Nöz Social & Search Strategy: (Mehraael Sawers) (08/05/2023)

The document outlines an Instagram and social media strategy for a sunscreen brand. It identifies three content pillars for Instagram: going green sunscreen, fun sunscreen, and good quality affordable sunscreen. It also discusses influencer marketing criteria and selection. For paid social, it details interest-based and retargeting audiences and ad creative. Campaign performance metrics like CPM, CPC, and CPA are calculated and benchmarked. The strategy also includes plans for a private Facebook community and paid search campaigns.

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Nöz Social & Search Strategy: (Mehraael Sawers) (08/05/2023)

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Nöz Social &

Search
Strategy
[Mehraael Sawers]
[08/05/2023]
Organic Social
Instagram Content Pillars
Instagram Handle: @Globaltech_mehraael_sawers1

Instagram Content Pillars:

● Going Green Sunscreen

● Fun Sunscreen
● Good Quality, aﬀordable Sunscreen
Instagram Posts

[Going Green Sunscreen] [Fun Sunscreen] [Good Quality, aﬀordable

Sunscreen]
Influencer
Marketing
Influencer Selection Criteria
● Celebrities
● Macro
● Mirco
Influencer Selection

@Selenagomez @lexistrechak @salhaaziz

Paid Social
Interest-Based Audience
Objective: The objective of
this campaign is to bring
more people to the website
using a promo code on
Facebook. This way the traﬃc
increases

KPI: The increase of traﬃc of

the website and items added
to the cart

Cost-efficiency Metric:
increase of percentage in
website traffic
Interest-Based Ad Creative
I chose to program this ad
creative for this ad group
because when people tell
other people about a product,
it is one of the fastest ways to
make profit. Word of mouth is
one of my favorite and
effective marketing strategy
referring a friend and also
getting a discount in the same
time is a deal no one can
refuse because it is so easy
and amazing!
Retargeting Audience
Objective: The objective of
this retargeting campaign is
to get loyalty members that
viewed this page at least one
in the past 30 days to become
a noz member on the
website]

KPI: Signing up loyalty

members from the facebook
group to the website

Cost-efficiency Metric:
Increasing loyalty customers
Retargeting Ad Creative
The reason why I chose this
Ad creative is because
focusing on increasing the
benefits of a loyalty member
program can bring in more
profit than a one time
purchase from a random
customer. People becoming
members mean that they
would frequently shop and
give amazing reviews for Noz!
Campaign
Performance
Understanding Cost
[Calculate this campaign’s CPM, CPC and CPA and add them below. Feel free to reference the
formulas in the last slide of this presentation. When you’re done filling out the chart, delete this
text box.]NOTE: This campaign’s objective is conversion

Budget Spend Impressions Clicks Conver- CPM CPC CPA

sions

Noz_Nozsc $45,000 $19,500 3,654,986 19987 2567 $4.56 $0.79 $17.04

reenUK_
Conversion

Benchmarks:

CPM: $4.66

CPC: $.75

CPA: $10.98
Campaign Reporting
Based on the data in the previous
Cost-efficiency Metric: CPA
slide, fill out the information on this
Benchmark $10.98
slide.
Actual $17.04
● As shown the campaign results
using the cost efficiency metric, % Difference 5.6%

what I would is continue with

this budget as is because it is
meeting the benchmarks and it
is working eﬀectively.
Paid Search
Paid Search Strategy
Take a look at this list of keywords. Group them into 3 diﬀerent ad groups and
identify these in the chart below. For each ad group, list a minimum of 5 keywords.

Go- Green Sunscreen Fun Sunscreen Good Quality,

affordable Sunscreen

- Reef safe sunscreen - Cool sunscreen - Sunscreen on sale

- Reef friendly SPF - Colorful sunscreen - Dermatologist
- All natural - Colorful sunscreen recommended SPF
sunscreen for kids - Best SPF for face
- Sunscreen thats - Sunscreen for - Buy sunblock
good for the planet hiking online
- Earth friendly - Fun kids sunscreen - Moisturizing
sunscreen sunscreen
Ad Copy
Replace the screenshot to
the right with a screenshot
of your ad preview. It must
contain at least:

● 3 headlines
● 2 of your keywords in
your headlines
● 2 descriptions
LevelUps
LevelUp 1: Private Facebook Community
Add a screenshot of your
Facebook community for
UK Nöz Users. Make sure
it includes a name,
description and cover
image.
LevelUp 2 - Promoting a Discount
Our CEO has recently approved a 20% oﬀ discount code for the Nöz Mellow
Yellow color. Based on what you know about ecommerce marketing,
organic social, paid social and paid search, list out 3 things you would do to
promote this code and drive sales of this product.

1. Post the code with a video on Tiktok and instagram

2. Make stories on instagram with a customer giving a review to the
product and promoting the code
3. Sending out emails to all customer loyalty numbers saying the promo
Formulas