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  • IIFT Coleslaw

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    Munmun Mohanty
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    1) The document outlines primary research conducted including in-depth interviews, focus groups, and surveys to understand target audiences for an anti-obesity digital campaign. 2) The campaign would involve creating digital content like videos and ads targeted at adolescents, young mothers and professionals on platforms like Instagram, YouTube and Facebook. 3) Effectiveness of the campaign would be measured based on engagement metrics like traffic, views, likes and conversions of people checking their BMI on the campaign page.

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    1) The document outlines primary research conducted including in-depth interviews, focus groups, and surveys to understand target audiences for an anti-obesity digital campaign. 2) The campaign would involve creating digital content like videos and ads targeted at adolescents, young mothers and professionals on platforms like Instagram, YouTube and Facebook. 3) Effectiveness of the campaign would be measured based on engagement metrics like traffic, views, likes and conversions of people checking their BMI on the campaign page.

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    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    65 просмотров1 страница

    IIFT Coleslaw

    Загружено:

    Munmun Mohanty
    1) The document outlines primary research conducted including in-depth interviews, focus groups, and surveys to understand target audiences for an anti-obesity digital campaign. 2) The campaign would involve creating digital content like videos and ads targeted at adolescents, young mothers and professionals on platforms like Instagram, YouTube and Facebook. 3) Effectiveness of the campaign would be measured based on engagement metrics like traffic, views, likes and conversions of people checking their BMI on the campaign page.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 1

    Primary Research- Respondents’ Profile Anti Obesity Digital Campaign by JnJ Team Coleslaw

    Methodology Munmun Mohanty | Jaisika Singh


    PHASE 1- AWARENESS.
    In Depth Interviews:15 FilterCopy. DIGITAL ADS/MOVIES. MEASURING EFFECTIVENESS .
    Focus group discussion: N=2; N=6 Strategy-Mini Series-fitness journey of a Girl. Insight-sPrevalence of EffectivenessTraffic from various mediums (Link
    Telephonic Interviews: n=10 Target- Young girls seeking help with Obesity, PCOD/PCOS. PCOS in Indian would be embedded on promotion, traffic from
    Channel- Instagram, Youtube, Facebook adolescents is 9.13% respective link would be measured
    Online surveys, n=76
    )Reach, likes, impressions, page views of content
    Strategy-Campaign Page, Sponsored Ads Instagram endorsements Hashtags
    Target- Young Students & Professionals
    posted on insta etc
    Conversion- %age of people viewing content who
    Young YouTube. check BMI on page. (Curated content based on
    Youngsters
    Mothers & Sedentary Working Strategy-Custom Affinity, Insearch Ads. Dynamic Search Ads BMI will be suggested)
    Adolescents. Homemakers Lifestyle Professionals Non Skippable Ads & Instream Ads
    Class 7-12 25-35 20-25 26-45 Target- Youngsters, Fitness & Cooking Aficionados, young Mothers PROPOSED CAMPAIGN ADVISORS AND AMBASSADORS.
    TargetGroups outlined to design specific Digital Content Channel- Childcare Vlogs, Fitness Vlogs, Cooking channels,

    Adolescents Working Professionals


    CLICK on this video to see the Ad Rujuta Dwivekar Tiger Shroff Shilpa Shetty
    Mostly upload Videos
    Scroll Through Ads Idea or follow the link: Insights Based on insights from Focused Group Discussions.
    https://youtu.be/dapFXdX3V90 50% wanted to rope in people who already have social media
    Intensive Tagging & Subscribe to health Apps presence in this direction
    Hashtagging
    Young Students
    Intensive Tagging & Hunt Content on Proposed Name for Website & App - LiveMore
    Hashtagging Recipes, Fitness, Yoga, PHASE 2- ENGAGEMENT.
    Digital Journey & Touch Points

    Following Vloggers Diet Plans, Healthare Run “Step Of the Day” Zumba challenge. Upload a 1 min WEBSITE AND APP – THE IDEA LOGINS- SIGN UPS- MONITORS AND
    and Health Advisors video on snapchat and send to the campaign website ONLINE DIARY (Features suggested based on Primary Research)
    Young Mothers Do_The_Drill Exercise series at 5 spots- In a roo , garden, Office • BMI Calculator- Curated Search
    • Workout Videos. Healthy Cooking.
    Posting Pictures with Baby/ etcUpload videos on Insta and Tag Campaign Page
    • Expert Advice
    Post Partum Body Part Of #PinkyPromise • DEAR DIARY- To document personal goals on website
    Seeking New Mothers Community PinkyPromise would be the Marquee Hashtag • Digital Human Library- anonymous chats by building community
    Baby Care Products./Advice For Pledge to stay fit. Hashtags for all posts and engagements
    Post Pregnancy Weightloss advice APP FEATURES
    Follow micro Influencers Podcasts on workout regime, recipes
    INSIGHTS • Workout Alarms.(Ex-take stairs, take a walk after Lunch, to stretch after long Laptop
    Secondary Research Snippet 22% of overweight/obese thought they were healthy Hours)
    • Workout Music
    .40% hadn’t checked their BMI. • Community Building via chats, mutual score keeping and Recipe & Tip sharing.
    Parent and caregiver behavior leaves 65% have never used a health app • Menstrual cycle tracking.
    14% seek from gym trainer • Customized Diet Plan/ Calorie Calculator
    impressions on the developing mind.
    Study says child likely to learn 2X times 55% don’t work out due to paucity of time, 44% are lazy
    by Imitation Insights On App Usage
    55% need a calorie calculator for their dishes 44% people use it to track their food intake 30% need diet consultation

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