Case Study
Integrated Marketing
Increasing Indian Market Share For an American Automotive Giant By
Raising Brand Awareness.
About the Client
This American automotive brand is globally reputed and counted among the top five in its niche in its home territory. Listed on the New York Stock Exchange, the company was already doing great but needed a little help in India.
The Challenges
Static Market Share
The company was unable to make any headway in the tricky (and EXTREMELY lucrative) Indian market.
Dwindling Sales
Despite trying everything, the brand was just not able to create any buzz. As a result, it was seeing big losses and inventory kept piling up.
Rejection At Retail Level
While a global giant, the brand did not have much recognition among vehicle owners and mechanics in India, which led to its rejection at retail levels.
What The Brand
Audit Revealed
The Indian market was not only extremely price-conscious,but its customers also wanted maximum power and performance from its automotive lubricants. Here’s where the problem lay:
Brand Was Lost In The Crowd
The market is extremely crowded and the brand’s messaging was not standing out.
Ineffective USP Communication
Without strongly iterating its capacity for superior performance, the brand couldn’t build trust.
Brand Was Lost In The Crowd
The brand wasn’t demonstrating that it could provide vehicles with the power that customers were looking for.
Our Step-By-Step Strategy
By crunching numbers, surveying the competitors and understanding the sales funnel, we identified the right target audience. Now, everything else fell into place. We knew who to talk to, and also knew WHAT would appeal to them. With a sharply focused action plan in hand, we set to work.
Digital Campaign With A Megastar Cricketer:
We understood that for the company to improve its market share- we had to bring out the big guns. Enter- India’s cricketing megastar. BrandLoom conceptualized a digital campaign featuring the celebrity sports star and deployed it across strategic channels. The idea was to associate him with the brand-and make it unforgettable. By choosing the player known for his crackling performance and consistency on-field, our campaign catapulted the brand to the stratosphere. Within three months, more people started asking for the brand by name at the retail level, and sales BOOMED.
Creating a Microsite:
Once viewers got interested in the brand after seeing the endorsements- they needed to come to a website that lived up to their expectations and guided them to make the right purchase decisions. So, to achieve that, we designed an attractive and intuitive microsite that wowed customers and compelled them to explore further.
Targeted Influencer Campaign:
The people who usually made the decision at the retail level were mechanics or end users- who also relied on what mechanics suggested. So, we tapped auto experts who could appeal to mechanics and auto enthusiasts. We collaborated with those who genuinely believed in the brand and looked authentic while endorsing the same. The campaign was a HUGE success.
Digital Advertising and Remarketing:
Now, it was time to deploy an integrated paid advertising campaign across Facebook, Instagram, YouTube, and Google. Our team created attractive ads, which incited curiosity and compelled clicks. To ensure the best ROI, we ran A/B testing on our paid ads and ran with the ones that received the most responses. Our campaign was complemented by robust remarketing, leading to phenomenal results.
Targeted Influencer Campaign:
The people who usually made the decision at the retail level were mechanics or end users- who also relied on what mechanics suggested. So, we tapped auto experts who could appeal to mechanics and auto enthusiasts. We collaborated with those who genuinely believed in the brand and looked authentic while endorsing the same. The campaign was a HUGE success.
Digital Campaign With A Megastar Cricketer:
We understood that for the company to improve its market share- we had to bring out the big guns. Enter- India’s cricketing megastar. BrandLoom conceptualized a digital campaign featuring the celebrity sports star and deployed it across strategic channels. The idea was to associate him with the brand-and make it unforgettable. By choosing the player known for his crackling performance and consistency on-field, our campaign catapulted the brand to the stratosphere. Within three months, more people started asking for the brand by name at the retail level, and sales BOOMED.
Digital Advertising and Remarketing:
Now, it was time to deploy an integrated paid advertising campaign across Facebook, Instagram, YouTube, and Google. Our team created attractive ads, which incited curiosity and compelled clicks. To ensure the best ROI, we ran A/B testing on our paid ads and ran with the ones that received the most responses. Our campaign was complemented by robust remarketing, leading to phenomenal results.
Creating a Microsite:
Once viewers got interested in the brand after seeing the endorsements- they needed to come to a website that lived up to their expectations and guided them to make the right purchase decisions. So, to achieve that, we designed an attractive and intuitive microsite that wowed customers and compelled them to explore further.
The Results
As a result of our integrated digital marketing campaign, the company could proudly proclaim its space in the Indian automotive market.
This is what they achieved:
75% Increase in Brand Awareness:
The brand had become unforgettable, and people sought it out by name. Not to mention, the campaign had left the sector abuzz, and the brand saw a massive surge in popularity.
25% Increase in Sales:
At the retail level, rejections went down, and sales shot up. At the end of the campaign, the company counted a massive increase in sales.
2% Increase in Market Share:
The momentum did not stop with sales—the company successfully improved its share in the Indian market and continued to reap the benefits long after the campaigns paused.
