The Challenge
HK Vitals aimed to expand its audience while maintaining high reach and optimal frequency, overcoming clutter and ensuring rapid frequency building without sacrificing reach.
Key Strategies
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Target Frequency Experimentation:
Optimized delivery to the core audience without overspending on impressions.
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Data-Driven Execution:
Tracked Brand Lift, Search Lift, and View-Through Conversions to measure impact.
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Segmentation by Region & Language:
Split campaigns for Metro & Non-Metro cities, using vernacular and English video ads of varying duration to enhance engagement.
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Machine Learning Optimization:
Used AI-driven budget allocation to maximize efficiency across different audience groups.
The Results
28%
More Searches
31M+
Reach, ensuring strong brand visibility
12.7%
Lift in Brand Awareness
4.5%
Lift in Favorability
“Building frequency on the target market is the prime objective of the campaign to increase brand searches and we have achieved the same with the Target Frequency campaign. Kudos to Social Beat and Google team for the success of the campaign & for achieving desired results for HealthKart”
-Vibhor Garg, AVP Online Business, HealthKart
