Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A01. Brand Recall

Campaign Name : When AI Fits, It Sticks: Embedding Meta AI Into Everyday Moments

Brand Name : Meta AI

Agency Name : Starcom Worldwide

Results

The campaign delivered strong brand impact, with 83% of exposed audiences recalling the ads and 31% reacting positively toward considering Meta AI. 43% associated Meta AI with the intended communication, while search interest in Meta AI keywords grew by 55%. Most importantly, exposure translated into action, with Meta AI usage in targeted locations increasing 1.5x. We reached 99.83% of the target audience (60 million, excluding Roadblock activity) with an average frequency of 20.1. The campaign delivered 1.2 billion impressions at a CPM of ₹119, and far exceeded engagement benchmarks with a CTR of 0.80% IPL activations reached 8.92 million users, generating 124.54 million impressions with 0.48% CTR. Among IPL viewers, consideration increased by 24% and AI preference rose by 10%. On Blinkit, hyper-contextual creatives reached over 16 million orders with an effective CTR of 1.01%, driving strong performance across both mass and niche categories. 3-cell experiment showed the Combined Audience (First Party + Google) delivered the best balance of efficiency and engagement (CTR 0.83%, CPM ₹130). YouTube Mastheads over-delivered, achieving a 4.87% VTR, 3x above the 1.5% benchmark, ensuring maximum visibility and impact across premium placements.