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DIGITAL STRATEGIES FOR A NICHE CONSUMER BRAND

Dura Ultima and Dura Roof are sister companies located in Assam. While Ultima deals with roller shutters, Roof specialises in metal roofing sheets. Considering how niche these products are, the client was keen on increasing brand awareness and conversions.

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SHINING A SPOTLIGHT ON OUR CLIENT

With more 127 million Indian internet users consuming content in regional languages, what better way to raise awareness and engage with newer audiences? We zeroed in on Assamese as Dura is headquartered in the state of Assam and began running ads and creating fun social media posts in this language. These Assamese ads helped us generate a significantly lower CPL.

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CREATING A CONNECTION WITH THE AUDIENCE

Emotional content always helps audiences relate better to a brand. For Dura Ultima and Dura Roof,
we ran a few social media campaigns that tugged at their clients’ heartstrings. Here’s a look at some of our best performing campaigns:


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#ChhatParBeetaBachpan

An emotional campaign that revived childhood memories among the audiences

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#Valentinesday

We took inspiration from famous love stories of yore tied them with the “durability” of Dura Roofs

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#PrideOfTheNorthEast

We ran this for Women’s Day celebrating the glorious achievements of Women from the Northeast.

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#DurgaPuja

The target audience drew parallels between Durga Ma and the USPs of Dura Ultima’s shutters.

Don’t forget to check out our blog on social media marketing commandments to swear by for some more insights.

BRINGING TOGETHER CREATIVITY AND INNOVATION

Given the specific nature of Dura’s products, we further improved our branding efforts with revamped websites for both sister brands, complete with GIFs and videos. The new and improved websites also include informative blog pages that act as a central hubs of information for roller shutters and metal roofing sheets, industry trends, maintenance tips and so on.

You can also read more on why blogs are important for every business for further information.

LEVERAGING THE POWER OF VIDEO MARKETING

YouTube Brandcast 2019 revealed that the platform currently has 265 million users in India alone, offering 3x more effectiveness and ability to scale. By combining the power of video and regional content, Social Beat’s video team produced a web series of 2D animated videos. The series featured humour and familiar themes while each video focussed on one particular product USP.

SOLUTIONS AT A GLANCE

REGIONAL CONTENT
FOR ADS AND SOCIAL POSTS

CREATIVE AND
EMOTIONALLY-DRIVEN
SOCIAL MEDIA CAMPAIGNS

2D ANIMATION VIDEOS
AS PART OF A WEB SERIES

INTERACTIVE WEBSITE
WITH AN IN-DEPTH BLOG PAGE

REDESIGNING BRAND LOGO

CREATING A CALENDAR
AND BROCHURE FOR BOTH BRANDS

BUSINESS IMPACT

Our intensive and focussed efforts helped us give Dura Ultima and Dura Roof a brand new identity – one that exudes sophistication and authority in their space. Working with Dura Ultima and Dura Roof provided unique challenges that tested our skills and made us push the boundaries of creating a personalised digital strategy for an extremely specific and niche product. While we enjoy putting on our thinking hats and knocking down challenges, nothing gives us more pride than fulfilling our clients’ expectations.

30%

Decrease in CPL


Assamese ads afforded us a 30% decrease in CPL

4,47,412

Reach for the videos


Dura Ultima web series garnered over 1,49,210 views

Let's Click together