AccuraCast MD, Farhad Divecha, was invited to guest lecture at Regent’s University London to a class of MSc. Marketing Psychology.
The lecture was in the format of an Interactive Scenario Plan. Students were asked to imagine they worked for an agency that was tasked by a client – UEFA – to bring football to the Indian sub-continent.
The fictitious client brief was simple:
Client: UEFA
Target: India
Audience: Men aged 18-45 & Women footballers
Timing: Mar 2020 (12 months)
Objective: Drive TV viewership
Channels: Online only
The first of 4 parts of the lecture focuses on identifying what is success and what KPIs (key performance indicators) could be used to measure success of such a digital marketing campaign.
Source. First Published on YouTube
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