پیش‌درآمد
درود به شما طهرانی هستم با ط دسته‌دار 🙂 این‌بار اینجا هستیم تا نمونه کامل و جامعی از یک پروپوزال و گزارش یک کمپین بازاریابی موفق رو باهم مرور کنیم.
لازم هست یادآوری کنم که اینجا فقط شاهد جزییات پروپوزال و گزارش این کمپین خواهید بود و اگه از وسط راه همراه ما شدید، حتما و قطعا و مسلما توصیه می‌کنم مقاله کارنامه طهرانی در چونک، که شرح ماوقع این کمپین هست رو بخونید تا در جریان سناریو و داستان کمپین هم قرار بگیرید.
بعد از مطالعه اون مقاله با خیال راحت می‌تونید از جزییات این گزارش و پروپوزال هم استفاده کنید.
من قبلا هم گفتم و باز هم می‌گم، چنین پروپوزال و گزارش کمپینی، محرمانه و مختص کسب و کار است و صرفا بین شرکای تجاری کمپین به صورت خاص رد و بدل می‌شود.
پ.ط
از آنجایی که ما در اقتصاد بیمار ایران، چونک رو به عنوان یک شخصیت حقوقی که با متاستاز بی‌‌سرمایه‌گی دست و پنجه نرم کرد، از دست دادیم؛ من دوست داشتم مرگ این برند نوپا و پرشور بیهوده نباشه و لااقل یاد کمپینش برای اهلش آموزش داشته باشه؛ بنابراین این اطلاعات رو با شما به اشتراک گذاشتم. باشد که بیاندیشیم…
چون ما در ادبیات مارکتینگ بسیار خارجی هستیم، این‌گونه اسناد رو ترجیحا (نه لزوما) به انگلیسی می‌نویسیم. حسابی و با جزییات مطالعه کنید و هر سوالی داشتید، می‌دونید که، در کامنت‌ها در خدمتم.
پروپوزال توصیفی کمپین
VERSION 1.0
JULY 24, 2018
Marketing Partnership Proposal
“IRANIAN LIFESTYLE” CAMPAIGN
About the campaign
Choonak considers people’s lifestyle as a big evolving opportunity and is trying to expand its role in enriching people’s way of living.
We came up with the idea to launch a wide awareness campaign for cooperating with some of the brands that have a big effect on people’s lifestyle in different fields such as clothing, food, entertainment, etc… Choonak invites X to be a part of this big online campaign.
Objectives:
– Getting a wide-range awareness and attention for All involved brands
– Acquire leads
– Better understand users’ preferences and taste
Concept:
– There will be a landing page in Choonak, specially designed for this campaign
– Partner brands will be presented at the main page of the landing
– In the landing page, users will be asked a series of fun questions regarding different aspects of their lifestyle; each aspect represented by a brand
– By answering the questions, user will get a discount code from that brand
– At the end, user will get a fun representation of what percentage of her/his lifestyle is Iranian
– Every user will get a code at the end, which gives them a chance to win the main prize
Exposure
Choonak will:
Share and confirm the designs and messages with partners
Design, implement and launch the landing page
Promote the campaign in its social media constantly, mentioning partner brands (with more than X visits weekly)
Will conduct mini-contests in Instagram revolving around the main concept
Send SMS/Email to more than 10,000 users from Choonak user base
Send SMS to more than X users
Promote the campaign with more than 10 influencers
Promote the campaign using CPC banners, native ads, and other paid channels (more than 50,000 clicks anticipated)
Promote the campaign by producing videos and publishing them in different Instagram pages
Partners will:
Share and confirm the promotional messages with Choonak
Promote and link the campaign in their social media channels
Promote the campaign to a part or all of their user base
Our potential partners
Timeline
– ۶ – ۱۲ Mordad => Finalizing partners list, designing the landing page, exchanging coupon codes, logos and other related design materials
– ۱۲ – ۲۰ Mordad => Developing and deploying the landing page, testing and finalizing promotional messages
– ۲۰ – ۲۲ Mordad => Teasing through Choonak and partners owned-media
– ۲۵ Mordad => Campiagn launch
– ۹ Shahrivar => Campaign end
– ۱۰ Shahrivar => Announcing the winner of main prize
Thank You
پروپوزال پیشنهاد مشارکت بازاریابی
در این بخش هم چیلیوری از بین ما رفته و خدایش بیامرزد.
فکت‌نامه
About the campaign
Choonak considers people’s lifestyle as a big evolving
opportunity and is trying to expand its role in enriching
people’s way of living.
We came up with the idea to launch a wide awareness
campaign for cooperating with some of the brands that
have a big effect on people’s lifestyle in different fields
such as food, clothing, movies, entertainment, etc…
Choonak invites Chilivery to be a part of this big
campaign.
Objectives
– Getting a wide-range awareness and attention for All involved brands
– Acquire leads
– Better understand users’ preferences and taste
Concept
– There will be landing page in Choonak, specially designed for this campaign
– Partner brands will be presented at the main page of the landing
– In the landing page, users will be asked a series of fun questions regarding
different aspects of their lifestyle; each aspect represented by a brand
– By answering the questions, user will get a discount code from that brand
– At the end, user will get a fun representation of what percentage of her/his
lifestyle is Iranian
– Every user will get a code at the end, which gives them a chance to win the main prize
Exposure
choonak will:
/Share and confirm the designs and messages with partners
/Design, implement and launch the landing page
/Promote the campaign in Choonak’s booth in 30th National crafts exhibition
/Promote the campaign in its social media constantly (with more than 3 Million impressions weekly), mentioning partner brands
/Promote partners’ offers in its social media
/Will conduct mini-contests in Instagram revolving around the main concept
/Send SMS/Email to Choonak user base
/Promote the campaign with more than 6 influencers
/Promote the campaign using CPC banners, native ads, and other paid channels (more than 200,000 clicks anticipated)
/Promote the campaign by producing videos and publishing them in different Instagram pages
Partners will:
/Share and confirm the promotional messages with Choonak
/Promote the campaign to all of their user base (Social Media/Email/SMS)
/Provide a coupon code for their own section in the landing page
/Provide a prize from their own services (ie. 1 month of free service)
گزارش‌نویسی کمپین
Lifestyle Campaign Report
Brief overview
This campaign was conducted with a focus on brand awareness and lead generation. The numeric target was set on 20,000 leads. Over the course of 2 weeks, we managed to acquire 51,517 visitors and 26,949 leads, exceeding our initial expectations.
Objectives
We were anticipating 20,000 leads from this campaign in which our main focus was on influencer marketing, CPC advertising and reaching out to our partners’ user base. We will discuss the effectiveness of each channel in another section.
Costs
Yektanet = 810,000 T
Clickyab = 1,900,000 T
Mediaad = 1,100,000 T
Influencers = 29,700,000
Paid instagram stories = 3,000,000
SUM = 36,510,000 T
Positive
Leads = 26,949 (including 17,889 email addresses = 66.38% of all leads) Landing page visitors = 51,517
Conversion rate = %52.3 Average cost per lead = 1,314 T
People reached by campaign (post and story views + ads display) = 4.5m
Funnel conversion rate = 40.82% of the landing visitors went through all the steps and reached the success page. Our game
page successfully directed 92.73% of participants into the success page, showing the campaign concept and the UX worked at their best.
Being presented next to 4 known brands and promote the campaign in their Instagram accounts. We also got a final reward from each of those brands.
Since the start of the campaign we had 171 orders (exhibition purchases are excluded) while it was 127 orders for the same period of last month. This shows 34.64% growth in sales.
We can see the campaigns effect on our brand awareness based on search console report:
Search impression for Choonak was increased 257% during the last 28 days, compared to the previous period. Also clicks from google search increased by 360%
Negative
There was several technical and design issues with this campaign, mostly caused by shortage of human resources.
– three out of Our four partners ignored their promotional responsibilities due to the following reasons:
Jabama: Sending users promotional emails and SMS was against their policies, we could have mostly avoided this situation by setting a meeting before their approval of our proposal.
Filimo: they refused to send any promotional message to their users except for instagram post. The reason was absence of Filimo project manager who promised us their cooperation.
Chilivery: they held up their promises regarding push notification promotion, providing enough discount codes and announcing the campaign in their instagram page.
Navaak: They provided a exclusive landing page for our users but no promotional messages whatsoever.
Channels performance
main channels goal completion share:
Our own instagram page: it played the main role in directing all of our page visitors (followers + redirected from other pages) to the landing page and based on the represented stats, it performed perfectly.
Influencer marketing: a sum of 8 influencers were a part of this campaign. Keep in mind, the following numbers are based on direct story clicks and we can not track @choonak clicks in their posts.
ez-mohsen cost per lead= 4,032 T
motiheidari cost per lead = 2,400 T
leila-vakili cost per lead = 6,868 T
amo-sina cost per lead = 7,446 T
Yektanet Display: with an average bounce rate of 84% display was the worst channel. From 981 visitors, only 33 leads were acquired. cost per lead = 21,424 T
Clickyab Display: like yektanet, clickyab display had an average bounce rate of 84.38%. From 3,932 visitors only 127 leads were acquired.
MediaAd native: with an average bounce rate of 81.40% this channel led to 485 leads from 5,577 visitors.
Cost per lead= 2,253 T
Paid instagram stories: with an average bounce rate of 69.77% it got us 3,842 visitors and 812 leads
Cost per lead = 3,694 T
و در آخر
امیدوارم که این نمونه جمع و جور از یک کمپین بازاریابی مشارکتی موفق با بهره‌وری مناسب و بودجه بهینه، برای شما مفید بوده باشه و بتونید از این الگو برای طراحی و توضیح کمپین‌های خودتون حسابی استفاده کنید.
ارادت 🙂
