Summary
Influencer Strategy with the objective of getting app registrations from prospects and parents from Punjabi community in Delhi and Punjab via a regional content and relevant media mix across offline and online channels.
Challenge
Jeevansathi was a no. 3 player amongst Punjabi community (predominantly present in Delhi and Punjab) and we were looking to gain share and drive our growths in this market. Our marketing objective was to drive our brand perception amongst the prospects, build trust and credibility amongst our users, and leverage localized communication to drive perception amongst our target audience and grow faster and gain share as a result of it.
Objective
To gain trust and credibility, we collaborated with the local celebrities and influencers and got them to share their stories on IG. These influencers were Punjabi musicians and artists who were very popular amongst out TG. They had their interesting stories to narrate arround partner search and marriages. They created content for us which we promoted on social media and leverage on Youtube through a targeted campaign in the Punjab and Delhi Market The ultimate business outcome of the campaign was app registrations. From the campaign point of view, we measured the engagement with the content across digital platforms.
Strategy
To figure out the celebrities who should be part of this campaign, we took a multi-pronged approach. 1. Consumer connects in Delhi and Punjab & consumer survey 2. Connect with Delhi and Punjab sales teams 3. Insights from Facebook & Instagram fan pages, social media handles of celebrities 4. Understanding the pop culture with Google search trends, OTT & Youtube content trends in Punjab and Delhi On which celebrities to basis the insights from all the sources shared earlier, we zeroed in on the following influencers. 1. Parmeesh Verma 2. Diljit Dosanjh 3. Sonam Bajwa Based on the overall category understanding and analytics of past data, we strategically focussed on getting more female prospects on the app which then leads to app registrations from male audiences. Hence as part of our strategy we decided to collaborate more with male celebrities. From the media stand point, to targets prospects i.e. 25-34 year old males and females who are looking to get married, we figured from the online survey and consumer connects that digital channels such as Youtube, OTT platforms as well as OOH in select locations will have to be part of the media mix. To targets parents, i.e. 45+ year old males and females in Delhi and Punjab, we targeted them via TV and OOH to achieve the reach and incrementally target them on YouTube to achieve incremental reach amongst this cohort.
Data
To grow market share in the Punjab and Delhi, we did a deep dive on the app registrations, revenue and retention analysis of the past 3 years. Further to this we identified even in Delhi, Punjabi community contributes to the second biggest community and where we had been seeing stable growth for last 3 years. Further to this, we also mapped the presence on various media channels and spends during the last 3 years to app performance. From this analysis we figured out that increasing TV presence and SOV in Delhi and Punjab was not leading to proportionate increase in registrations. In addition to this, consumer connects and survey gave us further insights on prospects (25-34 year old men & women) were increasingly consuming content on a set of digital channels. This was corroborated by the following data points - 1. 43% internet penetration across India, 71% in Urban India 2. India has witnessed in data usage by whopping 144% with India ranked top country in mobile data consumption. 3. Vernacular consumption is on the rise with 9 out of 10 are India language users (including Hindi) 4. In Delhi, affinity to internet as a medium is 22% higher than TV 5. 20% of the searches happen in the online matrimony category happen on Youtube 6. 1 in 3 hours of total video entertainment consumption is digital These insights led to us to drive make changes to the media mix and increase the share of spends on digital channels such as Youtube and OTT platforms such as Hotstar, Voot and Zee5 for increase consideration among the prospect target audience base.
Solution
In addition to having different media strategies for parents and prospects for Punjabi audiences in Delhi and Punjab, we identified from our research that for Punjabi audiences in Delhi and Punjab, regional content encapsulating cultural nuances is extremely important. We figured out these during interactions with the sales team in Punjab and Delhi and consumers. Moreover, the influencers being used for Cosmo audiences had low connect with the Punjabi audiences as per the survey and consumer connect. We also figured out that Punjabi audiences have affinity to regional music. Hence, we identified Punjabi artists who were highest mind share due to their presence in movies and songs they created. We further checked their positioning with both parents and prospects cohort to identify the ones who were the most credible ones. We created videos with Diljeet, Parmish and Sonam Bajwa promoting their trust on the app and talking about how Jeevansathi app helps in finding the relevant and verified profiles without compromising privacy. This campaign was promoted across the media mix shared earlier for prospects and parents
Results
Following are the key achievements from the campaign 1. 27+% jump in the registrations from Punjabi community from Punjab & Delhi with increased contribution from Sikh sub community 2. Share gain in Punjab Market 2. Overall Delhi market grew by 31% year on year & 30% lift in Punjab market 3. 76% jump in Instagram followers & 106% jump in Youtube subscribers 4. 6-8% incremental reach achieved from Youtube 5. 96%+ video completion rate and each video more than 3+ million views on Youtube & OTT each, 400k+ views on Facebook and Instagram respectively 6. 600% jump in engagement on Youtube and Social Media
