Idea:
To create a campaign that promotes Principal Mutual Fund’s NFO (despite the Covid-19 pandemic) in a manner that allows for maximum exposure and leads to potential investments from the target audience.
Execution:
This campaign was executed over two phases:
1. The pre-launch phase was based on branding and driving users to the landing page of the mutual fund house to collect cookies as well as capture leads for those interested. This phase was rolled out about two weeks prior to the launch date. The primary objective of this phase was awareness. The leads captured during this phase were contacted and remarketed during the launch phase.
This phase of the campaign leveraged regional targeting to achieve maximum exposure. Tamil Nadu and Andhra Pradesh were identified as key markets for the launch. Hence, banners in regional languages- Tamil and Telugu were circulated to target audiences in the southern markets. A short teaser video, created by The Rabbit Hole was released in the pre-launch phase to give the investors a brief idea about the NFO. This video was the key asset of this phase and was heavily promoted on YouTube. This video garnered about 1.9 million views.
2. The launch phase was based on generating leads by driving users to the landing page to essentially fill and optimize the NFO form. The launch leveraged platforms like Paytm, One Native, Tutler, Image recognition, Discovery Ads, Google and social media platforms including LinkedIn, Facebook and Instagram, etc. A video was released for the launch phase that explained the USPs of the fund. The video can be viewed here.
Remarketing to the audiences from pre-launch phase and to the database of the brand’s existing customers was also a crucial part of the campaign during the two weeks of the Launch phase. Roadblocks and site takeovers on major financial websites like Moneycontrol, Business Standard, Bloomberg Quint, Economic Times, Financial Express among others were the key to spread awareness and drive the correct set of audiences to the landing page. Banners on industry portals like Advisorkhoj and Cafemutual were also an add on to drive traffic to transact.
The final landing page can be viewed here. Additionally, distributors were also targeted. The distributor target group included a mix of approximately 25 thousand individuals and institutions.
Results:
The number of visitors on the landing page was 8.64 lakhs.
The total number of transactions for the Large Cap NFO was 12,961.
