YouTube Strategy drives Brand Recall for Freecharge during IPL
Challenge
Freecharge’s primary objective was to create brand awareness and increase brand recall for the brand across PAN India during the IPL season while optimizing costs simultaneously Freecharge’s primary objective was to create brand awareness and increase brand recall for the brand across PAN India during the IPL season while optimizing costs simultaneously.
Approach
Mass Engagement Audience Strategy:
Comparatively higher User Engagement of masses during the IPL season was leveraged to increase Brand awareness
Custom Affinity Audience Targeting based on IPL related interests:
Targeted PAN India geography with Custom Affinity targeting on interests related to IPL on YouTube, thus leveraging the higher engagement rate of viewers.
Communication Strategy: Offerings based 10s, 20s and 40s Ad messaging:
TrueView in-stream ads were run to highlight 17 Freecharge's services. The diversity in the lengths of the ads maintained engagement, avoided creative fatigue, and ensured higher CTRs.
Results
Keys to success
- Mass Engagement Audience Strategy
- Custom Affinity Audience Targeting based on IPL related interests
- Communication Strategy