Digital Marketing Brand Awareness Capstone
Budget: ₹600 – ₹1,500 INR
Digital Marketing Capstone Project - Brand: Skipiie
Objective
Increase brand awareness and online visibility for Skiplie
Drive eCommerce sales (Amazon, BigBasket, and D2C site)
Build brand affinity among Gen Z and Millennials as a fun, healthy beverage choice
Brand Website: https://skipile.com
1. Brand Understanding
About Skipile:
Skipile is an Indian beverage brand offering a range of flavored, low-sugar, fruit-based sparkling drinks. The brand blends taste + health + fun, catering to youth who seek alternatives to traditional carbonated beverages. Skipile positions itself as a "Smart Drink for Smart Gen Z cool, social, and health-conscious.
Define Skipile:
Target Audience (from user perspective):
Unique Selling Proposition (USP):
Competitors (List 2-3):
Current Challenges (assume if unknown):
>> Module 17
Module 18
2. Digital Marketing Channels Strategy
A. Search Engine Optimization (SEO)
SEO Strategy: Achieve 30% increase in organic traffic in 3 months.
Justification (why this strategy works):
Tools & Resources Needed:
Expected Outcome:
B. Google Ads / PPC
Campaign Objective: Drive online sales brand visibility
Budget: ₹10,00,000/month
Campaign Types:
Search Ads: "Buy Skiplie drink," "healthy fruit drink online," "sparkling fruit beverage India."
Display Ads: Retargeting users from website + social media.
YouTube Ads: 6-sec & 15-sec bumper ads with catchy hooks like "Skip the Sugar. Choose Skiplie."
Targeting Strategy with Justification:
Justification: Combining Search + Display + YouTube ensures awareness and high-intent. conversion funnel.
C. Social Media Marketing
Platforms to Focus On (e.g., Facebook, Instagram, TikTok/Reels, YouTube Shorts):
Justification to Choose the Platforms:
Content Plan & Frequency:
Organic + Paid Ads Strategy:
Justification of the Strategy:
Tools & Resources Needed:
Expected Outcome:
D. Email Marketing
Type of Emails: Welcome drip, cart-abandonment, promotional offers, product launches, and loyalty emails.
Frequency of Sending Emails:
Platform You'll Consider & Why:
Tools & Resources Needed:
Expected Outcome:
E. Content Marketing / Blogging
Sample Blog Calendar (For 30 Days):
Target SEO Keywords (For each Article):
Content Format (Guides, FAQs, Comparisons, etc.):
Tools & Resources Needed:
3. Measurement and KPIs
Define key performance indicators (KPIs) for each channel:
Performance Tracking Tools: GA4, Meta Business Suite, Ahrefs, SEMrush, Amazon/B2B dashboards, BigBasket seller analytics, and platform UTM tracking.
4. Mock Designs & Screenshots (Optional)
You can include sample ad creatives, email designs, SEO audits, or content mockups.
Screenshots from tools like Canva, Mailchimp, Google Ads, or product pages on Amazon/BigBasket are allowed.
5. Conclusion
Summarize your digital strategy.
Share your prediction of outcome.
What success would look like in 3 months?
Submission Format
Submit your project in PDF format.
You may use Google Docs, Canva, PowerPoint, or Figma to compile your work.
Attach screenshots where needed to enhance clarity.
Ensure your name, date, and email are mentioned.
Evaluation Criteria
Relevance of strategies.
Clarity of thought & presentation
Justification of decisions.
Creative use of tools
Goal setting & data literacy
Realistic prediction of outcomes
Objective
Increase brand awareness and online visibility for Skiplie
Drive eCommerce sales (Amazon, BigBasket, and D2C site)
Build brand affinity among Gen Z and Millennials as a fun, healthy beverage choice
Brand Website: https://skipile.com
1. Brand Understanding
About Skipile:
Skipile is an Indian beverage brand offering a range of flavored, low-sugar, fruit-based sparkling drinks. The brand blends taste + health + fun, catering to youth who seek alternatives to traditional carbonated beverages. Skipile positions itself as a "Smart Drink for Smart Gen Z cool, social, and health-conscious.
Define Skipile:
Target Audience (from user perspective):
Unique Selling Proposition (USP):
Competitors (List 2-3):
Current Challenges (assume if unknown):
>> Module 17
Module 18
2. Digital Marketing Channels Strategy
A. Search Engine Optimization (SEO)
SEO Strategy: Achieve 30% increase in organic traffic in 3 months.
Justification (why this strategy works):
Tools & Resources Needed:
Expected Outcome:
B. Google Ads / PPC
Campaign Objective: Drive online sales brand visibility
Budget: ₹10,00,000/month
Campaign Types:
Search Ads: "Buy Skiplie drink," "healthy fruit drink online," "sparkling fruit beverage India."
Display Ads: Retargeting users from website + social media.
YouTube Ads: 6-sec & 15-sec bumper ads with catchy hooks like "Skip the Sugar. Choose Skiplie."
Targeting Strategy with Justification:
Justification: Combining Search + Display + YouTube ensures awareness and high-intent. conversion funnel.
C. Social Media Marketing
Platforms to Focus On (e.g., Facebook, Instagram, TikTok/Reels, YouTube Shorts):
Justification to Choose the Platforms:
Content Plan & Frequency:
Organic + Paid Ads Strategy:
Justification of the Strategy:
Tools & Resources Needed:
Expected Outcome:
D. Email Marketing
Type of Emails: Welcome drip, cart-abandonment, promotional offers, product launches, and loyalty emails.
Frequency of Sending Emails:
Platform You'll Consider & Why:
Tools & Resources Needed:
Expected Outcome:
E. Content Marketing / Blogging
Sample Blog Calendar (For 30 Days):
Target SEO Keywords (For each Article):
Content Format (Guides, FAQs, Comparisons, etc.):
Tools & Resources Needed:
3. Measurement and KPIs
Define key performance indicators (KPIs) for each channel:
Performance Tracking Tools: GA4, Meta Business Suite, Ahrefs, SEMrush, Amazon/B2B dashboards, BigBasket seller analytics, and platform UTM tracking.
4. Mock Designs & Screenshots (Optional)
You can include sample ad creatives, email designs, SEO audits, or content mockups.
Screenshots from tools like Canva, Mailchimp, Google Ads, or product pages on Amazon/BigBasket are allowed.
5. Conclusion
Summarize your digital strategy.
Share your prediction of outcome.
What success would look like in 3 months?
Submission Format
Submit your project in PDF format.
You may use Google Docs, Canva, PowerPoint, or Figma to compile your work.
Attach screenshots where needed to enhance clarity.
Ensure your name, date, and email are mentioned.
Evaluation Criteria
Relevance of strategies.
Clarity of thought & presentation
Justification of decisions.
Creative use of tools
Goal setting & data literacy
Realistic prediction of outcomes