targets:

1 Build awareness to 1cr

Target of 1000 order in

2 3 months
Situation Analysis – Market size, competition, channels, consumer,
pricing, etc

Click Here
Identifying Campaign Objectives
Campaign Objectives
Overview
Awareness Ensure Musclemind is seen by 1
crore people.
A
Interest Foster a connection through
engaging content. I
Desire Create urgency via limited-time D
campaigns.
A
Action Drive conversions to achieve 1,000
orders.
What are our Current Metrics and Baseline Analysis?

Metric Current Value Insights

Low; requires aggressive

Website Visits 3,947/month (avg)
traffic-building efforts.

Content and UX
Bounce Rate 90.47% optimization needed to
retain visitors.

Indicates low
Avg. Visit Duration 21 seconds engagement;
storytelling to improve.

Requires ~10x growth to

Social Media Followers 1,076
meet awareness goals.

Source for Data: SimilarWeb Traffic Insights for Musclemind.com (Aug-Oct 2024).
 Awareness Objectives
Objective Target Key Activities

Paid media (YouTube, Instagram), influencer

Impressions 1 crore
collaborations.

Instagram Reach 10,000 followers Organic posts, reels, giveaways.

40,000 visitors in 3
Website Traffic Ad campaigns, email marketing.
months

Engagement Objectives
Objective Target Key Metrics

>6% engagement per

Reel Engagement Rate Likes, shares, comments.
reel

>1 min average per

Time on Website Reduce bounce rate to <70%.
session
 Conversion Objectives : Achieve 1,000 Orders in 3 Months

Objective Target Key Activities

Order Count 1,000 orders Conversion Rate (CVR): 2.5%

Average Order Value ₹1,000 Revenue Target: ₹10,00,000.

Retention Objectives : build long term loyalty

Objective Target Key Metrics

CRM Database Growth 10,000 subscribers Email and WhatsApp opt-ins.

20% of first-time buyers

Repeat Purchases Loyalty offers, personalized ads.
repeat
Setting Clear Goals for Campaign
Setting Clear Goals
SMART Goals for Campaign

Type Specific Measurable Achievable Relevant Time-Bound

Reach 1 crore Tracked via Aligns with Within 3

Awareness impressions. analytics.
Budget of ₹15 L.
launch. months.

Achieve 10k
Follower Via social media Supports Within 3
Engagement followers on
growth. plan. funnel. months.
Instagram.

1,000 orders via Tracked in Budget supports Within 3

Conversion website. Google Ads. CVR.
Core objective.
months.
 Awareness Funnel : Maximize Impressions
Budget
Platform Tactics Expected Metric
Allocation

Instagram Ads Carousel and reel ads. ₹6 lacs. Reach: 50 lakh impressions.

Pre-roll videos with

YouTube Ads ₹4 lacs. Views: 30 lakh.
influencers.

Collaborations with micro-

Influencers ₹5 lacs. 20 lakh combined reach.
creators.

Engagement Funnel : Foster Interactions

Platform Tactics Budget Allocation Expected Metric

Polls, challenges, live

Social Media ₹3 lacs. 6% engagement rate.
sessions.

Weekly newsletters with

Email Nurturing ₹2 lacs. Open rate: >20%.
offers.
 Conversion Funnel
Budget
Platform Tactics Expected Metric
Allocation

Conversions:
Google Ads Retargeting campaigns. ₹5 lacs.
1,000 orders.

Reduce cart
Exit-Intent Limited-time popups. ₹3 lacs.
abandonment.

Key Metrics for Tracking success

Objective Metric Tool for Tracking

Awareness Impressions, CPM Facebook Ads Manager, GA4.

Engagement Likes, shares, CTR Hootsuite, Instagram Insights.

Conversions Conversion Rate, CAC Google Ads, Shopify Analytics.

Identifying consumer/User Cohorts – Demographic & Psychographic
 Methodology + our research approach
Brand Analysis: Examined Musclemind’s mission, tone, and product
positioning.

Psychographics Extraction: Derived themes from LinkedIn posts, scraped

user data, and hashtags.

Demographics Integration: Combined psychographics with relevant

demographic patterns.

Framework Application: Used Need-State and Jobs-to-Be-Done (JTBD)

frameworks to refine insights.

psychographics → demographics → actionable personas.

https://drive.google.com/file/d/1BLehcCJkeXOPwTEoTLO4bIacYcC2JPnd/view
 Psychographics Themes (from our insights)

Values: Interests:
Lifestyle:
Versatility, Fitness, casual
Urban professionals
confidence, and fashion, modern
juggling work, fitness, and
balance. wellness, and
leisure.
minimalism.

Motivations: Pain Points:

1.Express individuality Current activewear lacks
through versatile, stylish adaptability for varied
activewear. social and physical
2. Maintain balance settings.
between physical and Overpriced alternatives
mental well-being. without superior
functionality.
 Key Demographic Insights

Age Group:
Millennials (25–35 years): Primary focus.
Gen Z (18–24 years): Secondary, digitally active audience.

Gender: Balanced split (55% male, 45% female).

Income Bracket: ₹8L–₹15L per annum.

Geography: Urban Tier 1 cities (Delhi, Mumbai,

Bangalore).
 Customer Cohorts
Musclemind’s Target Groups

Cohort 1: Urban Hustlers Cohort 2: Modern Minimalists Cohort 3: Wellness Enthusiasts

Description: Young professionals Description: Gen Z users who value Description: Consumers prioritizing
balancing intense work schedules sustainability and authenticity in holistic health, combining fitness with
with fitness goals. purchases. mental well-being.
Psychographics: Prioritize Psychographics: Trend-conscious; Psychographics: Balance-oriented,
functionality and style; seek efficient motivated by clean aesthetics and interested in comfort and
wardrobe solutions. tech-driven convenience. mindfulness.
Demographics: Demographics: Demographics:
Age: 28–35 Age: 18–24 Age: 25–40
Income: ₹10L+ Behavior: Engages heavily with Behavior: Invests in multipurpose
Behavior: Follows fitness influencers, Instagram trends and AR try-on tools. activewear; responds to lifestyle
prefers sleek design. content
 Need-State Framework
Mapping Need-States to Musclemind’s Offering

Need-State Emotional Need Functional Need Product Alignment

Adaptable activewear for

Confidence Looking stylish without effort CoreComfort Oversized Tee
social use

Seamless transition from

Freedom Lightweight, flexible apparel Cloud Ease Cargo Pants
gym to street

Supporting wellness through Comfortable, breathable

Mind-Body Alignment Cloud Ease Hoodie
wear fabrics
Ideal Consumer Profile
Media plan for launch basis first 3-month media budget of 45 lacs
Launch Strategy Overview
RACE Framework
TIMELINE: Q1 2025 (3 MONTHS)
TOTAL BUDGET: ₹45 LAKHS
PRIMARY OBJECTIVES:
- BUILD AWARENESS TO 1 CRORE IMPRESSIONS
- ACHIEVE 1,000 ORDERS IN 3 MONTHS
- IMPROVE CURRENT WEBSITE METRICS

Digital Footprint Assessment

WEBSITE PERFORMANCE METRICS
CHANNEL DISTRIBUTION
(AUG-OCT 2024)

ORGANIC SEARCH: 85.97% (6,247

TOTAL VISITS: 11,841 (-95.64%
VISITS)
MOM)
SOCIAL: 25.1% (2,970 VISITS)
MONTHLY UNIQUE VISITORS: 1,282
DIRECT: 12.1% (1,432 VISITS)
AVG. VISIT DURATION: 21 SECONDS
PAID SEARCH: 8.6% (1,013 VISITS)
PAGES/VISIT: 1.32
BOUNCE RATE: 90.47%
 Budget Allocation
Reach Phase (₹18L) Act Phase (₹11.25L) Convert Phase (₹11.25L)
Platform Allocation Current Issues to Address: Performance Marketing (₹6.75L)
Story Ads: 40% High bounce rate (90.47%) 1. Google Shopping Ads
Feed Posts: 30% ₹9L Low pages/visit (1.32) Product-specific campaigns
Reels: 30%
Short visit duration (21s) Dynamic remarketing
2. Facebook/Instagram Shop
Contextual: 50% Blog development
Content Collection ads
Interest-based: 50% ₹5.4L Marketing
Social media content ₹4.5L
Video content Dynamic product ads
Influencer Micro-influencers (70%)
Pre-roll: 60% Macro-influencers (30%) ₹4.5L Remarketing (₹4.5L)
₹3.6L Collabs
Discovery: 40%
1. Website visitors
Brand terms
Search Category terms ₹2.25L 2. Cart abandoners
Target Metrics: 3. Category browsers
CPM: ₹150-180
Expected Reach: 1 Crore Target Metrics:
Frequency: 3-4x Reduce bounce rate to 65%
Increase pages/visit to 3
Increase duration to 2+ minutes
 Budget Allocation
Engage Phase Strategy (₹4.5 Lakhs)

Email Marketing (₹2L) Whatsapp Marketing (₹1.5L) Community

Welcome series Order updates Management (₹1L)
Post-purchase Exclusive offers UGC campaigns
Win-back campaigns Product launches Loyalty program
Target Metrics:
Email open rate: 25%
WhatsApp response rate: 80%
Repeat purchase rate: 15%

Budget Timeline
 Audience Segmentation

URBAN HUSTLERS (40%) MODERN MINIMALISTS (35%) WELLNESS ENTHUSIASTS (25%)

AGE: 28-35 AGE: 18-24 AGE: 25-40
INCOME: 10L+ TECH-SAVVY HOLISTIC HEALTH FOCUS
LOCATION: TIER 1 CITIES STYLE-CONSCIOUS BALANCE-ORIENTED

ROI Projections
(Expected Returns)
 Measurement & Optimization

Daily Monitoring: Weekly Analysis:

Monthly Review:
Ad spend vs. budget Channel performance
ROI analysis
CPM/CPC trends Content engagement
Strategy adjustment
Conversion rates Campaign
Budget reallocation
optimization

Creative Performance Month 1

Reach: 400,000
Engagement rates Orders: 200
Click-through rates Website Visits: 40,000
Month 2
Video completion Reach: 300,000
Conversion Metrics Orders: 300
Website Visits: 50,000
Cost per acquisition Month 3
Cart abandonment Reach: 300,000
Orders: 500
Purchase completion Website Visits: 60,000

Source: Framework based on current website analytics and industry benchmarks

Building Content Strategy
Musclemind Content Strategy

TOTAL Budget: Platform Distribution Content Pillars

(₹45L) Product Innovation (30%):
Instagram/Facebook (40%): ₹18L Feature demos and
YouTube (30%): ₹13.5L testimonials.
Urban Lifestyle (40%):
Blog/Website (20%): ₹9L
YouTube guides for office-to-
Email/WhatsApp (10%): ₹4.5L
gym looks.
Community & Wellness
(30%): Blogs on customer
Weekly Calendar
journeys.
Monday: posts, Blog, Story poll
Wednesday: Style Reel, YouTube video,
Community feature
Friday: Testimonial, Live workout, Style guide
Channel Strategies

Instagram: 2 Stories/day, 4 Posts/week, 2 Reels/week, 1 Live/week

YouTube: 1 Long-form/week, 3 Shorts/week, 1 Live/month
Blog: 2 Articles + 1 Feature/week
Email: Welcome Series (3 emails), 1 Weekly Newsletter

Success Metrics
Content Buckets
Engagement: Instagram (4%), YouTube
Educational (40%): Tech, Guides, Tips
(40% watch), Blog (2+ mins), Email
Inspirational (30%): Stories, Lifestyle,
(25% open).
Movement
Revenue: 2% conversion, 3% click-
Promotional (30%): Launches, Offers,
through, 5% sales attribution.
Collections
User Journey & Campaign Response Plan
RESPONSE FLOW BY PLATFORM
Instagram
Facebook
Youtube
Google

first time user journey

Building a CRM funnel for First time user and Website visitors with
email/whatsapp creatives
 CRM & First-Time User Journey

Email Journey
Welcome Email (Immediate) Product Education (Day 2)
Brand introduction Technology showcase
15% off first purchase Care instructions
Style guide access Size guide

Social Proof (Day 4) Special Offer (Day 7)

Community showcase Exclusive discount
User testimonials Limited time offer
Style inspiration Product recommendations
WhatsApp Integration Browse Abandonment Flow
google

first time user journey

Building a media budget file for the campaign
3 months media
budget of
45lakhs.
 Optimization Rules
Underperforming Channels (<80% target)
Review creative
Adjust targeting
Reallocate budget
Customer Service Touchpoints High CPA (>20% above target)
Size assistance (<2 min response) Pause campaigns
Review audiences
Order tracking
Optimize landing pages
Post-delivery support Low Engagement (<2%)
Review collection (D+3) Refresh creative
Test new formats
Adjust messaging
 Appendix
Sources Used:-

Situation Analysis:-
https://www.grandviewresearch.com/industry-analysis/athleisure-market
https://www.precedenceresearch.com/athleisure-market
https://www.fortunebusinessinsights.com/activewear-market-107923
https://www.mordorintelligence.com/industry-reports/athleisure-market

Campaign Idea:-
https://console.apify.com/actors/dSCLg0C3YEZ83HzYX/runs/JTUelbbKroadPodwd#output
Scraped Followers Profiles from Instagram for customer analysis
https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-
performance/*/999/3m?webSource=Total&key=musclemind.com (MuscleMind Website
Analytics)
 THANK
YOU
Garv Chetwani:- Situation Analysis Content
Sneha Panthary:- cohorts, media +PPT
Shreya Jain:- Overall Campaign Content
Harsh Singhal:- Media Plan/ Budget
Utkarsh Jadeja:- Media Plan/ Budget
Rajas Gupta:- PPT + steps
Aaryan Pandey:- Segmentation & persona
Jay Khemka:- Situation Analysis Doc