KYOORIUS MEDIA AWARDS - Use Of Digital Media (Use Of Mobile & Digital Platforms)

#BaatGharKi - Synonymizing Home Building And UltraTech On Search Platforms - UltraTech Cement Ltd - UltraTech JPG
#BaatGharKi - Synonymizing Home Building And UltraTech On Search Platforms - UltraTech Cement Ltd - UltraTech MP4 3m:00s

#BaatGharKi - Synonymizing Home Building And UltraTech On Search Platforms - UltraTech
Client: UltraTech Cement Ltd
Entrant: Mindshare

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#BaatGharKi - Synonymizing Home Building And UltraTech On Search Platforms - UltraTech - UltraTech Cement Ltd

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Entry Title: #BaatGharKi - Synonymizing Home Building And UltraTech On Search Platforms
Brand: UltraTech
Client: UltraTech Cement Ltd
Entrant Company: Mindshare
Description: Communication Goal
We witnessed a huge number of searches happening around homebuilding, there was no destination that answered these queries. Top category players were only talking of strength and durability of Cement. This is where UltraTech saw an opportunity to help the homebuilders by curating a one-stop destination to all their queries.

Innovative Solution
With the help of artificial intelligence, we consolidated all the queries around homebuilding and classified them into 7 stages of homebuilding like planning, choosing land, making budget, selecting team, selecting material, supervising work, and moving in with exhaustive content in multiple formats answering the queries of homebuilders thereby driving relevancy for the brand and increasing discoverability of the website and its offerings.
Data suggested that 98.3% users use google search to search for information. Also, there were around 7MN conversations happening on Quora around homebuilding. Hence Google Search, YouTube search and Quora became our preferred platform

Scale of execution
1.Consumer Centricity – Curated a plethora of articles and factoids backlinking to respective content on the website to enhance discoverability
2. DCO - Instead of showing one creative to all, we segmented the queries basis below segmentation:
• Brand
• Category
• Competition
• Homebuilding
• Website utility tools
3. Extensions: Added snapshot of the content to be expected on the destination through image ad extension.
4. Bidding: All campaigns were set on manual CPC. The campaign bid strategy was shifted to Target impression share basis the learnings

4. To reach high-intent audience we leveraged similar approach on Quora through contextual creatives and promoted answers.

How did the innovation deliver the goal?
• A massive 200% increase in brand searches just in a span of one year
• 60% of consumers successfully associated UltraTech Cement as an ‘Expert Home Building Companion’
• 15% lift in brand recommendation score surpassing all our past benchmarks
• 120% lift in SOVs for queries related to website content
Company Credits: Mindshare
Individual Credits: Agnihotra Roy
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