PocketFM Assignment: Strategic plan for growth performance marketing for Phunkaar

Methodology:
Understand
Setting and Choosing the
viewer persona Devising content Test, Analyze and
Tracking L1 and marketing
through primary and ad strategy Recalibrate
L2 Metrics channels
research

Setting and Tracking L1 and L2 metrics:

Primary
Secondary Metrics (L2)
Metrics (L1)
Engagement Rate – After the user has landed on the app:
• Episode play rate: # of unique users playing the episodes/total users through the ad
• Episode download rate: # of unique users playing the episodes/total users through the ad
• Avg Episode Run time/total users through the ad
Retention Metrics – After the user has landed on the app:
• Early Retention (WoW): # of active users for Phunkaar acquired through inorganic channels from W1 to W4
App • Stable Retention (M1, M6): # of active users for Phunkaar through inorganic channels from M1
Installation
Bounce Rate: # of bounces/# of sessions
and ROI
Organic App installs (Referrals, SEO): # of organic app installs
Cost per click (CPC): Total cost of the ad campaign/ # of ad clicks
CTR (Click through Rate): # of users clicking the ad/# of impressions
Return on Ad spend (ROAS): (Revenue/Total Ad Spend)
Branded Search Lift: # of search queries made for Phunkaar
Customer LTV: Avg. purchase value * Avg. Purchase Freq. rate* Customer lifespan
Understanding Viewer Persona via Primary Research:
Objective: To understand the awareness levels, user persona and behavior
Methodology Used: Data was collected via google form. Effort was made to collect Homogenous data across the sample set
Google Form Link: https://forms.gle/An1Mb58xEYBSTsnq9

Theme Insights Takeaways

Focus on ages between 21-45 years ensure
~64% (40) respondents were aware about Pocket FM as a platform
better targeting
50% (20) respondents who knew about Pocket FM had listened to some Awareness as a lever should be used
Awareness Fantasy show. Shoorveer (18), Number Zero (15) and Hiss – Rebirth of a
destroyer (12) came up
Phunkaar awareness level was pretty low, with only 10% knowing about
this show
Fantasy as a genre is very popular. Targeting
A sizeable majority of respondents liked Fantasy a genre (92%) should be done on 21-45 year age group
Average time spent on the internet came out to ~6.5 hours a day Potential to gather lots of eyeballs
71% of the major streaming happened between 5PM and 12AM in the Run most of the ads during this time
Consumer
night
behaviour
and A good majority (63%) prefer bite sized content that they can consume Create small ads (<10s) with a strong CTA
preferences during work-breaks
Create interactive video ads rather than only
Video (28) as a medium got preference over Audio (12)
picture/audio
Choice of choosing the next recommendation is majorly driven through Personal networks and social review play a key
word-of-mouth (40%) and social media (38%) role here
Interests and- Shopping (35), Gaming (25), Sports (30), Video (32) and Music (33) Target top websites/apps across these
Hobbies streaming were the major interests of the respondents categories (mentioned below)
- 28% respondents felt that they tried something new after watching an Targeted ads can create a difference
ad online
Repeated impressions on websites with
- 78% felt that they engaged with the ad after viewing it > 3 times
matching user persona for higher conversion
Behaviour WOM and relevant ads should be top most
- Relevance of the ad (34), Social Reviews (30) and Discounts (27) came
towards ads priority while creating content
up as the top 3 triggers for interaction with the ad
- Banner Ads (28) were mostly clicked by respondents followed by Banner Ads with video and interactive
Interstitial (24) and Pop-up ads (20). A huge majority engaged with elements should be used
video and interactive ads (83%)
*Total Sample size: 63
 Choosing the Marketing Channels:
As per the case, the marketing channels in question are Meta and Google Ads only

Advertisement Strategy:
Based on the insights gathered from the primary research, the growth plan can be broken down into the following points:
Channel Content
Theme Why? Recommendation Metrics to track
type Type
• Most of the engagement took place Video/animated Ads with large banners • CTR
Ad through banner, interstitial and pop- • CPC
Format up ads having video/animations in • ROAS
them (primary research) • CLTV
• As per primary research, content • Right keyword targeting for Phunkaar: • CTR
relevancy was one of the main factors - Hindu Mythology; - Shiva; - Fantasy; - • CPC
for ad interaction Magic; - Fantasy; - Fairytale; Hindu Gods • ROAS
Inorganic Relevancy
• As per Google Keyword Planner, all the • CLTV
above have Low competition and Bid
Range between Rs. 1.3 to Rs. 67.91
• Ads having Social proof and reviews Showing number of shares, likes and • CTR
Social showed greater propensity for clicking positive comments to build trust • CPC
Review (primary research) • ROAS
Content
• CLTV
Strategy
• Word of mouth still drives new • Build an online community to keep the • Brand search
content consumption (as per primary people engaged lift (Mobile page
research) • Launch offline/online meets to grow traffic, website
engagement traffic, Page
views, video
Building views, referral
Organic online links
community • Comments,
likes, shares,
tweets
• Retention
rates/renewal
rates
Inorganic Where to • Top interests include shopping, • Focus on inventory and bids in the top • CTR
place? Gaming, Sports, Video and Music websites (mentioned before) • CPC
Streaming • Use both (GSN abd GDN) with a heavier • Engagement
• Awareness for Phunkaar was very focus on GDN, despite lower CTR, as we Rate
low as per the primary survey want to drive awareness • Retention Rate
• A split between GSN (Search • Brand search lift
network) and GDN (Display Network) • ROAS
• CLTV
Inorganic When to • As per primary research, most of the • Display more ads during this time, to • CTR
Ad /Organic place? personal consumption occurs between ensure maximum engagement • CPC
Placement 5PM – 12AM • ROAS
Strategy • CLTV
Inorganic How much • Respondents take action after seeing • Display more ads, not in the same • CTR
/Organic to place? the ad >=3 times format and creative as that creates ad • CPC
fatigue • ROAS
• CLTV
Organic What Next?:• PocketFM has a relatively high • Leverage the awareness of PocketFM # of first-time
Content awareness than Phunkaar (primary and other high viewership shows to drive listeners from
Suggestions research) awareness of Phunkaar existing
on high
PocketFM base
engagement
shows on
Pocket FM

Test, Analyze and Recalibrate:

Proper A/B Testing across channels, content, frequency needs to be done to come up with the right strategy.