How a masthead ad for Sundaram Mutual delivered phenomenal results

  • Rhea
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  • Published Date : 18 January , 2019
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  • Updated Date : 8 March , 2019
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    • 2 min read

YouTube might have initially been conceptualised as a platform for users to upload and share videos with friends, but today it has evolved into the second largest search engine in the world. This platform has also been quickly gaining popularity among the Indian internet audience. At the YouTube Brandcast 2018, it was revealed that an incredible 225 million Indians are actively using YouTube every month. Clearly, brands cannot afford to ignore the immense reach YouTube offers them.

To take advantage of this, Social Beat collaborated with our client, Sundaram Mutual to leverage a ‘masthead’ ad to introduce their new fund. This strategy achieved unprecedented results for our client, proving that it’s time for brands to shift to YouTube ads from traditional advertising.

What are Masthead ads?

Mastheads ads are one of the fastest ways for brands to garner high views and build awareness among viewers. These videos are displayed at the top of the YouTube homepage for the entire day. Because of this, any viewer going onto the platform will be able to see the video. By creating compelling video content that converts, these ads can even be an important tool to generate leads.

Objective behind the campaign

Sundaram Mutual is an asset management company with over 20 years of experience in fund management. The company’s biggest differentiator is their strong customer base, built on a foundation of sustained outperformance in the mid-cap space. In keeping with this philosophy, Sundaram Mutual was launching an open-ended equity scheme for which they wanted to generate awareness in a very short period of time. With the reach that digital marketing for finance can provide, YouTube was the obvious choice to help them achieve their objective.

Because of the nature of the product, the target audience was very wide. The primary age group targeted was been 25-55 and included individuals from tier 1, 2 and 3 regions of India. Since the target audience was broad, a masthead ad would be the most effective tool to reach out to them and generate awareness almost overnight.

Execution

Masthead ads are charged on a daily basis, so we had to make the most of the 24 hours we had at our disposal. To do this, we ran the campaign during the weekend to achieve maximum viewership. For the entirety of that day, all individuals who visited YouTube, either through the mobile app or through the desktop version, would see the masthead ad at the top of the page.

 

 

This approach would help us gain video views, increase the subscriber base and drive traffic to the website.

Results

Our 20-second masthead ad surpassed our expectations, delivering incredible results for Sundaram Mutual. In the 24 hours that the masthead ad was live, Sundaram Mutual’s subscriber base went from just 363 to a whopping 56,000! Currently, the number of subscribers has increased even further, standing at 57,000+. The video also garnered 14 million video views in the 24 hour period.

These unprecedented results only strengthen the fact that brands need to have a digital-first marketing strategy. Through targeted marketing options and easy trackability of results, YouTube can help your brand scale new heights. Do reach out to us to learn more about our Video Marketing services.




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