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Airtel, the first payment bank in India, was planned to enhance the security of users and attract customers to the application. In this case, Airtel was able to improve the user’s trust and engagement by the introduction of Safe Pay feature and use of App campaigns.
Objective
Increase sales, brand awareness, and campaign efficiency.
Platforms
Meta
Strategies Used
Multi-objective campaign, conversion lift study, brand lift study, Advantage+ placements
Results
37% higher incremental return on ad spend, 18% lower cost per incremental purchase, 11.7-point lift in standard brand awareness.
Scaling up sales and brand awareness while optimizing return on ad spend.
Multi-Objective Campaign
Implemented campaigns with brand awareness and sales objectives.
Conversion Lift Study
Measured the incremental impact of the brand awareness campaign on sales.
Brand Lift Study
Measured the impact of the campaign on brand awareness.
Expanded campaign strategy to include brand awareness objectives.
37% higher incremental return on ad spend, 18% lower cost per incremental purchase
11.7-point lift in standard brand awareness.
Westwing was able to prove the efficiency of the application of a multi-objective campaign approach. The goals of brand awareness and sales were integrated and presented impressive results in terms of sales, brand identity, and the effectiveness of the campaign. The case of digital advertising presented in this paper emphasizes the multi-faceted nature of the strategy and the role of measurement in the process of achieving business objectives.
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