- Kenstar is an established brand in Southern states of India
- Northern states however the awareness is low
- So our objectives were aligned accordingly
- South & west ( customers): Propagate Kenstar products among the customers to generate leads
- South & west ( trade partners): Propagate and increase brand recall among trade partners and support them in marketing Kenstar products
- North (customers + trade partners): Increase brand awareness and recall
Challenges
01
Brand known for coolers only
02
Lack of brand awareness
03
Build an image of a premium brand
04
Competitors with the similar offerings
Campaign & Execution
GM Approach (Target Audience)
-
Experiment 1: We started with creative experimentation in brand awareness, metric to measure was CTR
- Creatives with humans + products
- Creatives with products and it’s usage
-
Conclusion:
- We concluded that creatives with product USPs got better results
- The CTR for creatives with humans was 1.5% whereas the CTR with product and USP was 3.2%
Brand Awareness
- Kenstar brand USPs
- Premium features and services across the world
Mediums Used
To attract the right audience, maximise reach and increase website visits, a comprehensive media strategy was devised.
Growth Marketing Experimentation Phase 1 Results
- 1M + impressions
- 0.5 M + reach
- 1 Lac website visits
Campaign Results
- Campaign Duration – 16th May to 3rd June
- Campaign was successful
- Received 1039 Leads, More than the targeted (359)ones
- Less Cost per Lead - 17.7
- Total Impressions -2,13,072
