Mumbai: With 2020 being so different, marketers had to go through a considerable rethinking on approaching the campaigns and user engagement.
Khatabook’s IPL ads featured MS Dhoni in a never-seen-before avatar to communicate the brand’s unique features, successfully establishing its key message among the target audience. The campaign used 8 regional languages, one of the factors contributing to a very high CTR (click-through rate) across various digital platforms. Khatabook’s IPL digital campaign reached more than 50 million unique users. The company’s organic installs also went up by 2x during the campaign. The app usage increased by 4 times and Khatabook registered a higher re-engagement rate during the IPL campaign.
Ved Prakash, VP, Growth and Marketing, Khatabook, said, “We carefully evaluate our campaign decisions. We opted for digital campaigns in 2020 to ensure that the entire campaign is trackable with user journey insights and engagement measurements. IPL audience is the perfect target group for Khatabook. With strong messaging and delivery, IPL digital campaign has ticked all the right boxes for us.”
Khatabook, a category leader in digital bookkeeping, also experienced significantly higher conversions for the app installs from the IPL digital campaign.