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Driving Full Funnel Awareness For Kapiva’s Newly Launched Skin Foods Glow Mix.
About the Client
Kapiva is a modern ayurveda, direct-to-consumer, brand as per its vision to tap into the skin care market, forayed into ingestible skin foods category with the launch of Skin Foods-Glow Mix.
Ad sequencing, Audience Insights,
Keyword generator, Weekly Reporting
Kapiva, a modern ayurveda, direct-to-consumer, brand as per its vision to tap into the skin care market, forayed into ingestible skin foods category with the launch of Skin Foods-Glow Mix.
Kapiva conceptualised brand films featuring Malaika Arora to promote its latest product by reaching the most relevant consumer. All this by leveraging performance branding to its full potential.
The objective for this branding campaign was divided into two-fold:
-To create awareness for the newly launched Kapiva’s Skin Foods Glow Mix amongst the most relevant consumer segment
-To drive traffic to Kapiva’s D2C platform in order to increase the influx of users deep into the funnel with an aim to kickstart sales
One big piece of the objective puzzle for Kapiva was to reach not only maximum people but also reaching the right people, at the right time, and with the right messaging. The entire plan was curated by keeping an “Effective Reach” in mind. This effective reach when coupled with stable frequency delivers significant awareness
In essence the objective:
Effective Reach + Stable Frequency = Brand Space in the minds of Consumers
ET Medialabs’ Approach:
A detailed strategy was charted out keeping in mind the uniqueness of the product in question. A strong product backed by effective communication needs an effective and meticulous planning to deliver the intended business objective. Hence, reaching the right audience and hitting them with an optimum frequency helped us in achieving our objective of creating significant brand space in the minds of consumers.
-A combination of Youtube + Facebook + Instagram was deployed to reach our all women target group.
-To avoid any branding budget going to waste, we meticulously designed our detailed audience cohorts using custom keywords, affinities, and other interest behavior audiences relevant to our product belonging to the skincare beauty segment.
-To constantly monitor real-time branding impact, Brand Lift Study (BLS) and Search Lift Study were conducted both on Google and Facebook translating into significant positive results for the brand.
-Careful planning of budget distribution amongst channels and inventories such as Bumper, Non-Skippable & Skippable ads.
-VAS (Video ad sequencing) was effectively used to hit consumers at all stages of their journey with optimum frequency.
-Video action campaigns were set parallelly to tap into the deep funnel audiences via branding campaigns.
-Constant measurement, standardized reporting, and analysis were set in place to keep an eye on to gauge overall branding impact not only on D2C website but also across all marketplaces.
-Full funnel visibility at ET Medialabs helped the brand to make effective decisions along the way to improve performance every step of the way.
2X Scale In a Quarter While Keeping CAC Under Guardrail Across Several Categories
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