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    Digital Marketing - Oppo - Group 12

    Uploaded by

    ARPAN DHAR
    The document outlines a digital marketing strategy for OPPO F15 in India, including allocating budgets across different channels like search, display, social media and video ads. It discusses targeting young Indian consumers through platforms like Facebook, Instagram, YouTube and search engines by leveraging custom audiences and intent targeting. Keywords, ad groups, creatives and metrics are proposed to maximize conversions and reach for OPPO F15 within the allocated budget.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Digital Marketing - Oppo - Group 12

    Uploaded by

    ARPAN DHAR
    42 views26 pages
    The document outlines a digital marketing strategy for OPPO F15 in India, including allocating budgets across different channels like search, display, social media and video ads. It discusses targeting young Indian consumers through platforms like Facebook, Instagram, YouTube and search engines by leveraging custom audiences and intent targeting. Keywords, ad groups, creatives and metrics are proposed to maximize conversions and reach for OPPO F15 within the allocated budget.

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    Digital Marketing_Oppo_Group 12

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    The document outlines a digital marketing strategy for OPPO F15 in India, including allocating budgets across different channels like search, display, social media and video ads. It discusses targeting young Indian consumers through platforms like Facebook, Instagram, YouTube and search engines by leveraging custom audiences and intent targeting. Keywords, ad groups, creatives and metrics are proposed to maximize conversions and reach for OPPO F15 within the allocated budget.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    42 views26 pages

    Digital Marketing - Oppo - Group 12

    Uploaded by

    ARPAN DHAR
    The document outlines a digital marketing strategy for OPPO F15 in India, including allocating budgets across different channels like search, display, social media and video ads. It discusses targeting young Indian consumers through platforms like Facebook, Instagram, YouTube and search engines by leveraging custom audiences and intent targeting. Keywords, ad groups, creatives and metrics are proposed to maximize conversions and reach for OPPO F15 within the allocated budget.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 26

    Digital Marketing

    Strategy
    Group 12
    Akash Sharma E056
    Akshita Singh G061
    Dilpreet Kalra A030
    Aditya Jindal A027
    Parshotam Jagwani E028
    Tanay Malkar A032
    Priyansha Dwivedi A018
    Shashank Pamidi H040
    Abha Ribiawala A048
    Himal Shah A052
    1
    OPPO F15
    #Flaunt It Your Way

    • OPPO, is a Chinese consumer electronics and mobile communications


    company headquartered in Dongguan, Guangdong.

    • OPPO is present in India for around a decade and holds around 12 %


    market share among smart phones in India( Q4,2019).

    • OPPO encourages the youth to stay true to their passion and


    inspiration so that they can truly flaunt it their way.

    • With 48MP Ultra Wide Angle Macro Quad Camera and a one-handed
    ergonomic grip, OPPO F15 packs the best F Series at the price range
    of Rs. 19,990


    2
    OPPO F15
    #Flaunt It Your Way

    OPPO, lauched in 2004 is a Chinese consumer electronics and


    mobile communications company headquartered in Dongguan,
    Guangdong.

    With its sleek design and innovative technology, OPPO


    encourages the youth to stay true to their passion and
    inspiration so that they can truly flaunt it their way.

    3
    Awareness Consideration Decision Loyalty

    Detailed Information,
    Evaluating Choices

    30% + Company Owned Product Videos


    Company Website 10 % 20% 40%
    social Media
    • Facebook • Youtube
    • Google Search
    Advertising Advertising
    • Google Display
    • Instagram • Avg CTR: .23%
    Network
    Advertising • Avg CPC: 3.61$
    • Avg CTR: 2.09%
    • Avg CTR: .89%
    • Avg CPC: 3.80$
    • Avg CPC: 1.27$
    Target Segment
    Young People

    • 18-30 years old

    • Middle & Upper Middle Class

    • Image Conscious

    • Follows latest trends

    • Seeks Affordable price

    5
    Keyword Research

    Keyword Clicks Impressions CTR Avg CPC (INR)

    Best camera phone 7285.16 112541.67 6.5% 23.64

    Best gaming phone 2256.29 21809.44 10.3% 20.26

    best mobiles 1940.37 21775.78 8.9% 10.7

    top 10 mobiles 1830.53 21434.37 8.5% 10.37

    best mobile under 20000 540.94 8286.42 6.5% 7.88

    best smartphones under 20000 505.37 7938.56 6.4% 3.8

    best mobile phone under 296.37 3301.67 9.0% 15.41


    20000

    best camera phone under 135.38 2011.29 6.7% 8.39


    20000

    6
    Budget Allocation
    50 Lakhs

    40%
    30%
    20%
    10%
    Video Ad
    Search Ad
    Social Media
    Display Ad

    7
    Social Media
    Marketing

    8
    AD 1
    The company has a good base on social media platforms with 40 million followers on Facebook and 1.3 million followers on Instagram.

    • Location : Pan India

    • People Who Match: Oppo, Owns Xiomi or Vivo devices

    • Interest: camera phone, photography or selfie

    • Potential Audience Size: 25,000,000

    Budget Facebook Story 9


    AD 2

    Budget is decided by considering


    Location : Pan India
    Daily reach : 60-70% of the potential reach.
    Time of the campaign : 90 days
    People Who Match: Oppo, Owns Xiomi or Vivo devices

    Interest: light weight, stylish, socialize, fast charging,gaming,tavel

    Potential Audience Size: 38,000,000

    10
    Budget Facebook Instagram
    STEPS TO AMALGAMATE
    ORGANIC AND PAID
    • As Oppo has made some beautiful videos showcasing the
    features of Oppo F15 Oppo, which can be used to attract
    users who are interested in travelling

    • This video can be used by Oppo through their Facebook


    page and once it receive a good number of views, we can
    boost that post to reach out to the extended audience.


    • Facebook has an option to view the boosted post to the


    people who has not liked the page and to reach out to the
    audience who has the same characteristics as of Oppo
    audience like value for money, good camera quality and
    others.


    11
    Display Ads

    12
    Display Ad

    Total Budget Custom Intent Audience


    Best Mobile, Mobile features,
    5L /3 months Best camera phones,
    Smartphones, Oppo Phones

    Placements
     Youtube Channels like
    GeekyRanjit, Technical Guruji etc.

    Content
    Exclusions
    Parked domains

    Bidding Strategy
    Maximise Conversions

    13
    Display Ad
    Ad Groups

    AD Group 1 AD Group 2

    This Ad Group focuses on features of This Ad Group focuses on Value for


    mobile like 4 GB RAM | 128 GB Memory money features
    also targeting selfie lovers with AI 

    Beautification Algorithm Custom Intent Audience
    
 Best mobile under 15000, Top
    Custom Intent Audience mobiles under 20000
    Best Camera Phone, Best Battery Phone

    14
    Display Ad
    Creatives

    15
    Display Ad
    Measurement Metrics

    Clicks
    Impressions Reach

    CPM

    CTR

    16
    Video Ads

    17
    Video Ad

    Total Budget Campaign Subtype


    Ad Sequence
    20L /3 months
    Networks
    YouTube & video partners on display network

    Placements
     Youtube Channels like
    GeekyRanjit, Technical Guruji
    etc.

    Bidding Conversions
    Maximise Strategy

    18
    Video Ad
    Ad Groups

    Campaign: Flaunt it Your Way

    AD Group 1 AD Group 2

    This Ad Group focuses on features of This Ad Group focuses on Value for


    mobile like 4 GB RAM | 128 GB Memory money features
    also targeting selfie lovers with AI 

    Beautification Algorithm Custom Intent Audience
    
 Best mobile under 15000, Top
    Custom Intent Audience mobiles under 20000
    Best Camera Phone, Best Battery Phone

    19
    Video Ad
    Creative

    20
    Video Ad
    Measurement Metrics

    Average CPV
    Views Average Watch
    time/ Impressions

    Watch Time

    View Rate

    21
    Search
    Campaign

    22
    Search
    Bidding Strategy: Maximize Conversion | Targeting: Millenials | Location: India

    Product Specifications
    [oppo f15], oppo f15+price, “oppo f15 specifications”,
    oppo f15+mobile, oppo android 9 phones, thin
    f15+features, oppo mobiles, mobiles with sleek
    f15+specifications design, 4gb ram phones,
    
 128gb phones
    


    Budget Phones under Camera


    20K
    “oppo phones under 20000”, “oppo quad camera”, “oppo
    “best budget phone 2019”, camera specifications”,
    “best budget phone in India”, “quad camera phones”, slow
    latest phones under 20000, motion camera, camera for
    buy oppo phone under 20000 mobile


    Negative Keywords - expensive, costly, watches, laptop, enco, earphones, accessories 23


    Search
    Creative

    Product Budget phones under 20K 


    


    Specifications Camera
    


    24
    Search
    Measurement Metrics

    Measurement Metrics Industry Standards  Our Target


    CPA $45.27 $40

    3.16% - Computer and


    Conversion rate electronics, 2.81% - 3.5%
    ecommerce

    Cost per conversion 0.88$ 0.8$


    Cost per click 1.16$ 1$
    CTR 2.69  - Ecommerce 2.8

    25
    THANK YOU

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