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Campaign Objective/Client Brief

boAt is a lifestyle brand launched in 2015 that deals in fashionable consumer electronics- mainly an extensive catalogue of headphones, earphones, speakers, travel chargers and premium cables.

“boAtheads” or what their customers are known as, are trendsetters who love to make their presence known. They live in the now, in a world that never stops moving. Always ready to rock out and have fun, boAt distinct brand persona has connected deeply with their audience who are always looking for expressive innovative campaigns from them.

boAt had signed on eminent cricketing personalities as brand ambassadors ahead of the IPL campaign, namely Shikhar Dhawan, KL Rahul, Hardik Pandya, Jasprit Bumrah, Rishabh Pant and Prithvi Shaw. The audience had received these ambassadors well through previous creative communication from boAt on social media, and we looked to leverage this to drive an increase in brand and ad recall.

Strategy/Execution

A Brand Lift Study on YouTube is a measurement of the direct impact of your YouTube ads have on perceptions and behaviours throughout a consumer’s journey. It gives you insights on lifts in brand awareness, ad recall, consideration, favourability, purchase intent and brand interest.

Through Video Sequencing, we retargeted the audience who had engaged with the first video in the sequence, to view the next and so on, over a period of 15 days. The videos featured the players in funny and witty scenarios with boAt products (headphones, speakers and earphones) and we directed each of the ads to the respective products’ Amazon page. Similarly, we used catchy GIFs on Google Display Network to run ads optimised for maximum clicks, which also directed to the Amazon product page.

How we made it happen

We leveraged the YouTube Trueview for Reach ad type on Youtube, with an aim to reach maximum people over the allocated period of time. Similarly, on Google Display we optimised the ads for maximum clicks, and also retargeted those who had already seen our YouTube ads.


We edited the longer videos to crisp, catchy 30 second videos optimised for YouTube, with a clear product CTA and product name details, for enhanced product recall.The targeting was focused on the top 5 cities based on past sales, which are Delhi, Mumbai, Bangalore, Hyderabad and Chennai.The placements were on popular Bollywood music channels, like T Series, Wave Music and Aditya Music. Main age group was 18-24, followed by 25-34. We used Affinity Audiences of Cricket Enthusiasts and Music Lovers and In-Market Audiences of those looking for Speakers & Headphones.Once the awareness was created, we retargeted them on Google Display, with a Custom Affinity Audience of those Interested in boAt products.

Results

44.4 Million+

Impressions

15.5%

lift in Product
Interest

59%

decrease in cost
per click

3.9 Lakh+

clicks

158.7%

lift in Brand
Interest

Let's Click together