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Leveraging the power of Youtube & Video

for a lead asset management company to maximise brand awareness

The Objective

Sundaram Mutual is an asset management company with over 20 years of experience in fund management. The company was launching an open-ended equity scheme for which they wanted to generate awareness in a very short period of time.

Creative Solutions

Given the nature of the product, the range of the target audience was quite wide. The primary audience Sundaram Mutual wanted us to focus on was the 25 – 55 age group, particularly those from Tier II and Tier III cities.

We, at Social Beat, decided that with the reach that digital marketing for finance can provide, YouTube was the obvious choice to help Sundaram Mutual achieve their objective. Given the wide range of the target audience, the most effective way to reach all of them was a YouTube Masthead Ad.

Action Points

Leverage the power of YouTube’s Masthead ads to:
• Build brand awareness
• Drive traffic to client website

YouTube Masthead ads appear at the top of YouTube’s homepage and are an effective way to create a video marketing strategy that converts. They are charged on a daily basis, so we had to make the most of the 24 hours we had at our disposal. We decided the best way forward was to run the campaign over a weekend to achieve maximum viewership. For the next 24 hours, anyone who visited YouTube, either through the mobile app or through the desktop, would see the 20 second Sundaram Mutual masthead ad at the top of the page.

Business impact

Our expedited efforts helped Sundaram Mutual achieve these phenomenal results:

57000

SUBSCRIBERS

14Million

VIDEO VIEW IN 24 HOURS



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