Quickerala, a platform listing locally available services in Kerala, wanted to be Kerala’s local search engine and increase their traffic, for which we targeted and achieved results through a behaviour-change approach.
Client | Quick Kerala |
|---|---|
Services | Pay Per Click, Search Engine Optimization |
Performance Growth | 300% |
The Challenge
Quickerala is a popular search platform with an app which lists and brings up local services for users. They wanted to be Kerala’s local search engine, in a way that anything serviceable from the vicinity of the searcher should only be found on Quickerala. This required an approach that changed people’s habit of Googling everything first. However, overcoming Google is a massive and hard ordeal which is not quite realistic.
Results
With psychologically strategized exercises, we drove 5.8 million views to the website. We also achieved a stellar view rate of 35.52%, which was the highest traffic ever enjoyed by Quickerala. This audience constituted at least 50% of Malayali audience in Kerala. We were also able to cut down the cost of downloading the app to one-fifth of the cost.
Before the campaign, the traffic on the website was 200K-240K visits. After the exercise, the traffic hiked to a whopping 935K users. This is an increment of 300% in traffic even without a brand campaign or offline exercises.
Our proud numbers
How We Did It
First and foremost, we suggested an approach that redefined the objective of our campaign. Instead of regarding Google as a competition and trying to overcome it, we suggested using Google to make people aware that Quickerala is the platform they should rather search on for quicker and more specific results.
The first step was to run an awareness campaign so that people make Quickerala their first touch point against their competitors offering local classified lists. On one front, we suggested widespread awareness campaigns. These days, people who are digitally savvy, which is a good number, use online searches for their local needs.
We suggested that they invest in digital awareness. This was also coupled with widespread banner advertising.
Our next strategy involved search exercises. As part of that, we released well-created videos, which were also used to create banners. These videos were placed as ads in Youtube, ensuring a presence across general entertainment channels which were prominent on Youtube as well as new channels with good viewership. We also made sure that our ads appeared on all prominent websites surfed by Keralites including IRCTC. Display ad campaigns were run on popular websites.
The second front of the exercise was to bring about a behavioural change in the target audience. The habit of Googling cannot be short-circuited but the practical approach to cultivate a favourable change was to target keywords related to local searches. All such keywords used by people displayed a Quickerala ad creating a dominance in the minds of users over time as is the psychology of mass advertising.
We got a lot of paid traffic in the months that we executed this exercise
Gradually, we cut down on the budget that we spent on the paid search exercises but a remarkable portion of organic traffic had begun contributing to the website traffic by then to our utter delight.
Slowly, we tapered down the search ads but the traffic was compensated by growth in organic search and the reduced budget. Soon, people started adopting Quickerala as their local search engine for local service needs. Another advantage of increased awareness and popularity that Quickerala enjoyed post this campaign was that people had also begun searching on Google with Quickerala in extension. Thus, an extensive behavioural change was achieved in this campaign with the right approach and strategy.
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