This case study discusses KidMedics, an app that provides parenting tips and information. Some key points: - The document discusses strategies for KidMedics to promote awareness of their brand and app through paid, owned, and earned marketing channels. It identifies channels like Google AdWords, social media, the company website, and product reviews. - An engagement strategy is proposed to reduce the app's uninstall rate by simplifying the registration process, adding in-app chat support, and building an app-based community for parents. - Metrics are assigned to measure the marketing campaign's performance at different stages - awareness, consideration, purchase, and delight. Examples include app installs, retention rate, customer lifetime value

1. Case Study - KidMedics
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Enter Full Name:RITESH RANJAN
Email:ranjanritesh1606@gmail.com

2. © All rights reserved
2
<Enter Your Response - Mention 2 channels for each>
1. Paid: Google Adwords
Quora
Twitter , Facebook
2. Owned:Kidmedics official website and app
Social media posts in the form of infographics, videos, and blog posts on Facebook,
Instagram, and Twitter
Email marketing campaigns such as company newsletters
3. Earned:Product reviews on Youtube, different social media platforms, and blogs.
Media coverage of products, services, brands, and events.
Identify different
paid, owned and
earned channels to
meet the objective (2
channels each).
1

3. <Enter Your Response>
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Mention any four
paid channels and
identify ad formats
and the campaign
ideas on each.
2
Channel 1
Facebook,
Instagram
Channel 2
Twitter
Channel 3
Quora
Channel 4
Youtube
Ad format for
Channel 1
Carousal Ads,
Video
ads
Ad format for
Channel 2
Moment Ads, Text
Ads, and Image
ads
Ad format for
Channel 3
Image Ad
Ad format for
Channel 4
In-stream and
Bumper ads
Campaign for
Channel 1
Tips and tricks to
make the
pregnancy
and post-
pregnancy
journey smooth
Campaign for
Channel 2
Parenting tips on
alternate days of the
week to increase the
app downloads as
well as engagement
rate
Campaign for Channel
3
Ads displaying the
parenting measures
you need to take
during pregnancy and
after birth to raise the
child properly
Campaign for Channel
4
New parents talking
about how the app
has helped them in
raising the child,
increasing the app
installs
Note: You can use two paid channels from the ones you mentioned in the previous question

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3
<Enter Your Response>
Awareness
40% by investing heavily in the top of the funnel. Through this 40% budget we can reach
new users via interest and demographic targeting on social media platforms such as FB,
Youtube, and many more.
Engagement
Investing 40% at this stage of the consumer funnel will help us keep the audience
engaged and involved within the app only( the ones targeted in the awareness phase)
through in-app messages, and push notifications.
Conversions
By investing 20% at the conversion stage of the consumer funnel with the help of
retargeting through display ads on different websites, in-stream ads on Youtube, and
Sponsered ads on Instagram and Facebook.
Allocate your budget
(in %) between
awareness,
engagement &
conversions. Mention
your reason for the
same.
Note: You can allocate a range of % among awareness, engagement and conversions

5. © All rights reserved
5
<Enter Your Response - Min 2 for each stage>
(a) Awareness:
1. App installs : An increase in the number of proper app installations along with completion of registration process can be
an
effective KPI to measure at the awareness of the brand amongst the people.
2. Crash Reports: As operating system differ and play by their own rules depending on the device, apps experience
crashes dues to
the complexity of the product, unexpected user actions, and many more. Crash reports display the eaxt moment a crash
occurs
including what caused the problem and where. They are crucial to making the app development and maintenance process
smoother
(b) Consideration:
1. Session Length and Depth: Session length can tell you a lot about how engaging your app is and what improvements
you need to
do to make it more engaging and attractive. Session depth refers to how a user gets to the targeted action. For example:
how the user
moved to the purchase section. These metrics can be measured. The result for these metrics are available under the
behsvior tab in
Google Analytics for mobile only.
2. Retention Rate: The no. of users who come back or return after a given period is passed. It is generally an indicator of
how
interactive and smooth an app is
(c) Purchase: 1. Customer lifetime value (CLV) refers to how much revenue your users have brought to your app. Average
CLV will tell
you how loyal your user base is and what you can do to target them in a personalized manner.
2. Cost of customer acquisition: It focuses on defining the costs associated with the acquisition of the paying user. Also
measures the
cost of outside paid user acquisition.
(d) Delight: 1. Client feedback on the play store from where the app is downloaded (Reviews and ratings)
2. App store category ranking
Assign KPIs to
measure the
performance of
your campaign.

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5
<Enter Your Response>
1. Simply the process of registration, thus reducing the
complications from the life of the
users. Remove the multiple verification steps in order to encourage
more and more people
for an easy install of the app.
2. Create a chat section to keep the users engaged and help them
resolve their queries at
the earliest. This can reduce the uninstall rate of the app.
3. App can built a community in the app where users around the
globe can come across
and help each other. Such app communities are an excellent way
to increase the no. of
downloads of the app. Also, community building is a powerful mode
to understand the user
behavior at the same time.
Create an
engagement
strategy to reduce
the uninstall rate.

7. Thank You!
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