Case Study
M4Marry South India Wide Launch
Creating widespread awareness about the brand and procuring maximum profile registrations in a timeframe of
6 months.
Client | M4Marry |
|---|---|
Services | Pay Per Click, Video advertisements, Social Media |
Performance Growth | 28% |
The Challenge
M4Marry.com, the popular online matrimonial platform in Kerala, wanted to expand in South India, spanning the states of Karnataka, Tamil Nadu, Andhra Pradesh and Telengana State. Vijay Deverakonda was signed on as the brand ambassador. The popularity of the M4Marry matrimonial website among Keralites can be attributed to their stellar service and superior customer satisfaction aside its connection to one of the most read dailies in Kerala, Malayala Manorama.
Results
During the awareness campaigns, the site enjoyed higher traffic levels than ever and had a remarkable brand lift in terms of ad recall, awareness and consideration. The registrations on the site grew steadily between September 2019 and February 2020, hitting a meritorious increase by 54% against the numbers before campaigning, fulfilling the objective of maximum registrations in 6 months’ time. We were also able to reduce the cost per registration of one user to 50% of what it cost us in the beginning.
Our Proud Numbers
How We Did It
We engaged our potential audience through three main channels. Video advertisements were released through Youtube utilizing Masthead and Instant Reserve Campaigns for impactful impressions. Facebook and Instagram were optimized with video ads as well. We had curated a wide range of audience buckets based on gender, age, caste, location, interests, relationship status and profession, which were targeted separately.
Among the social networking platforms, the channels engaged with ads were Facebook, Instagram and Tiktok. We furthered our reach within our target audience with programmatic releases over TOI and Columbia Network and Pocketmath.
Our strategy consisted of a marketing funnel with a heavy emphasis on awareness and consideration as it was a brand launch in new geographical locations and the leads collected had to be processed to acquire registrations on the website. Our campaigns catered to each level of the funnel in order to meet the goals at each stage.
The awareness phase aimed at reaching 76% of the population of the five South Indian states through Youtube, Facebook and Instagram Ads and the results were remarkable in terms of awareness, consideration and ad recall. We measured this with a Brand Lift Survey of the channels utilized for advertisement. There was a significant impact on the awareness campaign from the Brand Lift Survey which followed the Hero campaign video ad starring Vijay Deverakonda.
The Brand Lift Survey revealed a commendable scale in the reach among the Youtube audience, especially through Instant Reserve (IR) . The reach had surpassed the intended audience reach since the IR ad ran widely on channels in all South Indian languages across the country. Ad recall was another metric that posed measurable growth with excellent results from Tamil, Telugu and Malayalam channels, inspite of this being a new brand in all markets except for Kerala.
Awareness and consideration fared best in Tamil and Telugu channels whereas Malayalam audience being high on awareness and consideration already, owing to their familiarity with the brand graced the survey with a lift above its older numbers. Besides increased site traffic, there was a hike in registration count over September 2019 to February 2020 and a decrease in the overall CPA, making the most out of the campaigns run.
Regn comparison stats: Sep to Feb Vs Mar to Aug (2019)
Google Trends Graph
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