Social Media Marketing of Mochi (Campaign, Brand Awareness, Trendy, Durable, Affordable, Core Targeting, Sample Creatives, Facebook Ad Set, Interest, Behaviour, Daily Budget, Potential Reach, Carousal Creatives, Landing Page, Organic Post Creatives)

1. Presented by Siddhi Chandrawat,Shivangi Awasthi& Prasham Jhaveri
Mochi
SOCIAL MEDIA MARKETING

2. PRESENTATION OUTLINE
What We Hope to Fulfill
Introduction to the Brand
Strength and Weakness analysis
Campaign 1 explained (Facebook , Instagram and
YouTube)
Core Targeting for the Campaign Ad set 1
Sample creatives for Campaign
Campaign 2 explained (Facebook ad campaign)
Landing page
6 Creatives

3. Industry- Fashion and Retail
Founded in the year - 2000
Where-Commercial street, Bengaluru
Outlets- Over 104 outlets in 50+ cities.
Target market- Young cosmopolitan Indian
Product range-Handbags, belts, socks, mobile cases,
foot-care and shoe-care products.
ABOUT US-

4. Competitors- Metro shoes, Catwalk, Bata,etc.
Brands Available- Mochi, FILA, Woodland, Lee Cooper,
Buckaroo, Red Tape, J.Monteni,Crocs
Focus on- Fresh designs, creativity and spunk for
young Indians.
ABOUT US-

5. Strenghts Weaknesses
Customer Loyalty Program
Convenient location- 104+ outlets in 50+ cities
Wide variety of brands available at stores
Wide range of products available
Lack of Brand awareness
Poor brand image
Not very active on social media
No good marketing campaigns

6. Campaign 1 - All Mochi All day
Campaign Hashtag- #AllMOCHIALLDAY
Campaign Duration- 30 days
Product Range- Shoes
Main Campaign Objectives- Brand awareness
Social Platforms for the campaign- Facebook,Instagram and
YouTube (not verified)

7. Durable Affordable
Trendy
Brand Awareness
Mochi needs to improve its Brand Image and Personality.

8. Trendy
Brand Ambassadors - Janhvi Kapoor & Varun Dhawan
Generic Posts and photoshoots on Facebook and
Instagram.
Video - 9am to 9pm - Trendy Mochi shoe for every
event ft. Janhvi and Varun.
Collaboration with a popular fashion designer like -
Mochi x Nikhil Thampi.
4 short videos on shoe making released once a week
designed and monitored by Nikhil Thampi.
Video on how to pair any outfit perfectly with Mochi
shoes ft. Nikhil Thampi
Instagram meet and greet contest -What do you like
about the latest Mochi collection and two lucky
participants win a chance to meet Janhvi and Varun.

9. Affordable
Durable
Social Platforms- Facebook and YouTube
Video of a man running late for his job
interview shot from the foot angle showing
different obstacles like unpredictable rains,
crowded local train where people step on his
feet,shoes getting dirty in muddy water,etc.
Voice over by- Javed Jaffery
Social Platforms- Facebook and YouTube
Video of a single mother taking her child to
a mochi store to get her shoe fixed and
ends up buying a new one because it's
affordable.
Voice over by- Javed Jaffery

10. Core Targeting for
Campaign 1
Age-25 to 40
Gender-Both male and female
Location- Mumbai,Pune,Kolkata,Delhi,Bangalore
Language- English and Hindi
Interest - Durability,comfort,trendy,variety.
Behaviour-Buy trendy shoes at reasonable rates.
Daily Budget-Rs.25,000
Reach-34,000-2,10,000 (As per Ads Manager)
Conversion-52 to 330 (As per Ads Manager)

11. Sample Creatives

12. Campaign 2 - Be Awesome
Campaign Hashtag- #BE AWESOME
Campaign Duration- 30 days
Product Range- Shoes
Main Campaign Objectives- Conversion and sales
Social Platforms for the campaign- Facebook

13. Facebook Campaign-Ad Set 2

14. Facebook Campaign Name-BE AWESOME

15. AD SET-Age Group, Location, Gender & Language

16. AD SET-SCREENSHOTS

17. AD SET-
INTERESTS

19. AD SET-Behavior

20. AD SET- DAILY BUDGET & POTENTIAL REACH

21. AD SET- DAILY BUDGET & POTENTIAL REACH

22. Carousal Creatives
Website URL-
www.awasthis875.wixsite.com/mochishoes

23. Single Image Creative

24. Landing Page

25. Organic Post Creatives
(Siddhi)

26. Organic Creatives (By Prasham)

27. Organic Creatives (By Shivangi)