The document proposes a digital marketing campaign on Hotstar to increase consideration of Scotch-Brite Scrub Sponges among women aged 25-44. The campaign aims to achieve 75% ad completion rates and include calls to action and surveys. It recommends a weekly frequency of 4 ads over 8 weeks to communicate the product's simple benefits through a mix of long and short videos and image ads. A brand lift study would measure awareness, consideration, and favorability before and after viewing the ads. The proposed plan estimates costs, frequencies, impressions, reach and other metrics to promote the product in major Indian cities within the ₹10 lakh budget.

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2. Campaign Brief
Product: Scotch-Brite Scrub Sponge
Objective
 Propose a digital campaign that will increase consideration among the Target Group by generating interest for the product
Target Audience
 Geography: To be recommended
 Gender: Women 25-44 Years of age
Duration: To be recommended
Budget: 10 Lakhs
Asset: To be recommended
Media Vertical
Digital

3. Brief Mandates
A Digital campaign with following deliverables:
 75% ad completion
 Incudes a call to action
 Able to run a survey

4. Understanding Implication
Purchase is a part of the monthly
purchase
Run campaign aligned with the
purchase cycle
Digital campaigns for this
category require a higher
frequency than base/offline
Optimize the campaign for a
weekly freq of 4 and campaign freq
of 8 (vs. Higher reach) Pick
platforms that allow frequency
Functional benefit is simple to
communicate
Use a mix of long and short
duration creative
Low involvement purchase Plan forced ad viewing
Category Understanding and
Marketing Implication

5. Benchmark Frequency per Month

6. Frequency
cap
Forced
Viewing
 Survey
possible
High
Women
Index
 Low cost
per
complete
view
 Content
Control
Hotstar      
You
Tube
  
Platform Selection Framework

7. Hotstar
Tactic
1. Show 20 sec video to the TG – 3 times
2. Retarget with 6 sec video – 3 times
3. Retarget with image ads – 2 times
4. Use filter of geo, age and gender
5. Run brand lift study during the campaign

8. Brand Lift Study
The survey will be done on two set of users one who have seen the Ad and another who have not
seen the Ad.
Measure the metrics that matter with Brand Lift
 Do people recall watching my video ad?
 Are my target consumers more aware of my brand after viewing my video ad?
 Did my video ad move people to consider my brand or product?
 Are consumers more favourably aligned with my brand's message/identity after viewing my ad?

9. Detailed Plan
Cost per
impression
Freq Budget
Allocated
Impression
Available
Unique
Reach
VTR CTR
20 sec
video
0.3 3 647482 2158273 719424 85% 3%
6 sec
video
0.12 3 258993 2158273 719424 85% 0.5%
Image
Ad
0.065 2 93525 1438849 719424 0.20%
Total 10,00,000 57,55,396

10. Geo Recommendation
City TG Universe Campaign Reach % Reach
Delhi 6,69,600 1,39,500 21%
Mumbai 7,77,600 1,62,000 21%
Bangalore 4,10,400 1,02,600 25%
Chennai 5,40,000 1,12,500 21%
Pune 3,60,000 75,000 21%
Hyderabad 4,80,000 1,00,000 21%
Ahmedabad 1,92,000 30,000 16%

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