Summary
We as humans have tendency to turn to religion when in fear. We wanted to showcase the importance & need of ayurveda during the Covid crisis and we wanted users to come back to the Indian remedies. Bhakti (Religious) content consumption was on all time high on TV as well as Online. We ensured that we are there at Right time Right place, Ensuring Maximum visibility and consideration for Dabur's Ethical Category
Challenge
Ayurveda is an age-old tradition. Always been revered. People find comfort, are loyal to certain products, have regular purchases. Dabur is at the forefront with products like Dabur Chyawanprash, Lipistat, Giloy, Ratnaprakash and many more. During the health crisis however, there was lots of conflicting news about the role of Ayurveda vs allopathy; its efficacy, the whole immunity dose required during the pandemic and the fear of surrendering to the fate.
Objective
As a pioneer, Indian roots, credible company Dabur wanted to reconnect with Ayurveda users and reassure them while promoting its genuine brand of products bringing back the importance of Ayurvedic products in the state of pandemic.
Strategy
During the unfortunate pandemic situation people in India were highly over indexed towards the Mythological genre. The welcome of Ramayana to the television made the broadcasters see peak in their ratings. The Indian Viewers were also skewed towards Yoga and other health content, concerned about their health more than ever. Dabur, the truly Indian brand took this opportunity to ensure maximum visibility and consideration for its Ethical product portfolio: Lipistat, Giloy, Ratnaprakash, Stresscom etc. on the Bhakti channels on Youtube and Indian mythological shows on OTT The thought of presenting a range of Dabur's ethical product on YT and OTT during the early morning hours and mythical shows respectively paid off with higher CTR's as people resonated them (the products) well with the content. Effectively using the combination of ‘Ad-scheduling' and ‘Placement' yielded maximum benefit in the form of higher Consideration.
Data
Ad-Scheduling- Morning hours 5am-9am- This is the time most of the Indian household turn to watch religious videos on YT Targeting YT channels viz. T-series Bhakti sagar, Spiritual Mantra, Gurbani helped build relevancy and resonance Targeting Mythological shows to place our Ads on OTT platform help us to hone Brand Image and drive maximum exposure and consideration
Solution
Sometimes the basic intelligence proves effective. Dabur's Back to basics approach of showing the ad at the right time and right place yielded effective CTR's for the campaign. We use the ‘Ad scheduling' to figure out the best hours to show our ads i.e. Morning hour 5am-9am, where most of the people use YT to watch/listen Bhakti videos (On top 25 Bhakti channels) as a routine to start off their day. Similarly, the ad placement in the mythological shows on OTT platforms like Hotstar and Mx players stitch well with the Genre. We also used Ayurvedic apprographic data to fence our audience relevancy. We've executed our campaigns programmatically on YT targeting the list of Bhakti Channels on YT e.g. T-series bhakti Sagar, Spiritual Mantra etc. and on the mythological shows e.g. Jai Jai Jai Bajrang bali on Mx-Player We have targeted: Top 25 YT Bhakti Channels Top Mythological shows on Mx Player Creative- 30 Sec & 6 sec Inventory was bought Programmatically on YT and on OTT Audience Targeting and Mapping was done through Google Insights and external factors Budget Distribution was 50% on OTT and 50% on Youtube
Results
By allocating 50% budget on OTT and 50% on YT we've build the awareness and added to the consideration by large margins. Compared to Historic campaigns and even industry standards we've delivered better results. 3 times higher CTR's than planned. Even though the Assets was video (2 times better than Industry standards) 3.5 time more clicks than planned Viewability 95% We've delivered higher CTR's with video as an asset which stamps on the brand resonance factor with the content.
