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Integrated Project

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Communication Challenge

Business Objective

Increase the sale of Walnut Cookies.

Create awareness & consideration around healthy cookies.

Sell 10,000 cookie boxes.

I want to convince my

consumers that Whole Foods provide walnut cookies that are healthy, affordable,

and trans-fatty acid-free with no artificial colors and preservatives

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Overview

Overview

Overview

Objective

Awareness

Facebook

Google

YouTube

Consideration

Facebook

Google

YouTube

Display

Conversion

Facebook

Google

Search

Display

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Media Plan

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Month 1

Month 2

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Awareness

30% of 30,00,000 = Rs.9,00,000

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​

​

​

Consideration

​

20% of 30,00,000 = Rs.6,00,000

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​

Conversion

​

​

50% of 30,00,000 = Rs.15,00,000

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Platform

Month 1

Month 2

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Awareness

YouTube

20% of 70,00,000 = 14,00,000

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​

​

​

Consideration

(30% of 70,00,000 = 21,00,000)

YouTube

​

⅔ of 21,00,000 = 14,00,000

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​

Display

​

⅓ of 21,00,000 = 7,00,000

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​

Conversion

(50% of 70,00,000=

35,00,000)

Display

​

​

¼ of 35,00,000 = 8,75,000

Search

¾ of 35,00,000= 26,25,000

  • We have distributed our budget of 1cr in 3:7 ratio for Meta & Google respectively.
  • As Meta is push marketing platform, we are making people see our ads.
  • As Google is pull marketing platform, people are in market already searching for the product

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Campaign - Awareness

CAMPAIGN NAME AND

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​

​

​

​

​

OBJECTIVE :

​

WholeFoods_Awareness And Brand Awareness

CAMPAIGN BUDGET :

9,00,000 (Advantage Campaign Budget)

​

BUYING TYPE :

Auction

BIDDING STRATEGY :

Highest Volume

AD SCHEDULING :

Run ads all the time

Notes : We took the Highest volume as a bidding strategy because we don't have any data or experience about how customer will behave for the products/ads. After running ads for 2 weeks, we will analyse the data and makes changes accordingly.

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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 2 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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Adset - Awareness

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- Chocochip_cookie_CC

Age- 18-30 | Gender- All

Location- India | Language- English

Interests>Bakery,Biscuits,

Cookies and Cups,Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

Core

Ad Set 4- Healthy_cookie_CC

Age- 31-65 | Gender- All

Location- Tier 1 cities | Language- English

Interests>Bakery,Biscuits,

Cookies and Cups,Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

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Adset - Awareness

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Ads Preview - Awareness

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Facebook feed

Facebook search

In article

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Campaign - Consideration

CAMPAIGN NAME AND

​

​

​

​

​

​

OBJECTIVE :

WholeFoods_Consideration_Traffic

CAMPAIGN BUDGET :

6,00,000 (Advantage Campaign Budget)

BUYING TYPE :

Auction

BIDDING STRATEGY :

Highest Volume

AD SCHEDULING :

Run ads all the time

Notes :

  • In consideration phase we optimise for the traffic objective because we want the customer to go on website.
  • We took the Highest volume as a bidding strategy because we don't have any data or experience about how customer will behave for the products/ads.
  • After running ads for week 2 to week 6, we will analyse the data and makes changes accordingly.

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Campaign - Consideration

PLACEMENT AND DELIVERY :

Automatic and Standard

AD CREATIVE :

Video

KPI :

CPC

DELIVERY OBJECTIVE :

Landing Page View

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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Adset - Consideration

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- Chocochip_cookie_CC

Age- 18-30 | Gender- All | Location- India

Interests>Bakery,Biscuits, Cookies and Cups, Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

Core

Ad Set 4- Healthy_cookie_CC

Age- 31-65 | Gender- All | Location- Tier 1 cities

Interests>Bakery,Biscuits, Cookies and Cups, Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

Custom

Ad Set 5- Retarget_Core

Thruplayed awareness campaign

Exclusions- Audience who already visited our website

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Adset - Consideration

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Ads Preview - Consideration

Audience network

Facebook feed

Instagram Shop

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Campaign - Conversion

CAMPAIGN NAME AND

​

​

​

​

​

​

OBJECTIVE :

WholeFoods_Conversion And Sales

CAMPAIGN BUDGET :

15,00,000 (Advantage Campaign Budget)

BUYING TYPE :

Auction

BIDDING STRATEGY :

Highest Volume

AD SCHEDULING :

Run ads all the time

Notes : When we use the highest volume bid strategy, we aim to get the most results possible from our budget.

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Campaign - Conversion

PLACEMENT AND DELIVERY :

Automatic and Standard

AD CREATIVE :

Image

KPI :

CPA

DELIVERY OBJECTIVE :

Sales

Notes :

  • We will start with standard delivery so that Facebook will distribute budget evenly in the 2 months but when we get data and feel we have more budget and less time then we will switch to the accelerated delivery for faster results.
  • Animate our still image by adding only one or two elements of motion in a few seconds and include a call-to-action (CTA) card at the end to drive your desired business outcome.
  • CPA metrics measures what you pay every time your target audience engages with your website through a Facebook ad.
  • With automatic placements, facebook delivery system to try to make the most of our budget and try to increase our ad's exposure.

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Adset - 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- Chocochip_cookie_CC

Age- 18-30 | Gender- All | Location- India

Interests>Bakery,Biscuits, Cookies and Cups, Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

Core

Ad Set 4- Healthy_cookie_CC

Age- 31-65 | Gender- All | Location- Tier 1 cities

Interests>Bakery,Biscuits, Cookies and Cups, Healthy diet, Healthy Food

Exclusions- Custom & Lookalike

Custom

Ad Set 5- Retarget_Core

50% video view of consideration campaign

Exclusions- Audience who already visited our website

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Adset - Conversion

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Ads Preview - Conversion

Facebook feed

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Facebook search result

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Ads on Facebook reels

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Campaign - Awareness

CAMPAIGN OBJECTIVE :

Brand Awareness and Reach

TYPE AND SUBTYPE :

Video and Video Reach

GOAL :

Efficient Reach

BIDDING STRATEGY :

Target CPM

BUDGET :

Rs. 14,00,000

Notes :

  • Target CPM is the way to bid where we set how much on average we're willing to pay every thousand times our ad is shown (this amount is our target CPM).
  • Efficient reach allows us to reach more unique users at a lower cost.

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Campaign - Awareness

TIMELINE :

1 Month

NETWORK :

Youtube(Partners on GDN if not spending)

FREQUENCY CAP :

3/day, 5/week, 10/month

CONTENT EXCLUSION :

Standard Inventory

LOCATION AND LANGUAGE :

India and English

DEVICE :

All

AD SCHEDULING :

All Day

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Adgroup - Awareness

Contextual Targeting

Adgroup 1- Keywords

chocolate chip cookies, walnut cookies, healthy cookies, cookie lover, cookies with egg, cookies, best healthy cookies, whole food, healthy cookies, healthy cookies for kids

Audience Targeting

​

Adgroup 2- In market

Baked goods, cookie delivery

Audience Targeting

Adgroup 3- Custom intent

Healthy cookies, healthy walnut cookies, Choco cookies, choco chip cookies, walnut cookies

Audience Targeting

Adgroup 4- Affinity

Foodies

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Ad format: Trueview for reach - Skippable

YouTube Ads Preview - Awareness

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Campaign - Consideration

CAMPAIGN OBJECTIVE :

Product and Brand Consideration

TYPE AND SUBTYPE :

Video and Influence Consideration

PLATFORM :

YouTube

BIDDING STRATEGY :

Maximum CPV

BUDGET :

Rs. 14,00,000

Notes :

  • Maximum CPV means the maximum amount we're willing to pay.
  • What we'll pay for a view will be equal to or below your bid, depending on other advertisers' bids.

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Campaign - Consideration

TIMELINE :

6 Weeks

NETWORK :

Youtube(Partners on GDN if not spending)

FREQUENCY CAP :

3/day, 5/week, 10/month

CONTENT EXCLUSION :

Standard Inventory

LOCATION AND LANGUAGE :

India and English

DEVICE :

All

AD SCHEDULING :

All Day

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Adgroup - Consideration

Contextual Targeting

Adgroup 1- Keywords

chocolate chip cookies, walnut cookies, healthy cookies, cookie lover, cookies with egg, cookies, best healthy cookies, whole food, healthy cookies, healthy cookies for kids

Audience Targeting

Adgroup 2- In market

Baked goods, cookie delivery

Audience Targeting

Adgroup 3- Custom intent

Healthy cookies, healthy walnut cookies, Choco cookies, choco chip cookies, walnut cookies

Audience Targeting

Adgroup 4- Affinity

Foodies

Audience Targeting

Adgroup 5- Remarket/Similar audience

Video Viewers/Website Visitor/Similar audience

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YouTube Ads Preview - Consideration

Ad format: Trueview Instream - Skippable

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Campaign - Consideration

CAMPAIGN OBJECTIVE :

Website Traffic

TYPE :

Display

GOAL :

Purchase

BIDDING STRATEGY :

Maximise clicks

BUDGET :

Rs. 7,00,000 (Daily=Rs.15,556)

Notes :

  • With Maximize Clicks, we set an average daily budget and the Google Ads system automatically sets our maximum cost-per-click (CPC) bids on our behalf, with the goal of getting us the most clicks possible within that budget.

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Campaign - Consideration

TIMELINE :

6 Weeks

FREQUENCY CAP :

3/day, 5/week, 10/month

CONTENT EXCLUSION :

Standard Inventory

LOCATION AND LANGUAGE :

India and English

DEVICE :

All

AD SCHEDULING :

All Day

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Display Ads Preview - Consideration

Ad format: Image

Link for headlines and description

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Campaign - Conversion

CAMPAIGN OBJECTIVE :

Sales

TYPE :

Display

GOAL :

Purchase

BIDDING STRATEGY :

Maximise conversion

BUDGET :

Rs. 8,75,000 (Daily=Rs.19,444)

Notes :

  • Maximize conversions is an automated bid strategy that automatically sets our bids to help get as many clicks as possible within our budget.
  • Maximize Clicks is the simplest way to bid for clicks—you set a budget, and Google Ads does the rest. We don't need to choose specific bid amounts for your ad groups, keywords, or placements.

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Campaign - Conversion

TIMELINE :

6 Weeks

FREQUENCY CAP :

3/day, 5/week, 10/month

CONTENT EXCLUSION :

Standard Inventory

LOCATION AND LANGUAGE :

India and English

DEVICE :

All

AD SCHEDULING :

All Day

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Adgroup - Conversion

Contextual Targeting

Adgroup 1- Keywords

chocolate chip cookies, walnut cookies, healthy cookies, cookie lover, cookies with egg, cookies, best healthy cookies, whole food, healthy cookies, healthy cookies for kids

Audience Targeting

Adgroup 2- In market

Baked goods, cookie delivery

Audience Targeting

Adgroup 3- Custom intent

Healthy cookies, healthy walnut cookies, Choco cookies, choco chip cookies, walnut cookies

Audience Targeting

Adgroup 4- Affinity

Foodies

Audience Targeting

Adgroup 5- Remarket/Similar audience

Video Viewers/Website Visitor/Similar audience

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Display Ads Preview - Conversion

Ad format: Image

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Search - Conversion

CAMPAIGN OBJECTIVE :

Sales

TYPE :

Search

GOAL & DESTINATION GOAL :

Purchase & Website

LOCATION & LANGUAGE :

India & English

AD SCHEDULING :

All day

NETWORK :

Search

AUDIENCE SEGMENT :

Observation

AD ROTATION :

Optimize:Prefer best performing ads

TIMELINE :

2 months

BUDGET :

Rs. 26,25,000

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Search - Bidding and Budget

Campaign

Budget

Metrics

Strategy

Bidding strategy

Brand_Exact

Rs.6,56,250

CPC=30

Go Aggressive

Impression Share

Brand_Phrase

Rs.6,56,250

CPC=35

Go Aggressive

Impression Share

Generic_Exact

Rs.3,93,750

CPA=65

ROI Focus

TCPA

Generic_Phrase

Rs.3,93,750

CPA=70

ROI Focus

TCPA

Comp._Exact

Rs.2,62,500

CPA=90

ROI Focus

TCPA

Comp._Phrase

Rs.2,62,500

CPA=100

ROI Focus

TCPA

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Search Campaign Structure - Exact

“Negative Keywords”

Brand_Exact Sugar-free

White chocolate Vegan

GlutenFree opensecret marie

nourish organic

Generic_Exact

open secret marie

nourish organic

Brand_Exact Generic_Exact Comp_Exact

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Search Campaign Structure - Phrase

Brand_Phrase Generic_Phrase Comp_Phrase

Negative Keywords

Exact match KW has been negated from the Phrase match to ensure that no encroach of adgroup happen

Link for search campaign structure

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Search Ads Preview

GENERIC AD COPY

BRAND AD COPY

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Summary

  • Whole Foods wants to sell more of its walnut cookies.
  • In order to increase our reach, we have developed a media strategy for both Facebook and Google.
  • 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 maximise 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 to wholefoods

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