Categories Name : Marketing Strategy

Sub-Category : Mobile Video

Entry Name (Campaign) : ICICI Prudential Mutual Fund Basics by Performics

Results

- Video campaigns reached 42% of target audience. - Over 5.3Million consolidated video views across YouTube playlists. - 23% lower cost per view than plan. - Over 900% increase in ICICI Prudential YouTube channel subscribers. - Exponential increase in video engagements & watch time (from 44 hours to 102,844 hours). - 30% increase in new website traffic during promotional activities. - 23% increase in ICICI Prudential AMC search interest since campaign activation. - In OND-23, Top of Mind Awareness (TOMA) for ICICI Prudential AMC increased by 7 points (from 14 to 21) with substantial increase in audience segments like Investors, Millennials and Businessmen. - In OND-23, Spontaneous Awareness for ICICI Prudential AMC increased by 3 points with substantial increase in audience segments like Non-Investors and Businessmen. - Positive response from audiences for brand sentiment statements like “I can relate to the ad/communication of this Mutual fund company”, “Teaches investors to invest smartly/correctly” and “This Mutual Fund company is for people like me”.