Sokrati

SOKRATI

Objective

The primary goal for Shaadi.com was to drive brand awareness and consideration in selected regional markets while increasing engagement and assisting lower funnel.

Industry:

Social Networking

Services:

Programmatic Media & Display

Approach

phase 1

Branding Strategy

Merkle Sokrati curated a branding plan with an efficient multi-channel media mix to optimally leverage Google marketing platforms and drive incremental impact
A curated set of audiences across the identified regional markets were targeted by leveraging vernacular ads through programmatic capabilities
To ensure that the right audience was targeted with the apt communication, specific creatives were launched for the identified TGs.
Short burst campaigns using highly engaging rich media banners were deployed by the team, goal of driving consideration and app installs

phase 2

Campaign and Creative Optimization

Capitalizing on the long-term campaign learnings on creatives, audience and inventory, strategic optimizations were made which led to 4.5X incremental CTR while reducing the CPC by 65%
The audience pool was segregated basis the intent. It was ensured that the creatives were displayed across apps and were positioned above the fold region to guarantee better visibility that maximized clicks and conversion volumes
The best performing creatives as part of optimization were allocated higher Budgets to maximize campaign CTRs
Implementing the above strategy, we achieved 2.6x increase in overall conversion actions including App Installs, Profile Creations and Activations, and Purchases

Testimonial

Our aim was to promote user engagement post app installs and increase brand consideration. We decided to tap into some selected markets and Merkle Sokrati’s thorough intent-based branding plan helped us reach the most relevant audiences through well planned dynamic app campaigns. By ensuring constant optimizations and relevant ad placements we witnessed a 4.5x better Click-Through-Rate.

Maneesh Mahesh

Sr. Brand Manager, Shaadi.com

Results

Improvement in CTRs

4.5X

Reduced CPCs

65%

Uptick in CVRs

2.6X

Discover how we did it. Contact us today