Client: Kenstar
Segment: Media Planning & Buying Strategy
Winning with Hyper localization.
Enhance brand salience and help drive traffic to listing sites
Kentsar was a 24 year old brand with an extensive portfolio of products such as Coolers, Fans, Kitchen Appliances, Food preparation gadgets and Fabric care. It was No 2 in coolers segment with a strong presence in south and west Indian markets.
The objective of the digital advertising campaign was to increase brand saliency and help drive traffic to sale sites for not just the coolers but Kenstar’s entire line of products.
Homemakers in South and West India
The target audience for the campaign was homeowners aged 25-54, interested in aesthetic, technically sound, value for money home appliances for better comfort and convenience.
They are also interested in interior design, cooking, and entertaining at home.
Live the Ken Lifestyle – a seamless promise from the first communication to the buying experience
The creative for the campaign focused on the product aesthetics and features as an answer to lifestyle enhancement. The visuals were clean and minimalist, with a focus on the appliances themselves. The messaging emphasized the superior performance, durability, and design of the products.
Our strategy:
Integrate all communication and creative collaterals across the digital landscape so as to offer a seamless experience from media initiative to purchase sites.
Go vernacular. Enhance brand visibility and saliency among tier 2 cities. Generate a higher follower base across SM handles
The Media Strategy:
Programmatic including vernacular OTT platforms: Benefit included its ability to target high affinity audiences to the category, Connected TV, mobile advertising, and city pin code targeting to push in store sales?
Social Media Advertising: on Facebook and Instagram, targeting users with an interest in home appliances.
Search Advertising: Google AdWords targeting customers searching for home appliances and related keywords.
Completing the loop: Managing and optimizing Amazon campaigns. Managing brand reputation and customer service.
Content pillars activated:
Be Seasonal and topical
Generate social advocacy in all languages and forums
Product campaigns
Strategic initiatives (such as UNICEF India #GoBlue Campaign)
The Result
The Fan base on Facebook increased from 1.2L to 2.5 L
Instagram from 4k to 19.3 K
Twitter from 181 to 5.5 K
LinkedIn from 236 to 1.88 K
