Digital Media Planning & Lead Forecasting for CUPRA Raval
Digital media plan for launch, with teaser, launch, and sustaining phases, a €70,000 budget, and a 2,500-lead forecast.
Type
Individual academic project
Area
Media Planning · Lead Generation · Automotive / Mobility
Tools
Google Display & Video 360 · GA/UTM logic · Awin-style affiliate planning · Excel
Techniques
Media planning · Lead forecasting · CTR / CPM / CPL · Programmatic · Affiliate · KPI framework
Output
Media plan + lead forecast
Value
Individual project where I planned a digital campaign for CUPRA Raval using visit, lead, CTR, CPM, CPL, and activation-phase targets to project investment, conversion, and measurement.
Projected total budget
ProjectedProjected required impressions
ProjectedTarget qualified visits
ProjectedTarget leads
ProjectedTarget visit-to-lead conversion
ProjectedEstimated affiliate leads
Projected01 / Fast scan
Case in 60 seconds
A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.
Situation
SThe launch of an urban electric vehicle needs to build awareness, qualified traffic, and test-drive/interest leads, combining programmatic, retargeting, affiliate, and post-click measurement.
Task
TIndividual project where I planned a digital campaign for CUPRA Raval using visit, lead, CTR, CPM, CPL, and activation-phase targets to project investment, conversion, and measurement.
Action
A- 01Define audience and creative proposition: “Cupra Raval: Define tu Impulso”.
- 02Separate teaser, launch, and sustaining phases.
- 03Calculate impressions, visits, leads, budget, and contingency.
- 04Allocate investment by phase and channel.
Result
R- Total budget was rounded to €70,000, with €63,000 operating budget and €6,300 contingency.
- The launch phase concentrated 45% of budget, versus 18% in teaser and 26% in sustaining.
- Affiliate accounted for €11,000 within sustaining and an approximate target of 500 leads, 20% of the total.
- Demonstrates ability to translate campaign objectives into operational forecast and KPIs.
- Transferable to performance, media planning, lead generation, and launch campaigns.
- 70.000 € · Projected total budget (Projected)
02 / Context
Problem
This section explains the business or analytical challenge before going into technical detail.
02.1
Executive summary
Media-planning case where the value lies in turning a commercial objective into measurable assumptions: impressions, visits, leads, CPL, phases, channels, and control KPIs.
02.2
My role
Individual academic project. I defined target, phases, creative concept, budget, forecast, and control KPIs.
03 / Method
Approach
Methods, tools, and workflow. This shows how I structured the analysis.
03.1
Data & methods
- Target: ages 24–35, large cities, medium-high/high socioeconomic level, hyperconnected, and interested in urban mobility.
- Objective: 25,000 qualified visits, 2,500 leads, and 10% visit-to-lead conversion.
- Forecast: 0.12% CTR, 20,833,333 required impressions, rounded to 21M.
- Economic model: €3 CPM, €25 target CPL, €63,000 operating budget, and 10% contingency.
03.2
Process
- 01Define audience and creative proposition: “Cupra Raval: Define tu Impulso”.
- 02Separate teaser, launch, and sustaining phases.
- 03Calculate impressions, visits, leads, budget, and contingency.
- 04Allocate investment by phase and channel.
- 05Define KPIs for awareness, traffic, leads, affiliate, and test drive.
04 / Decision
Evidence and impact
Outputs, findings, and implications translated into decisions or professional value.
04.1
Key findings
- Total budget was rounded to €70,000, with €63,000 operating budget and €6,300 contingency.
- The launch phase concentrated 45% of budget, versus 18% in teaser and 26% in sustaining.
- Affiliate accounted for €11,000 within sustaining and an approximate target of 500 leads, 20% of the total.
- Quality control included fraud/rejection below 5% and test-drive conversion above 15%.
04.2
Business implications
- Demonstrates ability to translate campaign objectives into operational forecast and KPIs.
- Transferable to performance, media planning, lead generation, and launch campaigns.
05 / Close
Professional close
Limitations, next steps, and available assets. This keeps the case honest and actionable.
05.1
Limitations
- Individual academic project.
- Projected metrics; not actual CUPRA results.
- CTR/CPM/CPL benchmarks depend on campaign assumptions.
05.2
What I would do next
- Validate CTR and CPL with a pilot campaign.
- Split performance by city and audience.
- Connect leads with CRM to measure test drive and sale.
05.3
Assets
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