Final Individual Assignment – Performance Marketing Scenario You are launching Hangout, a new app for 18–28-year-olds in Bengaluru that helps users discover people nearby who want to do the same activity at the same time — coffee, sports, gaming, movies, live music, study sessions, etc. The brand is new and currently has zero awareness. Assignment Design three performance marketing campaigns, one for each stage of the funnel: ToFu – Awareness MoFu – Consideration BoFu – Conversion The BoFu campaign should ultimately drive users to sign up on the app and create their profile. Submission Format Submit exactly 3 slides — one campaign per slide. Each slide must include: Target audience definition Campaign objective Actual campaign creative Key metrics to be tracked Budget allocated to that campaign You have a total budget of ₹1,00,000 across all three campaigns. Only 3 slides are permitted. No title slide, agenda slide, appendix, references slide or thank-you slide. Evaluation Your submission will be evaluated on: Quality of audience understanding Fit between audience, funnel stage and campaign Quality and relevance of the creative Selection of metrics Logic of budget allocation Application of performance marketing concepts Originality of thinking Academic Integrity & Use of AI This is an individual assignment. AI tools may be used to support your work, but generic, obvious, or directly generated AI outputs will be evaluated very critically. Your submission should reflect your own judgment, understanding and application of the concepts covered in class. Submissions showing substantial similarity in campaign ideas, audience definitions, creatives, metrics or structure may be treated as copying and will attract severe academic penalties. Original thinking, distinctive campaign ideas, and strong application of course concepts will be rewarded. Submission Instructions Submission deadline: 25th Sep 23:59 Hours File format: PowerPoint (.pptx) File name: Only your Roll Number, Example: 24123456.pptx
Final Individual Assignment – Performance Marketing
Scenario
You are launching Hangout, a new app for 18–28-year-olds in Bengaluru that helps users discover people nearby who want to do the same activity at the same time — coffee, sports, gaming, movies, live music, study sessions, etc.
The brand is new and currently has zero awareness.
Assignment
Design three performance marketing campaigns, one for each stage of the funnel:
ToFu – Awareness
MoFu – Consideration
BoFu – Conversion
The BoFu campaign should ultimately drive users to sign up on the app and create their profile.
Submission Format
Submit exactly 3 slides — one campaign per slide.
Each slide must include:
Target audience definition
Campaign objective
Actual campaign creative
Key metrics to be tracked
Budget allocated to that campaign
You have a total budget of ₹1,00,000 across all three campaigns.
Only 3 slides are permitted. No title slide, agenda slide, appendix, references slide or thank-you slide.
Evaluation
Your submission will be evaluated on:
Quality of audience understanding
Fit between audience, funnel stage and campaign
Quality and relevance of the creative
Selection of metrics
Logic of budget allocation
Application of performance marketing concepts
Originality of thinking
Academic Integrity & Use of AI
This is an individual assignment.
AI tools may be used to support your work, but generic, obvious, or directly generated AI outputs will be evaluated very critically. Your submission should reflect your own judgment, understanding and application of the concepts covered in class.
Submissions showing substantial similarity in campaign ideas, audience definitions, creatives, metrics or structure may be treated as copying and will attract severe academic penalties.
Original thinking, distinctive campaign ideas, and strong application of course concepts will be rewarded.
Submission Instructions
Submission deadline: 25th Sep 23:59 Hours
File format: PowerPoint (.pptx)
File name: Only your Roll Number, Example: 24123456.pptx
Created using ChatSlide
This marketing strategy outlines a three-tiered approach targeting migrants in Bengaluru. The ToFu phase focuses on awareness with a budget of ₹40,000, aimed at solo renters aged 22-27. The MoFu phase, with a budget of ₹25,000, emphasizes consideration by engaging over 50% of viewers and high-intent searchers. Finally, the BoFu phase allocates ₹35,000 for conversion, targeting waitlist users while excluding those with completed profiles. Each phase is designed to effectively guide potential...