{"id":15237,"date":"2019-10-23T13:24:20","date_gmt":"2019-10-23T07:54:20","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=15237"},"modified":"2020-03-25T12:25:18","modified_gmt":"2020-03-25T06:55:18","slug":"case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/","title":{"rendered":"Case Study: How This Herbal Medicine Used Digital Medium to Target a Niche Audience"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#The_Product\" >The Product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Campaign_Objective\" >Campaign Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Target_Audience\" >Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Geography\" >Geography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Challenge\" >Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Approach\" >Approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Solution\" >Solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Campaign_Execution\" >Campaign Execution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-this-herbal-medicine-used-digital-medium-to-target-a-niche-audience\/#Campaign_Outcome\" >Campaign Outcome<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"The_Product\"><\/span>The Product<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"alignleft size-medium wp-image-15238\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/10\/p18-300x300.png?resize=300%2C300&#038;ssl=1\" alt=\"Sleeprite shotz advertisement\" width=\"300\" height=\"300\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p18.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p18.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p18.png?w=466&amp;ssl=1 466w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Sleeprite Shotz is a herbal product that helps people sleep naturally<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_Objective\"><\/span><strong><b>Campaign Objective<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Brand Awareness<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span><strong><b>Target Audience<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>20-60 Years Age Group<\/li>\n<li>People who are unable to sleep\/ are suffering from anxiety, insomnia<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Geography\"><\/span><strong><b>Geography<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Bengaluru, Hyderabad, Chandigarh<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Challenge\"><\/span><strong><b>Challenge<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To filter out the relevant audience, i.e. people who are facing problems with their sleeping pattern<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Approach\"><\/span><strong><b>Approach<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To target people who are at higher risk of facing sleeplessness. Some of them are:<\/p>\n<ul>\n<li>Working professionals<\/li>\n<li>New parents<\/li>\n<li>People suffering from anxiety, depression and other ailments<\/li>\n<li>Late-night binge-watchers<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Solution\"><\/span><strong><b>Solution<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The challenge was to select digital platforms that were popular, <strong><b>have mass reach<\/b><\/strong>&nbsp;but would also help advertisers to reach out to <strong><b>the right type of audience<\/b><\/strong>. Based on our experience and past campaign performance, following advertising platforms were suggested:<\/p>\n<p><b><\/b><strong><u><b>1. News Platforms like Times Of India, Daily Hunt, Inshorts<\/b><\/u><\/strong><strong><b>: <\/b><\/strong>Not only are these the most visited news\/content platforms in India but also have a&nbsp;<strong><b>high percentage of working professionals<\/b><\/strong>. These platforms also allow geography and age targeting hence helping the advertiser reach out to the right kind of audience.<b><\/b><\/p>\n<p><strong><u><b>2. Video Platforms like YouTube and Hotstar<\/b><\/u><\/strong>: Hotstar and YouTube are undoubtedly the biggest platforms for watching short and long format videos in India. By targeting the <strong><b>late-night time band along<\/b><\/strong>&nbsp;with age and location filter, late-night binge-watchers can be targeted.<\/p>\n<p><b><\/b><strong><u><b>3. Keywords Based Targeting on Google Search &amp; Display, Facebook, Instagram and Amazon<\/b><\/u><\/strong>: These platforms let advertisers target audiences based on their interests and search history. <strong><b>Keywords and products related to parenting, anxiety, insomnia can<\/b><\/strong>&nbsp;be used to filter the relevant audience out.<\/p>\n<p>Following advertising platforms were suggested for campaign execution:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignleft wp-image-15239 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/10\/Sleeprite-1024x576.jpg?resize=740%2C416&#038;ssl=1\" alt=\"best digital advertising platforms\" width=\"740\" height=\"416\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/Sleeprite.jpg?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/Sleeprite.jpg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/Sleeprite.jpg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/Sleeprite.jpg?w=1920&amp;ssl=1 1920w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/Sleeprite.jpg?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_Execution\"><\/span><strong><b>Campaign Execution<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The brand came up with interesting and engaging content in the form of banner ads and video ads:<\/p>\n<p><iframe width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/cDxtg31Es8Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/1WJ8avRAqxc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Following are some screen grabs from the campaign execution:<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignleft wp-image-15241 size-large\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/10\/p17-1024x420.png?resize=740%2C304&#038;ssl=1\" alt=\"digital advertising campaign for Sleeprite\" width=\"740\" height=\"304\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?resize=1024%2C420&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?resize=300%2C123&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?resize=768%2C315&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?w=1823&amp;ssl=1 1823w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"Campaign_Outcome\"><\/span><strong>Campaign Outcome<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>More than 58 million impressions<\/li>\n<li>2 Lakh website visits<\/li>\n<li>~15% Conversion Rate (ratio between clicks and actual buy)<\/li>\n<\/ul>\n<p><strong><b>&nbsp;<\/b><\/strong>Want a similar success story for your brand? Write to us at Help@TheMediaAnt.com<\/p>\n<p><strong><b>&nbsp;<\/b><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Product &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Sleeprite Shotz is a herbal product that helps people sleep naturally Campaign Objective Brand Awareness Target Audience 20-60 Years Age Group&#8230;<\/p>\n","protected":false},"author":1,"featured_media":15241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[2065,2111,2323],"tags":[2201,2203,882,2202],"class_list":["post-15237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion-trends","category-case-studies","category-home-personalcare-casestudy","tag-case-study","tag-digital-advertising-case-study","tag-show-at-top","tag-sleeprite-campaign"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/10\/p17.png?fit=1823%2C748&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/15237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=15237"}],"version-history":[{"count":4,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/15237\/revisions"}],"predecessor-version":[{"id":16626,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/15237\/revisions\/16626"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/15241"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=15237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=15237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=15237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}