msk launch
TRANSCRIPT
THE BRIEF
Plan, execute, monitor and optimize a digital marketing campaign to support the launch of the brand new Media24 baby, Mysmartkid and Myslimkind a.k.a. MSK.
MSK is a Early Childhood Development programme for kids age 0 to 6 years old, structured into bite-size boxes and delivered to your door for a premium.
Owned Media: Custom-built website at www.mysmartkid.com
Target audience: 60% female, 40% male; Upper LSM; 50% Afr & 50% Eng
Strategy: Support marketing efforts in print media; Complement offline offering with online tools; Generate database of leads; Drive signups and purchases; ROI
DIGITAL MARKETING BUDGET SPLIT
25%
18%
15%
10%
10%
22%
Premium display
Pay per click (CPC)
Search (CPA)
Promo mailers
Competitions
Social media
REPORTS
ClubBudgeted Response
Actual Response
Members outstanding
Target reached % Budgeted CPM Actual CPM
Budgeted Costs (Media)
Actual Costs (Media) Budgeted Costs Actual Costs Response rate
Earned Media (Friend, Event & Other)
Display: Banners & Facebook
PPC: Google Search, GDN & RTB
Nuusbriewe/Newsletters
Kompetisies/Competitions
Total Campaign
BUDGET VS ACTUAL RESPONSE
0
100
200
300
400
500
600
700
800
900
1 000
Bought Media Owned Media Earned Media
Budgeted Response
Actual Response
COST PER ACQUISITION (CPA)
Bought, Owned & Earned CPA Bought Media CPA Bought & Owned Media CPA
Actual CPA R 3,00 R 2,00 R 5,00
Budgeted CPA R 3,50 R 2,50 R 5,30
R 3,00
R 2,00
R 5,00
R 3,50
R 2,50
R 5,30
Axis
Title
Budgeted vs Actual CPA
ONLINE SYNERGY
20%
47%
33%
Bought online media (Internet,Google Search, Facebook, etc.)
Owned online media (Magazines,newspapers & mail-piece)
Earned online media (Friends, events,internet & other)
GRAPHS FOR AFRICA
40%
60%
Media Spend Split
Afrikaans
English
60%
40%
Members recruited per Club
Myslimkind
Mysmartkid
41%
36%
9%
14% Recruitment Sources
Earned (Friend,Event & Other)
Facebook Ads
MGM Viral
0
50
100
150
200
250
Google Search Nuusbrief/Newsletter Ad bidding network Google Display Network Social media
Recruitment by Channel
Actual members
100
Display
Pay per click
Email market
ingOther
Media cost