The document outlines a digital media strategy to launch a new luxury bag brand called JavaPlum. The strategy aims to build awareness, engage customers, and increase online sales over 3 months. It involves social media management on platforms like Facebook, paid search on Google AdWords, email marketing, and digital PR. Key objectives include defining the target audience, creating engaging content, and establishing JavaPlum as an aspirational luxury brand online. The total estimated cost of the 3 month digital media campaign is INR 6,00,000.

1. By: Odino Pixar| Ranjan Saksena| Lalit Bansal|
Digital Media Landscape

2.  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

3.  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)

4. 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.

5. Reach Them #AnyHow
Indulge Them #SomeHow
#Crux

6.  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

7.  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

8.  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

9.  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

10. Step Farming Model
Level A- To Build Awareness
Level B- To Engage
Level C- To take it forward with UGC

11. Proposed Social Platforms

12. 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

13.  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

14. 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

15. 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

16. 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

17. 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. CTR
Est. 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. CTR
Est. Conversion
Placement Targeting Rs.50,000 1,125,330 5,647 Rs.8.85 0.50% 49
Topic 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.

18. 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.

19.  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

20. #Damage
Project Duration Cost INR
Social Media Management
1. Facebook
2. Twitter
3. Pinterest
4. Instagram
3 Months 1,20,000 Rs /Month
Digital PR 2 Articles 60,000 Rs
Online Advertising
1. Google AdWords
2. Facebook Ads
3 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%