INKSPELL – Case Study of the Week (Digital Integrated Campaign)

Best Digital Integrated Campaign 2016

HCL Technologies – Digital Marketing Analytics

The Campaign

HCL Technologies thought leadership platform Straight talk had built its online digital community www.straighttalk.hcltech.com/community which is similar to LinkedIn group for Senior director and above executives and was planning them to the new community with marketing campaigns on social media platform and efficiently track its analytics.Since campaign landing pages and campaign planning were done in parallel by one team therefore it was identified to carefully craft the digital analytics and capture insights on the campaign.

The Idea

The campaigns from HCL for thought leadership were planned launched in February 2016 in three broad phases on LinkedIn, utilizing Inmail, Spotlight ads and Sponsored Updates targeting senior-director-and-above executives from different geographies and company sizes to bring them to the landing page which had the right messaging to join the Straight Talk community and also had a feature allowing them to join using their LinkedIn sign in. The following digital analytics strategies were used for the execution of the campaign 1.Database variables at the backend of the landing page that pushed details of submission of the form and campaign sources from URL parameters 2.Google analytics enabled on the campaign landing page to track the following parameters a.Average Session time b. Bounce rate c. Number of users who visited Applying UTM to each phase of the campaign helped with A/B testing to understand which of the creatives performed better and the contribution from each phase of the campaign.

The Result 

The total community recruitment from the landing page were 1500+ members of senior-director-and-above executive and each of the properties utilized performed above the industry benchmark. The details tracked using digital analytics to contribute and optimize the campaigns are as below 1.Total of 2000+ number of requests were received as tracked by UTMs 2.As per Google analytics, there was spike in user activity with parameters tracked as below from February 2016 to August 2016 a.Bounce Rate : 56% b.Session duration: 1:36 c.Number of user page views: 5175 The further details of campaign results are as below 1.The CTR LinkedIn Spotlight Ads was 0.34% which is 209% more than the Industry Benchmark of 0.11%. 2.The InMail Campaign had achieved an open rate of 62%, which is 51% higher than the average industry performance of 41%. The campaign had CTR of 23.88% which was 234% more than the industry benchmark of 6.5%.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

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INKSPELL – Case Study of the Week (Email Marketing Campaign)

Best Email Marketing Campaign 2016

Via.com – The Biggest Online Travel Sale by Octane

The Campaign

Via.com, a leading travel company, wanted to encourage people to participate in their ‘Biggest Online Travel Sale’ which went live on December 9, 2015, across desktop sites, Mobile sites, Android apps and iOS apps. Via engaged in an offline-online campaign and used Octane Marketing’s services to reach out their email subscribers. The primary objective was to increase their customer reach, expand their new customer base and retain old customers by targeting customers based on their travel preferences. The secondary objective was to cash in on the seasonal upsurge in the bookings during the holiday season.

The Idea

3 Days of crazy deals on travels! Up to 85% off on Hotels, up to 50% off on Flights, up to 40000 off on Holiday packages only on Via.com. Biggest Online Travel Sale ever! To keep their consumers engaged on email, the Octane Team & Via sent two devices responsive newsletters- “Two days to go” & “Only 24 hours- which also contained Via’s contest details. For their email campaign, they adopted a segmentation strategy: for airline users, they sent emails to airlines; to their holiday booking customers, they sent holiday offers etc. They also adopted a device-specific method. The epoch-making campaign was a milestone achievement. Octane Marketing’s effective targeting drove engagement & galvanised email subscribers to participate in Via’s BOTS campaign. For those three days of the BOTS campaign, Via received almost four times their average unique visitors. “#VIA BOTS” was trended on December 9 while “5000 cashback” trended on December 10.

The Results

Via.com received a remarkable 500 million impressions and a reach of 100 million users in just a span of three days during the ongoing campaign. The transactions rose by 10 times for those three days and the number of sessions grew by 8x.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

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INKSPELL – Case Study of the Week (Mobile Marketing Campaign)

Best Mobile Marketing Campaign 2016

Sumit Sambhal Lega Mobile Interactive Masthead

The Campaign

STAR Plus is known for family dramas with women at the core who hold the family together. Sumit Sambhal Lega turns this on the head and re-imagines the role of a man in keeping the family together. Goal was to drive affinity towards Sumit’s character and conversations around #HarMardKaDard. #HarMardKaDard talked about a man’s pain when he is stuck between the two women in his life – his mother and his wife and his struggles in order to please both of them and the funny results of such efforts. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother or wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show.

The Idea

The basic idea was to showcase marriage from a man’s POV and humorous take on the Saas-Bahu conflict that will make even women laugh. Strategy was to engage users by giving the opportunity to help Sumit, their lead protagonist of the show who is stuck in banter between his mother and wife. Interactive YouTube masthead was created wherein users could actively choose whose side should Sumit be in a situation where he is caught between his mother and wife banter. This ended with a video that communicated the tune in for the show. Desired engagement from both men and women in the target group was achieved through content that was relatable to both with everyday common situations in a family man’s life expressed in a funny manner. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother and wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show. Interactive Affinity banners targeted Android and iOS users with add to calendar feature for show reminder.

The Results

Staggering 34Mn impressions for the video on YT masthead and 6.4lakh+ clicks with a CTR of 1.88%. Video reached out to 11mn users. 23k users added reminder to their calendar for the show.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

Share your views by leaving a comment below. Alternatively, write to [email protected]

Let’s Connect!

INKSPELL – Case Study of the Week (Search Media Marketing)

Best Search Media Marketing Campaign 2016

Royal Sundaram SEO by iProspect

The Campaign

Royal Sundaram General Insurance Co. Ltd. is among one of the first licensed general insurance companies in India. Although our organic ranking was enough to get them leads, they had to figure out a way to rank on the 1st page of Google Search. From a brands point of view, it is extremely important to rank organically on the first page of Google as 80% of users click on organic listings rather than paid ads. Although ranking on brand-related keywords is relatively easy, ranking on lateral keywords can be challenging due to the cut-throat competition in the market. Take the car insurance sector for example, all major player in the market optimise their strategies so that they rank for keywords like ‘car insurance’. Thus, the objective was to rank on the 1st page of Google Search for lateral keywords and harness it to increase the traffic on their website.

The Idea

Study showed that users tend to search for insurance based on the car model they own. This means that they include the brand as well as the model name while searching for insurance policies online. For example users would search for terms like ‘Car Insurance for Maruti Swift’. However, there was no relevant content for this search query. The question was, can they create content based on what the users were searching for? With this in mind they set out to create a ‘Content is King’ strategy like never before.

Research revealed the top three manufacturers that hold 80% of the Indian market share. Thus, by focusing on these brands and their top models, they were able to reach out to majority of the target audience. Content page for each brand was created with their car models. In this manner, they could serve users with relevant content based on their search query. Users could find information on the manufacturer as well as the model, along with city specific insurance information. Furthermore, users were given the option of enquiring about car insurance based on their location as well.

All these content rich pagers were inter-linked to the core page where they could get more information of the benefits and features of a Royal Sundaram Insurance Plan. These pages were then back-linked to the list of Royal Sundaram garages available in that particular city. Furthermore, a separate blog was also created and promoted on various social media sites. These blogs attracted heavy traffic as they gave people generic information about the car maintenance. The blogs were also promoted using Native advertising in order to drive a larger audience.

The Results

The ranking for the keyword ‘Car Insurance’ moved to the first page of Google Search within a month of the initial launch. The ‘content is king’ strategy increased the website traffic by a whopping 67%.

In fact, nearly 13% of the traffic on the car insurance page was attributed to the model pages. These pages were so successful that they helped in achieving a 790% increase in visits.

In terms of number this can be translated to an unbelievable 4,436% increase in revenue since 2014, thereby proving the power of smart SEO and driving success for Royal Sundaram.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

Share your views by leaving a comment below. Alternatively, write to [email protected]

Let’s Connect!

INKSPELL – Case Study of the Week (Social Media Marketing)

Best Social Media Marketing Campaign 2016

Ariel – Dads Share the Load

The Campaign

In a category of 30+ brands and half a billion consumers, Ariel wanted to launch a new Matic Pack and hit sales growth. The big challenge that lay ahead for Ariel was to beat the Goliath brand Surf Excel by driving highest awareness and superiority. No matter how successful Indian women are professionally, at home, doing household chores is completely their responsibility. This age old thinking has been passed from generation to generation, by example since kids grow up watching their mothers do laundry, and fathers watching TV. The brand challenge was to make one of the most mundane household chores – laundry, a point of conversation and Ariel the conversation starter. The core task was to help ease the life of consumer – the woman of the household and convince her that Ariel understood her, appreciated her and cared about her as much as about the clothes she washed.

The Idea

According to a Nielsen survey, 78% of girls in India agree that they need to learn laundry, as they will have to do it when they grow up. Ariel took up the task to end the cycle of household inequality against women at home. Ariel wanted to involve dads in setting the right example for their children, especially for their little girls. We recognized that Dads are the ultimate hero for children and we wanted to remind dads that with great adoration comes great responsibility. Thus was born a powerful video communication that would tug the heartstrings of mothers and fathers #DadsSharetheload.

The Results

  • Sales went up by 76%
  • Consumer engagement increased 4.6 times
  • Sheryl Sandberg and Melinda Gates endorsed our campaign, giving an Indian-based phenomenon, a Global recognition
  • On Women’s day #ShareTheLoad trended at No.1
  • 1 million Men pledged to #ShareTheLoad
  • 2 billion earned Impressions
  • For every rupee spent on Facebook, we reached 3 unique young parents with the message of #DadSharetheLoad

The campaign didn’t just achieve business results but also became the voice of the world. Most importantly, Ariel has helped remind Dads around the world that by sharing the load, they are helping not just their wives but also their children wash away the stain of inequality.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

 

Share your views by leaving a comment below. Alternatively, write to [email protected]

Let’s Connect!