Categories Name : Mobile & Tablets

Sub-Category : Best Campaign- Use of Mobile and Mobile Monetization

Entry Name (Campaign) : Flipkart uses audience Intel to set new benchmarks!

Covering Note / Overall Experience

How does a publisher identify customers who access the internet only through their smartphones and do not have access to a PC? Intel partnered with Flipkart to undertake this task. These customers would be the ideal TG for Intel powered laptops Flipkart identified a process to create a base audience set and refine it further, eliminating PC users in each step. The first step was to create a base set of all customers who had accessed Flipkart only through The mobile app, and not through the desktop site. The next step was to identify key characteristics of laptop purchasers. This would ensure that customers who would ultimately be served the ads would be open to purchasing laptops. This led to the insight that historically, 95% of all laptop purchasers had at least one previous purchase on Flipkart before their laptop purchase. This helped keep the audience relevant.

After this elimination, all customers who had purchased computer accessories and peripherals were excluded as this was an indicator that they owned personal computers.

The last step, to ensure that these customers did not access the internet (and not just Flipkart) at all through desktops, was to eliminate customers who had accessed Facebook through their personal computers. Here, Facebook was used as a validation tool.

To ensure high relevance, the final audience set was divided into 5 cohorts: iPhone users, Premium Android smartphone users, Affordable Android smartphone users, Students, Working professionals on their first jobs. They were served customised communication that catered to their specific needs.

In digital marketing, there is no substitute for good targeting. The results proved the quality of Flipkart’s targeting, with the sales target exceeded in just 168 hours, ultimately outperforming expectations by 50%.

Concept

In a 450 million smartphone economy (in early 2019), with 2 out of 3 people accessing the Internet through more than one device, Flipkart and Intel were tasked with one challenge - finding an Internet user who accesses the Internet through a mobile device, and definitely not a PC.

The challenge lay in identifying this target audience from a pool of customers who had accessed Flipkart only through their mobile devices in the past year and then double-verifying that this was the only device type they used to access the Internet.

Innovation

To reach an optimized data set of target-audience from our wide pool of audience, Flipkart started off with consumer information and insights to eliminate audiences for whom the ad would be irrelevant. Further, Flipkart collaborated with a third-party platform to narrow down and create effective targeting innovation and achieve results that set this campaign as an industry benchmark for future campaigns.

Execution

Flipkart identified a process to create a base audience set and refine it further, eliminating PC users in each step. The first step was to create a base set of all customers who had accessed Flipkart only through The mobile app, and not through the desktop site. The next step was to identify key characteristics of laptop purchasers to ensure that customers who would ultimately be served the ads would be open to purchasing laptops. This led to the insight that historically, 95% of all laptop purchasers had at least one previous purchase on Flipkart before their laptop purchase. This helped keep the audience relevant.

This was followed by exclusion of all customers who had purchased computer accessories and peripherals as this was an indicator that they owned personal computers.

The last step, to ensure that these customers did not access the internet (and not just Flipkart) at all through desktops, was to eliminate customers who had accessed Facebook through their personal computers. Here, Facebook was used as a validation tool.

Results

12 million impressions
10.5K product page views
1.5X expected sales