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About Jupiter

Jupiter is a digital banking app that offers smart insights based on your spending, and provides features to make sense of your finances

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COMMUNICATION CHALLENGE

I want to convince my target audience that to open salary account you don’t have to go to branch, you can open your salary account through online mode with zero balance account and can get many offers on that like free health insurance and get reward on every spend.

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Table of Contents

Media Objective for Jupiter

Platform used for each objective

Ad types

Google - Search/ YouTube/ Display - Ad strategy for Jupiter

KPI’S that we measure for Facebook

Facebook- ad strategy for Jupiter

Budget Splits

KPI’s that we measure for Google

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Understanding The Brief

Business Objective - Jupiter has a launched its new service of Salary account. They want to create awareness and consideration and get 25000 people to open salary account.

Media Plan - Campaign Running Time is for 8 Weeks with the budget 1Crore.

Media Goal - Need to meet the target by making 2 months media plan to get 25000 people to open a salary account with the budget of 1 Cr.

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Media Objective for Jupiter

Conversion objective is after downloading the app make them sign up and open the salary account and explore the banking service.

Consideration objective that Jupiter has increased the number of people that they install the app and create a salary account.

Driving Brand Awareness with communication to Create Mindset of enhanced experience of banking.

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Platform used For each objective

Consideration

Conversion

Awareness

Facebook + YouTube

Facebook + YouTube + Search+ Display

Facebook + Google(App engagement)

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AD types for each stage

Video Ads

Static+ Videos + Text ads

Static Images +Video Ads + Text ad

Awareness

Consideration

Conversion

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Platform Wise Budget Split

Google

Rs. 60 Lac

Facebook

Rs. 40 Lac

60 %

40 %

Total Budget Rs. 1 Cr

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CAMPAIGN SCHEDULE

	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7	Week 8
Awareness
Consideration
Conversion

Month 1	Month 2

₹15 Lakhs

₹10 Lakhs

₹15 Lakhs

	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7	Week 8
Awareness
Consideration
Conversion

Month 1	Month 2

₹15 lakhs

₹30 Lakhs

₹15 lakhs

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Facebook Ads: Strategies for Jupiter

Total Campaigns - 3 ( Awareness , Consideration & Conversion)
Total Budget - Rs.40 lakh
Location – Tier 1 and tier 2 city
Buying Type - Auction for all
Placement Optimization : Automatic placements

Bidding Strategies : Highest volume, After getting some data we will switch to Cost Cap
Budget optimization - CBO: Awareness, Conversion

ABO: Consideration

Campaigns Delivery Optimization : Standard Delivery

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Audience For Awareness

Core audience_Employers

Core audience competitors

Fi, Niyo, Kotak Mahindra Bank, HDFC Bank, Paytm, Open, Freo etc

Core audience based interest

Age = 21-50

Interest- Banking & Finance, online banking, net banking, credit card, debit card

Demographics - employees, New Job

Lookalike existing salary account users will have a similar kind of interest showing they are more likely to convert the audience

lookalike of 1% existing salary users

Work employers: Cognizant, Wipro, Tech Mahindra, Capgemini, TCS - Tata Consultancy Service, HCLTech, Accenture, IBM Global Services, HCL Infosystems, Oracle, Myntra, Siemens, Amazon India

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Audience For Consideration

Custom audience - website visitors

Budget On ABO - 2 lakhs

Those people who went to our website didn’t install our app , these audience have already showed there intent towards our brand and service they are more relevant for us

1% Lookalike of Thruplay viewers

Budget On ABO -3 lakhs

Lookalike of video viewers they will have similar interest and intent so they are relevant for us

Video viewers from past campaign 1

Budget on ABO - 2 lakhs

Those audience who have watched our 75% of our video in awareness campaign ,they showed more intent in our brand or service

The lookalike of website visitors will have similar interest and intent

1% lookalike of website visitors

Budget On ABO - 3 lakhs

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Audience For Conversion

Saving account app users(Exclude people who already have an salary account)

It will be our derived custom audience people who are using are saving account and we want to use our salary account also, we will exclude those people who are already using our salary account services.

App installers from previous campaign

Custom audience of those set of people who installed our app from the previous campaign the audience have already taken a further step in the conversion of our service

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Ad Copies

Awareness-Video

CTA - Learn More

Consideration-Static

CTA- Install Now

Conversion-Static

CTA- Sign up

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KPI’s To measure

Awareness : Cost Per Views, VTR

Consideration: Installs, Clicks , CTR, CPA

Conversions : Cost per result, Conversion rate

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Google Ads

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Google campaign

Total Campaigns - 11 ( Awareness , Consideration & Conversion)
Total Budget - Rs.60 lakh
Budget Split : 15 Lakh(Awareness), 30 Lakhs (Consideration), 15 lakhs(Conversion)
Location - Tier 1 & Tier 2 City
Bidding Strategies : Target CPM(Youtube awareness) , Maximise Conversions(Display & Search), Maximum CPV(Consideration YT ), App Engagement (TCPA)

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Thought Process

●For Google campaigns we have allocated 60% of the total budget i.e, 60 lacs.

●We splitted the 60 lacs among Awareness, Consideration and Conversion campaign through YouTube, Display and Search campaign respectively.

●Every week we will optimize our campaigns by analyzing data and we will use audience data such as video viewers, people who clicked on our ad, Website visitors(App) ,in app all page visitors in our conversion campaigns on YouTube.

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1.Trueview For Reach

1..Search

2. Youtube

3. Display

1.App Promotions

(App Engagement)

We select YouTube In-stream(skippable) for awareness because it promotes better audience communication and engagement. It will contribute to increasing audience awareness and consumer understanding of our financial service and we can retaget this in other campaign.

We selected Display Network, Youtube for Consideration in order to increase recall and remind the audience of our salary account services and make them install our app. Strong consideration will be developed as a result.

To increase conversion, we retarget by running ads through app promotion. To push consumers to create salary accounts, and make them sign up for our service.

Conversion

Objective

GOOGLE CAMPAIGN

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Placements

Google network: Campaigns across YouTube, Display and Search

Bidding strategy

●Awareness: Target(CPM)

●Consideration: Maximize Conversion, Maximum CPV

●Conversion: Target cost per action Campaigns)

Campaign Structure

●Detailed explanation on next page

Budget

● Daily Budget For all campaigns

Campaign Strategy

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Awareness - Google_Youtube_Campaign

Media objective : Brand Awareness & reach

● Ad format : 15 sec videos Instream Skippable(True view) for reach)

Inmarket - Mobile Banking apps, online banking services, personal loans, Debit cards & Credit Cards, Investment services
Detail demographics - 250-10k employees, 10k+ employers.

Affinity - Banks Online, Banking and finance

Custom Affinity - Salary accounts, Online Salary account and Salary account with benefits.

Keywords- salary accounts online, salary account,zero balance salary account,salary account with offers ,on demand salary account.

IN MARKET

AUDIENCE

AFFINITY SEGMENT

CONTENT TARGETING

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Reasons:

●From this past data of Jupiter we know that YouTube ads provide maximum conversion/ transaction in jupiter

●Google Campaigns are mostly focused on Conversion

●YouTube, Display, and Search are the network of Google, so we will allocate more money on youtube.

Consideration Budget

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Consideration - Google_search_Campaign

GENERIC_EXACT_CAMPAIGN

1. ZERO_BALANCE_ACCOUNT

2. SALARY_ACCOUNT

3 . BANK_ACCOUNT_BENEFITS

BRAND_PHRASE_CAMPAIGN

BRAND_EXACT_CMPAIGN

1.JUPITER_ONLINE_SALARY_ACCOUNT

2..JUPITER_APP

3.JUPITER_BANK_REVIEW

4. JUPITER_ZERO_BALANCE

GENERIC_PHRASE_CAMPAIGN

COMPETITOR_PHRASE_CAMPAIGN

1..JUPITER_ONLINE_SALARY_ACCOUNT

2. JUPITER_APP

3. JUPITER_BANK_REVIEW

4. JUPITER_ZERO_BALANCE

1.ZERO_BALANCE_ACCOUNT

2.SALARY_ACCOUNT

3.BANK_ACCOUNT_BENEFITS

1. AXIS_SALARY_ACCOUNT

2. HDFC_SALARY_ACCOUNT

3. ICICI_SALARY_ACCOUNT

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Consideration - Google Search Budget

COMPETITOR_PHRASE

Budget - 2 Lakh

Budget - 4 lakh

GENERIC_EXACT

Budget - 2 lakhs

BRAND_PHRASE

BRAND_EXACT

Budget- 1 lakh

GENERIC_PHRASE

Budget - 3 lakhs

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Branded and Generic Keywords

Brand_Exact

Generic_Exact

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Competitor Keywords

Competitor_phrase

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CONSIDERATION - GOOGLE_DISPLAY_CAMPAIGN

Similar Audience

Website Visitors

Remarketing Audience

Website Visitors excluding app

installers

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CONSIDERATION_GOOGLE_YOUTUBE_CAMPAIGN

Remarketing

People who have watched of our Awareness Video

IN MARKET SEGMENT

Inmarket - Mobile Banking apps, online banking services,personal loans, Debit card & Credit Card, Investment services

● Media objective : Product and Brand consideration

● Ad format : 30 sec skippable video(Trueview for Instream)

● Bidding : Max CPV

● Demographic Targeting : 25- 44, Expect top 10%

Similar Audience

Similar Audience of video viewers who have watched 50% of our Awareness Video

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Conversion - App Engagement

UAC Campaign

Remarketing ( App Engagements)

App Installers From Search, display, and YouTube Campaigns

excluding people who have made pro salary accounts.

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Ad Creatives-Search

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Ad Creatives- YouTube

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Ad Creative-Display

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Ad Extensions

Sitelink

APP

Structured Snippets

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KPI’s to measure

Google search : CPA, Conversion rate,Click through Rate(CTR)

Google display : Viewable impressions, CPM

Youtube : CPV, Total Views, CPM

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GROUP P9

THANK YOU!