Industry Background
India's tech and social media landscape has grown exponentially, with over 500 million internet users making it a leading digital market. Social media is central to daily life, driving innovation and entrepreneurship. This rapid adoption has intensified competition, prompting businesses to use sophisticated, targeted advertising strategies to capture user attention.
The Brand Ask
Context
A leading social giant wanted to showcase the stories of transformation in India scripted on its platform with a focus on digital communities, creators, entrepreneurs and small business through its annual flagship event. With a focus on nurturing digital engagement and innovation, the social media tech brand aimed to amplify these narratives through its annual flagship event.
Campaign Goal
The primary goal of the campaign was to leverage HT One Audience to increase the Click-Through Rate (CTR) and showcase the social media platform's effectiveness in driving engagement and digital transformation. The objective was to not only showcase the brand’s user success stories but also to drive meaningful engagement and interactions among a diverse audience of tech-savvy individuals and business leaders.
Target Audience
The campaign targeted a diverse yet specific set of audience groups across India: Entrepreneurs & CXOs (B2B), Social Media Users, and Digital Payment Natives
CXOs
Entrepreneurs
Social Media Users
Digital Payment Natives
Our Approach
The strategy involved deploying multiple highly focused campaigns, each tailored to resonate with specific audience cohorts. The placement of the display advertisement was optimised at different levels and sections to ensure effectiveness. Multiple creative variations were tested to determine which formats and messages resonated most with the target audience. Recognising the increasing consumption of video content and its effectiveness across devices, in-banner video ads were used extensively. Throughout the campaign, data-driven insights were leveraged to refine targeting, optimise ad placements, and enhance creative elements, ensuring continuous improvement and maximised impact.
Results
- With a strategic partnership with HT One Audience to serve digital ads to the brand’s target audience, a whopping 7 million ad impressions were served.
- In-banner video ads were run to ensure maximum engagement and effectiveness across multiple devices.
- The Tech industry’s average CTR for digital ads is 0.20% while the social media brand’s targeted campaign on HT Media’s digital channels witnessed 0.33% CTR.
- HT One Audience’s targeting efforts and creative optimisation led the campaign to achieve 1.7X increase in CTR (as compared to the industry average).
