Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A02. Lead Generation

Campaign Name : Birla Opus Lead Generation Campaign

Brand Name : Birla Opus Paints

Agency Name : AudiencePro x WPP Media

Results

For their latest campaign, Birla Opus needed to drive quality leads with verified intent. That’s exactly what they achieved with AudiencePro and WPP Media collab. Birla Opus wanted to move ahead from probabilistic targeting to deterministic segmentation. With AudiencePro, they found the right partner. AudiencePro is India’s Number 1, On-Demand, Zero Storage Consumer Intelligence Platform. With limitless transacting behaviour attributes and whopping 640 million+ user profiles, AudiencePro platform provides highly-relevant deterministic consumer insights. The selection of audience was a diligent process between Opus’s marketing team, WPP Media’s planning team and AudiencePro’s success team. AudiencePro provided Birla Opus with the right targeting like Automotive owners, premium credit and debit card users, high spenders and people with home loans. The audiences were then activated on Meta. The results were impressive. There was a 30% reduction in the cost per lead and a subsequent growth of 68% in the Click through rate with a 30% reduction in CPM.