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Ad Proposal


Overview

Starboy Pizza aims to drive both online orders and in-store footfall through a highly targeted performance marketing strategy leveraging Meta, YouTube, and Google Ads. This proposal outlines the strategy, expected outcomes, and deliverables.
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Problem Statement

Low brand awareness in key target PIN codes.
Inconsistent footfall in retail locations.
High competition from established pizza chains like Domino’s, Pizza Hut, etc.
Heavy dependence on food delivery platforms (Swiggy/Zomato) without a strong direct customer relationship.
Need for an integrated marketing approach to increase orders and store visits.
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Strategy

Summary
Platform
Landing Page
Estimated CPC (₹)
Budget Allocation (₹)
Funnel Stage
Audience to Target
Creative Type
Ad Examples
Meta
Swiggy/Zomato
3.5
10,000
Food delivery apps, foodies, commuters, etc.
Reels, Carousels, Story Ads (Branding, Behind the Scenes)
Video Ad: Timelapse of a pizza being prepared fresh + customers enjoying it. Carousel Ad: Show different pizzas, menu and offers and locations
Meta
Store Visits
6
10,000
People who engage with videos and insta from the locations shared. People who dine outside and likes to dine/party/socialise outside
Offers & Discounts, Store Video Walkthroughs
Location-Based Ad: Dynamic ad showing the nearest pizza store
Youtube ( google )
Awareness
4
5,000
Food lovers, Affinity audiences, Custom audiences of people who have swiggy and zomato app installed on thier phones
Short skippable ads showing pizzas being freshly made
Short Skippable Ad: Pizzas coming out of the oven, people enjoying, and a quick brand story.
Display ( google )
Consideration
5.5
5,000
People who engage with the video ad on youtube
Image based ads
YouTube Shorts Ad: Close-up of cheese pull with background music
Search ( google )
Store Visit
15
10,000
People near stores, Searchers for 'Pizza near me'
Text Based Ads
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There are no rows in this table
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Deliverables

Perform and internal and external audit
We will create and share strategy for:
Full funnel performance marketing
Fixes needed on social accounts
Liason with marketing calendar for performance campaigns
Share detailed creative strategy required for scaling campaigns
Share a full funnel creative strategy for performance marketing ads
Create, monitor and optimise ad campaigns across:
Google ad network ( Search, Display and Youtube)
Meta
Optimisation will be based upon realtime ad performance.
Reporting via tools ( to be automated )
Monthly insights of current month and strategies for upcoming month/quarter to be shared separately
KPIs to focus on-
Growth of orders on Swiggy and Zomato
Uptick on store visits
Estimated Cost per walk-in and cost per order, depending upon the growth.
Ad budget to be directly added on the ad account by the brand.

Requirements

Ad Creatives ( Carousel, video creatives and image ads )
Items available on the menu
Any offer we are pushing online and offline
If we have any customer data which can be uploaded on meta to train the algorithm faster
Deeplinks of online store accounts
Google ads, meta ads, google my business page

Exclusions:

Any creatives related to performance marketing as an activity.
Ad budgets to be directly added by the Brand onto the ad accounts.
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Commercials

Monthly Retainer Model

Our fees are ₹50k per month per brand, excluding ad spend. After running the pilot, if we choose to continue with more brands, we will share a separate commercial proposal
For the pilot period of 1 month, the discounted commercial will be : ₹40k
Suggested Ad Spend Budget: INR 40k depending on the pin codes and addresses shared.
Payment model for the pilot: 30% advance and 70% post completion.
Payment model post that: Postpaid at a monthly level
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Next Steps

Finalize budget & campaign start date - This will allow us to plan our resources and schedule effectively.
Share brand assets - This will ensure that all our marketing materials are consistent with your brand identity.
Set up ad accounts & tracking mechanisms - This will enable us to monitor the performance of our campaigns and make data-driven decisions.
Launch initial campaigns & begin A/B testing - This will allow us to start attracting customers and learning from their responses to optimize our strategy


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