Sidehustle — The bootcamp experience 2

Let’s get into the second phase of the portfolio bootcamp!!

This week, the digital marketing track was given an intriguing task to come with an ads campaign structure on Facebook and Google for the launch of a startup, as stated in the picture below;

I picked the health niche are began a research on the perfect digital health solution brand, I would like to work on.

I came up with the name Pharma-Go.

Pharma-Go is a telemedicine platform that connects patients
with licensed healthcare professionals for virtual

consultations and appointments.

It aims to improve access to quality healthcare services for
people living in remote areas or who have difficulties visiting
a physical doctor.

The platform offers services such as virtual
doctor consultations, online prescription refills, and home-

based diagnostic tests.

The major campaign objective according to the task is 50k users at the end of the launch with a budget of 1,000,000 NGN.

How do we achieve this ?

We needed to state the objectives of the ads clearly to fit into a marketing goal.

Since it’s a launch for a startup, we need to

1. Drive awareness and interest for our brand.
2. Convert leads into customers
3. And then, Enhance the brand’s Reputation and loyalty.

After stating our objectives, we need to know our target audience.

Our target audience are males and females within the age of 23- 50, digital inclined, interested in an healthy life and are looking out for easy access to health services .

Going forward, what Marketing’ channels would we be using for the launch?

As stated in the task brief

1) Facebook, Instagram

2) and Google would be used.

Now, what strategies can we put in place for this launch.

As a startup, gaining awareness and getting in the faces of our target audience is the number priority.

After getting enough awareness we need to promote engagement and then followed by conversion.

Awareness can be done via content marketing using educational content, videos, carousels, and infographics.

Afterwards retargeting to followup on leads and using lookalike audiences to optimize reach.

Now, we have a strategy ,

How do we implement these strategies?

We need our creatives to be focused on the strategies we are focused on implementing to achieve our goals.

The creatives for Facebook would be 1. Carousel Ads
2. Video Ads

3. Interactive Ads

The contents of the creatives would be centred around awareness of the brand’s services, product demos , educational contents, testimonials, quizzes and surveys and encourage conversion.

Now we know, what our contents and creatives are supposed to look like.

How do we manage the budget for efficient results ?

For a budget of 1,000,000 NGN with a target of 50k users in 3 months the ad spend has been broken into the following:-

To track the efficiency of the ads, we need to have selected metrics that would be gauged with proposed KPIs to ascertain success and this was done here too:-

After all these has been set up, we then need to set up tracking aids using Facebook pixels and Google analytics, monitor the performances of the ads and analyze them.

After which reports is gathered to be sent to the stakeholders .

This task was an exciting one for me, because Facebook ads has been one i have really had interests in and setting up a strategy for a brand around it was fun.

Here is a link to the document,for your perusal.

Thank you sidehustle for the bootcamp experience.

I look forward to more challenging and exciting real life projects working with brands and startups to make a mark in the digital space and also get ROIs.

Adesanya Al-Ameen Adeola