Blog

Using Digital Marketing The Right Way - An FMCG Brand Case-Study

Using Digital Marketing The Right Way – An FMCG/CPG Brand Case-Study

Introduction

Brand Marketing is the quintessential and oldest form of marketing that aims at creating awareness about a company’s brand as well as educating its potential and existing customers about the uses and clear advantages of using their brand vis-à-vis the competitors. Traditionally, TV and print advertising were the go-to channels of brand advertising and marketing. With the advent of online advertising and technology platforms, brand advertising has become more focused and targeted. A brand can now target a specific audience for each of its sub-brands. With the help of the case study below, we will illustrate the advantages of brand marketing on online platforms.

Client and Requirements

Our client, NK Proteins, is a leading name in the Edible Oil Industry with the largest market share in Gujarat for cottonseed oil under the brand of Tirupati Oils. Apart from cottonseed oil, NK Proteins sells five other popular oils, including Sunpride Sunflower oil, Tirupati Active Plus (Corn oil), and Tirupati Soyalite. The company celebrated the completion of 25 years in the market and of their business in 2017, and decided it was the right time for them to make the switch from traditional to digital marketing. 

They came to Datawrkz with three separate requirements: 

      1. To celebrate the completion of 25 years in the market by increasing brand awareness in Gujarat for their cooking oils under the brand umbrella of ‘Tirupati Oil’
      2. To run branding campaigns announcing the association of their brand ‘Sunpride Oil’ with a prominent Bollywood actor
      3. To increase conversions on their e-shopping site for all brands of oil sold by the company

Execution

With our years of experience working in the digital advertising industry and by applying sound knowledge of various online advertising methodologies, we followed a multi-pronged, multi-channel approach. Each requirement was carefully assessed and a strategy was tailored for each of the cases. In addition to this, we created highly segmented audience lists and retargeted them to ensure higher conversion at a lower Cost per Mille (CPM). 

Case 1: Brand Awareness Campaigns: Celebrating 25 years of Tirupati Oils

In order to increase the brand awareness of Tirupati Oils, we executed the following digital strategies:

Web Advertising:

We used our programmatic expertise to show high viewability ads to the most relevant audience. In order to ensure maximum reach to only the relevant audience, we targeted popular national and vernacular websites in Gujarat and served both display and video ads to their visitors. This was done to ensure higher brand awareness and recall. 

We made use of AdPrimus, our in-house suite of rich media ad formats, for higher engagement and viewability. In addition to this, we utilized direct publisher relationships to show branding ads on premium & above-the-fold ad inventory to regional audience. This ensured higher viewability as well. 

Social Media Advertising:

We used two of the most prominent social media channels to target audience – Facebook and YouTube. Display and Video ads were shown on Facebook and Video ads were shown on YouTube. Our experience shows that video ads fare better than static ads for brand recall and retention. Thus, by using both display and video ads, we were able to ensure that the target audience had a higher Top-of-mind-awareness (TOMA). 

App-based Advertising:

Going beyond the digital channels normally used, we also showed ads on one of the hottest platforms today – mobile applications. By selecting food and cooking related apps, and showing display ads on these platforms to the audience based in Gujarat, we were able to ensure that only the relevant audience saw the ad impressions. 

 

Case 2: Branding Campaigns: Celebrity Partnership

 

In order to announce the association of a popular Bollywood celebrity with ‘Sunpride Oils’, we leveraged our direct publisher partnership with popular national and vernacular Bollywood and entertainment related websites to show display ads on premium and highly viewable ad spots. We also leveraged our proprietary ad tech – in-image and outstream ad units to show display ads on relevant and targeted articles pertaining to the celebrity in question. These in-image and outstream ad units were able to improve the viewability significantly as they are designed to serve only when the website real-estate is within users’ viewable range. Additionally, Datawrkz’s Account Managers were able to leverage their programmatic skills to analyze the campaign results regularly and recalibrate the targeting tactics.

 

Case 3: Performance Campaigns: Increasing Online Conversions

 

Our Account Managers determined that a better way to increase online conversions for products on the client’s ecommerce website – shop.tirupatioils.com – was to run a mix of highly optimized search and shopping campaigns on Google. In order to increase sales on their online shopping site, we ran targeted keyword search ads pertaining to cooking oils and used branded keywords for higher conversions. Highly segmented lists were created on Google and AppNexus to aggressively retarget users who were closer to the bottom of the purchasing funnel. This ensured greater number of conversions at a CPA that justified the marketing spend.

Results

As compared to traditional advertising methods, online advertising proved to be superior when it came to providing a targeted reach. It also gave us the flexibility to segment and target the audience selectively for greater efficiency. Because Digital Advertising makes it easy to measure the effectiveness and tweak strategies on the go, it saved precious marketing dollars that could then be reinvested into other marketing or product development activities. This is evident by the metrics shared below.

NK Proteins - Datawrkz

For the awareness campaigns, we were able to achieve a combined total of 50 Million impressions across various platforms and channels. We were able to achieve Scale, despite targeting audiences on selective publisher Sites and Apps. This meant spending client’s marketing dollars on those tactics that resulted in the biggest bang for the buck!

As for branding campaigns with celebrity-association messaging, we were able to get a total of over 2.1 Million impressions on targeted websites and applications. Our branding and awareness campaigns created such an impact on our clients that they were happy to refer Datawrkz to other Indian brands as well. 

NK Proteins - Datawrkz 2

By running targeted and branded keyword search campaigns, we were able to get over 200 conversions on the client’s online store – shop.tirupatioils.com. What is more, we were able to achieve the desired results with a lower CPC and CPA, with a CTR of 2.17%.

Client Testimonial

We were entering into the 25th year of our operations and we wanted to celebrate it, both offline as well as online. We have been utilizing traditional media like Print, TV, Radio, and OOH extensively, but we realized that it was time for us to jump aboard the digital advertising bandwagon. This is when we roped in Datawrkz, to help us create awareness about the brand and get it in consumer’s consideration. Post the implementation of digital strategies suggested by Datawrkz, we have gained visibility in our priority markets and regions with a viewability of more than 70%. We are extremely satisfied with their level of professionalism and hope to partner with them for our future digital needs as well.”

Shaileen Patel, Head - Business Development & Marcom, NK Proteins

Glossary

CTR – Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns

Viewability – Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is designed to let advertisers pay only for ads that users could possibly see.

Quality Score – Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

Search Impression Share – Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression share = impressions / total eligible impressions

Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.

Leave a comment

Data-Driven Digital Agency and Independent Trading Desk