Case Studies

British Council

The Project

British Council was managing an ambitious tour of Globe Theatre (London) for the performance of Shakespeare’s plays in 200 countries over a period of two years. As a part of this tour in India, Globe Theatre was performing the play HAMLET at the famous Ranga Shankara Auditorium in Bengaluru on 18 October at 7.30 pm.

The Task and Objectives

  • To create awareness of the play among the Target Groups (TGs- mainly all dramatics lovers in India) through the Social Media – especially YouTube.
  • To inform TGs about the live streaming of the play on British Council’s website on 18 October at 7.30 pm.

Our Strategy and Execution

  • We selected YouTube as the main medium for creating awareness since we focussed on those members of our TGs in India who like to see the videos of Shakespeare’s plays.
  • We selected a host of targeted keywords which were most likely to be used by these members of our TGs to conduct searches relevant to the play HAMLET.
  • We created bold interesting banner ads (overlays and square ones) to run the campaign on YouTube with targeted keywords.
  • The campaign period was 10 days which began from 09 October to 18 October.

The Results

  • As against the committed 2,000,000 impressions, we delivered over 3,200,000 impressions within the same cost.
  • The number of people logging onto British Council’s website to watch the play HAMLET live on 18 October – between 7.30 pm and 10.00 pm – crossed 100,000, as opposed to just a few hundred people sitting inside the auditorium.

Widex India

Widex is the Denmark-based global leader in Digital Hearing Aids. The prices of their product brands/ models in India range from INR 18 K to over 200K.

The Project

We are working for Widex India for over four years now – promoting their existing Digital Hearing Aid Brands and the New Brand launches from time to time, on various digital platforms and running different digital campaigns.

The Task and Objectives

  • To create awareness of the Widex product brands like BRAVO, VITAL, FASHION POWER etc. on the relevant digital platforms, through managing clicks from relevant Target Groups (TGs), and generating convertible leads.
  • To inform the TGs about the new product launches from time to time.

Our Strategy and Execution

  • Our understanding of the product category, its market & competitors led us to focus on two key segments of the TGs: 1. USER: 50 Years+, Male/Female; 2. Buyer: 30 Years +, working Male/Female. Usually the hearing problems occur beyond the age of 50 years. And the buyer is usually a young relative (son or daughter) who is working and earning & therefore pays for the hearing aid. Ideally the hearing aid needs to be replaced within 5 to 10 years’ time period, depending upon the model, usage/handling etc.
  • Google Search – is in the market with the current need to buy a Hearing Aid.
  • A number of text ads – highlighting the virtues of different product brands – in terms of their utility, features, attributes & functions etc. – were created, keeping the TGs in mind.
  • A set of focussed keywords were generated using various tools & methods which were employed to bring targeted traffic on the net (searching for hearing aids) to the Widex India site for lead fills.
  • Different campaigns for each product brand were optimized over time, which brought down the Cost-Per-Click (CPC) to the lowest minimum for each keyword.
  • Attractive Creative Banners were also displayed on Google Display Network (on relevant sites), to complement the awareness effort and lead generation.
  • In addition, we conducted SEO for Widex India within tight budgets.

The Results

  • Our Click-Through Rate (CTR) of over 5% was among the highest ever achieved for any digital campaign worldwide - proving the appropriateness of the keywords chosen & likeability/ attractiveness of the ads created by us.
  • The Cost Per Click (CPC) was the lowest possible (due to professional optimization by our team) which resulted in lowest Cost Per Lead (CPL) for the client.
  • The Return-on-Investment (ROI) thus achieved was much higher than traditional offline promotions in Print, Electronic, Outdoor etc.

Ventura International

Ventura International is a leading importer of designer laminates & Architectural Panels from Germany & USA – the countries known for manufacturing world class laminates in wood, metal & composite materials. Ventura has a sizeable market share & has an enviable dealer network throughout the country. Many of its laminates cost over INR 100,000 per sheet measuring 8ft X 4ft.

Ventura is largely into B2B segment, and its clientele includes Architects, Interior Designers and Property Developers/Builders. A small section of individuals make up a tiny B2C segment who can afford to buy these laminates to decorate their homes or offices.

The Project and Objectives

Ventura engaged us to create brand awareness & lead generation through Digital Platforms for its various offerings which included Wallenstein (Germany), HOMAPAL (Germany), CHEMETAL (USA), HOLZ IN FORM, LATHO COMPONENTS etc.

Our Strategy and Execution

  • Our understanding of the product category, its market & competitors led us to focus on India-based Target Groups (TGs) comprising of institutional & individual segments of Architects, Interior Designers & Property Developers/Builders.
  • Since the products are in niche category & the TGs are quite well-versed with the technicalities of the Ventura offerings- they were most likely to search for the desired laminates on certain focussed keywords (short & long tail) & on select professional sites.
  • The digital media habits of TGs were mapped across the entire spectrum of digital platforms, which helped us select following focussed Digital Vehicles for our targeted digital campaigns:
    1. Pay-Per-Click (PPC) on Google Search
    2. Pay-Per Mille (PPM) impressions on Google Display Network (GDN)
  • A number of text ads –for both Ventura Luxe Series & Ventura Interart Architectural Panels – were created, highlighting the virtues of different product offerings – in terms of their design, strength, composition, processes used etc. – keeping the varied TGs in mind.
  • A set of focussed keywords were generated for each campaign for Luxe & Interart, using various tools & methods which were employed to bring the targeted traffic on the net (searching for respective laminates) to the landing page for lead fills.
  • Different campaigns for all Ventura offerings were optimized over time, which brought down the Cost-Per-Click (CPC) to the lowest minimum possible for each keyword.
  • The keyword selection strategies & targeting strategies worked well in tandem.

The Results

  • The Click-Through-Rate (CTR) of over 5% for our PPC campaign & over 2% for GDN campaign was quite pleasantly surprising– especially when the laminates market & related industries like real estate etc. are facing significant hardships due to the cut-throat competition in the shrinking market.
  • This CTR goes on to prove the appropriateness of the keywords chosen & likeability/ attractiveness of the text ads/banner ads created by us.
  • The Cost-Per-Lead (CPL) was phenomenally low (compared to the industry standards). This was due to professional optimization of the campaigns on a regular basis which resulted in very low Cost-Per-Click (CPC) for each keyword chosen.
  • Needless to say, the ROI thus generated was quite high for these digital campaigns, when compared to that generated through traditional media like Print, Electronic, Outdoor.

SMC Realty

SMC Group comprises of various companies in areas such as Equity, Securities, Commodities, Investment Advisory, Insurance, Real Estate etc.

The Project and Objectives

SMC Real Estate Advisors are the marketing partners of leading builders/real estate developers in India. We are engaged by SMC to generate leads for five properties marketed by them on Cost-Per-Lead (CPL) model. The five properties are:

  1. Godrej the Trees, Vikhroli, Mumbai (1/2/3 BHK Flats)
  2. Lodha Casa Paradiso, Hyderabad (3 BHK Flats)
  3. ILD, Gurgaon (2/3 BHK Flats)
  4. World Trade Centre (WTC), Chandigarh (offices/Shops)
  5. Gaur 7th Avenue, Greater Noida (2/3 BHK Flats)

Our Strategy and Execution

  • Our understanding of the product category, its market and competitors led us to focus on buyers of home and commercial property segments, for the respective properties’ locations.
  • Differential pricing of various properties (ranging from INR 3.6 mn to INR 20 mn) also played its part in further segmenting the target groups (TGs).
  • Since the various TGs and their sub-groups had digital media habits spanning the whole spectrum of digital platforms, we selected the following three focussed Digital vehicles to run our targeted digital campaigns:
    1. Pay-Per-Click (PPC) on Google Search
    2. Emailers to an appropriate profile of potential buyers
    3. SMS
  • A number of text ads – highlighting the virtues of different properties – in terms of their design, size, location, amenities, facilities etc. – were created, keeping the different TGs in mind.
  • Interesting, informative, creative and user-friendly landing pages of all five properties were designed for comfortable filling of leads by the interested respondent.
  • A set of focussed keywords were generated for each PPC campaign for individual properties, using various tools and methods which were employed to bring targeted traffic on the net (searching for respective properties) to the corresponding landing pages for lead fills.
  • Different campaigns for each property were optimized over time, which brought down the Cost-Per-Click (CPC) to the lowest minimum for each keyword.

The Results

  • The Click-Through-Rate (CTR) of over 4% in the depressed Real Estate industry is considered extremely rare, given the cut-throat competition in this industry comprising of over 500 big builders in India.
  • This CTR goes on to prove the appropriateness of the keywords chosen & likeability/ attractiveness of the text ads/emailers/landing pages/SMS created by us.
  • Our team ensured a very low Cost-Per-Click (CPC) through professional optimization which resulted in an economical Cost Per Lead (CPL) for the client, which was less than the CPL prevailing in the industry.
  • Compared to traditional media like Print, Electronic, Outdoor, Return-on-Investment (ROI) achieved through this digital promotion was much higher.