{"id":20034,"date":"2022-04-06T13:32:09","date_gmt":"2022-04-06T08:02:09","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=20034"},"modified":"2022-12-22T17:40:55","modified_gmt":"2022-12-22T12:10:55","slug":"case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/","title":{"rendered":"Case Study: How Responsive leveraged Digital Medium to increase brand awareness and generate traffic to their website"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 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 \" >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\" role=\"button\"><label for=\"item-69df0a72297e9\" ><span class=\"\"><span 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><\/label><input aria-label=\"Toggle\" aria-label=\"item-69df0a72297e9\"  type=\"checkbox\" id=\"item-69df0a72297e9\"><\/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-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#The_ProductService\" title=\"The Product\/Service\">The Product\/Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Objective\" title=\"Objective\">Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Target_Audience\" title=\"Target Audience \">Target Audience <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Geography\" title=\"Geography\">Geography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Challenge\" title=\"Challenge\">Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Approach\" title=\"Approach\">Approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Solution\" title=\"Solution\">Solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Campaign_execution_creatives\" title=\"Campaign execution (creatives)\">Campaign execution (creatives)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-responsive-leveraged-digital-medium-to-increase-brand-awareness-and-generate-traffic-to-their-website\/#Results_of_the_campaign\" title=\"Results of the campaign\">Results of the campaign<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_ProductService\"><\/span>The Product\/Service<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With 30+ years of experience and a presence in over 70 countries, Responsive is one of the leading Manufacturers and exporters of resilient vinyl flooring and PVC flooring in India. Responsive Industries have three product verticals: vinyl flooring, synthetic leather, and luxury vinyl tire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective\"><\/span>Objective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The objective of the campaign was to generate brand awareness and drive traffic to the website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span>Target Audience <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign\u2019s target&nbsp; audience were-<\/p>\n\n\n\n<p>Men and women between the age group of 25-55 years. Also, the brand focused on language-specific targeting and the languages used were\u00a0 Marathi, Tamil, Telugu, Gujarati, Bengali, Hindi, English, Kannada, and Malayalam.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography\"><\/span>Geography<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign was executed in Pan India\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge\"><\/span><strong>Challenge<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The challenge was to decide which platforms will offer a good reach at an affordable price and will also give us the leverage to do language-based targeting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach\"><\/span>Approach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A campaign\u2019s approach can be adopted by analyzing some specific details like:<\/p>\n\n\n\n<ul><li>The company\u2019s target audience&nbsp;<\/li><li>The objective of the campaign<\/li><li>The geography that needs to be covered in the campaign&nbsp;<\/li><\/ul>\n\n\n\n<ul><li><strong>The target audience of the brand:<\/strong> The target audience of the campaign was Men and Women between the age group of\u00a0 25-55 years. This was because targeting was done based on the audience\u2019s behavioral characteristics, such as those who are interested in terms related to flooring.<\/li><li><strong>Objective:\u00a0 <\/strong>The campaign objective was to create brand awareness and bring traffic to the website. When a brand is looking for brand awareness and traffic generation, those platforms are preferred that offer a wide reach. Digital and Tv are the two go-to media for reach. In this case, TV was not preferred due to its high budget. The audience that the brand was looking to target was between a certain age group (25-55 years) and the ones especially searching for flooring-related terms. To target this particular group of people, the preferred media was digital. Digital offers a great opportunity for brand awareness in a small budget, along with providing various in-depth targeting options like language-based targeting that the brand was looking for<\/li><li>\u00a0<strong>Geography: <\/strong>The campaign was executed in Pan India because the target audience was 25-55 years people who are interested in resilient vinyl flooring.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Solution\"><\/span>Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Keeping the approach and objectives in mind, and based on the past campaign execution experience, the digital platforms suggested were:&nbsp;<\/p>\n\n\n\n<ul><li><strong>Facebook-&nbsp;<\/strong>The oldest yet most effective platform when it comes to digital advertising, Facebook has in depth, personalized targeting options that can catapult a brand awareness campaign to greater heights. A brand looking to reach the maximum number of audience? Again, this platform should be your top choice. So, when it came to fulfilling both the objectives of the campaign (awareness and traffic generation), this platform seemed the most fitting for the job. <\/li><\/ul>\n\n\n\n<ul><li><strong>YouTube<\/strong>\u2013 When it comes to brand awareness campaign, there are very few platforms that give a high reach as YouTube. With almost all category of brands advertising here, the platform offers different ad options and personalized targeting to suit your campaign\u2019s needs. Some common YouTube ads options are- Skippable in-stream video ads, non-skippable in stream video ads, Bumper ads, Discovery ads, Masthead ads, Display ads.<\/li><\/ul>\n\n\n\n<p>(To get an in-depth understanding of both the above mentioned platforms, read our&nbsp;Media Kundli on <a rel=\"noreferrer noopener nofollow\" href=\"https:\/\/blog.themediaant.com\/?s=facebook\" target=\"_blank\">Facebook<\/a>&nbsp;and <a rel=\"noreferrer noopener nofollow\" href=\"https:\/\/blog.themediaant.com\/?s=youtube\" target=\"_blank\">YouTube<\/a>)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_execution_creatives\"><\/span><strong>Campaign execution (creatives)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The brand came up with interesting video and banner ads, which are as follows-<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"386\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/04\/11-1024x534.png?resize=740%2C386&#038;ssl=1\" alt=\"\" class=\"wp-image-20039\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/11.png?resize=1024%2C534&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/11.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/11.png?resize=768%2C401&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/11.png?w=1192&amp;ssl=1 1192w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"388\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/04\/res-1024x537.jpg?resize=740%2C388&#038;ssl=1\" alt=\"\" class=\"wp-image-20041\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/res.jpg?resize=1024%2C537&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/res.jpg?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/res.jpg?resize=768%2C403&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/res.jpg?w=1181&amp;ssl=1 1181w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"392\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/04\/hh-1024x542.png?resize=740%2C392&#038;ssl=1\" alt=\"\" class=\"wp-image-20042\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/hh.png?resize=1024%2C542&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/hh.png?resize=300%2C159&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/hh.png?resize=768%2C406&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/hh.png?w=1174&amp;ssl=1 1174w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"740\" height=\"388\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/04\/bb-1024x537.png?resize=740%2C388&#038;ssl=1\" alt=\"\" class=\"wp-image-20043\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/bb.png?resize=1024%2C537&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/bb.png?resize=300%2C157&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/bb.png?resize=768%2C403&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/bb.png?w=1178&amp;ssl=1 1178w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"\ud835\udc11\ud835\udc1e\ud835\udc2c\ud835\udc29\ud835\udc28\ud835\udc27\ud835\udc2c\ud835\udc22\ud835\udc2f\ud835\udc1e \ud835\udc05\ud835\udc25\ud835\udc28\ud835\udc28\ud835\udc2b\ud835\udc2c, flooring that truly is &quot;\ud835\ude40\ud835\ude60 \ud835\ude3c\ud835\ude63\ud835\ude64\ud835\ude60\ud835\ude5d\ud835\ude56 \ud835\ude40\ud835\ude5d\ud835\ude68\ud835\ude56\ud835\ude56\ud835\ude68&quot; - Hindi\" width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/B7qsrwW6jvI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Results_of_the_campaign\"><\/span>Results of the campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>The traffic on the company&#8217;s website went up by 50%.<\/li><li>For the video ad (45 sec), the view percentage was 9%.<\/li><\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Product\/Service With 30+ years of experience and a presence in over 70 countries, Responsive is one of the leading Manufacturers and exporters of resilient vinyl flooring and PVC flooring&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":20038,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[2201,2664,882],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/04\/Responsive-Industries.jpg?fit=697%2C341&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20034"}],"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\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=20034"}],"version-history":[{"count":3,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20034\/revisions"}],"predecessor-version":[{"id":23007,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/20034\/revisions\/23007"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/20038"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=20034"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=20034"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=20034"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}