ObjectiveAchieve an aggressive target of doubling the sales of the brand in Ramazan 2019 vis-à-vis Ramadan 2018.
ChallengeBreakthrough the heavy clutter with 43% less budget vya in a month where brands actively compete for advertising spaces leading to premium rates.
SolutionNegotiated special deals on TV to minimize impact of budget cuts. We used an insight driven approach to save cost where media consumption behavior of our audience was analyzed to derive an optimal strategy:
- Identified sales trend and Hero product through sales data, used focus groups to identify consumer concerns around Hero products. Addressed these concerns and highlighted the same in KVs.
- Identified optimal GRP weights and followed those on key periods identified in sales analysis to maximize return.
- Insights from media consumption reports and consumer Ramazan behaviors were analyzed to time lock impression delivery for maximum impact.
- Geo targeting key areas for tactical posts on core audience to save cost and reduce wastage.
2.16x SALES FOR 2019 RAMAZAN AND OVERACHIEVED PLANNED BENCHMARKS