This document was submitted as part of interview process for Senior Digital Marketing position at Teman Bumil, an Indonesian health tech company which offers wide range of woman and pregnancy needs in mobile app.

1. DIGITAL
MARKETING
CAMPAIGN
Amal Agung Cahyadi | linkedin.com/in/akhmadamal
TEMAN BUMIL

2. ASSIGNMENT
BRIEF
Create a digital marketing campaign to
increase Teman Bumil app users, utilising
Google and Meta ads.
Elaborate on the methodology to optimise the
campaign result, including using A/B testing,
and define metrics to monitor the campaign's
performance.

3. DIGITAL MARKETING
FUNNEL
AWARENESS
01 CONSI DERATI ON APP I NSTALL
02 03
Live event on social
media.
Influencer campaign.
Brand partnership.
Giveaway campaign.
User testimony
contest.
Remarketing ads.
In-app giveaway
campaign.
Programmatic ads.
Referral marketing.

4. TIMELINE FOR EACH
MARKETING FUNNEL
Time
Campaign
AWARENESS
CONSI DERATI ON
APP I NSTALL
Each marketing funnel has to be run in parallel timeline.

5. 88% OF INDONESIANS TRUST
RECOMMENDATIONS FROM
THEIR RELATIVES
NIELSEN GLOBAL SURVEY 2015
Teman Bumil has been doing referral marketing for a certain period, yet (I
thought) it could be improved to increase its performance.

6. Owned media Earned media
REFERRAL MARKETING
PUBLICATION CHANNEL
Push notification
Email marketing
Chat group blast
Social media
Komunitas
Press release
Paid ads

7. Owned channel Target user Frequency
Push notification
All user Once
New user without referral code Everytime
User with no new referee last 7 days Once a week
Email marketing User who didn't opened PN in the last 7 days Once a week
Chat group blast Existing chat group member Once a week
Social media Existing followers Once a week
Komunitas Existing community member Once
Earned channel
Press release Mom & family online media Once
Paid ads Mom who hasn't installed the app Everytime
REFERRAL MARKETING
TARGET USER &
FREQUENCY

8. REFERRAL MARKETING
PAID AD STRUCTURE
CAMPAI GN GOAL AD SET / GROUP AD CREATI VE
App install.
Retargeting.
Different user age
group.
Content type: text,
image, video.
Content message:
prize, how to,
testimony

9. REFERRAL MARKETING
A/B TESTING
User segment Test object
Low frequent user
Less intrusive
banner
High frequent user
Prominent
banner
Visual
Headline copy
CTA copy

10. Metric Description Usage
Organic app install
Total number of app install with
organic attribution channel
To define organic conversation to the
campaign
Paid app install
Total number of app install with
paid attribution channel
To define effectiveness of the
performance marketing spending
Total user Total number of user Get overall campaign goal
Total referred user
Total number of user which referred
by code
To define user engagement to the
referral mechanism'
Referrer rank
List of user which has referral more
than 0
To measure overall referral campaign
performance and define winner of
the campaign
REFERRAL MARKETING
PERFORMANCE METRIC

11. THANK
YOU FOR
THE
CHANCE