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Project On

Spotify

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Awareness

Consideration

Conversion

Consumer funnel

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Budget �

We have given the 75 Lakh for the awareness only. Here the budget is distribute in the 5:3:2.

So we find the total budget by 75L*2 = 1.5 Cr.

�Higher chunk is given to awareness because the main objective is the awareness not the conversion, that why we reduce the budget as we move downwards.

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Timelines

Objective/Week	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7	Week 8	Week 9	Week 10	Week 11	Week 12
Awareness
Consideration
Conversion

The Awareness campaign run for the 1 to 8 week because we have enough budget to utilise and sufficient time to use it as well.

The Consideration campaign is run for 2 to 12 week because we need to use the sufficient amount and time to become the potential choice

The Conversion campaign run for 4 to 12 week because we have enough budget and don't want to miss on any single opportunity

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Campaign - Awareness

OBJECTIVE	Awareness
CAMPAIGN BUDGET	75 Lakh
BUYING TYPE	Auction
BIDDING STRATEGY	Highest Volume
AD SCHEDULING	Run ads all the time

The auction is used as the buying type not the R&F because we don’t want to book the slots for the next 6 months. Auction buying type we can analysis the data and make the changes accordingly.
At the 1st stage we use the highest volume because we want the lowest hanging fruit and then go for the higher one. This may utilise most of the budget because it has no limit to use

Notes :

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Campaign - Awareness

PLACEMENT AND DELIVERY	Automatic and Standard
AD CREATIVE	Video
KPI	CPM
DELIVERY OBJECTIVE	Thruplay

Notes :

We took the CPM as KPI because in the awareness phase we need efficient reach and impressions most.
We will start with standard delivery so that Facebook will distribute budget evenly in the 3 months but when we get data and feel we have more budget and less time then we will switch to the accelerated delivery to get the result faster.

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Ad set - Awareness

Custom	Ad Set 1- Our_audience	Past Purchasers, Website Visitors, etc.
Lookalike	Ad Set 2- Our_audience_lookalike	1% of custom audience
Core	Ad set 3 – Core audience	Age- 18-40 \| Gender- All Location- India \| Language- English Interests>Music Industry, you-tube music, Gaana.com, Music festivals part(event) etc. Demographic>Apple music, married, In a relationship Exclusions- Custom & Lookalike

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Adset - Awareness

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Ads Preview - Awareness

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Campaign - Consideration

OBJECTIVE	Consideration_Traffic
CAMPAIGN BUDGET	45 Lakh
BUYING TYPE	Auction
BIDDING STRATEGY	Cost per result goal
AD SCHEDULING	Run ads all the time

Notes :

In consideration phase we optimize for the traffic objective because we want the customer to go on website.
We took the cost per result goal as a bidding strategy because we have gathered some data or experience from awareness campaign about how customer will behave for the products/ads.
After running ads for few weeks, we will analyze the data and makes changes accordingly if needed.

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Campaign - Consideration

PLACEMENT AND DELIVERY	Automatic and Standard
AD CREATIVE	Carousals
DELIVERY OBJECTIVE	Landing Page View
KPI	CPC

Notes :

CPC shows how much, on average, each link click costs us. We can choose to optimize for CPC if we want as many visits to your website as possible.
Automatic placements allows Facebook delivery system to try to make the most of our budget and try to increase our ad's exposure.
Automatic placements allows our ad to be seen on all placements available for our settings on Facebook

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Ad set - Consideration

Custom	Ad Set 1- Our_audience	Past Purchasers, Website Visitors etc.
Lookalike	Ad Set 2- Our_audience_lookalike	1% of custom audience
Core	Ad set 3 – Core audience	Age- 18-40 \| Gender- All Location- India \| Language- English Interests>Music Industry, you-tube music, Gaana.com, Music festivals part(event) etc. Demographic>Apple music, married, In a relationship Exclusions- Custom & Lookalike
Custom	Ad set 4 – Retarget _core	Who have watched video up to 15 sec. in awareness campaign Exclusions- Audience who already visited our website

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Adset - Consideration

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Ads Preview - Consideration

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Campaign - Conversion

OBJECTIVE	Conversion_Sales
CAMPAIGN BUDGET	30,00,000
BUYING TYPE	Auction
BIDDING STRATEGY	Cost per result goal
AD SCHEDULING	Run ads all the time

Notes :

In consideration phase we optimize for the traffic objective because we want the customer to go on website.
We took the cost per result goal as a bidding strategy because we have gathered data or experience from awareness and consideration campaigns about how customer will behave for the products/ads.
After running ads for few week, we will analyze the data and makes changes accordingly if needed.

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Campaign - Conversion

PLACEMENT AND DELIVERY	Automatic and Standard
AD CREATIVE	Video Ads
KPI	CPA
DELIVERY OBJECTIVE	Sales

Notes :

We will start with standard delivery so that Facebook will distribute budget evenly in the 3 months but when we get data and feel we have more budget and less time then we will switch to the accelerated delivery to get faster results.
CPA metrics measures what you pay every time your target audience engages with your website through a Facebook ad.

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Ad set - Conversion

Custom	Ad Set 1- Our_audience	Past Purchasers, Website Visitors
Lookalike	Ad Set 2- Our_audience_lookalike	1% of custom audience
Core	Ad Set 3 – core audience	Age- 18-40 \| Gender- All Location- India \| Language- English Interests>Music Industry, you-tube music, Gaana.com, Music festivals part(event) etc. Demographic>Apple music, married, In a relationship Exclusions- Custom & Lookalike
Custom	Ad Set 4- Retarget_Core	Audience who already visited our websit and watched the video upto 15 sec. in awarness campaign Exclusion - We have already purachased the premium plan

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Adset - Conversion

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Ad Preview - Conversion

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Summary

Spotify want to target user who are most likely to open their account

In order to increase our reach, we have developed a media strategy for

Facebook with different ad creative and its audience

To move the consumer along the funnel, we have taken into consideration three objectives: awareness, consideration, and conversion.
We have included a budget, a bidding strategy, and KPIs in each campaign structure to maximize efficiency.
We have a focused audience that elevates us and acts in response to our messages based on their characteristics.
Our Media plan covers every aspect that can bring maximum conversion for spotify account opening

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Thank You