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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. 

“Staying top of mind of Indians is crucial for Freecharge, especially during high engagement moments and events. Our YouTube advertising strategies have demonstrably improved mindshare and recall during the competitive IPL season, that's just fantastic!”

Abhishek Upadhyay

Head - Marketing & Growth, Freecharge

 

“This shows our Branding Campaign strategies for Freecharge are working! BLS draws in more transparency to an erstwhile 'spray-and-pray' approach and I'm excited to see branding campaigns are being backed by performance numbers.”

Anubhav Sonthalia

Chief Executive Officer

Results

24.8%
Ad Recall lift
36.6%
Lift in Brand Recall for Female audiences
39.8%
Lift in Brand Recall in age 25-44

Keys to success

Mass Engagement Audience Strategy
Custom Affinity Audience Targeting based on IPL related interests
Communication Strategy

Discover how we did it. Contact us today.