Consumer Journey, Ziro Festival, Digital Ad Campaigns with KPI of Increasing Reach over web site, Social media Campaign over facebook, Instagram and Quora

1. Digital Marketing
Group 8
Kunal Mittal, Akshit Khandelwal, Ashish Jangid, Nikhil
Agrawal, Abhishak Sharma, Yash Shrivastava

2. ZIRO- Festival of Music
A Festival of Music Hosted in the valley of ZIRO (Arunachal Pradesh) or
something more than music- Adventure, camping and a lot of
experiences- people takeaway memories in their eyes while returning
to their busy lives…..
ZIRO- Zero waste of Time, Moments, fun, Adventure

3. Target
Audience
Music
Lovers
Travellers
Backpackers
Adventure
Lovers
Action: the event organiser wishes to increase their social
engagement across the year and not only during festival
time. Also, converting never been before to Ziro followers to
attend the festival in September 2019.
Previous Learnings: The event organisation has tried to
bring the young look and feel to their overall event bit it’s
been a hit or a miss as it all depends on the artists who
are playing which attracts the crowd.
Key KPI’s- Increase in followers across social, more tickets
being sold as early bird

4. User persona
• Shows Interest in Music Concerts, events, Camping, Adventurous
• Have liked pages related to their area of interest on Insta, Facebook
• To have a time for enjoyment, Fun & Happiness
• Age- 20 – 40 Years
• Income- Middle income- Higher income groups
• Gender- Both

5. Trend Insight
Category & competitor Consumer Cultural Shift
Bacardi NH7- Weekenders state of
Mind-
Wants to be adventurous Self decision
Offering internship opportunities Be a part of Crowd me time
Win passes for sunburn, What song is
your gang anthem and why?, Entry
wristbands
Socialise From theatres to valleys
Giving more time to events- concerts-
Tracking- campfire – Bike rides
Guest list 4 Good- Tag your Friend
that you are bringing along
Passionate You only live once
, Friends Power ticket Package Enjoy Freedom Fear of Missed out
, Answer 5 Simple Questions to prove
the power of your fandom
Follow the trend – what the friends
are doing
Sleep full nights- to – night outs
Saturday Nights More Space for friends then families

7. Consumer Journey
Awareness Stage Consideration/ Engagement Stage Purchase Stage
Facebook Post on what is ziro music
festival- creating awareness
Live Streaming of event at the time of
live performances for future use as well
Facebook: enjoy Ziro festival in Ziro
valley #booknow Followed by a link
Instagram: use of IGTV for showing
short story ads.
Instagram: Insta story and a small quiz
following that story
Apply Now Option on Instagram along
with a guide of the journey map
YouTube: ads Facebook: Contest and #snatch your
passes
Email- Map, Time of reporting, whom to
report, things to carry, Entire program
schedule, And Do’s and Don’t
Backlinks on Tumblr, quora and other
platforms.
Facebook: # Tag your buddy Campaign
to ensure greater involvement with
prospects
Content marketing- Telling about things
to carry while going on a concert,
Facebook: We will be showcasing Past
experiences, artists
Upload your stories on ziro challenge on
Instagram and the winning stories will
get passes
Email –Place, days to apply(Deadline),
Link to the main page , Fees, Activities,
about the festival.
A Campaign for every Stage of Consumer Journey Map

9. How to make a Facebook campaign

17. #metime#metime
Mobile view Desktop View

18. Enjoy your zero waste festival with your
Favourite artists performing on stage of
ZFM
#MONO #madousidiqui #Sukanya #KEKHO
#Prabhdeep #Sampaa
We are going Ziro. Are you?
Hey Guys Accompany us at Ziro

19. Hey GuysAccompany us at Ziro

21. Ziro Music Festival September 2018- Start your Journey Vlog #1 #metime #Zirofest2K18

22. Get it Now
Soul of music resides here
Get answers to our musical Contest and get Discount on
Prompt responses
#metime #ZIROfest2K18 #Musicontest18 #hiphop #rockon
#shacks # barbeque
#ZIROfest2K18 #food

23. #do&donts
#ZIROfest2K18
Be a part of Ziroen Committee. Get answers to the
given Crossword and get a chance to organise
ZIROfest2K18 with us
and enjoy melodious breeze of air…..
#ZIROfest2K18

24. Rewind to day 1 of #zfm2017 with MONO! Shoutout to
haider Hussain and Mathias Durand for this beautiful
video
#zirofest2K18 #Metime #Music #concert #Guitarist

25. zirofestival.com
Don’t get missed out
Get Tickets on Discount
Ziro we are
Cmiing
Don’t get missed out
Get Tickets on Discount
SWIPE UP
SWIPE UP
Ziro we are
Cmiing

26. Are you ready for #metime Experience

27. Book Now/
Contact us-
calls to action
Life at Ziro; Live it once; early birds preferred
#adourofmusic
#melodiousbreeze #campfire
#excitingtattoos #nightouts
#Beautifulcampsites #ZIROfest2K18
Book Now:
7718090144 more….
9799414616
Contact us

28. Discounts for early birds

29. Want to enjoy the Raga of Rock, jazz, hip-hop music on one
stage accompany us at ZFM2K18

30. 24
SEPT
ZIROFestival 2018,
Ziro
Rs. 2199
Weare
coming.Are
you?
24th Sept-27th Sept
Festival Nested inthe
valley ofZiro
#ZFM2K18

31. Analysis of present website
• Country Rank 259138, Category Rank 407036
• Global Rank: 6103733
• TOP 5 Organic Keywords:
• Traffic sources:
• Search 92.49%
• Direct 7.25%
• Social sites .26%
Source: Similarweb.com

32. Budget
• Youtube: No of Views= 86987
• Cost per views= .20
Budget of campaign on Youtube= 86987*.20*20= 3,47,948
• Facebook: cost per click= .40
• No of Clicks= 75,000
Cost Per click over Facebook= 75000*.40= 30000
• Instagram: Cost per click= .32
• No of clicks= 45000
Cost Per Click over Instagram= 45000*.32= 14,400
Total Budget
Youtube: 3,47,948
Facebook: 30,000
Instagram: 14,400
3,92,348