Categories Name : COMMUNICATION

Sub-Category : Best Use of Technology

Entry Name (Campaign) : Listen, Act, Strengthen: Ensure X Tuttler

Results

The main challenge for implementing this idea revolved around the meticulous selection and crafting of keywords. It was imperative to choose the exact terms used by people in their everyday conversations. Failure to do so could have resulted in undermining the whole integration. After careful understanding of our key markets, we custom created 50+ local keywords to create relevance with the target audience.
Some of the local keywords were – Thakan, Saas phulna, Jodo ka dard, Taakat, Pairo ka dard, Peeth dard, Kamjori, Haafna, weak, tired, etc. We curated these keywords in the Tamil and Telugu spoken language as TN and AP are important markets. Some of the Tamil and Telugu keywords taken were – Alasata, Tensan, Vennunoppi, Balam, Sakti, Sorvu etc. Whenever anyone that lies in our TG engages in conversation and uses selected keywords, ‘Talking Tuttler’ would discreetly sends them a family reminder in the form of notification on their mobile device. The notification emphasizes on the importance of including Ensure protein powder in your daily life as it helps in combating tiredness, weakness and supporting muscle mass.
Tapping on notification would take the user to the website which has the comprehensive information and deeper understanding about muscle mass. We further collected cookies of the users who visited the website and re-targeted them and converted them into PII data by taking them to the lead generation page as this is the audience which has high intent and is a prospecting audience of making Ensure a part of their consumer journey. We saw some amazing results through our integration
- We witnessed the unprecedented CTR of 8.8% against the benchmark of 2%.
- Users spent 70% more time on website than any other platform.
- 0.8Mn cookies generated through the campaign.
- 55% more leads were submitted.