New Delhi: For enhancing brand awareness and to garner better ROI, Wakefit.co, India’s D2C startup in the sleep and home solutions space, joined hands with GenY Medium, one of the leading digital marketing firms which specialize in Programmatic advertising. In alignment with the objectives, GenY Medium successfully executed a programmatic advertising campaign using DV360, Google Marketing Platform’s demand-side platform for programmatic media buying, for Wakefit.co. GenY Medium achieved this by leveraging platforms like YouTube, leading news publishers, and selected few popular OTT platforms. The campaign led to a significant increase in brand search volumes by 174% compared to the same period in the previous financial year.
With an objective to significantly increase brand awareness among digital audiences, Wakefit.co collaborated with GenY Medium. During the campaign, the brand witnessed a 10% increase in brand awareness and an 8% increase in brand consideration (source: Brand Lift Survey, Google). GenY Medium leveraged the captivating digital films “Babloo Artist” and “Kumbhakaran” published by Wakefit.co for this campaign.
Commenting on the successful completion of the programmatic advertising campaign, Yashwant Kumar, Co-founder, and CEO of GenY Medium said, “The pandemic has resulted in massive opportunities for D2C brands focused on winning on consumer experience and innovation. In order to achieve Wakefit co’s goal of becoming a household name among Indian consumers, we used programmatic advertising (DV360) to promote their brand films across different platforms that connected with the target audience while minimizing duplication. With our data-driven approach, we were successful in solving the inefficiencies that one typically encounters in brand growth campaigns and delivered better ROI for the business both in terms of brand recall and sales.”
Speaking about the relationship with GenY Medium and the campaign, Sandesh Gupta, Sr. Manager Digital Marketing at Wakefit.co, said, “With a mission to promote healthy sleep and home culture with our products, we expanded our portfolio over the years and also collaborated with companies to fulfill our business goals. Similarly, to guide us on this journey we zeroed in on GenY Medium due to their data-driven approach and deep expertise in programmatic advertising. The digital campaign with DV 360 helped us consolidate our digital media via a single platform thereby reducing inefficiencies in reach duplication across multiple platforms. This was in alignment with our objectives and resulted in an improvement in traffic and inquiries.”
Programmatic advertising is the key to deliver better results for digital advertising. Ever since the pandemic has hit the world, digital advertising has seen tremendous growth in terms of marketing spends. Programmatic advertising avoids duplication hence reducing money wastage and solving inefficiencies in branding. It also simplifies goal measurement for branding with a programmatic view-through conversion and by brand lift studies that measure awareness and consideration goals.