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Tata Sky leverages Creative Best Practices & ad groups in App campaigns to drive 70% higher users

Challenge

Tata Sky wanted to focus on user digitization & leverage Google platform to reach out to their user base and grow usage of Tata Sky App beyond top cities. Our goal was to make sure that we maximize logins in minimum cost

Approach

  • Adopted ad groups and implemented strong theming to ensure
  • Incorporated top/ trending search terms across text ads, ensuring search coverage
  • Leveraged all video sizes to maximize reach and unlock higher viewer attention
  • Facilitated customized imagery by using high impact display creatives with clear CTA of “Make your own pack”, “Get Fit with Tata Sky”, “Blockbuster Movies on Tata Sky”

 

“Tata Sky thrives to enable all consumers to watch the right content on any screen as well as make it very simple and easy to do pack management, recharge or any other self help. Tata Sky mobile app serves this purpose and its our constant endeavour to ensure that more and more customers use the Mobile App for which we do aggressive digital campaigns to garner App logins. Google’s Ad groups functionality enabled us to do the right communication to right user by leveraging the power of ML unlocking for us more efficient and higher App logins in focus geographies.”

Anurag Kumar

Chief Communications Officer, Tata Sky

 

“Our team put together theme research to group the most relevant creative themes together and launched them as independent adgroups. This enhanced the relevancy of the UAC campaigns. Coupled with machine learning, we were able to scale 4x while keep the costs at the same CPA. The discipline around this process has obviously yielded fantastic results.”

Anubhav Sonthalia

Chief Executive Officer

Results

2x

Sign-ups from non-top cities markets

70%

Higher in first time logins at same Cost-per-logins

Discover how we did it. Contact us today.

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