Esbeda is a luxury brand of women's handbags and accessories. They are active on Facebook, Instagram, and Twitter but could improve the quality and thoughtfulness of their posts. A proposed campaign is a "BagCraft" workshop where people can make their own bag with guidance from designers. The workshop aims to improve Esbeda's image and engage people. It will be held in partnership with Istituto Marangoni in Mumbai and promoted through Facebook and Instagram ads targeting different age groups in Mumbai. The campaign budget is approximately 50 lakhs for 2 months. Organic social media posts will promote the workshop.

1. SOCIAL MEDIA MARKETING
PRESENTED BY – POOJA PATHARE

2. ESBEDA
A brand that spells luxury,
style and elegance.

3. A premium brand of ladies’
handbags and accessories,
Esbeda offers the discerning
woman a collection of exclusive
and fashionable bags ranging
from formal and chic to evening
wear and bridal wear.
• There are no active campaigns
• They are active on Facebook, Instagram and twitter
• The creatives they posts can be better quality as well as thoughtfully
• Esbeda as a brand does not posts any blog
• They don’t have their YouTube channel
About Us

4. Social Media Analysis
Esbeda
48.5K
Total Likes
47.8K
Total Followers
80
Average Likes Per
Post
7.9K
Followers
Esbeda_official
Social media presence of Esbeda; its followers and likes on Facebook and Instagram. Esbeda as a brand has been recently
posing different creatives than before on Instagram and reposting the same on Facebook. They should be posting
different engaging creatives on Facebook and beautiful images on Instagram.

5. Campaign
BAGCRAFT – A bag making workshop

6. Campaign #BagCraft
Objective – Engagement
 Offline workshop wherein people will get to make
their own bag. Designers will guide and help the
people to work with the materials provided. On
completion of the workshop, people will get to keep
the bag they made also workshop participation and
completion certificate
 The workshop is to revamp the image of Esbeda.
People have thought less of Esbeda and to make it
up to the notch this campaign will offer closure to
the people about the brand Esbeda actually is
 The workshop will be a collaboration between the
brand and Istituto Marangoni, Mumbai and will be
held there
1/22/201
9
ADD A FOOTER

7. Campaign #BagCraft
Objective – Engagement
 Providing materials to make their own bag and
enabling designers to people’s help, will help people
realize the materials quality Esbeda provides and
concern of Esbeda towards people as a brand by
providing a levelled up service during the workshop
 In accordance with providing a pleasant
environment, people will also be given a glass a
wine with a pizza of their own choice
 Also, as a return gift they’ll be given “Bag Making
101” a bag making manual to take home
 Also, the tickets will be sold through BMS and
Townscript and on the brands official website

8. Campaign 1 – Workshop #BagCraft
Objective – Engagement
Location and date of workshop
Istituto Marangoni, Mumbai
5-6th January , 16:00 – 20:00
Social media platforms
Facebook and Instagram
Unpaid – Once a week on feed, alternate days on story
Paid – Alternate days for 2 months

9. Campaign 1 – Workshop #BagCraft
Objective – Engagement
Budget
20k per ad set per day.
After the analysis and eliminating one or two ad sets and adjusting
the ad sets range then accordingly the budget will be increased to
30-40k per ad set and hence the potential reach will increase too.
Total budget would be approx. 50 lakhs for 2 months.
Target audience
Ad set 1: 25 – 32 Ad set 2: 33 – 39
Ad set 3: 40 – 47 Ad set 4: 48 – 55
Later the as sets will be adjusted after the analysis as of which as
set gives more results would be targeted.
Audience is targeted with the help of audience insights.
Detailed targeting is done on the basis of page likes, relevancy of
the pages and according to their interests, behaviour, shopping
behaviour, marital status etc.

10. 10
Facebook
Targeting
Ad set: 25 – 32
Location: Mumbai city and not
radius

11. 11
Ad set: 33 – 40
Location: Mumbai city and not
radius
Facebook
Targeting

12. 12
Ad set: 40 – 47
Location: Mumbai city and not
radius
Facebook
Targeting

13. 13
Ad set: 48 – 55
Location: Mumbai city and not
radius
Facebook
Targeting

14. Creatives: Ad
1/22/201
9
Facebook: Single image

15. Creatives: Ad
Instagram: Single image

16. Creatives: Ad
Instagram: Stories

17. Creatives: Ad
Instagram: Stories

18. Creatives: Organic Posts
Caption
Make your own designer bag and take it home! Get assistance
by our designers and experts help on choosing material. Craft
your own perfect bag. Take home “bag making 101” book as a
memory of our workshop. #BagCraft
Discover more through link in bio. #EsbedaBag

19. Creatives: Organic Posts
Caption
We are teaming up with Istituto Marangoni Mumbai to bring
you a crafty evening. Not only will you get to make your own
purse, but you will also get a pizza of your choice and enjoy a
glass of wine! #BagCraft
Discover more through link in bio. #EsbedaBag
1/22/201
9
ADD A FOOTER

20. Landing Page
https://psppathare.wixsite.com/esbedabagcrafts

21. Landing Page
#1

22. Landing Page
#2

23. Landing Page
#3

24. Landing Page
#4

25. Landing Page
#5

26. Campaign 1 – Workshop, Make Your Own Bag
HERO: Workshop
HUB: This will be the video/clips and behind the scenes of the
workshop. Testimonials of the designers, people participated and also
the authority of place where the workshop was held. It will show how
successful was the workshop.
HYGIENE: This will include all the social media posts blogs and articles
showcasing the workshop.

27. THANK YOU!
PRESENTED BY – POOJA PATHARE