How 3 popular Indian brands used online video advertising to drive sales

Online video accounts for more than more than 70% of India’s total data usage. Hence, an increasing number of brands are realizing on the growing popularity of online video among the consumers.

Today, consumers in India like to spend watching content at their convenience and on the platform of their choice. Also, online platform gives audiences the opportunity to keep up with their favourite content creators, learn new skills and discover the best products. 

So, clearly viewers who are active online are driven by intent and start watching something for a reason. Consequently, brands which have a well-planned video-advertising strategy find themselves in a better position to tap into the opportunities and drive realistic and measurable results. 

In this regard, here are few Indian brands across diverse industries which utilized online videos to raise awareness in quick time, attract new customers, and drive conversions from viewers. 

Dettol captured people’s attention through well-timed creative with Kumbh Mela

Today, consumers in India like to spend watching content at their convenience and on the platform of their choice. Also, online platform gives audiences the opportunity to keep up with their favourite content creators, learn new skills and discover the best products. 

Earlier in 2019, the event of Kumbh Mela attracted millions of visitors from across the country. During this event, Dettol tapped into opportunity and raised awareness about personal hygiene with a creative YouTube ad campaign. 

The True View discovery ads of the Dettol on YouTube’s home feed reached millions of viewers while they browsed and watched organic content. The ad campaign became highly popular as it highlighted the low price of the dettol soap, its long-lasting effects, and more importantly the hygienic benefits of using dettol. 

The brand managed to reach three million consumers in the span of just three days. And, following the 11 day ad campaign, Dettol went on to reach more than 90% of the users it targeted which accounted for 6 million users. Apart from being seen by millions, the brand’s “Hygiene”ad campaign bumper led to a 13% increase in the purchase consideration

CaratLane enables high-intent shoppers to shop top designs in one click

One of India’s leading jewellery retailers, Caratlane sees festival season such as Diwali as the best time to peak its sales. Hence, the jewellery retailer used TrueView for Shopping to focus more on serving female customers from the age group of 24-44 years. The online video ads highlighted plenty of CaratLane’s best selling designs while at the same time giving an opportunity to the viewers to reach its website directly from the ad.

By simply leveraging the benefits of online video during the festival as well as during the off-season, CaratLane experienced better results and its sales increased significantly. The TrueView for Shopping video ad by the brand drove 12% more visits to its website. While during the same period the total cost per acquisition dropped 15% in comparison to the campaigns that were run during the festival time. 

ICICI Pru Life taps TrueView for staying connected and get new leads

ICICI Prudential Life Insurance, one of India’s biggest private insurers as well as an accomplished search advertiser, required new roads for driving leads to continue developing. Taking into account how audiences normally bounce between the search and online video to to look for the new products, ICICI Pru Life theorized it could find potential customers on YouTube and generate more leads for its insurance plan for Heart and Cancer (H&C). 

The brand utilized a grouping of TrueView for action imaginative to reconnect with interested and potential clients, including past site guests, consumers in the market looking to get life insurance, and those who have been celebrating important and major life events such as investing in a home or getting married. 

The brand presented its H&C plan with an instructive long-structured video, after which it continued with advertisements informing about the various advantages and also telling the online users about how to calculate their premium on mobile.  

The hypothesis by ICICI Pru Life proved true: TrueView for action eventually drove 71% more leads at a 45% lower cost per lead (CPL) in comparison to other digital channels, and the CPL of the brand reduced by 33%. ICICI Pru Life likewise observed 53% more searches for its H&C plan, 21% more searches for the brand, and a 10% expansion in new visits to its site

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