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YouTube Strategy drives 230% incremental reach at 87% lowered costs for Dupur Thakurpo, a Hoichoi Original​

Challenge

Hoichoi India wanted to spread awareness for Dupur Thakurpu over a Weekend by reaching to as many people as they could within a limited budget. ​

Approach

Implementing Home-feed Ads within Branding Media Mix: Home-feed ads were implemented to help increase existing reach substantially with the objective of spreading awareness amongst the Bengali people living in Bengal. ​

Optimization ensuring costs efficiency while scaling up: Cost per View (CPV) Models were set-up to pay only when ads were viewed as user-initiated content to save on costs ​

Vernacular Communication strategy: Custom Affinity, In-Market Audiences & Placements: As location Specific targeting was there, within that Affinity & In-Market Audiences along with Specific Bengali placements were used in different ad-groups. Using differential bidding, audiences were given preference based on Merkle Sokrati’s experience in Vernacular Marketing. ​

“Merkle Sokrati team leveraged Home Feed Ads to deliver remarkable precision in reaching out to the right audiences for Dupur Thakurpur. It’s great to see that we can plan a digital campaign strategy around such niche audiences, scaling and maintaining efficient ad spends.”

Jenit Sitapra

Senior Manager, MarTech, Hoichoi

“Branding campaigns are only effective if audience strategies are well developed and there’s a tool that can help deliver ads accurately. Home Feed Ads have been proving their worth and have found a solid place in our branding media strategy.”

Anubhav Sonthalia

Chief Executive Officer

Results

2.3X​
More Reach
87%​
Lower Cost Per Reach
2.4X​
More Earned Subscribers
2X​
More Earned Engagement

Keys to success

Implemented Home-feed Ads within Branding Media Mix:
Optimised for cost efficiency while scaling up
Implemented Vernacular Communication Strategy

Discover how we did it. Contact us today.