Google Display Network and

Video Advertising Plan

New Store Openings

Contents

• Objectives

• Strategy

• Marketing Elements

• Targeting

– Display Keywords and Interests

– Placements

• Audience

• Digital Ads Campaign

• Video Campaign

• Influencer Program

• Costing

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

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

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

Marketing elements

Digital Channels

Influencer pages

YouTube

Social media

Channels

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.

Audience insights

Max. potential reach among our

target audience is 18 to 34 yrs.

Display Keywords and Interests

Show ads on sites related to our

business and website.

Target audience based on their

Interests and Re-marketing

• 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

DIGITAL CAMPAIGN

Image and text ads, for meeting different objectives

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.

Viewable

Impressions 19

million

Performance Forecast - Digital campaign

Total Cost AED 15,000

*CPM: Cost per 1000 impressions

Viewable

Impressions 500k

Top Website Targeting

Digital Ads.

• Ads will be served on

most relevant websites,

blogs, online

newspapers, topics,

keywords across the

web in GCC.

• 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

• Minimalist ads

• Ad. Without Image

• The aim is to convey

the Grands Opening

message in the

simplest of texts

Digital Ads. (Only text)

Responsive Ads.

VIDEO CAMPAIGN

To be served in different media and formats across GCC

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.

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.

PARTNER WEBSITES VIDEO ADS

IN-STREAM ADS.

• 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.

YOUTUBE OVERLAY NEWSPAPER

YOUTUBE SEARCH RESULTS ON YOUTUBE RELATED VIDEOS

SOCIAL MEDIA CAMPAIGN

Prime objective of awareness and engagement

Social Media Campaign

• Facebook Competition

• Live Video streaming

• 3D Projection

• Insta #hashtag and repost

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.

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!"

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.

INFLUENCER PROGRAM

Bahrain, Oman & Kuwait

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.

• 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

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

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

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

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

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

Costing

Elements Cost

Digital campaign 15,000

Social Media Campaign 10,000

YouTube Campaign 5,000

Influencer Program 27,000

Total Cost 57,000