The campaign aimed to maximize Merino Laminates’ reach among premium audiences across India while building strong ad recall in multiple regions. It focused on engaging distinct audience segments through tailored strategies and driving quality website traffic, ultimately improving overall brand lift.
A multi-platform media approach was adopted to ensure broad reach and high impact across diverse audience segments. To drive visibility among premium, high-intent users, intent-based targeting was leveraged to reach users actively engaging with relevant content, balancing scale with relevance. Custom intent audiences were built using app interactions and category-specific keyword signals, ensuring the brand message reached users actively searching for related products. Additionally, a localized strategy was implemented by segmenting campaigns by region and language, allowing messaging to resonate culturally and drive higher engagement. From a device standpoint, campaigns were strategically split across Connected TV (CTV) and other devices such as smartphones, desktops, and tablets. This approach ensured premium reach, stronger engagement, and enhanced brand recall among high-value audiences.
To maximize reach and brand recall, the strategy was structured across three distinct campaign types with clear objectives. Video View campaigns were deployed to drive mass reach and visibility, achieving over 70% share of voice among the premium audience. Target Frequency campaigns ensured consistent exposure and higher message retention, delivering an average frequency above 10. Custom Intent campaigns focused on engaging niche, high-intent users based on app interactions and search behavior, strengthening relevance and mid-funnel impact.
