CONNECTING ONLINE WITH OFFLINE VIA 360 MEDIA STRATEGY
Create awareness and establish Dawlance’s After Sales Service as Number # 1 solution for product maintenance and drive change in behavior with driving reliability and trust for the brand.
Strong presence of local, unauthorized appliance service market.
The strategy was to create a holistic 360-degree integrated connections plan utilizing all relevant media touchpoints to launch the campaign. In order to ensure we maximized reach on online media, we chose a media mix of Facebook, Instagram, Google Display Network, YouTube to push the video asset that helped drive awareness, via affinity and interest-based targeting ensuring that the audience can be exposed to the brand keeping all the possible interests in mind along with the highly relevant placements. For offline media, using TV & Radio, integrations on talk shows relevant for TG were tactfully used to create conversation and positive engagement around After Sales Service solution.
24% Higher Reach on TV @5+ through real time optimization of plans
1.3 million YouTube Views with 96% audience retention on content
PKR 16 million Worth Earned Media on Print & Digital
An increase in 4 points on BHT difference map for customer service with brand sales increased by 22% in March/April 2019