Google Display and Video Advertising Plan for New Store Openings Fashion Retail

1. Google Display Network and
Video Advertising Plan
New Store Openings

2. Contents
• Objectives
• Strategy
• Marketing Elements
• Targeting
– Display Keywords and Interests
– Placements
• Audience
• Digital Ads Campaign
• Video Campaign
• Influencer Program
• Costing

3. Objectives
• CREATE A HUGE BUZZ
– The campaign will strongly focus on promoting the New Store Opening
event over the digital space and hence use all digital channels to ensure
a maximum possible reach among the target audience.
• BRAND AWARENESS
– Market the Grand launch news across KSA an Non-KSA Markets for a
duration of 10 days
• ENGAGEMENT
– Increase social media and in-store customer engagement by promoting
on social media and encouraging the target audience to visit the website

4. Strategy
• Market entire new store opening in KSA and NON KSA markets by
creating ads and using all digital channels to market the Event.
– ONLINE
– FACEBOOK
– INSTAGRAM
– YOUTUBE
• Create a humorous informative Video Ad.
• 3 Components of overall strategy
– Social Media
– Internet Marketing
– Video Marketing

5. Campaign
Summary
Digital
Campaign
Call to
Action
Text based
Responsive
ads.
Social Media
Campaign
Facebook
Contest
Insta hashtag
3d projection
Live Streaming
YouTube
Video
Campaign
In-stream ads.
Discovery
ads.
Influencer
Program
Campaign Overview

6. Marketing elements
Digital Channels
Influencer
pages
YouTube
Social
media
Channels

7. Targeting
• DEMOGRAPHICS:
– LOCATION: KSA AND NON-KSA
• AD FREQUENCY: 3, THE ADS. WILL BE SERVED ONLY 3 TIMES PER USER.
• DEVICE:
– ALL COMPUTER, MOBILE AND TABLET, HOWEVER ADS. WILL BE SERVED MORE ON MOBILE DEVICES.
• AGE: 16-35 yrs.
• GENDER: BOTH MALE AND FEMALE AUDIENCE
• LANGUAGE: AS THE TARGETED AUDIENCE IS MAILNLY ARABIC SO WE WILL
TARGET 2 MAIN LANGUTGES IN GCC ENGLISH AND ARABIC.

8. Audience insights
Max. potential reach among our
target audience is 18 to 34 yrs.

9. Display Keywords and Interests
Show ads on sites related to our
business and website.
Target audience based on their
Interests and Re-marketing

10. • We will segment the audience
on 3 main factors:
• Demographics
• Interests
• Topics
• By digital ads. We will have a
potential to reach 10M
audience, this however would
depend on the budgets.
Audience Segments

11. DIGITAL CAMPAIGN
Image and text ads, for meeting different objectives

12. Placements
Show ads on specific
websites.
The can be placed on
an entire website, a
subset of a website (such
as a selection of pages
from that site), or even
an individual ad on a
single page.

13. Viewable
Impressions 19
million
Performance Forecast - Digital campaign
Total Cost AED 15,000
*CPM: Cost per 1000 impressions

14. Viewable
Impressions 500k
Top Website Targeting

15. Digital Ads.
• Ads will be served on
most relevant websites,
blogs, online
newspapers, topics,
keywords across the
web in GCC.

16. • These ads are aimed to increase
website clicks by having a Clear
Call to Action
Digital Ads. (Call To Action)
• Audience: Show ads to people likely
to be interested in fashion keywords
and also on webpages, apps, and
videos related to these keywords

17. • Minimalist ads
• Ad. Without Image
• The aim is to convey
the Grands Opening
message in the
simplest of texts
Digital Ads. (Only text)

18. Responsive Ads.

19. VIDEO CAMPAIGN
To be served in different media and formats across GCC

20. Video Ads.
• We will create video ads. And the same ads will be delivered
across YouTube for all the users in GCC.
• The ads. will also be served on different relevant websites
containing fashion, shopping, beauty related content and
online blogs that partner with YouTube.
• Interest groups: Fashionistas, Fast Food Cravers, Gamers,
Shoppers, Thrill seekers, music lovers.

21. In-Stream Video Ads.
• In-stream video ad will play before another video on either
YouTube or the Website Network,
• Viewers can choose to skip our ad. after a few seconds.
• We pay when a viewer watches 30 seconds of our video (or
less if the duration of the video is shorter than 30 seconds) or
engages with your video, whichever comes first.

22. PARTNER WEBSITESVIDEO ADS
IN-STREAM ADS.

23. • It can run on YouTube search results, next to related
videos, on the YouTube homepage, or on partner
sites and apps.
• This ad will show differently, depending on the
website or where on YouTube it appears.
• We will pay only when someone clicks our ad to
watch our video.
Video Discovery Ads.

24. YOUTUBE OVERLAYNEWSPAPER
YOUTUBE SEARCH RESULTSON YOUTUBE RELATED VIDEOS

25. SOCIAL MEDIA CAMPAIGN
Prime objective of awareness and engagement

26. Social Media Campaign
• Facebook Competition
• Live Video streaming
• 3D Projection
• Insta #hashtag and repost

27. SOCIAL MEDIA LIVE STREAMING
• The entire new store opening event will be casted
live over the facebook twenty4 page and
Instagram page.
• There will be regular tweets on the day of launch.

28. FACEBOOK CONTEST
• The aim of the competition is to create hype
prior to store launch and drive online
engagement.
• A post will be uploaded on facebook with
relevant options.
"We are expanding in KSA! Guess which city we
are opening our next store and you could stand
a chance to WIN twenty4 shopping voucher!"

29. 3D PROJECTION
• The 3D Projection will
start 3 days prior to
store opening.
• The store opening
dates and Spring
collection videos will
be displayed on the
screen.

30. INFLUENCER PROGRAM
Bahrain, Oman & Kuwait

31. INFLUENCER PROGRAM
• INFLUENCER STORE VISIT
influencer visits the store during store launch and takes
pictures and videos in-store.
• STORE PICTURES
The influencer content created in-store same content is
uploaded over social media on his account and same
content is reposted on twenty4 page.

32. • Followers
74,700
• Engagement
Rate 1.1%
• Cost AED 10,000
• Will upload
pictures before
and after the
store visit.
BAHRAIN INFLUENCER - shaimarahimi
• 90% advertising content

33. Followers 11,300
Engagement Rate 2.3%
Cost AED 1,500
Will go to store, take
pictures and upload it
on instagram and
snapchat
OMAN INFLUENCER – alialmarhoon1
90% advertising content

34. Followers 249,000
Engagement Rate
.64%
Cost AED 12,000 per
post on Instagram
and snapchat
including store visit
Can go to store, take
pictures and upload
it on instagram and
snapchat
50% advertising content
KUWAIT INFLUENCER - dalaliinq

35. Followers 211,000
Engagement Rate .99%
Cost AED 11,500
per post on Instagram
and snapchat
including store visit
Will go to store, take
pictures and upload
it on instagram and
snapchat
KUWAIT INFLUENCER - athari.blogger
70% advertising content

36. Followers 157,000
Engagement Rate 1.1%
Cost AED 11,500
per post on Instagram
and snapchat
including store visit
Will go to store, take
pictures and upload
it on instagram and
snapchat
KUWAIT INFLUENCER - shaikhaalroumi1
20% advertising content

37. INLEUENCER PROGRAM 2 (video making)
• Video story with top influencers.
• Tie-up with top influencers across social media and
create a short story.
• Huge opportunity to create influencer and brand
based content to be marketed to target audience.
• https://www.youtube.com/watch?v=-E7fCVCZz-g

38. Costing
Elements Cost
Digital campaign 15,000
Social Media Campaign 10,000
YouTube Campaign 5,000
Influencer Program 27,000
Total Cost 57,000