By Lyf for Earth
LYF Smartphone+ also known as Reliance LYF, is an Indian mobile handset company. The brand was all set to launch their flagship model EARTH 2. The primary focus to make the users aware about the products and its unique features and also to create a brand value.
The key to marketing lies in reaching the right target audience at the right time with the right content and hence, LYF Mobiles took a contextual marketing based approach in order to reach the target audience and strengthen the brands connection with consumers. They segmented their target group as per the needs, intent and interest. Banner ads were then served contextually, exactly as the consumers would expect from a particular website. Breaking the monotonous tradition of flashing same banners across platforms Lyf went in with contextual banners that communicated relevant content on each and every website. Along with this they also did YouTube Masthead innovations where in the banners were interactive in nature. Thus, increasing the overall engagement and impact of the campaign.
The overall campaign objective was achieved via strategized contextual marketing. The YouTube mastheads help them serve more than 18 Million impressions with an achieved CTR of 0.05%. Contextual banners across Times Tech Network, IBN news, Yahoo & Money control garnered 13 Million impressions. With a cumulative video count of 5 Million+ & 480K engagements, the campaign was a success.
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.