Hi All, in the last round of a sick job interview. Down to me and one other person. Been assigned a case study. Im pretty confident in everything except my budget allocation for paid media channels. Could really use some feedback from agency peeps here. Please let me know if the breakdown and reasoning makes sense to you with this large of a budget ($1MM)
**Goal 1:** Drive Sales of Product
**Goal 2:** Raise Awareness of Mobile App.
**Flight Time:** 4 Days
**Media Mix I have Chosen:** FB, IG, Twitter, Snapchat, Reddit.
**Budget Breakdown as I have it now – Please see reasoning below this :**
**Allocation Breakdown Reasoning:**
1. More budget devoted to sales because of CPA goal and higher CPM. Its Sales so more expensive
2. Lower Budget to awareness because it is the secondary goal & cheaper since KPI is reach and impressions
3. Facebook/IG ($600k): Because they historically drive great results with great Targeting.
4. Twitter ($125k): Great for TOF/Awareness but So-So for conversions. Main focus here is awareness. Conversions focus is retargeting with some Customer List targeting and Interest Targeting. Will cut back budget if CPA goals not being met and divert to winning campaigns.
5. Snapchat ($225,000): Good for awareness and sales – has a huge portion of the core demo – ad types convert well. Cost Effective Reach for both ads and Sales. Feel it is a stronger option than twitter to actually get sales.
6. Reddit (50k): Has monster community sizes specifically for this. Confident in reach – less so with conversions. Still somewhat an unproven channel. Targeting on subreddit is very enticing so I feel it should be tried at the very least. If doesn’t perform then we divert funds.
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