SMAAASH Entertainment wanted to create awareness amongst specific audiences about the launch of its new outlet in Pune. Two campaigns were run simultaneously with an objective to increase awareness while both targeting different affinity audience sets. The case study compares the reactiveness of affinity audiences. 

Custom Affinity Audience Lists based on interests relevant to Smaaash's entertainment services: 

Two Custom Affinity Audience lists using Google's buckets were created based on relevancy to Smaaash games and its USPs. The first custom list was audiences inclined towards 'Sports and Fitness' and second custom list comprised of audiences interested in Media & Entertainment.

Instream Skippable Ads were equipped with CPV Model for Cost Optimization:

CPV Model was used as the bidding strategy, instead of a CPM model, to achieve the maximum reach & frequency. The model was set-up to pay only when ads were viewed as user-initiated content to save on costs.

Messaging across Instream Ads:

The theme of video ads revolved around various aspects of Smaaash like Games, Food, Ambience & Virtual Reality and were 54s in duration.

“We're a unique VR led gaming centre and owing to our uniqueness it is essential for us to know who our audiences are. e were launching new outlet in Pune at Amanora mall and wanted to ensure we reach the right kind of audience. The idea of comparing two audience sets not only helped us reach diverse audience segments but also gave us insights about who to reach out to in future. This in itself is a great achievement.”

Jaydeep Ray

General Manager-Marketing, Smaaash Pune

“We are an audience-centric team and I believe any campaign must be sure of reaching out to its right audiences. While, In-stream Ads are suitable when it comes to enhancing reach and awareness, the campaign demands to be equipped with right audience lists. With Smaaash being a gaming and entertainment player, it has a huge user base to cater to. It was an excellent idea to run awareness campaigns with different audience sets because the insights garnered here will help reach out to audiences with precision in the future.”

Anubhav Sonthalia

Chief Executive Officer