The Objective
inDrive, a ride-hailing app, and Aleph have a long-standing partnership focused on driving sustainable growth across various countries. To further this goal in India, we partnered to launch a Snapchat campaign aimed at significantly increasing brand awareness and favorability in key cities. By leveraging Snapchat's diverse ad formats, targeting capabilities, and localized content, the campaign aimed to effectively engage the target audience and achieve these ambitious goals.
The Solution
This time we partnered together to launch the "It's up to you and not the app" campaign on Snapchat, focusing on five major cities: Delhi, Mumbai, Kolkata, Chandigarh, and Pune.
The campaign employed a multi-faceted approach:
Interactive AR Lens: A custom AR game within Snapchat's Camera Screen highlighted the app's unique benefits and encouraged user interaction.
Engaging Video Ads: Snap Ads and Story Ads featuring popular actor Vikrant Massey were strategically placed within Snapchat's Discover section and Stories for increased visibility and immersive storytelling.
Hyperlocal Approach: All creatives were tailored to regional language preferences, ensuring relevance and resonance with local audiences in each city.
The Results
The campaign achieved impressive results, demonstrating the effectiveness of Snapchat in driving brand awareness and engagement:
Massive Reach: Over 35 million users were reached across the five target cities.
High Engagement: The interactive AR Lens achieved an average playtime of up to 22 seconds, indicating significant user interest and interaction.
Brand Lift: The campaign drove an average brand awareness increase of 6 points across all cities.
City-Specific Success: Delhi: 4p increase in brand favorability and action intent among women. Mumbai: 14p increase in brand awareness among women. Pune & Chandigarh: 11p increase in brand favorability among women.
Key Takeaways:
Snapchat's diverse ad formats, including AR Lenses and video ads, can effectively drive brand awareness and engagement.
Localization is crucial for successful campaigns in diverse markets like India.
Strategic usage of all the placements within Snapchat's platform, such as the Camera Screen, Discover section, and Stories, maximizes visibility and impact.
Collaborating with famous celebrities like Vikrant Massey can further enhance campaign reach and resonance.
This campaign demonstrates how a well-executed Snapchat strategy can deliver strong results for brands seeking to establish a presence and build positive perception in new markets.
inDrive India
It's impressive to see how interactive AR, localized content, and celebrity engagement drove such significant brand awareness and favorability. Different format mix highlights the power of digital promotions.
According to a study conducted by the sensor power data, inDrive is the second-largest ride sharing app in the world by downloads, which demonstrates that the market is receptive to newer and more convenient options. That's where we come in.
We are excited to work with Aleph and for the successful collaboration we had during our Marketing 360 campaign. Their extensive experience and expertise helped us scale our marketing efforts through SnapChat and meet KPIs in India.