Pilgrim - The Strategic Impact of DV360 on Marketing Outcomes

Campaign Objective Given by Pilgrim

Primary Objective:

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To create better awareness among the female target group while breaking through the clutter in the beauty and skincare market.

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Secondary Objective:

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To make Pilgrim part of the consideration set with the TG

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Identification of the target audience

Gender

Female

In the market for Hair Care, Beauty and Personal Care products

Context setting about the campaign

Background: Pilgrim haven’t done any top funnel campaigns in the past at scale to drive impact. Since they had ambitious target to take the brand to next level, they came to us to help with their objective of growing their brand.

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This campaign was their 1st initiative at taking the brand to a larger audiences and started becoming part of an ongoing effort to grow Pilgrim's brand presence during 2023.

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Tech & Data: New technology and data-driven approaches were utilized, including DV360 for programmatic buying, and Looker studio real-time and interactive dashboard, which allowed for precise targeting and real-time optimization.

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Analytics Tools: We used excel and other tools for various analysis such as correlation, regression, trend analysis etc.

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CM 360: We used floodlights from CM360 to measure post click and post view conversions to measure the impact on the entire consumer journey until purchase lift.

Creative & Media Strategy Explored by Social Beat for Pilgrim Brand

Creative Strategy:

Video & Language: The creative strategy involved utilizing Yami Gautam’s videos and customizing content in vernacular languages such as Hindi, Marathi, Kannada, Tamil, and Telugu to resonate with different regional audiences.

Duration: The use of vernacular languages and various ad lengths (6, 15, 20, and 30 seconds) was planned to ensure that the message was effectively communicated across different segments.

Media Strategy:

YouTube Ad Types: The media strategy included using various YouTube ad formats such as skippable ads, non-skippable ads, bumpers, YouTube Select, and in-feed ads to maximize reach and engagement.

Consolidated Media Buying via DV360: DV360 was used to buy YouTube inventories in a consolidated manner.

Frequency Capping: We were able to do frequency capping across different YouTube ad types via DV360 which cannot be done in Google ads as every ad type like bumpers, and non-skip will all have to be created as a separate campaign on Google ads.

DV360 Campaign Impact Analysis

How the campaign was implemented and what was the level of success?

Multi-Format Consolidated Buy: The campaign was implemented through a multi-format YouTube strategy targeting specific female cohorts.

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Revenue Based Geo-Cohorting: The digital strategy was tailored to specific market segments and demographics, with geo-cohorting based on revenue percentages and customized creatives in multiple languages to ensure relevance and resonance.

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Multiple Variations: The campaign successfully engaged consumers through personalized content and interactive ad formats. The use of vernacular languages and various ad lengths (6, 15, 20, and 30 seconds) ensured the message was effectively communicated across different segments.

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Success:

• We were able to get positive significant lift in brand lift, search lift, new users and record increase in sales for products which was justified using various analysis.
• The campaign had a notable impact on the market, establishing Pilgrim as a growing brand in the beauty and skincare industry and driving record sales.

As DV Impressions increase, there appears to be a corresponding sustained increase in both GA4 Users and New Users.

ROAS peaks or troughs seem to align with increases or decreases in DV Impressions. This suggests a potential influence of the DV360 campaign on the efficiency of ad spending.

Correlation Analysis: The heatmap reinforces the positive correlation between DV Impressions & Backend Sales, User Metrics, & RoAS

Regression Analysis: The visual trends confirm the positive but moderate impact of DV Impressions on GA4 OD Users and Backend Sales

DV360 Campaign Results

How did the execution help achieve results?

Reach

Frequency

P1 - Ad Recall

P1 - Awareness

P1 - Consideration

P2 - Ad Recall

P2 - Awareness

P2 - Consideration

P1 - Search Lift

P2 - Search Lift

Search Uplift - We were able to create significant awareness for the sales campaign with teasers leading upto sales recording highest ever recorded sales for the brand

Social Beat Helped Pilgrim Beat BLS Industry Benchmarks

Search trend for brand term spiked during the DV360 campaign periods

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Initial Campaign

Final Campaign

Source - Google Trends

Product sales peaked during campaign periods

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Sustenance

Media Dark

Thank You