MSK LAUNCH CAMPAIGN May – July 2014

THE BRIEF

Plan, execute, monitor and optimize a digital marketing campaign to support the launch of the brand new Media24 baby, Mysmartkid and Myslimkind a.k.a. MSK.

MSK is a Early Childhood Development programme for kids age 0 to 6 years old, structured into bite-size boxes and delivered to your door for a premium.

Owned Media: Custom-built website at www.mysmartkid.com

Target audience: 60% female, 40% male; Upper LSM; 50% Afr & 50% Eng

Strategy: Support marketing efforts in print media; Complement offline offering with online tools; Generate database of leads; Drive signups and purchases; ROI

DIGITAL MARKETING BUDGET SPLIT

25%

18%

15%

10%

10%

22%

Premium display

Pay per click (CPC)

Search (CPA)

Promo mailers

Competitions

Social media

PREMIUM DISPLAY

MAKING A SPLASH WITH SITE TAKEOVERS

PAY PER CLICK PLACEMENTS

ONLINE COMPETITIONS

DIGITORIALS

CAMPAIGN LANDING PAGE

SOCIAL MEDIA ENGAGEMENT

EVENTS, ACTIVATIONS AND MEMES

FACEBOOK ADVERTISEMENTS

REPORTS

ClubBudgeted Response

Actual Response

Members outstanding

Target reached % Budgeted CPM Actual CPM

Budgeted Costs (Media)

Actual Costs (Media) Budgeted Costs Actual Costs Response rate

Earned Media (Friend, Event & Other)

Display: Banners & Facebook

PPC: Google Search, GDN & RTB

Nuusbriewe/Newsletters

Kompetisies/Competitions

Total Campaign

BUDGET VS ACTUAL RESPONSE

0

100

200

300

400

500

600

700

800

900

1 000

Bought Media Owned Media Earned Media

Budgeted Response

Actual Response

COST PER ACQUISITION (CPA)

Bought, Owned & Earned CPA Bought Media CPA Bought & Owned Media CPA

Actual CPA R 3,00 R 2,00 R 5,00

Budgeted CPA R 3,50 R 2,50 R 5,30

R 3,00

R 2,00

R 5,00

R 3,50

R 2,50

R 5,30

Axis

Title

Budgeted vs Actual CPA

ONLINE SYNERGY

20%

47%

33%

Bought online media (Internet,Google Search, Facebook, etc.)

Owned online media (Magazines,newspapers & mail-piece)

Earned online media (Friends, events,internet & other)

GRAPHS FOR AFRICA

40%

60%

Media Spend Split

Afrikaans

English

60%

40%

Members recruited per Club

Myslimkind

Mysmartkid

41%

36%

9%

14% Recruitment Sources

Earned (Friend,Event & Other)

Facebook Ads

MGM Viral

0

50

100

150

200

250

Google Search Nuusbrief/Newsletter Ad bidding network Google Display Network Social media

Recruitment by Channel

Actual members

100

Display

Pay per click

Email market

ingOther

Media cost

THANK YOU Marilize Nel

Digital Marketing Manager

MSK (2014)