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#CaseStudy: Women's Day Campaign for leading DayCare chain
Goal
A leading daycare brand in India wanted to build awareness for its brand and also drive admissions during Women’s day. The target audience for this campaign comprised of young working parents, especially mothers returning to work after a maternity break.
Campaign objectives
- Awareness: Spread awareness about the offer and the brand in target tier 1 cities
- Improve overall lead volume leading to visits across centers
- Increase ROI in terms of lower CPL and better lead quality leading to a higher conversion rate
Solution
To understand the target audience better, we tracked and analysed the online behaviour of website visitors by using a pixel. More than 50% of the visitors were existing customers who logged in to use live CCTV monitoring of their children.
- Combination of video and display campaign to make impact and improve recall rate.
- Targeted women looking for job opportunity in the age range of 25-35 on job sites categorized by interest/affinity.
- Hyperlocal targeting in 2-5 KM range of centers to gather quality leads.
Results
Proximity of center to home is one of the main reasons parents look for while choosing daycare for their child.
- 475+ leads driven in a month’s time
- 10% drop in overall CPL
- 3 times higher conversion rate than average
- 14K+ new users on client website through YOptima campaign
- Highest number of conversion in comparison with paid and organic channels
Brands we've served
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