Client | Indulekha |
|---|---|
Services | Pay Per Click, Search Engine Optimization |
Performance Growth | 2X |
The Challenge
Indulekha, a prominent ayurvedic cosmeceutical brand from South India, wanted to create brand awareness in new markets and procure product recall among the target audience group from there, primarily in Maharashtra and Delhi. We had to excel beyond the expectations of the audience and widen the reach of the brand in terms of awareness and interest, eventually capturing their trust and consideration, so that they converted to loyal and satisfied customers. This had to be done in conjunction with the launch of its new flagship product.
Results
An exemplary marketing success was achieved with uncompromising content quality and bullseye targeting. While 15% view-through rate is considered as a good score for YouTube video ads, we bagged a view-through rate that went over 25%. Our marketing campaign surpassed the expectations of the brand with the acquisition of more than a million clicks and almost 8 million impressions within 6 months. With the hike in brand awareness in the new markets and augmented ad recall, the product inquiries and demand grossed more than ever, leading to the purchase of the brand by the mighty conglomerate Unilever.
How we did it?
The predominant channel in our marketing campaign was YouTube Video Ads. It was coupled with a national level Google search campaign, too. Further, to enhance the efficiency and stabilize the market demand, a remarketing campaign was incorporated.
We focused on creating content with superior quality that could catch the attention of the target audience fluidly and incite a blend of intrigue and interest among them. This was made possible with a series of before and after videos, crafted to showcase the promising results of the product. Our strategy was to sequence these ads and target them at the audience in a way mandating that those who saw the first ad would be retargeted with all the ads in the series. This strategy improved ad recall and increased product intrigue significantly, resulting in a view-through rate going north of 25%.
A whopping number of 600K+ clicks fell through in a month and within 6 months, we bagged 6 million video views on YouTube. Consequently, product enquiries soared from the new markets and sales on Amazon shot up from the new markets.
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