INKSPELL – Case Study of the Week (Best Performance-Driven Mobile Campaign)

Best Performance-Driven Digital Campaign

UTI Mutual Funds for UTI MF Mobile App Campaign

The Campaign

Mutual fund investments are generally perceived to be cumbersome, time consuming and effort intensive. UTI MF had the vision to reduce this and make MF investments easier to do. With the advancement of technology and digital expansion through mobile, they took the approach of mobile app.
The UTI Mutual fund Mobile app was launched in June 2016 with the promise of taking the effort out of mutual fund investing #Possible. An app that makes the investment journey simpler.
The mobile app is power packed with all that is required for investing. Invest easily in the funds anytime anywhere with UTI Mutual Fund app. New Investors can make a new purchase without the hassles of any paperwork. Existing investors get a host of features that make investing and tracking of a portfolio a breeze.

 

The Idea

Some of the feature of the app:

1) One Click investment is a nifty tool which allows existing investors to favorite an investment option and purchase units with a click of a button

2) You can view NAV details of funds that have been added to your wishlist

3) Use the simple to use Calculators to plan an SIP purchase or set a Goal. You can also email yourself the results for posterity

4) View Fund details and quarterly performance which are published in the factsheet

5) Learn and invest section hosts all investor education-related content which can be saved or shared via social bookmarks

 

Media Strategy
There was a soft launch amongst employees and after initial positive response; they launched the app to the public. The app download/install campaign involved Google search, Facebook custom audience, Google remarketing, Universal app campaign platforms, email and SMS communications. The 2-month long campaign helped them achieve more than 50,000 downloads. Besides there several organic downloads and today the count is more than 90,000 and increasing.
Audience targeting – The audience included existing online customers, look-alike customers, M/F from top 15 cities interested in investments and mutual funds

Content
As the focus was not only app downloads rather app engagement, Content was a huge peg that kept the users engaged on the app. The app is regularly updated with infographics, videos and articles that provide useful information for investors to stay up to date with latest events and provide sharable investor education content as well.

 

 

The Result

  • App downloads: 90,000 and still counting
    Transactions: Over 10,00 transactions
    Revenue: 110 cr AuM (Asset under management)

 

Reference video: https://www.youtube.com/watch?v=ypdd0HurwzU&feature=em-share_video_user

#mCube 2018 #MCL

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the mCube Awards 2018 – India’s most sought-after Marketing Programme of the Year.

Let’s Connect!

Drop us a mail at [email protected]

 

INKSPELL – Case Study of the Week (Best Performance-Driven Digital Campaign)

Best Performance-Driven Digital Campaign

HCL Technologies Ltd. for Recruiting CIOs through the Social Network

The Campaign

The CIO Straight Talk community (http://straighttalk.hcltech.com/community/cio-straight-talk ) is an exclusive group of CIOs and other senior IT leaders, specifically designed for the dynamic exchange of peer-to-peer professional insights among members that will provide solutions to their technology and business challenges, advance their careers & drive business results for their organizations.

The challenge was to onboard relevant audience i.e. CXO, VP & Directors across target industries & to acquaint them with the community. The community was built in February, 2016 thus the task was to make the TG aware of the platform & get quality registrations by doing focused promotions.

Since the target audience was really niche, a strategy was needed with which one could ensure that the users see the ads more often on different social media platforms so that they can make an informed decision. Also, to ensure that the ads are targeted to the right audience since any spillage could bring negative impact on HCL as they could not recruit any members on the platform other than CIOs, VPs IT & Director IT.

 

The Idea

As per B2B Marketing Benchmarks, 90% of the social traffic to Blogs & Sites is driven by LinkedIn, Facebook & Twitter, with half of it coming from LinkedIn alone. Therefore, LinkedIn was chosen as the primary platform for the promotions since it provides the requisite Job Function & Seniority targeting which isn’t available on other social platforms and there are about 1Million+ CIOs, VP IT & IT Directors who are active on LinkedIn globally.
HCL planned to execute the campaign in three broad phases on LinkedIn.

For the first phase, all CIOs, VPs & Directors were targeted globally through Spotlight Ads, Sponsored Updates & Sponsored Inmails (the complete product mix available on LinkedIn in order increase our per-user engagement).

In the next phase, the focus was restricted to select target geographies viz. US, UK, France, Sweden, and Germany while other targeting components remained the same.

Finally, for the last phase, CIOs, VPs & Directors from Major Industries (Like Manufacturing, Public Services, Life sciences & Healthcare, Finance and CPG) with Company Size of 10,000+ employees were targeted. This three-tier targeting was planned to ensure a diverse member base onto the community.

Furthermore, a remarketing list was created for each of these phases capturing cookies of all the users/visitors who did not convert/registered for the community. This remarketing list was later used to target the Non-Convertors on Facebook & Twitter. Facebook & Twitter were chosen as secondary platforms for promotions due to Facebook & Twitter both don’t Seniority & Job Function targeting which was a pre-requisite for this Campaign.

Spotlight Ads were first time used to drive recruitment to a community that is off LinkedIn, most spotlight ads are run to drive followers on platform properties only like Company Pages etc. On Sponsored Updates HCL only promoted the high-quality articles that were published on the community to give users a glimpse of the nature of CIO Straight Talk platform while Spotlight Ads & Sponsored Inmails were curated to drive registrations.

The Result

  • The CTR of LinkedIn Spotlight Ads was 0.34% which is 209% more than the Industry Benchmark of 0.11%.
  • 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%.
  • The conversion rate for Inmails was 26% which 420% more than the LinkedIn conversion benchmark.
  • Marketing & advertising as an Industry had a highest open rate of 56% followed by financial services with an open rate of (50.9%)
  • The average Engagement rate for LinkedIn Sponsored Updates was 0.54% which is quite above the industry benchmark of 0.41%
  • The overall conversion rate of the LinkedIn campaign was 21.14% which is way above the Industry average of 4%.
  • On Facebook, the overall CTR of the campaign was 0.19% & we were able to convert 12% of dropouts.
  • On Twitter, the CTR of the campaign was 0.12% and we were able to recruit 26% of dropouts.
  • The overall cost per lead for this campaign has been $40 which is way too low compared to CPL & CPA’s from other Lead Gen platforms for a premium level audience where the cost hovers between $100- $150.
  • By the end of the campaign, we were able to recruit 30% of the total reached Targeted Users.

Key Outcomes

• In just two months, HCL was able to increase the community members by a whopping 2194.4%.

• 15% of members recruited were from Forbes G2000 organizations, a focus client base for HCL.

• Almost 60% of the CIO Straight Talk group members were successfully ported to the CIO Straight Talk community

#mCube 2018 #MCL

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the mCube Awards 2018 – India’s most sought-after Marketing Programme of the Year.

Let’s Connect!

Drop us a mail at [email protected]

 

INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for a Healthcare Company)

Best Multi Channel Campaign by/for a Healthcare Company

By Portea Medical for Portea Heal at Home Campaign

The Campaign

Market research showed that 35% of the target group knew about Home Healthcare while only 5% were aware of Portea as a brand. Even out of the people who were aware of Portea, the respondents did not know about all services provided by Portea.

Hence, the business objective was to build awareness for the brand and in turn build the category with Portea being the leader in home healthcare. The secondary task was to highlight the range of services right from physiotherapy to medical equipment & position Portea as a home healthcare company that offers a wide portfolio of services.

The Idea

The 4 pillars on which they wanted to build brand Portea were:

Trust, Empathy, Personalized care & Convenience. For this campaign, they focused on the empathy and personalized care aspect of the brand to bring out the emotional connect their medical staff has with our consumers.

The idea: Your body heals best in the environment it is happiest in. Portea. We bring a range of professional healthcare services like Doctor Visits, trained Nurses-on-call, and attendants, Physiotherapy, and Diagnostics to the place you heal better. Your home.

What consumer insight is this communication based on?

Health care is a very important aspect of life and people depend for health care services only from known places or people. Hospitals and nursing homes have their shortcomings in terms of travel time, distances, costs & waiting for long hours before someone get to meet the doctors. But the major fallback is that they do not provide post hospitalization care and services to patients if needed.

Even family doctors have their limitations which is why health care facilities and treatment available at a person’s home is seen as a very convenient, smart and viable solution by the consumers. So Portea brings healthcare to the place where you can heal the best – your home.

The Result

  • Post March 2016, they reached the highest campaign awareness of 24% & Brand Awareness of 16% for Portea compared to 5% pre campaign.
  • The awareness remained at 16% – 20% rest of the year post campaign.
  • 100% increase seen in website traffic to www.portea.com in Feb 2016 post launch.
  • They saw a 63% increase in inbound calls to their sales call centre and 82% more leads submitted through portea.com.
  • They had the highest no. of new patients and new revenue per month for Portea during Feb & March 2016.
  • New revenue for these 2 months was 35% higher than their monthly average.
  • Awareness helped close a few B2B partnerships (with Hospitals, Pharmacy and Insurance).

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

Let’s Connect!

INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for a Real Estate Company)

Best Multi Channel Campaign by/for a Real Estate Company

By NetBiz Systems Pvt. Ltd. for Kanakia Group

 

The Campaign

Brief: Kanakia Group envisioned to immerse residents in the Parisian way of life, through the Kanakia Paris Project. Kanakia Group was also developing a Z wellness center for its residents, which is being conceptualized in association with Zinedine Zidane, the football legend and wellness ambassador for the project. The objective was to bring awareness and ROI for the Project with a focus on Z wellness through ZInedine Zidane.

The challenge then was a 2-step task:

  1. a) To bring awareness and generate leads for the Project with a focus on Z wellness
  2. b) To create enough buzz when Zinedine Zidane comes to India to endorse the project

Objectives: Kanakia Paris, inspired by European Architecture, is a residential property located at BKC. The campaign for the project intended to create a buzz, and generate leads through its brand ambassador Zinedine Zidane. The idea was to imbibe Parisian lifestyle and the wellness concept.

The Idea

Zinedine Zidane has a huge fan base in India and has a strong association with Parisian lifestyle. Basis this insight, the key strategy was to create a buzz about Kanakia Paris by establishing Zidane’s association with the brand. To reach potential buyers, we initially created buzz about Zinedine Zidane and then heavily invested in Digital Media with the communication that strikes the right chord with the audience. Real time optimization and tweaking strategies as per audience’s interests led us to achieve the desired output.

 The Result

The campaign reached over 35 Million people. We trended 3 times and our revealer hashtag #ZidaneForKanakiaParis trended for 11 hours PAN India, along with #Kanakia_Spaces and Zinedine Zidane. We received over 1600+ leads and 18 conversions worth 4 Cr each. Digital spends accounted to only 1.04% of the earned revenue.

Impressions: 312 Million

Reach: 35 Million

Leads: 1600+

Site Visits: 144+

Conversions: 18

Digital spends accounted to only 1.04% of the earned revenue.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

Let’s Connect!

INKSPELL – Case Study of the Week(Best Multi Channel Campaign by/for an FMCG/CPG Company)

Best Multi Channel Campaign by/for an FMCG/CPG Company

By Vermillion communication for patanjali Ayurved

The Campaign

The campaign being shoot at mumbai and released in all leading GEC and news channels

“Ab apne baalon se kaho jug jug jiyo’

For hair that is healthy, strong & beautiful, Kesh Kanti is passed on as a legacy from a mother to a daughter.

In this  TVC celebrates & cherishes the bond between a mother & a daughter. A journey of a little girl to a teenage to an adult, the protagonist relishes the memories of her mother and the bond that was made over moments of admiring & caring for the hair. A soulful song with deep meaning, “Tu hai to main hu, tu jo hai wo main hu…’, this TVC  is a tribute to every mother-daughter relationship.

 The Idea

Its about the tradition and things which a mother gives to her daughter,  good hair is just one of them. keeping same in mind the film have been made that daughter always look up to her mother.

 The Result

Keshkanti became home known name in shampoo and oil category.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

Let’s Connect!