Author: venky

A Digital Junkie, Brand Consultant & Solutions Architect, by Day.
Techno / Psy Evangelist. by Night
Traveller Nomad Driver & Explorer For Eternity

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Case Studies

DSP Black Rock – Investor Education

DSP BlackRock Mutual Fund has been one of the pioneers in investor education. ‘dspblackrock.com/learn’ is specifically designed to serve the personal finance related informational and learning needs of investors across various levels of financial awareness and maturity.

About The Brand

DSP BlackRock Mutual Fund has been one of the pioneers in investor education. ‘dspblackrock.com/learn’ is specifically designed to serve the personal finance related informational and learning needs of investors across various levels of financial awareness and maturity.

DSP Blackrock Investments

Decoding The Brief

Drive Sign Ups To the Investor Education Website , Views & Buzz Around the 5 AV’s.

Challenges        

Mutual funds are a growing market in India, where interest in personal investing is beginning to blossom. At the same time, many Indian consumers still lack a basic understanding of mutual funds, and while many would like to begin investing few understand how or where to get started.

Our Approach

Strategy :

TG : Age : 25+ Gender : Male Cities : Metro & Tier 1 Interests : Finance, Financial Planning, Sports (Cricket, Football, Badminton, or any other sport that might be the toast of the season at that time), Parenting, News (General & Finance), Automobiles & Travel.

Execution :

Building a cost-effective cross screen audience with Appier’s CrossX Programmatic Platform VML partnered with Appier & Rave Media to use AI to identify and drive high-value traffic to the new portal, targeting high-earning male and female users likely to require financial planning services. Appier’s CrossX AI mapped the user journey, analysing user behavior to identify the highest value audience for mutual fund information CrossX AI also mapped device ownership, allowing VML to reach DSP BlackRock’s users across screens CrossX Frequency Capping limited duplication by capping exposures across every device owned by target users VML implemented the Appier Site Tag on DSP BlackRock’s educational portal, allowing Appier’s AI to optimize site visits and enhance our understanding and profile of DSP BlackRock’s user Once users signed up for portal accounts, VML worked with Appier to reach them via remarketing to sell additional BlackRock offerings

Results

1 MILLION + UNIQUE VISITORS

The campaign delivered 175% of planned visits

3.5 MILLION VIDEO VIEWS

We drove 4 Million + Overall Views to the video assets

2 MILLION + ENGAGEMENTS

The campaign created buzz around the investor education initiative across social platforms.

172K PROGRAM REGISTRATIONS

From 1 Million + Unique Visitors to the landing pages, while maintaining a 17% Visit to Sign up Ratio
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Case Studies

Taj Mahal Tea House – eCommerce Sales

Taj Mahal Tea House is HUL’s first direct-to-consumer venture will mostly target gifting segment consumers with pricier products under the Brooke Bond Taj Mahal brand and will compete with Ratan Tata-backed Teabox, an online marketplace.

About The Brand

Taj Mahal Tea House is HUL’s first direct-to-consumer venture will mostly target gifting segment consumers with pricier products under the Brooke Bond Taj Mahal brand and will compete with Ratan Tata-backed Teabox, an online marketplace.

The Mint

Decoding The Brief

To deliver around 1000 sales month on month for this campaign. In addition to this, we would be tracking repeat sales for a period of 8 Months. Focus on reducing the current Order Return ratio from 20% to 10%.

Challenges        

This is a highly competitive segment, and products are expensive. The then return ratio was close to 20%

Our Approach

Strategy :

TG : Age : 25+ Gender : M&F Cities : Metro & Tier 1 Interests : Finance, Financial Planning, Health, Food, Travel. We Had to ensure that our creatives were being served to a set of audiences that were most likely to transact

Execution :

Building a cost-effective cross screen audience with LeadDigital’s Programmatic & affiliate Platform Mindshare partnered with LeadDigital to use AI to identify and drive high-value traffic to the new portal, targeting high-earning male and female users likely to require financial planning services. Our AI engine mapped the user journey, analysing user behavior to identify the highest value audience likely to purchase premium tea online. we also mapped device ownership, allowing Taj Mahal tea house to reach users across screens,  Frequency Capping limited duplication by capping exposures across every device owned by target users LeadDigital implemented Adobe Site Tags on the Taj Mahal tea house eCommerce portal, allowing AI to optimize site visits and enhance our understanding and profile of users Once users logged in or visited the website, we were able reach out to them via re-marketing to sell additional products

Results

1000 + MONTHLY UNIQUE ORDERS

The campaign delivered 1000+ orders Month on Month

2% AVG. CAMPAIGN CTR’S

We were able to optimise the campaign CTR’s by reaching relevant audiences

100% LIFT IN AOV

We nearly doubled the average order value during the campaign period.

15%+ OPEN RATIOS

our email campaigns were effective
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Case Studies

ICICI direct – iPledge Season 3, 10 times bigger

ICICIdirect Ipledge Season 3, is the 3rd version of their Annual CSR initiative. The campaign aims to empower underprivileged children by contributing to their education.

About The Brand

ICICIdirect Ipledge Season 3, is the 3rd version of their Annual CSR initiative. The campaign aims to empower underprivileged children by contributing to their education.

ICICI Direct

Decoding The Brief

The campaign aimed at reaching out to their target group and rallying their support for a noble cause, while also reminding them about how important it is to invest for the future.

Challenges        

Our focus was to optimise the performance of these assets being platform agonistic. We had to deliver 2x results with half the spends.

Our Approach

Strategy :

Our strategy aimed at amplifying the video views via paid and earned channels, while also ensuring that we were driving quality traffic to the landing page using innovative ad formats & ensuring that iPledge was being talked about across Social Platforms.

Execution :

The campaign aimed at reaching out to their target group and rallying their support for a noble cause, while also reminding them about how important it is to invest for the future. We had two brand assets which acted as the primary touch points across digital media assets. A 50 Second Video which spoke about the initiative, and why one should take a pledge. & The landing page where one could come and take a pledge.

Results

1.2 Million PLEDGES

The campaign delivered 1.2 Million pledges on the landing page

6 Million Video VIEWS

We Drove over 6 Million Video views in the first week and it was trending on YouTube

100 MILLION IMPRESIONS

The campaign created buzz around the i-Pledge Initiative across social paltforms

130K PROGRAM REGISTRATIONS

We made i-Pledge season 3, 10 times bigger than the earlier season 2 cost effectively.
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Case Studies

DSP Blackrock – Winvestor, Power to the women investor.

Winvestor is a unique initiative by DSP BlackRock. Winvestor aims to empower women by giving them the right information on various investment tools and imparting basic financial education.

About The Brand

Winvestor is a unique initiative by DSP BlackRock. Winvestor aims to empower women by giving them the right information on various investment tools and imparting basic financial education.

DSP Blackrock India

Decoding The Brief

he starting point was a 60 Second + video which creatively addressed the problem, what we had to go back with was an approach that not only ensured that the video reached out to the right audience but also drove a quantifiable call to action after one had watched the video.

Challenges        

Only 23% of the women in India are in control of their financial decisions. Which clearly meant that that not too many of them were aware of our initiative.

Our Approach

Strategy :

A 3 prong agenda which truly went beyond the brief ! our approach aimed at driving maximum awareness & visibility around the Video Asset. Our measure of success here was synonymous to the views that we were able to drive on to the video via YouTube & Facebook.

Execution :

we addressed the “Now What ?” issue. We created a landing page which urged users to take a pledge once they’d watched the video. Apart from the click through’s that we received from video views we employed innovative display advertising platforms to drive incremental traffic to our landing page. While generating buzz around the assets we had at hand, we collaborated with Twitterati & co-created meaningful and sustainable content with India’s leading Publishers.

Results

110 K PLEDGES

The campaign delivered 110K pledges on the landing page

100 K ORGANIC VIEWS

We Drove over 1 Million Video views in the first week

100 MILLION IMPRESIONS

The campaign created buzz around the Winvestor Initiative across social paltforms

500 PROGRAM REGISTRATIONS

From 200k unique visitors on the landing pages, we maintained a 55% Visit to Pledge Ratio.
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Case Studies

Revofit – Putting Fitness Into Smart Phones

Revofit, made by Revolutionary Fitness Pvt. Ltd, provides a 360-degree approach to a healthy lifestyle and will enhance the maker of Saffola and Parachute’s learning about the digital consumer.

About The Brand

Revofit, made by Revolutionary Fitness Pvt. Ltd, provides a 360-degree approach to a healthy lifestyle and will enhance the maker of Saffola and Parachute’s learning about the digital consumer

Revofit India

Decoding The Brief

To drive awareness and brand salience among relevant audiences, To get our TG to consider our solutions by creating meaningful content in environments of intent, To drive conversions

Challenges        

This is a highly competitive segment, and not too many people were aware of the app.

Our Approach

Strategy :

TG : Age : 25+ Gender : M&F Cities : Metro & Tier 1 Interests : Finance, Financial Planning, Health, Food, Travel. We Had to ensure that our creatives were being served to a set of audiences that were most likely to install the app and subscribe to trainers

Execution :

96% Of Overall Planned Installs across 3 Months, have been delivered in 25 Days, by utilizing just 28% of the total budget allocated over 3 months.

Results

100K + MONTHLY INSTALLS

The campaign delivered 100K new installs in the first 30 Days

2% AVG. CAMPAIGN CTR’S

We were able to optimise campaign CTR’s by reaching out to relevant audiences

15X DAU GROWTH

Our campaign resulted in a staggering 15 X Growth in Daily Active Users

3.5X COST EFFECTIVENESS

We were able to cap CPI’s and ensure deliveries at scale
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Case Studies

Hungama & Diageo – McDowells Yaari No.1

Diageo’s McDowell’s No.1 Soda partners with Hungama to create original music with musicians and independent artists Hungama will create original music with renowned artists for the festive season through No.1 Yaari Jam Originals. It will also enable budding musicians through No.1 Yaari Jam Pads to create their own music

About The Brand

Diageo’s McDowell’s No.1 Soda partners with Hungama to create original music with musicians and independent artists Hungama will create original music with renowned artists for the festive season through No.1 Yaari Jam Originals. It will also enable budding musicians through No.1 Yaari Jam Pads to create their own music

Diageo India

Decoding The Brief

Drive 300 Million Views across 40 Videos. Over a Span of 12 Months.

Challenges        

Deliver scale at maximum cpv efficiency.

Our Approach

Strategy :

We had to deliver 300 Million views across 40 assets, all of which are IAS tagged.

Execution :

We had to adhere to strict brand safety measures and were to ensure that we excluded all dry states in the country. IAS tags have been implemented for every single video asset. We used a combination of Influencer Marketing and YouTube Advertising to drive results

Results

90+ MILLION VIEWS DELIVERED

The campaign delivered 90 Million Views in the first 90 Days across 3 Assets

300 MILLION + VIEWS DELIVERED

The campaign delivered more than 300 Million Views overall

65% + AVG. CAMPAIGN VTR’S

We were able to maintain a healthy View thru ratio of over 65% across videos

5X COST EFFECTIVENESS

We were able to cap CPV’s and ensure deliveries at scale
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Case Studies

Vi™ – Vodafone India Post Paid Subscription Drive

Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. It is India’s leading telecom service provider. The Company provides pan India Voice and Data services across 2G, 3G and 4G platform.

About The Brand

The strategy to drive conversions into subscriptions was to ensure that we were targeting audiences who were most likely to convert.

Vodfone India

Decoding The Brief

Drive Vodafone Post Paid Subscriptions

Challenges        

We had to ensure that the Conversion from Form Fills to Subscription was greater than 10%

Our Approach

Strategy :

The strategy to drive conversions into subscriptions was to ensure that we were targeting audiences who were most likely to convert.

Execution :

The campaign was delivered via affiliate partners and a host of proprietary databases via the LeadDigital platform, we used HasOffers and Trackier to ensure that we were optimising outcomes.

Results

15+ MILLION DIGITAL IMPRESSIONS

The campaign delivered 15 Million + digital impressions In 60 Days

7000 + LEAD FORM FILLS

We were able to drive over 7K Sign ups on the landing page

20% CONVERSION

We were able to drive 20% conversions from visits to contactable leads on the landing page

700 + MONTHLY ACTIVATIONS

We were able to drive 700+ verified activations on a monthly basis
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Case Studies

Dr Fixit – Lead Generation, Done Right

Best waterproofing services and products – Dr Fixit is a leading waterproofing expert assuring the right solutions for leak-free homes. Dr Fixit provides you with a clear 5-point waterproofing solution.

About The Brand

Best waterproofing services and products – Dr Fixit is a leading waterproofing expert assuring the right solutions for leak-free homes. Dr Fixit provides you with a clear 5-point waterproofing solution.

DR. FIXIT

Decoding The Brief

Drive Leads To The Dr. Fixit Landing Page

Challenges        

We had to ensure that the Conversion from Form Fills to contactable leads was greater than 70%

Our Approach

Strategy :

The strategy to drive conversions into genuine leads was to ensure that we were targeting audiences who were most likely to convert.

Execution :

The campaign was delivered via affiliate partners and a host of proprietary databases via the LeadDigital platform, we used Trackier to ensure that we were optimising outcomes.

Results

43+ MILLION DIGITAL IMPRESSIONS

The campaign delivered 43 Million + digital impressions In 60 Days

5000 + LEAD FORM FILLS

We were able to drive over 5K Sign ups on the landing page

70% CONVERSION

We were able to drive 70% conversions from visits to contactable leads on the landing page

500 + MONTHLY LEADS

We were able to drive 500+ verified leads on a monthly basis
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Case Studies

Clorox® – India Launch

Clorox is a leading multinational manufacturer and marketer of consumer and professional products with about 8,100 employees worldwide. Clorox markets some of the most trusted and recognised consumer brand names, including its namesake bleach and cleaning products.

About The Brand

Clorox markets some of the most trusted and recognised consumer brand names, including its namesake bleach and cleaning products.

CLOROX IDNIA

Decoding The Brief

To drive awareness and brand salience among relevant audiences, To get our TG to consider our solutions by creating meaningful content in environments of intent, To drive traffic to e-commerce distribution points

Challenges        

while is a leading multinational manufacturer and marketer of consumer and professional products with about 8,100 employees worldwide, they are still testing waters in India and not too many people are aware of the brand

Our Approach

Strategy :

TG : Age : 25+ Gender : F Cities : Metro & Tier 1 Interests : Health, Food, Travel. We Had to ensure that our creatives were being served to a set of audiences that were most likely to consider Clorox products.

Execution :

We promoted ads across facebook, the google display network and google search. traffic was being driven to their store front on big basket.

Results

100K + CLICKS

The campaign delivered 100K clicks In 60 Days

1.7% AVG. CAMPAIGN CTR’S

We were able to optimise campaign CTR’s by reaching out to relevant audiences

5.9 MILLION IMPRESSIONS

5.9 Million Impressions Served Across Google & Facebook

2X COST EFFECTIVENESS

Reduced 53% on the average cost per click during the activity.
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Case Studies

Planet Moods – Playing It Right

The moods condoms are a favourite among the old and the youth too owing to the different variety of flavoured and textures that take your partner excitement to the best and next level. Such as dotted, ribbed, ultra thin with the variety like melange, blaze, absolute xtasy, cool and all night condoms.

About The Brand

The moods condoms are a favourite among the old and the youth too owing to the different variety of flavoured and textures that take your partner excitement to the best and next level. Such as dotted, ribbed, ultra thin with the variety like melange, blaze, absolute xtasy, cool and all night condoms.

Hindustan Latex Limited

Decoding The Brief

The campaign aimed at reaching out to their target group and encouraging them to buy condoms and other products via their e-commerce website.

Challenges        

Condoms are an impulse lead purchase decision generally, we had to change the behaviour of users at large, and drive sales online.

Our Approach

Strategy :

Our strategy was performance lead, we were talking about the unique selling proposition and product bundles which were not otherwise available

Execution :

The campaign aimed at reaching out to their target group and encouraging them to buy condoms and other products via their e-commerce website. were present across platforms and also partnered with affiliate’s to push online transactions

Results

25K MONTHLY TRANSACTIONS


Delivered over 25K Online transactions Month on Month.

AOV LIFT 450% 

Drove a staggering lift of 450% in terms of the AOV

INCREASE IN REVENUES

We were instrumental in ensuring that there was a spike in revenues from ecommerce transactions

DECREASE IN RETURN RATIO

Our campaign resulted in a decrease by over 40% in returns