Create A Digital Media Plan

A very popular Burger Joint is launching a new menu for the Indian market with 3 flavours viz. Italian, american and Indian. There is a mix of 3 new burgers across 3 flavours. The menu will be launched 1 month from now, across key markets. Considering the menu will be launched for the first time, the marketing objective includes creating awareness for these products, build recall and drive business leveraging the new launch.

"The pricing for the burger as as follow:
Italian burget - INR 149/-
American Burger - INR 129/-
Indian burger - INR 139/-"

Create a 3 months plan for FB ads, including strategies to drive awareness, recall and online orders. The business target for the first 3 months is to drive 1 lac orders for all 3 products combined. The budget for the awareness phase (awareness + consideration) is INR 75 Lakhs


1. All campaign types to be used across phases with 3 months timelines. Explain in detail why are you choosing the campaigns and your thought process
2. Budget distribution across different campaign types in next 3 months and the reasons for the same
3. Entire campaign structure for all phases along with the reasons
4. Audience and Delivery Optimization + reasons
5. Placement optimization that you would chooose + reasons
6. Creatives utilization across phases + reasons

Split of website to app business is 1:3.