Overview:

A D2C brand in the sexual health and wellness sector is seeking a performance marketing agency to drive qualified traffic and increase revenue across key digital platforms. The brand aims to achieve a minimum Return on Ad Spend (ROAS) of 3x or more.

Agency Requirement:

The ideal agency should possess strong expertise in the entire performance marketing lifecycle: Research & Strategy, Design, Ad Population, Campaign Publishing, and Execution on Meta (Facebook & Instagram), LinkedIn, and X (Twitter), with a focus on Google as well. Prior experience working with D2C brands, particularly within the sexual health and wellness industry in India, is highly preferred.

The primary objective is to enhance brand awareness and direct qualified traffic to the brand's website, ultimately boosting revenue. A significant challenge identified is the potential for ad disapproval on platforms like Meta and Google due to the sensitive nature of the website's content, including keywords, language, and imagery. Therefore, the agency must demonstrate a proven ability to:

• Develop creative strategies for publishing ads that adhere to platform guidelines.
• Propose actionable solutions, including potential website content modifications, to ensure ad approval.

The brand's estimated monthly ad budget is approximately ₹20 Lakhs, with an initial allocation of ₹2-5 Lakhs per platform. Budget adjustments will be made based on platform performance, with higher-performing channels receiving increased investment and lower-performing ones potentially seeing decreased or removed allocation.

Key Challenges To Address:

• Navigating Meta's content policies to ensure ad approval despite sensitive website content.
• Implementing strategies to make ad content "safe" for Meta and Google.
• Initiating Google Search Ads followed by Image Ads.
• Guidance on the implementation of a Facebook Pixel and exploration of Google Shopping.

What To Include In Your Proposal:

1. Your experience working and designing ads for a similar line of category or a D2C brand, and what are the challenges you foresee in going live and getting the ROAS?
2. Share examples of 3 D2C brands where you did the performance marketing activity, along with the visuals, reach, conversions, ROAS, and overall ROI of that campaign.
3. Research the brand website, pages, collections, products - review and give your opinion about how do you think the ads will work?
4. Invest time and research other brands in the same category, and you can see what is working and what's not working for them. Share your observations.
5. And if you are proposing any exact changes, explain the changes that you think they will have to execute.
6. Share a detailed proposal that includes:
   
   1. What and how will you design the ads?
   2. What checks will you do for each platform, i.e., LinkedIn, X, Meta/Facebook business manager?
   3. How would you ensure that these ads stay live and don’t get unpublished/rejected?
7. Share a detailed costing proposal that tells what the cost will be for each of the deliverables that you are engaging in. It should include the activity, responsibility, deliverables, etc.
8. What is the timeline you anticipate it will take to get the ads up and going from the time of signing contract?
9. Why should they choose your agency? Explain what makes your agency the right fit for them compared to others.
10. How will you monitor and optimize campaigns in real time? Please list the tools you use, how often you make updates, and how you will report results.