Seed User Strategy
You're the Performance Marketing Manager at Kudos, a new social media app targeting Gen Z users. Launched last year, Kudos has gained 5 million users in the US and UK. Its unique selling point is anonymous positive feedback, allowing users to boost their friends' confidence without revealing their identity.
Kudos' organic growth strategy has worked well in Western countries. Now, it's planning to enter the Indian market but is struggling to build an initial user base. The company is considering using Meta Ads to kickstart user acquisition in India.
How would you select the right seed audience for Kudos in India? Which event would you set up or optimize for, given the objective of initial user acquisition? How would you establish cost benchmarks for this campaign?
Kudos' organic growth strategy has worked well in Western countries. Now, it's planning to enter the Indian market but is struggling to build an initial user base. The company is considering using Meta Ads to kickstart user acquisition in India.
How would you select the right seed audience for Kudos in India? Which event would you set up or optimize for, given the objective of initial user acquisition? How would you establish cost benchmarks for this campaign?