(Best in class vs 6.8% avg) Rel. Awareness Lift
Increase in Website Sessions (MoM)
(High Avg vs 4% avg) Rel. Consideration Lift
Brand Searches (YoY - Campaign period)
Identifying the Audience: Mapped Tata AIA’s 1P data with Google audiences to identify Women, 25-54 yrs (with relevant affinity, in-market & custom audiences) as a high potential TG for Life Insurance.
Getting the Creative right: Conducted a CAT Audit during the production stage, helping us get digital ready creatives with 30s & 6s edits.
Media Planning: Planned for target reach of at least 60% of the TG at an average frequency of 4, layered with above mentioned audiences.
Deployment & Measurement: Leveraged frequency management on DV360. Setup BLS for measuring brand metrics, YT- Search correlation to study the impact of the DV3 campaign on brand search queries, RnF targets for a successful campaign.
“ Women have been traditionally under-served in the Life Insurance category due to certain inherent biases in the category. Combined with the second problem of fighting low brand awareness, YouTube’s targeted approach made immediate sense. YouTube helped figure out the right nudges within the film as well as the right audience which delivered the goal of increase in awareness, consideration, as well as direct impact on our website traffic.”
Chief Distribution Officer, and Head of Marketing and Corp Comm- Tata AIA
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