- 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.
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Malek Communication Plan
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
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
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
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
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.
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
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
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
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
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)
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