This plan was created to build Brand presents in India for newly launched automobile brand It predicted They are extremely popular in Europe But This was the first Their first campaign In India for launch. Plan includes complete Information about branding strategy and how we can leverage branding cookies for final conversions

1. Citroën C5
Aircross Launch
Performance and
Awareness Plan
Plan contains – Competitor analysis, Art
works , Campaign Structure and Estimations

2. Objective of Campaign
• Need to create awareness for the brand in the
targeted area. (Delhi,Noida)
• Creating buzz for the C5
Aircross car and dealers in Delhi, Noida area.
• Building brand + Product frequency within the
targeted area
• Making presence in all top local automobile
portals for better visibility.
• Increasing lead and monthly appointments for
test drive
• Tackling all the related query and user questions
with wider presence of car features and brand
USP ads

3. Automobile -
Luxury Cars
Industry Snapshot

4. Targeted Age Group – 21 - 44 Performing Gender – Male
Luxury Car Demographics

5. Competition Share of Voice Analysis
° ToyotaBharat have highest Traffic Share and they have maximum market presence in our
segment

6. Industry Overview
Targeted Device – Mobile
Highest Traffic – Hyundai

7. Competitor
Analysis

8. Core Competitors in Market

9. Competitors Activity Snapshot
Competition
s
Google
Display
Google
Search
Google
YouTub
e
Facebook
Conversio
n Ads
Facebook
Reach
Ads
Social
Media
Email
Marketin
g
Quora
Marketing
Influenc
er Ads
LinkedIn
Ads
What's App
Toyota ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Ford ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
MG Motor ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Volvo ✓ ✓ ✓ ✓ ✓ ✓
Hyundai ✓ ✓ ✓ ✓ ✓ ✓
Sokda ✓ ✓ ✓ ✓ ✓ ✓

10. Let’s have a look at the digital presence of our
competition

11. Traffic Analysis – Visitor Data
° Mgmotor is the market leads as they are getting maximum SOV conductively from last 12 months

12. Marketing Channels
We’re getting good amount of traffic on organic channels but if brand compare us with the competitors, we need
to focus more on other paid platforms. We strongly suggest starting with search & display campaign as these
two are the most influencing campaigns types in the category

13. Google Paid Search Status
•In term paid search Toyota is getting highest SOV in comparison of our competitors.
•We highly recommend starting search campaigns as soon possible so that we can start penetration in overall
market share

14. Traffic Analysis – Paid Search
MG motor is the market leads as they are getting maximum SOV conductively from last 12 months

15. Let’s have a look at the Social Media Presence of the
competition

16. Pre-Buzz Phase of MG Hector 2021!
They have used static and videos for pre-
buzz phase

17. Pre- Buzz Phase of MG Hector 2021!
They have used static and live video post
for pre-buzz phase

18. Launch Phase of MG Hector 2021!
Used static images for the announcement
of MG Hector 2021

19. Post-Launch Phase of MG Hector 2021!
Post launch they have shown user
experience of driving MG Hector 2021,
brand video is launched.

20. Pre-Buzz Phase of Phase of Jeep Compass 2
To create buzz their teaser posts featured brand
Ambassadors - Mr. Milind Soman and Mr Sonu Sood.

21. Launch Phase of Phase of Jeep Compass 2
The Jeep Compass 2 launch featured brand Ambassadors
explaining the features in the video.

22. Pre-Buzz Phase of Phase of Fortuner
Their teaser video posts featured ‘Can You Guess’,
‘Get Ready to Unleash Power’ to create buzz

23. Launch Phase of Phase of Fortuner
Post launch they have shown user experience of driving
Fortuner, brand video is launched.

24. Traffic Analysis – Social
We started building presence on social, but we still found great opportunity which can help in increase brand
awareness and might also increase our overall conversions.
° So opportunity of social media marketing I wide open for us

25. Basic Hygiene as Per The Competitors
° Google paid search (Pre and Post Launch)
° Facebook Ads (Pre and Post Launch)
° Google Display (Pre-Launch)
° Google YouTube Marketing (Pre and Post
Launch)
° Quora Marketing (Post Launch)
° LinkedIn Ads (Post Launch)
° Influencer Ads (Post Launch)
Citroën
Since other brand present in a market setup a benchmark for the marketing by following
these footsteps we can start with market consideration. But we also need to put some extra
efforts for the outshine in the luxury car market.

26. Citroën
Current
Activities
Analysis

27. Citreon Current Social/Digital Positioning

28. Media Channels
° Source of traffic is organic & paid search only
° Opportunity of media baying activities found
° Brand is getting additional traffic from & referrals social media – recently added

29. Scope of Activities for Citroën with us
Basic Activity in Industry
Brand
Google
Display
Google
Search
Google
YouTube
Facebook
Conversion
Ads
Facebook
Reach Ads
Social
Media
Email
Marketing
Influencer
Ads
LinkedIn
Ads
What's
App
Citroën ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Additional Activity in Industry
Brand
Google
Display (Pre-
Launch)
Google
YouTube
Sequencing
(Pre-Launch
+ Post
Launch)
Native Ads
(Taboola and
Colombia)
(Pre-Launch +
Post Launch)
Social Media +
Post Boost
Engagements
Email
Marketing +
Content
Sharing
Influencer Ads
Content
Expansion
LinkedIn
Ads
(Message
Engagemen
ts)
What's App Sharing
(Content
Expansions) and
User Acquisition
Citroën ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

30. Scope of Digital Activities
After Analysing existing campaigns and their performance we found the vast scope of areas where we can help the brand to grow their business
and traffic of a website.
1: Google Ads
Search
Display – (TOF & MOF ) Awareness
Remarketing
2: YouTube Video Ads
2: Facebook Ads
Reach and Frequency – For Awareness
Conversions Campaigns
Remarketing – For leads
3: Google YouTube Marketing
4: Quora Marketing
5: LinkedIn Ads
6: Influencer Ads

31. Pre-buzz
Phase
Launch
Phase
Post
-
Launch
Phase
Facebook Instagram Twitter LinkedIn YouTube
5 to 6 Posts
(Videos & Static)
5 to 6 Posts
(Videos & Static)
5 to 6 Posts
(Videos & Static)
5 to 6 Posts
(Videos & Static)
5 to 6
Video Posts
2 to 3 Posts
(FB Live, Videos,
Static & Stories)
Social Calendar
3 to 4 Posts
(Stories, Videos
& Static)
3 to 4 Posts
(Videos & Static)
3 to 4 Posts
(Videos & Static)
3 to 4
(Video Posts)
3 to 4 Posts
(FB Live, Videos,
Static & Stories)
2 to 3 Posts
(Stories,
Videos &
Static)
2 to 3 Posts
(Videos &
Static)
2 to 3 Posts
(Videos)
2 to 3 Posts
(Videos &
Static)

32. Summary Of 1st Month Plan
Campaign Results :
1: We are expecting to get 2M impressions and 75 K additional traffic
on our website at the end of 1st month campaigns from Delhi/NCR
targeted audience.
2: Around 1,86,985 clicks per month
3: Around 10% extra influence around the services and offering.
4: Unique reach of 1,14,90,014 new users with our brand message.
Additional Results :
1: 30% more frequency building and after campaign effects in organic
reach.
2: Extra reach in targeted area (Delhi NCR)
3: We try to cover 40% generated queries with our social ads and
YouTube post.

33. Campaigns
Plan

34. Opportunity for Paid Marketing
We have wide open opportunities in platforms like Google and Facebook. Which other major brand in this
category is already for the getting advantage over the others.

35. Who needs to know about us ?
People Family Businessman Richman Governor
Age 23 – 35 35 – 45 + 45
Income $200 - $1500 $1500 - $4K +$4K
Social Class A B C D

36. Related content across the internet
We have more the 7.67 M article and blogs related to the Cars and luxury automobile related topics, but we can't
be present on all the website or blogs for every user, but we need to identify our audiences and targeted areas
where we can get our ads placed for relevant traffics

37. We should target placements with topics

38. Available
audience size
° Toyota Fortuner,
Volvo Car, Hyundai
Luxury Car
° Looking for New Car
searches / specialist
° Best Luxury Car Brand

39. Campaign Structure – Google

40. Facebook TargetingOverview
Demographics
& Platform
Interests &
Behaviours
Custom & Lookalike
Audiences
Remarketing
TARGETING

41. Google Remarketing New Leads and Up-Sale Conversion
Funnel
All convertors All Visitors All Existing Audience Leads and
Appointment bookings

42. Search Ads Samples

43. Artwork Samples

44. We know that influencers work
when it comes to automobile
sector
We tie-up with leading car and lifestyle influencers, alongside AutoCarIndia, a leading
car magazine in India.

45. About Auto Car India
- Delhi & Noida estimated users: 22%
to 24% of Autocar total Reach
- Male: 73% and Female: 27%

46. WHY THE AUTOCAR INFLUENCERS + HISTORY OF WORK WITH OTHER COMPETITORS
Autocar Provides all auto content to Times Network for their TV shows, we have a dedicated TV
show on Times now and ET now. You can find some of the content on the link below:
https://economictimes.indiatimes.com/et-now/auto?from=mdr

47. Influencers - List of the Editors of the Magazine and the TV shows
Hormazd Sorabjee - 35.2k
India's oldest Auto Journalist. Launched Autocar in India and the Editor in chief of Autocar India for 21 years.
Frequent TV Panelist on News Channels, appears on the Autocar TV show on Times Now and ET now every Sunday.
Hormazd interviewing Sachin Tendulkar
https://www.youtube.com/watch?v=MEPu3AP_zig
on TV Shows
https://www.youtube.com/watch?v=TTQjCth7WHc
Renuka Kirplani - 26.2k
On ET Now
https://www.youtube.com/watch?v=sOw1ZvfB6dk
Reviewing Audi
https://www.youtube.com/watch?v=kemmmqiDmQo
Lexus
https://www.youtube.com/watch?v=OIPgkZMRzKA
Sergius Barreto - 700
Managing Editor - Autocar India
VovloS60 Review
https://www.youtube.com/watch?v=QsI_Et-AqPc
Gavin DSouza - 3.7k
Editor @ Autocar India for 10 years
Porsche Review
https://www.youtube.com/watch?v=Tt_AXXC0xe8
Lamborghini Review
https://www.youtube.com/watch?v=TKbRVlMeieE
Nikhil Bhatia - 2.1k
Editor @ Autocar India for 10 years
Audi RS Q8
https://www.youtube.com/watch?v=_hspB9X-OxE
Land Rover Defender
https://www.youtube.com/watch?v=vJSFfIKv-ns

48. Name Link Followers Cost - Video
Cost -
Static Remarks
shefalibaggaoffici
a
https://www.instagram.com/shefalibaggaofficial/?i
gshid=15mvqjctpf414 841k 1,50,000 1,25,000 Ex- Aaj Tak, Lifestyle/Fashion Influencer TG 20-45
saanyaakhatterr
https://www.instagram.com/saanyaakhatterr/?igsh
id=1927o4yk5ln7u 437k 90,000 60,000 Lifestyle Influencer, Brand collab with Aston Martin Delhi
asmitarora
https://www.instagram.com/asmitarora/?igshid=f
kw9olk30rcu 450k 1,00,000 70,000 Fitness/Lifestlye Influencer, Brand collab with GWM India Guess Watches
hamidbarkzi07
https://www.instagram.com/hamidbarkzi07/?igshi
d=1oswn3irj1hb6 235k 85,000 65,000 MTV Roadies fame, TG 18-35
amulyarattan_
https://www.instagram.com/amulyarattan_/?igshi
d=1j2ctqfqxf85g 2.2M 2,10,000 1,60,000 Brand Collab with Samsung & Vogue, TG 20-40
theformaledit
https://www.instagram.com/theformaledit/?igshid
=2xh4w75xh33s 335k 70,000 1,00,000 Men's Fashion/Lifestyle Influencer Brand Collab with Jaguar India, Shantanu Nikhil
YouTube Influencers

49. By using influencers, we come up to the hygiene level
but to leverage advantage, we propose AR technologies

50. AR Activations to be used in Digital as well as on-
ground

51. AR Invite for virtual launch event – Countdown +
RSVP
° We enable this using QR Code and Image Tracker/In-app module which will trigger the
FB/IG effect on the custom invites
° Influencers can interact using their native phone camera and the image tracker can be the
Citroen logo or the car
° This will trigger the FB/IG camera and on scanning the Image Tracker, the effect opens
(It's seamless, without any friction or drop offs)
° Influencers can natively record the surreal experience and share RSVP on social media for
the virtual launch event

52. INDIA'S FIRST VIRTUAL CAR SHOWROOM ON AUTOCAR FB + IG PAGES
° We create a luxury car showroom experience for Citroen or even a beautiful Car Installation which
will be hosted on Autocar's FB + IG
° Users will be able to walk around and experience this through their phone itself
° We will be leveraging Autocar's car enthusiast captive audience to showcase this memorable
experience

53. AR Chatbot built on Facebook
° The chatbot user journey can be seen in the video attached
° The car customizer toolbox will also be created in AR and users can see the whole car in back
camera customize the colors and choose interiors and request for the detailed e-brochure through
the FB chatbot itself
° We had integrated the variant catalogue and lead form inside the chatbot as well

54. Display ads
While the excitement unfolds on our social handles, we also use display ads to supplement traffic. We use WebAR
Display Ads on Autocar India, Autocar Professional & Campaign India
° User just clicks on the ad and the webAR effect launches
° It has interactive hotspots for the user to navigate with AR 360 for the insides of the car

55. WebAR Display Ads Package
° Autocarindia.com - 15 million impressions (Roadblock)
° Can be delivered in a single day or over a period of 2 weeks
° Autocarpro.in 500k Impressions
° CampaignIndia.in 500k Impressions

56. Monthly
Investment
and Results
Estimates

57. Predicted Performance
Geography Platforms Section
Deal
Type
Impressions Clicks CTR CPC Budget Reach
Cities + Demo
Audience
Google &
Facebook
Google Search CPC 2,88,010 13,450 4.67% ₹ 14.76 ₹ 1,98,523 2,30,408
Google Display (Audience + Demo +
Location)
CPC 20,27,432 28,181 1.39% ₹ 4.76 ₹ 1,34,143 16,21,945
Google Display Remarketing + Lookalike
(with Engagements)
CPC 6,29,602 14,481 2.30% ₹ 8.56 ₹ 1,23,956 5,03,681
YouTube (Performance + Remarketing) CPV 8,32,927 7,413 0.89% ₹ 15.78 ₹ 1,16,978 6,66,342
Facebook Single Image CPC 78,51,605 72,235 0.92% ₹ 4.43 ₹ 3,20,000 62,81,284
Facebook Video CPC 18,43,318 27,650 1.50% ₹ 4.34 ₹ 1,20,000 14,74,654
Facebook Event Page Remarketing
(Engagement campaigns)
CPC 8,89,624 23,575 2.65% ₹ 6.21 ₹ 1,46,401 7,11,699
Total 1,43,62,518 1,86,985 1.30% ₹ 6.20 ₹ 11,60,001 1,14,90,014

58. Thank you for your time.
Let’s collaborate