Godrej Consumer Products Limited (GCPL) partnered with InMobi to enhance its digital marketing capabilities and pioneer precision marketing at scale.
At a time when COVID-related personal hygiene and safety loom large on consumer mindshare, GCPL leveraged the power of personalized video to break through a high-clutter environment and build brand salience for its home insecticide brands. The personalized online videos delivered a significant 22 percent higher ad recall for the Kala HIT brand and its significant role in the media mix helped the home insecticide category record a 15 percent growth in revenue during the last fiscal year.
“Being a low-involvement category, our home insecticide brands such as Good Knight and HIT had to consistently stay top of mind for consumers by emphasizing the necessity of maintaining an insect-free home, avoiding vector-borne infections, and not letting things slip by while fighting the coronavirus,” explained Pankaj Singh Parihar, Vice President and Head of Digital Marketing and Transformation at GCPL.“However, due to the pandemic, there was a shift in the behavior of our core target audience of women – especially mothers – as they were switching to digital-first channels such as on-demand video, casual gaming, and other apps on their mobile. And they preferred to consume this content, if available, in their native language. This provided GCPL with a unique opportunity to identify and engage with connected consumers in an intelligent and personalized manner at scale.”
Keeping in mind India’s diverse culture and the multiple languages spoken, GCPL created vernacular video communication to attract the Hindi, Marathi, Gujarati, Kannada, and Malayalam speaking consumers. This meant that with 105 unique mobile-first video assets (7 brands, 3 unique videos per brand, and 5 languages), GCPL delivered over 90 million personalised videos to connected women consumers in India.