The document outlines a case study for KidMedics focusing on their marketing strategy, which includes paid, owned, and earned channels. It details specific channels like Facebook, Twitter, Quora, and Google AdWords along with corresponding ad formats and campaign objectives aimed at awareness, engagement, and conversions. Additionally, it discusses key performance indicators (KPIs) for measuring success and strategies to enhance user engagement and reduce app uninstallation rates.

1. Case Study - KidMedics
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Enter Full Name:Chinmaye Arora

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1. Paid:
• Quora
• Google Adwords
• Twitter
• Facebook and Instagram
2. Owned:
• Email marketing campaigns include company newsletters, personalized drip emails,
discount offers, etc.
• Social media posts/tweets and blogs on Facebook, Instagram, and Twitter.
• KidMedics official website and KidMedics app.
3. Earned:
• Product reviews on YouTube, Google, social media, or blogs.
• Media coverage of products, services, or events
Identify different
paid, owned and
earned channels to
meet the objective (2
channels each).
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Mention any four
paid channels and
identify ad formats
and the campaign
ideas on each.
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Channel 1
Facebook and
Instagram
Channel 2
Twitter
Channel 3
Quora
Channel 4
Google Adwords
(SEM)
Ad format for
Channel 1
Carousel ads;
showcase up to ten
images or videos in
a single ad, each
with its own link.
Ad format for
Channel 2
Twitter app cards
using video, which
open an app’s
page on Google
Play or App Store
upon clicking
Ad format for
Channel 3
Image ad: with a
link leading to the
website/blog for
related information
on the question
asked.
Ad format for
Channel 4
App promotion ads.
Drive app
downloads and
engagement with
app promotion ads.
Campaign for
Channel 1
Awareness :
Brand Awareness
Campaign for
Channel 2
Consideration :
App install
Campaign for
Channel 3
App install
campaign objective
Campaign for
Channel 4
App campaign :
app promotion

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 Awareness:-
 Since it is Startup the budget for awareness can be 35 %. It will be used for:
o making potential customers aware of its brand, products, or services.
o Boosting social media reach.
o Get more content shares.
o Increase ad impressions.
 Engagement:-
 The budget for engagement can be 35%. It will be used for:
o That can be broken out in a number of ways, including post-Likes, Shares, and
Comments, as well as the overall sentiment of the interactions (positive, negative,
indifferent). These will give a sense of what the overall interest level of the
campaign was, with higher engagement metrics usually indicate relevant, enticing
ad content and messaging.
 Conversions:-
 The budget for conversion can be 30%. It will be used for:
o To encourage the audience to the installation of the app
o Customer acquisition cost; convincing a potential customer to buy a product or
service by installing the app.
o Retargeting the users who uninstall the app or are inactive.
Allocate your budget
(in %) between
awareness,
engagement &
conversions. Mention
your reason for the
same.

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(a) Awareness:-
1. The base unit for any campaign, Impressions measures how many times campaign creative was seen.
For a Facebook ad or a banner ad, Impressions give a sense of the overall exposure of the campaign.
Higher Impressions are particularly important in an Awareness-phase campaign, where the primary goal
is generating interest and knowledge of the brand. The Cost Per 1,000 Impressions (CPM) metric gives
you a sense of how expensive or inexpensive those eyeballs were.
2. Engagement is a very important KPI to measure. That can be broken out in a number of ways, including
post-Likes, Shares, and Comments, as well as the overall sentiment of the interactions (positive,
negative, indifferent). These will give a sense of what the overall interest level of the campaign was, with
higher engagement metrics usually indicating relevant, enticing ad content and messaging.
(b) Consideration:-
1. Click-through rate looks at how many people actually clicked an ad once it appeared in their social
media timeline or YouTube or Quora ads are being served. This gives an idea of how compelling
creative messaging and visuals are, and which versions of creative perhaps resonated best with the
audience.
2. Bounce Rate, This measures the percentage of people who visited the Download page or landing page
and left without interacting with the page.
Assign KPIs to
measure the
performance of
your campaign.

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(c) Purchase:-
1. Procurement KPIs are measured across supply categories, buyer segments, and more. This metric will
help businesses ensure whether suppliers are delivering what was ordered and if it was delivered at the
right time.
2. Vendor performance management refers to the monitoring and analyzing of the reliability, quality, and
performance of a company’s vendors. Monitoring vendors can help the company boost efficiency and
profits, reduce stock levels and inventory costs, and improve (both internal and external) customer
satisfaction.
(d) Delight:-
1. NPS(Net promoter score) is a short and simple way of measuring customer feedback. With only two
questions that refer to a concept and strategy, it provides crucial insight as to how customers feel about
your brand.
2. Customer Lifetime Value (CLV) predicts the net profit attributed to the entire future relationship with a
customer.CLV can either be calculated as a business value that the customer brings during the whole
time of the relationship with a company or as a value over a defined period of time.
Assign KPIs to
measure the
performance of
your campaign.

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1. Listing the most relevant tasks for users that they can solve with the application. Every
user downloads an app in hopes it will satisfy some of their needs. So it’s crucial to explain
the user’s goal, a physical activity tracker like Fitbit, or a Diet tracker can work for the app
to help during the on boarding process.
2. Suggestions on on-call doctors, yoga instructors and diet titian. number of users
following them with the help of an app and their reviews. Time management features like
when to start yoga, what time to eat with calories intake, and notification for the same
3. Communication plays a critical role in customer relationships. users already receive
welcome messages, letters of gratitude, and product updates from the company.
Kidmedics can go a step further and make this communication more personal with push
notifications. These notifications are triggered based on the behavior of users and
automatically provide them with a personalized experience. If a new doesn’t show any sign
of activity after downloading the app or performing certain actions, we can set up a push
notification that will prompt them to come back to the app. For example: making them
aware of the community and personalized care is given to them with respect to Diet to
follow yoga to do and time management features and people review.
Create an
engagement
strategy to reduce
the uninstall rate.

8. Thank You!
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