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? Devavi Performance Marketing Intern Assignment

The document outlines a performance marketing strategy for Devavi's vegan skincare line targeting Indian millennials, focusing on Instagram, Facebook, and Google Search. It includes audience segmentation, budget allocation, ad creative samples, landing page recommendations, and key performance indicators. Additionally, it proposes a quirky Instagram launch strategy titled 'Glow Under Wraps' to generate excitement around the product release.

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Sahil Sayyad
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8 views

? Devavi Performance Marketing Intern Assignment

The document outlines a performance marketing strategy for Devavi's vegan skincare line targeting Indian millennials, focusing on Instagram, Facebook, and Google Search. It includes audience segmentation, budget allocation, ad creative samples, landing page recommendations, and key performance indicators. Additionally, it proposes a quirky Instagram launch strategy titled 'Glow Under Wraps' to generate excitement around the product release.

Uploaded by

Sahil Sayyad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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📌 Devavi Performance Marketing Intern Assignment – [Sahil Jamal sayyad]

1. Campaign Strategy Outline

Objective:
Drive conversions and build brand awareness for Devavi’s clean, vegan skincare line among
Indian millennials.

Target Platforms:

 Instagram (for visual appeal and millennial reach)


 Facebook (for retargeting and wider demographic coverage)
 Google Search (for high-intent product searches)

Audience Segments:

1. Skincare-Savvy Urban Millennials (Age 23–35):


o Interests: Vegan skincare, clean beauty, sustainable living
o Behavior: Regular online shoppers, engage with skincare content
o Location: Tier-1 cities like Mumbai, Bangalore, Delhi
2. Men Exploring Skincare (Age 21–35):
o Interests: Men's grooming, self-care trends
o Behavior: New to skincare, browsing introductory products
o Location: Metro + Tier-2 cities (Chandigarh, Pune, Kochi)

Budget Allocation (₹20,000 for 10 Days):

 Instagram Ads: ₹10,000 (50%) – For awareness and discovery


 Facebook Ads: ₹5,000 (25%) – For retargeting and conversions
 Google Search Ads: ₹5,000 (25%) – For high-intent product keywords

2. Sample Ad Creatives (Facebook)

Headline 1:
“Glow Naturally with India’s Cleanest Skincare ✨”

Headline 2:
“Vegan. Clean. Effective. Meet Devavi Skincare 💚”

Primary Text 1:
No harsh chemicals. No empty promises. Just pure, vegan skincare that works. Try Devavi
and feel the difference in 7 days.

Primary Text 2:
Tired of breakouts and dry skin? Devavi’s serums & moisturizers are packed with plant-
based goodness that your skin will thank you for.
Inspiration Ad Links (Similar Brands):

 https://www.instagram.com/sublimelifeofficial
 https://www.facebook.com/mamaearthindia

3. Landing Page Recommendations

To improve conversion, the landing page should include:

 Above-the-fold CTA: “Try Devavi Today – 10% Off First Purchase”


 Product Benefits: Clean, Vegan, Cruelty-Free, Dermatologist-Tested
 User Testimonials/Reviews
 Before/After Results (with real photos)
 Trust Indicators: Certifications, Payment Security Badges
 FAQ Section: Addressing common concerns like “Is it safe for sensitive skin?”
 Quick Add to Cart Buttons with visible pricing

4. KPI Suggestions

1. Click-Through Rate (CTR): Target >2.5%


2. Cost Per Acquisition (CPA): Ideal < ₹200
3. Conversion Rate on Landing Page: Goal: 5%+
4. Return on Ad Spend (ROAS): Target: >3.0
5. Engagement Rate (Instagram): Benchmark: >4%

5. Bonus – Instagram Launch Strategy

Quirky Campaign Title: “Glow Under Wraps”

 Tease the launch with mystery boxes and blurred product photos.
 Run countdown stickers, IG Story quizzes: “What’s inside the Devavi drop?”
 Influencers post cryptic unboxing with #GlowUnderWraps
 Big reveal: Swipe-through carousel with “Devavi is Here” post and launch offer.

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