Marketing & advertisement placement strategy of Toffee

Abstract

Toffee is an online streaming platform where both exclusive contents produced by Toffee and user generated contents are available. For the first time in Bangladesh, Toffee has introduced a platform offering both the OTT (such as Netflix, Hoichoi, Chorki, etc.) and UGC (such as Tiktok, YouTube, Instagram, etc.) services. There are 29 members currently working in the Toffee team of MCL to serve Toffee as a client. There are three separate functionalities which are content, creative and media and they collectively work to serve all the clients as per their demands. The content team takes care of all the contents that are available in the Toffee app including all the dramas, movies, music videos etc. The creative team works on all the promotional activities including advertisements, social media posts and all the visuals in the Toffee app. The media team plans and buys all the advertisements and other form of promotional activities in the required places like TV, Facebook etc. I worked in the content team of MCL Toffee team where my primary responsibility was to screen the user generated contents and take decisions of approval and rejections based on their merit and content screening guideline provided by the Banglalink Toffee team. Besides my primary responsibilities of screening the contents and channels, I was entrusted with the task of preparing monthly reports of renowned brands (such as Partex, Ispahani, Ruchi, Blenders, and Akij Food). I am responsible for generating and demonstrating the monthly performance of the aforementioned brands to the clients and update them with the fluctuations of reach, engagement, and impressions. Moreover , I was personally involved in the campaign of Radhuni BBQ party for the promotion of Radhuni spices where I worked with the influenencers and food vloggers directly. I was responsible for generating ideas on how to interact and engage with the audiences. Apart from the responsibilities mentioned above, I am currently being trained by the digital buying team to be a part of the Digital Buying and Planning team of Mediacom Limited. In the process I got to learn about different campaign objective strategies and also how to maintain campaigns outcomes aligned with the KPI set by the clients. Through this, I got to learn about how Toffee penetrated the market and plan to keep capturing and increasing the user base. Currently, Toffee is a popular streaming platform with over 15 million downloads across different types of devices. Mediacom Limited is providing the full support to help Toffee to reach its target and on the way, helping itself in an expansion process and I feel lucky to be a part of this process.