Industry
Beauty
Service
Digital Media Planning & Buying
THE OBJECTIVE
The primary objective of the Pilgrim campaign was to increase awareness and build consideration among the female target group while breaking through the clutter in the beauty and skincare market.
THE GOAL
By leveraging new technology and data-driven approaches:
Increase
Brand Awareness
Drive Consideration Among
The Target Audience
Achieve Incremental
Sales Growth
THE APPROACH
Creative Strategy:
Utilised videos featuring Yami Gautam and customised content in vernacular languages (Hindi, Marathi, Kannada, Tamil, Telugu) to resonate with regional audiences.
Media Strategy:
Employed various YouTube ad formats (skippable ads, non-skippable ads, bumpers, YouTube Select, in-feed ads) and consolidated media buying via DV360.
Frequency Capping:
Implemented across different YouTube ad types via DV360 to avoid ad fatigue and ensure effective utilisation of budget.
Data & Tech:
Used DV360 for programmatic buying, Looker Studio for real-time and interactive dashboarding, and CM360 for measuring post-click and post-view conversions.
THE RESULTS
Ad Recall
98%
Growth
Awareness
72%
Growth
Search Lift
121%
Growth
Revenue
Achieved significant sales growth, with notable positive lifts in brand and search metrics, leading to highest-ever recorded sales for the brand since inception.
AWARDS
Best Effective/Measurable Campaign
