2. Client Brief
Product
Nutricharge VIEW (Non prescribed medicine for eye health)
Target Group
Consumers – 18+, heavy phone users
Campaign Details
Promotion for online sales channel and to include only digital options
Duration: 2 Months
Budget: 10 Lakhs
Promote and increase brand awareness
Generate leads by reaching new consumer base
Campaign Objective
3. Key points
The OTC pharma market is likely to grow at a higher rate compared
to the overall pharma market
The product need to be treated as FMCG product specially while
communicating the benefit
Growing awareness and increase focus on wellness as compared to
illness
The higher cost of medical treatment encourages people to opt for
preventive measures such as nutritional supplements
4. Product Category Understanding and Media
Implication
Understanding Implication
Need to be treated as FMCG product Aggressive media plan in the first month
followed by reminder advertisement
Well researched and influenced by Word
of Mouth
Content based promotion should be
included as part of the media mix
Increase focus on wellness as compared
to illness
Target working professionals in Metro
cities
5. Media Selection Framework
Platform Longevity High Engagement Retargeting
OTT
Audio
Popular news and
health websites in
the selected cities
Social Media
7. OTT
Selection Criteria:
Past performance
Low cost per reach
Retargeting available
Media Format: Video & Banner
Tactic:
• Launch Video campaigns and use banner ads to retarget in order for brand hammering.
Banner ads would be a low cost method.
• Target heavy data users and users who have health Apps in the phone
• Show video Ads to a user thrice and retarget them with banner Ads with a frequency of 10 in
a month
Expected Result:
• Expected Impressions – 43 Lakhs
• Expected clicks – 27 Thousand
• Expected reach – 6.5 Lakhs
• Expected CTR – Average 1%
Recommended Duration: 2 Months
Budget: 7 Lakhs
8. Audio
Selection Criteria:
Past performance
Retargeting available
Media Format: 20 Sec Audio with Banner
Tactic:
• Use Audio banner to make audience understand the product and retarget them with audio
Ads for brand hammering.
• For audio banner, use a frequency of 3 per user per month and for audio ads use a frequency
of 7 per user per month
Expected Result:
• Total Expected Impressions –5 Lakhs
• Expected clicks – 5 Thousand
• Expected reach – 1 Lakhs
• Expected CTR – Average 1%
Recommended Duration: 2 Months
Recommended Budget: 2.5 Lakhs
9. Popular news and health websites
in the selected cities
Selection Criteria:
Low cost per reach
Reach to trade
Media Format: Banner
Tactic: Reach premium users through popular news and entertainment websites in Bihar,
reach the audience with a frequency of 10 per user per month
Expected Result:
• Expected Impressions – 12 Lakhs
• Expected clicks – 5 Thousand
• Expected reach – 1.5 Lakhs
• Expected CTR – Average 0.2%
Recommended Duration: 2 Months
Recommended Budget: 2.5 Lakhs
10. Social Media
Selection Criteria:
Low cost per reach
Past performance
Media Format: Banner
Tactic: Target only health influencers
Expected Result:
Expected Impressions – 10 Lakhs
Expected clicks – 2 Thousand
Expected reach – 2 Lakhs
Expected CTR – Average 0.2%
Recommended Duration: 1 Months
Recommended Budget: 50 Thousand
11. Plan
Platform Ad Type
Buying
Method Net Rate
Expected
Impr.
Frequency per
month per
user Reach Expected CTR
Expected
Clicks
Cost
Hotstar Video 20 Sec CPV 0.368 5,43,000 3 1,81,000 3% 16,290 2,00,000
Hotstar Banner CPM 70.00 17,86,000 10 1,78,600 0.2% 3,572 1,25,000
Voot Video 20 Sec CPV 0.428 4,67,000 3 1,55,667 1% 4,670 2,00,000
Voot Banner CPM 100.00 15,00,000 10 1,50,000 0.2% 3,000 1,50,000
Saavan
Audio 20 Sec +
Banner Per Spot 1.00 60,000 3 20,000 1% 600 60,000
Saavan
Audio 20 Sec +
Banner Per Spot 0.50 1,20,000 7 17,143 1% 1,200 60,000
Gaana
Audio 20 Sec +
Banner Per Spot 0.69 87,000 3 29,000 1% 870 60,000
Gaana
Audio 20 Sec +
Banner Per Spot 0.30 2,00,000 7 28,571 1% 2,000 60,000
Jagran.com Banner CPM 300 2,67,000 10 26,700 1% 2,670 80,000
TOI Banner CPM 150 3,33,000 10 33,300 0.2% 666 50,000
The Hindu Banner CPM 125 4,00,000 10 40,000 0.2% 800 50,000
Influencers Banner Per campaign 50,000 10,00,000 5 2,00,000 0.2% 3000 50,000
Men’s Health Banner CPM 225 2,22,000 5 44,400 0.2% 444 50,000
Duration - 2 Months
12. Optimization
Initially, run the campaign for a week to evaluate
performance
Compare the campaign performance across platforms
Increase/decrease budget based on performance
Since it will be a long campaign, would suggest having
multiple creatives for better user engagement
