In this series of articles, we describe and explain the different types of marketing campaigns. We begin with Branding as it is usually the first campaign strategy that is implemented by brands to establish their presence on the market.
Branding is the process of creating a name, logo or design that identifies and differentiates a product from others. It is a strategy aimed at creating a consistent and recognizable image in the minds of customers.
As explained in the //Marketing Funnel// article, Branding is often the first contact point with customers that will lead to sales in the future.
What channels to use in Branding campaigns
The following are the Advertising channels most commonly used to in Branding campaigns:
Use case
To illustrate the process of Media Planning, we will take the example of a campaign brief that we received from one of our clients to explain how we built the Media Plan taking into account the elements of the brief.
The client is a major Insurance company present in 6 countries in Southeast Asia
The main objective is to create brand awareness.
The secondary objective is to support promotions during specific periods of the year by pushing insurance subscriptions on the website.
Mid to high income families in urban areas.
200k USD over one year.
Media Planning process
Strategy definition
Since the main objective is Brand Awarenes, we proposed to dedicate 70% of the budget the //Branding strategy//
The main KPI will be Reach as we will be attempting to reach out to as many people from our Target Audience as possible
The remaining 30% of the budget will be allocated to the //Consideration strategy// to support the planned promotions
As a secondary objective, we will drive as much traffic as possible to the website to support promotions. The KPI will be Clicks
Platform selection
The choice of platforms will be mainly dictated by the campaign objective and target audience.
Facebook/Instagram is a widely popular platform among X-Gen and Millenials corresponding to the age groups of our target audience
It is a platform that is equally suitable for both Branding and Consideration objectives
Youtube is highly efficient platform for Branding, while Google Search is considered as a mid to bottom of the marketing funnel platform and will be used in the Consideration objective during the promotions periods.
The budget will be allocated equally between each chosen strategy for each strategy.
Campaign flighting
The Branding strategy is an always-on effort during the whole year. The budget of this portion will be equally distributed in each month.
The Consideration strategy follows the promotions calendar with 4 periods of 10 days
KPIs definition and estimation
The Media cost is thoroughly estimated based on past campaigns and benchmarks. This results in an estimate of the Cost per 1000 Reach and Cost per Click.
Lastly, based on the media cost and available budget, we calculate the expected volume of each KPI: Reach and Clicks.
