GROUP

PROJECT
Presented By : Group B4
 BRIEFING OF JIO CINEMA

Jio Cinema, is a part of the Reliance brand, it’s launching in India. It's offering for
free bunch of exciting live, like IPL and FIFA World Cup, plus other Entertainment
stuff. This new platform is changing how we enjoy entertainment in India, giving
everyone access to live sports and more without needing to pay. It's a great
place for people who love good content and don't want to worry about costs.
Business Objective: Drive Registrations (Signup) on the OTT platform (90% on app
and 10% on website), so we will drive users through the marketing funnel.

Media Plan: Implement a Facebook media plan aligned with the marketing funnel. Top
of funnel: Use engaging content to create brand awareness. Middle of funnel: Run
targeted ad campaigns to generate interest and consideration. Bottom of funnel: For
app installation, we will emphasize the convenience and value of our free app. we will
Use retargeting ads to remind users of the benefits and guide them towards
installation.

Budget: The brand budget is 2cr for two months.

 Facebook Budget Distribution
Total Budget : 2cr

Awareness : 90 lakh
45%
Consideration : 30 lakh
15%

35% Conversion : 70 lakh

 Budget Distribution
Total Budget : ₹ 2 Crore Buffer
10 lakh

Campaign level App Promotion

60 lakh

Awareness ( Awareness)
90 lakh

Sales ( Conversion)
10 lakh

Awareness ( Consideration)
20 lakh
Traffic (Consideration )
10 lakh
 WHY ?

Awareness Campaign and Budget : Jio cinema is launching for the first time in India at free
of cost with Live content like IPL, FIFA World Cup and host of other entertainment content
so brand need awareness that’s why we select awareness , so awareness need more
budget and we gave 45% of budget to the awareness campaign.

Consideration Campaigns and Budget : In consideration we choose two campaigns:-

1. We select awareness campaign because we wanted to aware more people for our Jio cinema
app and we will show our app’s creatives in this campaign. so the budget given to this
campaign is 10% of budget.
2. We select traffic campaign because we wanted drive people to the our website and do sign
up in the website, so the budget given to this campaign is 5% of budget.
Conversion Campaigns Budget : We choose two campaigns in
conversion :-

1. App Promotion : We choose app promotion campaign objective

because as per brand’s focus on 90% of sign up on app, so we
gave 30% of budget.

1. Sales : We choose sales campaign objective because we want to

drive conversion(sign-up) on website, as brand wants to 10% of
signup on website so we gave 5% of budget.
 Facebook Ads :
Strategies & Placement for Jio cinema
Total Campaigns: 5 Campaigns
(1 Awareness, 2 Consideration & 2 Conversion)

Total Budget: ₹ 2 cr
(Advantage campaign budget)

Buying Type: Auction for all

Placement Optimization: Automatic Placements

Bidding Strategies : Highest Volume

(after getting some data we will switch to Cost Cap)

Delivery Optimization : Standard Delivery

 WHY ?

Strategy: We choose the highest volume bidding strategy for all campaign because it
prioritizes showing our ads to the largest possible audience, increasing the chances of
getting more conversions and achieving our campaign goals.

Placements: We choose Advantage + placements (Recommended) for all campaigns because

Use Advantage+ placements to maximise our budget and help show our ads to more people.
Facebook's delivery system will allocate our ad set's budget across multiple placements based
on where they're likely to perform best.

Delivery Method: We choose standard delivery method in Facebook ad campaigns to

evenly distribute our ads over the campaign's duration, ensuring a consistent and
predictable delivery pace.
 User Personas
Age: 18-55, MFO, India,
Age: 18-60, MFO, India,
Interest: sports lovers Age: 18-50, MFO, India, Interest:
PERSONAS Interested in competitor's
especially cricket and Entertainment enthusiasts
brands
football

Triggers: providing free live Triggers: Exclusive Content, content

Triggers: free content variety,
TRIGGERS cricket and football. quality, regional languages, multiple
exclusive live events
& Barrier: data consuming, device access
Barriers: brand reputation, limited
BARRIERS Face competition from other Barriers: content variety, data
download option
TV sports channels consumption, data privacy concerns

Functional: Jio Cinema has a wide

range of movies, TV shows, web Functional:: Jio Cinema has a wide
Functional: they can watch series, and exclusive content, it's like range of movies, TV shows, web
free live cricket & FIFA World having a lot of entertainment choices series, and exclusive content, it's
Benefits Cup and other sports with all in one place. like having a lot of entertainment
replays and highlights. Emotional: Watching entertainment choices all in one place.
emotional: watch anywhere content on Jio Cinema can help user Emotional: feeling happy to get
to relax and stress free after a long 😀
free! free! free!
day
 Communication Challenge
we want to convey to our
we want to convey to our users
users that, it's free to
Communication we want to convey to our users that Jio Cinema is providing free-
watch movies and shows
Challenge - that Jio Cinema is providing free of-cost Live sports like cricket &
on Jio cinema, it makes a
Awareness live cricket & FIFA world cup. FIFA World Cup and other
more Joyful and
entertainment content.
entertaining experience.

we want to convey to our we want to convey to our users that

we want to convey to our users
Communication users that Jio Cinema has Jio Cinema is providing free-of-cost
that Jio Cinema is providing free
Challenge - a wide range of movies, Live sports like cricket & FIFA
live cricket & FIFA World Cup
Consideration TV shows, web series, and World Cup and other
with replays and highlights.
exclusive content. entertainment content.

we want to convey to our

we want to convey to our users we want to convey to our users
users that install Jio
Communication that install Jio cinema app and that install Jio cinema app and
cinema app and also sign-
Challenge - also sign-in into website and also sign-in into the website and
in into website and enjoy
Conversion enjoy free live cricket & FIFA enjoy free live sports and other
free entertainment
world cup and other sports. entertainment content.
content
 Meta - Awareness Campaign
Brand Objective : Awareness
Ad Format & Creative: thru- play (15sec), Video Ads
Bidding Strategy : Highest Volume
CTA: Watch more
ADSET 1 ( CORE audiences) ADSET 2 ( CORE audiences) ADSET 3 ( CORE audiences)
Age: 18-55, MFO, India,
Interest: sports lovers
especially cricket and football
Age: 18-50, MFO, India, Age: 18-60, MFO, India,
Targeting: Badminton
Interest: Entertainment enthusiasts Interested in competitor's brands
Cricket (sport)
Targeting: Facebook access (mobile): Targeting: Facebook access (mobile):
Cricket World Cup
Android devices Android devices
FIFA World Cup
Facebook access (mobile): Apple (iOS) Facebook access (mobile): Apple (iOS)
Football (sports)Hardik Pandya
devices devices
IPL Cricket
Entertainment (social concept) hotstar
Lionel Messi
Entertainment News Netflix (streaming service)
Mahendra Singh Dhoni
Films (entertainment and media) The Walt Disney Company (films and
Neymar
Khatron Ke Khiladi television)
Facebook access (mobile):
Show TV Voot
Android devices
The Big Boss Zee Entertainment Enterprises
Facebook access (mobile):
Exclude: ad set 1 Exclude: ad set 1, ad set 2
Apple (iOS) devices
all excluded from Facebook access all excluded from Facebook access
Ravindra JadejaRonaldo Sachin
(mobile): Android devices (mobile): Android devices
Tendulkar
Sports (sports)
Exclude all from Sports (sports)
Audience Targeting
 Ad Copies for
Awareness Campaign
 Meta - Awareness ( Consideration ) Campaign
Brand Objective : Consideration
Ad Format & Creative: thru- play (15sec), Video Ads
Bidding Strategy : Highest Volume

ADSET 1 (Custom audiences) ADSET 2 ( Lookalike 1% India) ADSET 3 ( CORE audiences)

Age: 18-60, MFO, India

Interested: sports & entertainment
enthusiasts
Targeting: Facebook access (mobile):
Lookalike Website visitors
Android devices
Website visitors Lookalike App installers
Facebook access (mobile): Apple (iOS)
App installers Lookalike watch lister
devices
watch lister Lookalike FB page followers
Cricket (sport)
FB page followers Lookalike IG page followers
FIFA World Cup
IG page followers Lookalike Past Video viewer
hotstar
Past Video viewer Lookalike Post engagers
Netflix (streaming service)
Post engagers Lookalike Email subscribers
Show TV
Email subscribers Exclude: AD set 1 (Custom)
Entertainment (social concept)
Films (entertainment and media)
Exclude: Ad set 1, Ad set 2
all excluded from Facebook access
(mobile): Android devices
Audience Targeting Ad copies
 Meta - Traffic ( Consideration ) Campaign
Brand Objective: Consideration
Ad Format & Creative: images
Bidding Strategy : Highest Volume
CTA: Sign Up

ADSET 1 (Custom audiences) ADSET 2 ( Lookalike 1% India) ADSET 3 ( CORE audiences)

Age: 18-50, MFO, India

Interested: sports & entertainment
enthusiasts
Targeting: Facebook access (mobile):
Lookalike Website visitors
Android devices
Website visitors Lookalike App installers
Facebook access (mobile): Apple (iOS)
App installers Lookalike watch lister
devices
watch lister Lookalike FB page followers
Cricket (sport)
FB page followers Lookalike IG page followers
FIFA World Cup
IG page followers Lookalike Past Video viewer
hotstar
Past Video viewer Lookalike Post engagers
Netflix (streaming service)
Post engagers Lookalike Email subscribers
Show TV
Email subscribers Exclude: AD set 1 (Custom)
Entertainment (social concept)
Films (entertainment and media)
Exclude: Ad set 1, Ad set 2
all excluded from Facebook access
(mobile): Android devices
 Ad copies
Audience Targeting
 Meta - App promotion & Sales ( Conversion ) Campaign
Brand Objective : Consideration
Ad Format & Creative: video/ image
Bidding Strategy : Highest Volume (after getting some data we will switch to Cost Cap)
CTA: Install Now & Sign Up

ADSET 1 (Custom
ADSET 2 ( Lookalike 1% India) ADSET 3 ( CORE audiences)
audiences)
Age: 18-50, MFO, India
Interested: sports lover
Targeting: Cricket,
FIFA World Cup,
Lookalike Website visitors
Badminton,
Website visitors Lookalike App installers
Cricket World Cup,
App installers Lookalike watch lister
Women's cricket,
watch lister Lookalike FB page followers
Lionel Messi,
FB page followers Lookalike IG page followers
Sachin Tendulkar,
IG page followers Lookalike Past Video viewer
Cristiano Ronaldo,
Past Video viewer Lookalike Post engagers
Indian Premier League
Post engagers Lookalike Email subscribers
IPL Cricket or Football,
Email subscribers Exclude: AD set 1 (Custom)
Facebook access (mobile): Android devices or Facebook access
(mobile): Apple (iOS) devices

Exclude: Ad set 1, Ad set 2

all excluded from Facebook access (mobile): Android devices
Audience Targeting Ad copies
 Awareness WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8

Meta 90 Lakhs

Consideration WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8

Meta 30 Lakhs

Conversion WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8

Meta 70 Lakhs