MiQ drives sales & leads for a leading beauty brand through a receptive online campaign
Introduction:
MiQ, a programmatic media partner for marketers and agencies, drove an efficient online campaign for a leading hair and beauty brand in India.
Problem statement:
Drive quality traffic on the brand’s WhatsApp account through a receptive online campaign.
Objective:
To drive leads and sales for a leading beauty advertiser
Plan of execution:
Through MiQ’s Proprietary Social Boost Creative, MiQ drove high impact awareness, ultimately leading users to the Brand’s WhatsApp Business account.
This was performed by firstly identifying users through niche audience targeting across appography, offline visitations i.e. frequent salon visitors, and in-market audiences i.e. beauty, haircare, and fashion enthusiasts.
Execution:
MiQ as a programmatic solutions partner utilizes connected solutions in order to identify the right data sources, connect them together, and dig up insights for more effective targeting for its clients.
For this campaign, MiQ undertook the following steps:
1. Used MiQ’s Hyperlocal Targeting to target and optimize areas around Beauty Salons & Spas in the following cities:
- Tier 1: Delhi-NCR, Jaipur, Lucknow, Ahmedabad, Kolkata, Pune, Hyderabad, Bengaluru, Chennai
- Tier 2: Ludhiana, Chandigarh, Raipur, Surat, Kochi
2. Targetting
Using their exclusive Beauty Sync activation across geographies, they targeted audiences across various demographic signals, leading to the following audience profile:
- Age (25 – 44)
- Gender (Female)
- High Income Households
Furthermore, the targeting was also based upon different contextual signals, such as:
1. Devices with existing beauty apps
2. Beauty-related online keywords: With greater interest in particular beauty-related keywords, the delivery increased and vice versa.
Results
MiQ measured the effectiveness of the campaign through its Proprietary Independent Brand Survey. The campaign lead to the following results:
- Drove an average CTR of 0.8% (1.18x times the benchmark)
- 62% of the users exposed to MiQ ads were likely to consider the brand in the future
- 4% increase in the overall Brand awareness