REQUEST FOR QUOTATION
RFQ Nº UNFPA/IND/RFQ/25/003
Dear Sir/Madam,
UNFPA hereby solicits a quotation for the following service:
“Hiring of a Digital, Creative, Content and Performance Marketing Agency”
UNFPA requires the services of a qualified Digital, Creative, Content, and Performance Marketing Agency to undertake various tasks as detailed in the Terms of Reference (ToR). The agency will support UNFPA India in enhancing its digital presence, executing high-impact campaigns, producing engaging content, managing social media platforms, and driving performance marketing initiatives. Please note that the quantities mentioned for deliverables are indicative and may be adjusted based on project needs and evolving priorities over the course of implementation.
About UNFPA
UNFPA, the United Nations Population Fund (UNFPA), is an international development agency that works to deliver a world where every pregnancy is wanted, every child birth is safe and every young person’s potential is fulfilled.
UNFPA is the lead UN agency that expands the possibilities for women and young people to lead healthy sexual and reproductive lives. To read more about UNFPA, please go to:UNFPA about us
Terms of Reference (ToR)
UNFPA is seeking services from a qualified digital media and communications agency to strengthen UNFPA’s online presence and its brand through innovative social media strategies, content management and influencer engagement.
A) Objective of the assignment
The objective of this assignment is to strengthen UNFPA India's digital presence by enhancing visibility, increasing followership, driving engagement and virality, and fostering a strong online community across Instagram, X, Facebook, YouTube, and Josh. This includes implementing UNFPA India's digital refresh strategy to establish the organization as a thought leader and a go-to platform for Sexual and Reproductive Health and Rights (SRHR), Youth and Adolescent issues, Maternal Health, Gender Equality, Population Trends and Healthy Ageing.
Objective 1: Strengthen UNFPA India's Digital Engagement and Social Media Footprint
- Enhance digital presence and grow community engagement across UNFPA India’s social media platforms.
- Keep pace with evolving digital trends by leveraging specialized external expertise and vendor support.
- Develop and implement data-driven social media strategies and integrated campaign plans.
- Create engaging, creative, and impactful content tailored for various social media platforms.
- Conduct regular social media research and trend analysis to inform strategy and content development.
- Design and deploy interactive tools such as custom social media filters to boost audience participation.
- Facilitate strategic collaborations with purpose-led influencers to amplify advocacy messaging.
- Implement performance marketing strategies to drive reach, engagement, and measurable KPIs.
Objective 2: Establish UNFPA India as a Digital Thought Leader and Communicator of Impact
- Position UNFPA as a leader in the sexual and reproductive health and rights (SRHR) space through strategic digital storytelling.
- Simplify and unpack complex mandates, data, and programmes into platform-specific, audience-friendly content.
- Highlight initiatives and impact stories from UNFPA’s focus states to showcase on-ground work and success.
- Enhance organizational visibility and demonstrate measurable impact across digital and social channels.
- Strengthen awareness and understanding among target audiences, including donors and partners, about the value of UNFPA’s work in India.
- Drive engagement by making data and programme results relatable, accessible, and share-worthy on social media.
B) Scope of Work
1. Digital Strategy and Social Media Management
- Conceptualise, Create and Execute UNFPA India’s social media strategy, ensuring a unified brand voice across Instagram, Facebook, X, YouTube, and Josh.
- End-to-end management of UNFPA India's social media accounts, including content scheduling, campaign specific calendar creation, posting, community engagement, and monthly hygiene checks and analysis.
- Conduct platform-specific data analysis to generate insights and optimize content performance.
- Implement FAQs for community management to handle audience queries effectively. Prepare a risk mitigation plan for social media platforms.
2. Campaign Strategy, Execution and Performance Marketing For each UNFPA-specific campaign, the agency will:
- Develop a campaign-specific strategy (complete with objectives, TG, success metrics, creative routes) , ensuring alignment with UNFPA’s messaging and thematic priorities.
- Create content plans with multiple formats (reels, carousels, static posts, stories, long-form videos, UGC activations, polls, quizzes, Q&A sessions).
- Execute and coordinate influencer collaborations to maximize campaign reach and engagement. (Support in scripting, editing content and final production)
3. Performance Marketing Strategy and Execution:
- Develop and implement campaign-specific paid media strategies for targeted reach, engagement and followership as per the shared KPI of 2025.
- Leverage data-backed audience segmentation to optimize ads for maximum impact.
- Execute A/B testing on creatives and messaging to refine performance.
- Monitor, analyze, and optimize ad performance in real-time to ensure cost-effective results.
- Provide detailed post-campaign paid media reports, analyzing ROI, audience insights, engagement metrics, recommendations and gaps/learnings.
- Monitor emerging social media trends and recommend innovative content approaches, integrations, and new technology adoption.
4. Content Production and Creative Development
- Conceptualize and produce engaging and platform-optimized content for each campaign.
- Ensure high-quality multimedia production, including graphics, animations, short films, and video explainers.
- Capture event highlights, testimonials, and video bytes from key stakeholders, partners, and community members and edit.
- Edit and package event-based content for social media and long-term repository use.
5. Live Event Coverage & Real-Time Engagement
For all major UNFPA campaigns and observances, the agency will:
- Provide on-ground coverage for key events, including photography, videography, and live social media updates.
- Live stream major sessions, panel discussions, and keynote speeches on relevant social media platforms.
- Capture and edit short-form video content (reels, soundbites, interviews) from speakers and attendees.
- Conduct real-time engagement on social media, including live tweeting, responding to comments, and amplifying key moments.
6. Knowledge Management
- Develop a consolidated spreadsheet that houses all campaign strategies, creative assets, KPIs, performance reports, and links to digital resources—serving as a single knowledge hub for UNFPA.
Instructions for submission
Proposals should be prepared based on the guidelines set forth in Section III above, along with a properly filled out and signed price quotation form, and are to be sent by email to the contact person indicated below no later than : [23/05/2025, 23:59 – i.e. Friday, May 23rd 2025, 23:59 Hrs IST]
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Name of contact person at UNFPA:
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Bids.India
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Email address of contact person:
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For detailed information, please check the complete version of the RFP attached