Madhur Sugar operates in a cluttered & commoditized category of Sugar. The brand faces strong challenges from the unorganized sector selling loose Sugar. Through this marketing campaign, Madhur Sugar wanted to drive recall and consideration in their TG of 18-45 Female Cooking Enthusiasts.
Madhur Sugar, Google & BC Web Wise teams worked together to segment the Target Geographies of Madhur Sugar based on a 2×2 framework of Category Depth Index (CDI) & Brand Depth Index (BDI).
We used cluster targeting, where the whole country was divided into various regional geographies in order to maximise reach and ensure the frequency is optimal to achieve the desired results. This was the main strategy applied by Madhur Sugar to help achieve the desired results in a cost effective manner.
Campaigns got clustered based on the metrics of importance & Brand Lift surveys (BLS) were set-up for each cluster separately.
With regards, to the campaign set up, the teams followed the best practices :
(i) Used a combination of Bumper ads & Trueview for Reach (Tr4R) with a mix of 15s & 30s video ad formats to drive Ad recall & Awareness
(ii) Targeted audiences with high interest in the Cooking through in-market and custom audiences.
(iii) Enhanced the reach of Video campaigns by tapping into the Google Display Network (GDN)
(iv) Re-targeted audience to drive purchase on 3P aggregator Apps.
Through Brand Lift Survey, we reached +50k consumers with an average awareness lift of 49% on Ad Recall & 25% on Brand Awareness. On the back of the YouTube campaigns Madhur Sugar also witnessed a sales growth of 20%
49% – Life in Ad Recall
25% – Life in Brand Awareness
20% – Sales Lift
We have witnessed an impressive performance for this campaign. The cluster targeting helped us dissect the audience rightly and achieve results. Seeing a hike in our brand awareness and ad recall definitely implies it was a Madhur festive season for us and for our audience.
Dr. Sindhu, President Marketing & OD, Madhur Sugar
With the right ad mix, targeting and strategic approach in liaison with Google, we were able to achieve such promising numbers and response through the campaign.
Chaaya Bharadwaj, CEO, BCWebWise