Digi Tags Case Study — Assignment

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Task 1
Map each stage of product adoption (traditional, social media/marketplace
AIDA Model and non.com) to the AIDA model. Where according to you does each stage
of product adoption lie on the AIDA funnel? Provide a reason for your
answer.

AIDA: Awareness, Interest, Desire, Action

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Solution 1

AIDA Model

Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)

Traditional

Social Media/Marketplace

Non.com

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Task 2

Brand Proposition What should be the key proposition to sell digital identity services (i.e. domain
bookings) for audiences at different stages of product adoption - traditional; social
media/marketplace; and non.com?

Proposition: What behaviour change are you trying to achieve from the
audience at each stage of adoption / what do you want them to do?

Note: Q2 should be no more than 100 words.

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Solution 2

Brand Proposition
Product Traditional SM + MP (Social Media + Non.com
Adoption Marketplace)
Stages

Proposition

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Task 3
Create the brand message for each stage of adoption - traditional;
Brand Message social media/marketplace and non .com. Think of it as a creative
line or message that you would want to communicate to the
audiences to get them to own a digital identity from Digi Tags.

Keep in mind the following:

a. The message should establish the value of owning a digital

identity
b. The message should be comprehensible and appeal to
audiences across rural and urban classes
c. Remember the proposition you made for each stage of
adoption and curate a message based on it
d. Keep the message crisp, succinct and effective

Note: Write your answer in the table on the next slide.

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Solution 3
Brand Message
Product Traditional SM + MP ( Social Media + Non.com
Adoption Marketplace)
Stages

Message ( write
only 1 message
for each stage)

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Task 4A

Channels Choose channels/mediums to deliver messages to your audience.

Mention at least 2 channels per stage of product adoption ( traditional,

SM+MP and non.com). You also need to explain your reason to select the
same.

Note: Q4a + 4b should be no more than 100-200 words.

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Solution 4A

Traditional
Channel 1:
Reason:
Channel 2:
Reason:

SM + MP
Channel 1:
Reason:
Channel 2:
Reason:

Non.com
Channel 1:
Reason:
Channel 2:
Reason:

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Task 4B

KPIs
Mention at least 2 KPIs for each stage of product adoption
which will help you measure the campaign success across
the channels mentioned. Provide a reason for each KPI.

Note : Write your answer on the next slide

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Solution 4B

Traditional
KPI 1:
Reason:
KPI 2:
Reason

SM+MP
KPI 1:
Reason:
KPI 2:
Reason

Non.com
KPI 1:
Reason:
KPI 2:
Reason

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 Thank You!

© All rights reserved upGrad | MICA - Digital Branding & Advertising