Brand and Business Context 

Osmo, a company that specializes in interactive learning experiences for children aged 3-10 using augmented reality, was positioned as a premium, interactive learning tool to complement Byju's existing online learning ecosystem.

The approach for Osmo involved understanding the key audience base by defining top cities and demographics with the highest sales and e-commerce behavior. Surveys on spending patterns of new parents were also analyzed. This data was used to create 3 new user personas with different problems that Osmo could solve. 

Multiple audiences were created for the top, middle, and bottom of the funnel for remarketing and creatives for understanding e-commerce behavior and then for the Black Friday launch campaign.