To improve awareness among expats like Bahaa Hussein Campaign Budget RM 1250 Target Audience Expatriates Target Locations Klang Valley(PJ, KL etc.) Ad Language English Target Device Mobile, Desktop Detailed Targeting Expats (Behavior), Expatriate (Interests) Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service Text: A Clean Home Starts with A Clean Carpet. Let Us Do It For You Within 48 Hours. CTA: Learn More Headline: Malaysia's Premium Carpet Cleaning Service Text: Relaxation at Home Starts With A Clean Carpet. Let Us Do It For You Within 48 Hours. CTA: Learn More
  9. 9. Facebook Campaign #2 – Housewife Awareness Details Campaign Objective To improve awareness among housewives like Datin Lee Campaign Budget RM1250 Target Audience Housewives Target Locations Klang Valley(PJ, KL etc.) Ad Language English/Malay Target Device Mobile Detailed Targeting Demographic – Women with Children from 0 Months Baby to 8-12 years Preteens Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service Text: Your Children Should Be Rolling Around On A Dust-free Carpet. We Clean Carpets Within 48 Hours. CTA: Learn More Headline: Malaysia's Premium Carpet Cleaning Service Text: A Clean Home Starts with A Clean Carpet. Let Us Do It For You Within 48 Hours. CTA: Learn More
  10. 10. Facebook Campaign #3 – Yuppie Awareness Details Campaign Objective To improve awareness among yuppies like Kenneth Chong Campaign Budget RM500 (The assumption is that Expats and Housewives are more likely to spend on carpet cleaning than Yuppies. Adjustments can be made later on based on data) Target Audience Yuppies Target Locations Klang Valley(PJ, KL etc.) Ad Language English Target Device Mobile, Desktop Detailed Targeting New Job (Life Events), Age 25-35 Ad Copy Headline: Malaysia's Premium Carpet Cleaning Service Text: Busy People Deserve Carefree Clean Carpets. Let Us Do It For You Within 48 Hours. CTA: Learn More Headline: Malaysia's Premium Carpet Cleaning Service Text: Don’t Have Time To Clean That Dusty Carpet? Let Us Do It For You Within 48 Hours. CTA: Learn More
  11. 11. Whatsapp Campaign - Remarketing Details Campaign Objective To process reviews, remarket and maintain customer loyalty. Campaign Budget RM 1000 Target Audience Existing Customers Target Locations N/A Ad Language English, Malay Target Device Mobile Target Keywords/Interest N/A Ad Copy Watching EURO 2016 in the comfort of your own home? Let CuciPro keep your carpets as clean as the pitch in a football stadium. Login now at http://cuci.pro to enjoy our EURO 2016 promotion! Let us make your carpet as slick and clean as Christiano Ronaldo’s hair. Login now at http://cuci.pro to enjoy our EURO 2016 promotion! Cool Extras Many seasonal promotions and new additional services can be blasted out on Whatsapp.
  12. 12. 5 High Impact Articles  10 Ways Your Carpet is Affecting Your Health  What do Carpets and Malaysian Politics Have In Common?  5 Ways Dust Can Affect Your Productivity  7 Important Tips To Entertain House Guests  10 Cool Carpets Every Man Should Have! (If they’re not potential customers because they don’t own a carpet, let’s convince them to own one)

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