LAUNCH CAMPAIGN
How did Evok's Republic Day Sale achieve a remarkable 0.38% CTR among premium shoppers using HT One Audience?
Client: Evok
Category: Consumer Durables
Solution: Targeting specific cohorts using HT One Audience, in-banner videos
About Evok
Evok stands as a prominent name in the furniture industry, renowned for its innovative designs and high-quality offerings. A trailblazer in home furnishings, Evok has carved a niche for itself with its extensive range of furniture and home decor solutions. Evok's commitment to excellence and aesthetics has positioned it as a leading choice for those seeking functional furniture and stylish and contemporary pieces that effortlessly elevate living spaces. With an array of designs that balance form and function, Evok has solidified its reputation as a go-to brand for those who appreciate elegance and utility in their home furnishings.
The Brand Ask
Background
In 2023, Evok was gearing up for their Republic Day Sale to create excitement and boost sales. They reached out to us to develop a fresh campaign aligned with their business and marketing objectives. Evok's focus was on engaging young professionals aged 25-45 with monthly incomes exceeding 1 Lakh. Concentrating on urban hubs—Delhi NCR, Lucknow, and Chandigarh—Evok aimed to ensure their campaign resonated with their target audience across these vital locations.
What Client Wanted
Hindustan Times, and its affiliated platform HT One Audience, collaborated to heighten excitement and steer focus toward Evok's sales, spotlighting attractive discounts and promotions. With the support of HT Media's team, Evok effectively targeted the desired audience and received creative assistance. Proficient campaign management translated into notable customer engagement during the sale.
Target Group
With a precise focus, the brand centers its efforts on a specific group: predominantly young professionals aged 25-45, boasting a monthly income of over 1 Lakh. These individuals primarily inhabit dynamic urban centers like Delhi NCR, Lucknow, and Chandigarh. Their investment in furniture transcends mere functionality; the deliberate crafting of living spaces that narrate stories of comfort, style, and personal expression.
Working executives in Tier 1 & 2 Cities
Young professionals aged 25-45 y/o
Boasting a monthly income of over 1 Lakh
Our Approach
The dynamic synergy between HT One Audience and Evok's target audience is the core of our strategy. With a diverse portfolio encompassing 50+ cohorts across categories, HT One Audience seamlessly identified the ideal counterpart for Evok's specific target demographic. The following HT One Audience cohorts emerged as the perfect match: Home Decor Enthusiast Young Working Professionals Style & Fashion Enthusiast Premium Audience Travel Enthusiasts Technology Enthusiast Our strategy centered on harnessing engaging and user-interactive creative formats, notably in-banner videos, to elevate click-through rates (CTR), thereby augmenting the campaign's overall impact. Additionally, we maximized the potential of precision geo-targeting and audience-centric techniques, effectively amplifying the campaign's success and engagement.
Campaign Execution
The campaign targeted young professionals (25-45 y/o) in urban areas with high incomes, focusing on self-expression through furniture. We utilized HT One Audience's alignment, accessing 50+ cohorts like Home Decor Enthusiasts, Young Working Professionals, and more. In-banner videos and precise geo-targeting were deployed to boost CTR, enhancing campaign impact.
Results
- The campaign's resonance with its intended audience is vividly evident through the exceptional results achieved. Notable points include:
- The overall campaign achieved an impressive 3 million impressions and a 0.38% click-through rate (CTR). The video campaign, showcasing both in-banner and YouTube videos, garnered 1 million impressions and achieved a noteworthy 0.40% CTR.
- The adept strategy team at HT One Audience executed a comprehensive approach, optimizing both creative and device aspects, resulting in outstanding performance.The utilization of engaging user-interactive creative formats, particularly in-banner videos, played a pivotal role in significantly boosting CTR.
- The campaign's efficacy was further heightened through precision geo-targeting and audience-focused techniques, ensuring maximum success. Evok's strategic targeting encompassed multiple audience cohorts, with remarkable performance observed in the following categories: Home Décor Enthusiast: 0.40% CTR Style & Fashion Enthusiast: 0.33% CTR Travel Enthusiast: 0.36% CTR Premium Audience: 0.38% CTR Technology Enthusiast: 0.31% CTR
- In essence, the campaign's impact, driven by strategic execution and meticulous audience engagement, stands as a testament to the seamless collaboration between Evok and HT One Audience.
Highlights
Evok's focused targeting spanned various audience cohorts, yielding impressive results in specific categories:
Evok's focused targeting spanned various audience cohorts, yielding impressive results in specific categories:
Industry Insights & Key Takeaways
Right Targeting & The Apt Placement
Right Targeting & The Apt Placement
Enhancing brand awareness and purchase intent in the consumer durable industry hinges on precise advertisement delivery to the appropriate target audience strategically placed across relevant channels.
Strategic Excellence: HT One Audience's Comprehensive Approach
Strategic Excellence: HT One Audience's Comprehensive Approach
HT One Audience's strategic team optimized creative and device aspects, utilizing interactive formats like in-banner videos to notably boost CTR. Precision geo-targeting and audience techniques further maximized campaign success.
Industry Insights & Key Takeaways
Right Targeting & The Apt Placement
Right Targeting & The Apt Placement
Enhancing brand awareness and purchase intent in the consumer durable industry hinges on precise advertisement delivery to the appropriate target audience strategically placed across relevant channels.
Strategic Excellence: HT One Audience's Comprehensive Approach
Strategic Excellence: HT One Audience's Comprehensive Approach
HT One Audience's strategic team optimized creative and device aspects, utilizing interactive formats like in-banner videos to notably boost CTR. Precision geo-targeting and audience techniques further maximized campaign success.
