- Malak Jewellery is a jewellery brand based in Saudi Arabia that targets Asian and local consumers. - The proposed marketing campaign aims to increase brand awareness and establish Malak Jewellery as the preferred choice for jewellery purchases. - The campaign strategy involves a mix of print, radio, online and social media placements targeting the Saudi Arabian market.

1. Into the minds of Saudi residents
the Malek way
Media recommendations

2. Our understanding of the brief
• Malak Jewellery is based in KSA
• Malak Jewellery categories are Fashion, Necklace, Ring, Bangle,
Earing & Chain.
• Campaign target market would be KSA.
• Demographics target would be 75% Asians & 25% Locals.
• Create branding, awareness & noise in the KSA market.
• Brands include Trisha, Zenora, Omega, Mira, Floret & Pearla.
2

3. Proposed Print Creative Samples

9. Communication Objective

10. Communication Objective
• We would like to activate a campaign by which we want to say loud that Malek Jewellery is the
preferred choice when it comes to jewellery purchase
• Through a focused and sustained communication campaign, we would like to influence the
perception of the existing customers as well as the prospects, that Malek Jewellery has a wide
range of ornaments designed to meet the discerning tastes of customers from different countries
• The campaign needs to increase the level of awareness of Malek Jewellery to all levels of
customers.
10

11. Media Objective
Attention Getting
1
Brand Building
2

12. Media Strategy
A judicious mix of Radio and Online
1
Choose vehicles that are relevant to the category
2
Look at opportunities that will help to create a difference and impact in TA’s mind
3

13. Print

14. Enhance print ad presence in Gulf Madhyamam, Arab News, Ashraq Al Awsat

15. Radio

16. Radio Plan
MEDIUM STATION LANGUAGE FREQUENCY DURATION TIME BAND # SPOTS TOTAL COST
Radio
Your FM Hindi Sunday - Thursday 30" Seconds 06:00 - 11:00 Hrs
1080 390,960.00
Hindi Sunday - Thursday 30" Seconds 21:01 - 06:00 Hrs
1080 325,080.00
Your FM Malayalam Sunday - Thursday 30" Seconds 12 Noon - 17:00 Hrs
1080 390,960.00
GRAND TOTAL 1,107,000.00

17. Digital Media

18. Online Implementation Strategy
How online can achieve Malak Jewellery marketing objectives?
Create awareness about Malak Jewellery, its properties &
services.
Targeting relevant Networks of sites in Target Market with CPM /
Re-Targeting buy, along with Sponsored articles / Social / Mobile
app / Video PlatformsReal Time Bidding & DSP Platforms.

19. Top websites in KSA

20. The power of re-targetting
RIGHT
AUDIENCE
RIGHT
TIME
RIGHT
MESSAGE

21. Retargeting and Remarketing

22. Online strategy - Branding, Awareness & Year long sustenance Campaign
• To support overall corporate communications strategy by widening exposure and reach thru online.
• Recommended mix of leading performance marketing, networks of sites, blogs/articles, Social
Media, renowned mobile app & YouTube Video which has high audience visits along with audiences
have shown interest in Jewellery related news, Lifestyle, Online Communities, Shopping etc…
• Thru mix of display banner in target relevant Network of sites, generate awareness and push traffic
to the website.
• Banner format selection will be utilized according to the performance of banner in the respective
portals.
• To reach Target Market / Audience cost effectively the following approach will be adopted.
• Network of sites
• Social Platforms
• Behavioral Re-Targeting
• RTB & DSP platforms for buying audience profile that matches our TG

23. Targeting Methodologies

24. Through Key placements across segmented spectrum of target
audience
Estimations
Impressions: 18,000,000
Estimated CTR: 0.15%
Estimated Clicks: 27,000
Network Clicks: 240,000
Facebook Clicks: 240,000
Instagram Clicks: 200,000
Total Clicks: 680,000
YouTube Video Views: 450,000
Buzz Eff Video Views: 120,000
Native - Sponsored Articles: 24 nos.
Above mentioned are only estimation any may vary due to facts like site traffic,
creative of banner etc.

25. Digital – Display Banner
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock
Schedule
2017
NABD KSA 6,000,000 ARA Mobile
Powerful MPU 300(w) x 250(h) & Leader Board
320(w) x 50(h)
Run off APP 1 Year
Impressions

26. Recommendation Screenshots – NABD

27. Digital – Display Banner
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock
Schedule
2017
Performance
Marketing & RTB
KSA 12,000,000 EN/AR
Desktop &
Mobile
Multiple Banner Formats
300X250,728X90,300X600,300x50,468x60,320x50,
120x600, 160x600 & 970x250
HTML Banners
Multiple Banner Formats
300X250,728X90 & 320x50 – In App
300x250, 320x480 & 550x480 - Overlays
GIFs
Audience Targeting / Re-targeting*
News, Lifestyle, People & society
1 Year
Impressions

28. Digital – Display Banner
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock Schedule
2017
Network –
(Indian Sites)
KSA 120,000 EN/AR Desktop & Mobile
Multiple Banner Formats
300X250, 728X90, 300X600, 300x50,
320x50, 120x600, 160x600 & 970x250
News, Lifestyle, People & society
-Verticals
Frequency Capping, Behavioral,
Re-targeting (If possible)
1 Year
Clicks

29. Digital – Display Banner
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock Schedule
2017
Network –
(Arab Women
Sites)
KSA 120,000 EN/AR Desktop & Mobile
Multiple Banner Formats
300X250, 728X90, 300X600, 300x50,
320x50, 120x600, 160x600 & 970x250
News, Lifestyle, People & society
-Verticals
Frequency Capping, Behavioral,
Re-targeting (If possible)
1 Year
Clicks

30. Digital – Display Banner
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock Schedule
2017
Native - Sponsored
Articles
KSA 24 EN/AR Desktop Image + Content
News, Lifestyle, People & society –
Related Section / Articles
1 Year
2 Sponsored
Articles /
Month

31. Digital – Social Media
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels /
Position
Ad Stock
Schedule
2017
Face Book KSA 240,000 EN/AR
Desktop &
Mobile
News Feeds (Multiple Ad
formats in FB)
FB Pages 1 Year
Minimum
Estimated Clicks
Promoted Post / Suggested
Post / Website Clicks etc.,.
Note:
The cost per click bid is only an estimation based on Facebook Suggestion
Actual clicks may vary as per the inventory & performance
Need Client's Face Book as `Admin' Page access

32. Recommendation Screenshots – Facebook

33. Digital – Social Media
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels / Position
Ad Stock Schedule
2017
Instagram KSA 200,000 ENG/ARA
Desktop &
Mobile
Promoted Post /
Suggested Post
Instagram Pages 1 Year
Minimum Estimated
Clicks
(Multiple Ad formats in
Instagram)
Note:
The cost per click bid is only an estimation based on Instagram Suggestion
Actual clicks may vary as per the inventory & performance
Need Client's Instagram as `Admin' Page access

34. Recommendation Screenshots – Instagram

35. Digital – Social Media
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels /
Position
Ad Stock
Schedule
2017
Youtube.com KSA 450,000 EN/AR Desktop & Mobile Pre-roll + Companion Banners
YouTube Videos
1 Year
Minimum Estimated
views
300 (w) x 60 (h)

36. Recommendation Screenshots – You Tube

37. Digital – Social Media
Portals Geo Target Quantity Lang Device
Banner Size / Format
(w)x(h)
Channels /
Position
Ad Stock Schedule
2017
Buff Eff KSA 120,000 EN/AR Desktop & Mobile
CPCV 30” Seconds Destktop
15” Seconds Mobile
In-Read Video
1 Year
100 % Completed
Views
CPCV – Cost per
Completed View

38. Portal Geo Target
Quantity / Buying
Model
Lang
Banner Size /
Format
Channels /
Position
Net Rate # Period
Community
Management
KSA 3-4 Posts / Week English Facebook
Facebook Page of
Malak Jewellery
12600 1 Year
Target Audience: 75% Asians and 25% Locals
Management Fee involves a dedicated resource for social media updates along with
Creative / technical support for idea and application development, weekly report
Creation & regular interaction with the marketing team

39. Digital Media combined cost
• Performance Marketing & RTB
• NABD
• Network – Indian Sites
• Network – Arab Women Sites
• Native – Sponsored Articles
• www.facebook.com
• www.instagram.com
• www.youtube.com
• Buff Eff
• Community Management
• Combined Cost: AED 2,107,300/-

40. Note:
• Adserving: Publilink digital will provide Adserving for hosting, measuring and reporting
• Adserving also acts as a verification tool for campaign data
• Current rates are quoted, any revisions applicable at the time of booking
• Placement of ads subject to availability of inventory space at the time of booking
• The plan doesn’t include production cost
• Publishers excel reports & Media Mind report from agency will be final and no additional
stamping or documents will be provided by the agency or publishers

41. Thank You