Mumbai: iProspect India, the global digital agency from Dentsu Aegis Network has won the Mobile Innovation Award for its campaign for Pepperfry.com at the Google Premier Partner Awards in India. As a winning entry in the India chapter, the campaign will now compete at the APAC level and the winning campaigns at APAC will further be shortlisted for the global awards to take place in New York on September 28, 2017. The first ever Google Premier Partner Awards recognizes and celebrates the top-performing Google Premier Partners for their contributions to digital marketing, product innovation and client growth.
iProspect’s proprietary tool iSync was used for the Pepperfry.com campaign. iSync delivers online ads synchronised with television, radio advertising, weather, sporting events, and 3rd party in real time. The objective of the campaign was to leverage the online opportunity created by the offline (TV) campaigns of Pepperfry.com and its competitor. The strategy was pegged on the insight that the online brand searches of the competitor’s brand would increase during the time period that its television ads were aired. It focused on dynamically bidding up on the competitor’s brand keywords, during their TVC slot, which ensured that users saw Pepperfry.com ads on searching for the competitor’s brand. Similarly, bidding up Pepperfry.com’s brand keywords 20% on mobile during their TVC slots, amplifying the reach of its ads online. iSync synced Pepperfry.com’s digital media buys to Pepperfry.com’s and its competitor’s TV ad slots. Messaging to capture the consumer’s content such as compelling offers in the ad copies, in sync with the messaging on TV were highlighted. This increased relevancy from the customers’ point of view and therein increased clicks on the ad. Results comprised 42% of the mobile impression share on competitor keywords, 146% increase in impression share, 82,000 brand impressions achieved in just 21 days against the competitor, 63% increase in CTR (Click through Rate), 1% conversion rate on competitor traffic, 301% increase in number of clicks and 235% increase in sales.
Commenting on the win, Rubeena Singh, CEO, iProspect India said, “The e-commerce category is the top digital spender. It spends the majority of its digital ad spends on search (42%), followed by social media (20%). Ad spending on mobile is estimated to grow at a rate of 59% CAGR to reach INR 13,325 cr in 2020. These figures are testimony to the fact that mobile will continue to grow at a rapid pace in the future and companies will accordingly increase investments in this digital platform.”
“We are exhilarated that our work in the mobile innovation space is being appreciated in the industry and this recognition from Google makes it all the more special. We are continuously developing innovative formats to help clients achieve their digital marketing and business goals. iSync is our proprietary tool and has been used extremely effectively to strategize and execute this campaign.” she added.
“It’s been exciting to see the submissions from digital marketing leaders from India. We’re delighted to celebrate the Premier Google Partners who have made it to the winner list for Awards,” said Sam Singh, Director – India Agencies, Google India.
“To sync our existing digital marketing campaigns to offline marketing inputs was a creative solution to an age-old omnichannel ambition. We congratulate the iProspect team for winning the coveted award – it is well deserved! The award winning campaign has been instrumental in improving business metrics for us. We look forward to more of such interesting innovations going ahead,” said Abhishek Dasgupta, Senior Manager – Digital Marketing, Pepperfry.com.
