Categories Name : STAGES OF BRAND BUILDING

Sub-Category : Transformational Growth

Entry Name (Campaign) : Bajaj Chetak

Results

The Bajaj Chetak campaign employed a meticulous, data-driven strategy that commenced with a thorough analysis of the target audience. The approach involved strategic selection of keywords and websites based on user interests across various platforms. Key platforms and tactics encompassed: -YouTube Campaign: Precise targeting on channels and videos frequented by the ideal Bajaj Chetak audience, ensuring ad placement during relevant content. -Programmatic Video: Utilizing the Open Web to reach high-intent users beyond YouTube, broadening the electric vehicle's (EV) reach. -Brand Lift Study: An in-depth examination of brand metrics across different audience segments to gauge the campaign's impact on brand perception. -Custom Bidding: Employing a unique bidding algorithm that integrated user engagement patterns to enhance ad delivery, resulting in higher completion rates. -Optimization Techniques: This involved temporal analysis for enhanced engagement, geofencing to target users in proximity to offline stores, and sophisticated methods such as creative analysis, competitor conquesting, and contextual targeting using keywords. The campaign yielded tangible business impact in both YouTube and Programmatic Video advertising, attaining optimal reach and impact through a well-balanced media mix and budget allocation. The innovative strategies implemented led to noteworthy outcomes: -YouTube Campaign: Achieved a 0.69x higher click-through rate (CTR) and a 27% reduction in cost per view (CPV). Peak engagement occurred in the morning, aligning with high-intent audience habits. -Programmatic Video: Attained an impressive 10x higher CTR than market standards, with peak engagement from 5 pm to 11 pm. Weekends contributed 58% of views, primarily from Auto & Vehicle and Green Living users. -Brand Lift Study (BLS): Significantly increased consideration among specific demographics in both YouTube and Programmatic Video BLS. These results showcase the campaign's effectiveness in not only reaching the target audience but also positively influencing brand perception and consideration.