Summary
One of the differentiating factors of the 'Homemaker' campaign was our initiative to increase the participation of women in the construction sector. That's why we invited women professionals to become a part of the Dalmia Cement family, across various levels of the organization, through a series of exciting job opportunities.
Challenge
The primary objective of our digital campaign was to raise awareness about the gender gap in the cement industry and to inspire and empower women to pursue careers in this sector, thus enabling them to achieve their full potential. Through our campaign, we increased awareness by shedding light on the underrepresentation of women in the cement industry, highlighting the existing gender gap and its implications. Our goal was to inspire and motivate women to explore opportunities within the cement industry, emphasizing that they can achieve their true selves by pursuing diverse and fulfilling careers. Challenges- Platform and Bid Type Selection: Choosing the right platform, ad type, and bid type for each objective posed challenges. The team had to carefully analyze the strengths and weaknesses of each platform and select the most effective combination to achieve the campaign goals. Cross-Platform Consistency: Maintaining consistency in messaging and visual identity across multiple platforms (YouTube, Facebook, Instagram, LinkedIn) while tailoring content to each platform's unique audience and format was a challenge. Ad Fatigue: Preventing ad fatigue and maintaining audience interest throughout the campaign duration was crucial.
Objective
The underrepresentation of women in the cement industry is a noticeable and concerning phenomenon. There are several factors contributing to this gender gap, and it's important to understand why women's participation in this sector is not only necessary but also beneficial to society. Addressing the gender gap in the cement industry is not only a matter of equity and social justice but also a pragmatic step towards improving industry performance and fostering a more inclusive and innovative workforce.
Strategy
Building upon the 'Homemaker' discussion, we embarked on an inspiring and innovative journey by creating an experimental video. In this heartwarming video, we reached out to the incredible women of Dalmia Cement, who are not only professionals in the industry but also dedicated homemakers and invited them to participate along with their adorable little ones. The central theme of the video was to explore and celebrate the multifaceted meaning of the term 'Homemaker' through their unique perspectives. It allowed us to delve deep into their personal stories, aspirations, and how they beautifully balance their roles as mothers and professionals in the cement sector. And how we could've completed this journey without including our amazing female employees and the enterprising female members of our expansive dealer network? This experiment was not only a testament to their resilience but also an ode to the extraordinary strength and versatility of women, dispelling stereotypes and showcasing their true essence. Since the 'Homemaker' campaign was a stride towards establishing a new perspective about the modern working women, we initiated the formation of this perspective from within our organization by highlighting the experiences of our amazing women employees and showcasing the stories of the incredible women who are a part of our dealer network spread across India. In order to drive the 'Homemaker' initiative further, we organized a unique conversation between the women in senior executive positions of our organization and their adorable kids. The little kids were asked to share their perspective on the meaning of the word 'Homemaker' and what transpired was an engaging showcase of fun-filled antics and some heart-touching moments.
Data
The total budget allocated for the digital campaign was ₹1,313,009, and the budget was effectively distributed across various platforms and objectives. The budget allocation percentages for each platform, along with the specific ad types, bid types, and objectives, were carefully considered. The budget allocation percentage for each category, such as Teaser Video, Main Video, Testimonial Video, and Job Postings, was also defined. To optimize resources, the campaign managers closely monitored the actual spending against the estimated budget. For instance, in the case of YouTube Video Views, the estimated CPV (Cost Per View) was ₹130, and the achieved CPV was ₹77.54, resulting in efficient resource utilization. Similar optimizations were performed across other platforms and ad types, ensuring that the campaign remained within the defined budget while maximizing the reach and impact. The target group for this digital marketing campaign consists of individuals in India, specifically aged 25-55, with a shared passion for various aspects of the construction industry, including building materials, renovation, roofing contracting, construction management, home repair, structural engineering, domestic roof construction, new home projects, and architectural engineering. This diverse community includes professionals in fields such as architecture, civil engineering, structural engineering, construction engineering, interior architecture, and design.
Solution
Results
Our efforts captured eyeballs and made headlines everywhere. Positivity was seen as a common theme, across social media platforms. As a cherry on top, we engaged our users with interesting trivia contests and delighted the winners with exciting gift vouchers, which received a huge response of 18k+ engagement. Our campaign received immense love & appreciation across all the social media platforms and mapped 73.69M+ Video Views, 1.08M+ Engagements, 40.81+ Reach Not only this, it encouraged women from different sects and backgrounds to apply for the vacancy and fulfill their aspirations and uplift them to achieve their goals and dreams.
