MAM
Pepperfry campaign: iProspect recognised at Google Awards
MUMBAI: iProspect India, the global digital agency from Dentsu Aegis Network, has won the Mobile Innovation Award for its campaign for Pepperfry.com at the Google Premier Partner Awards in India.
The campaign will now compete at the APAC level and the winning campaigns at APAC will further be shortlisted for the global awards to take place in New York on 28 September, 2017. The first ever Google Premier Partner Awards recognizes and celebrates the top-performing Google Premier Partners for their contributions to digital marketing, product innovation and client growth.
iProspect’s proprietary tool iSync was used for the Pepperfry.com campaign. iSync delivers online ads synchronised with television, radio advertising, weather, sporting events, and 3rd party in real time. The objective of the campaign was to leverage the online opportunity created by the offline (TV) campaigns of Pepperfry.com and its competitor. The strategy was pegged on the insight that the online brand searches of the competitor’s brand would increase during the time period that its television ads were aired. It focused on dynamically bidding up on the competitor’s brand keywords, during their TVC slot, which ensured that users saw Pepperfry.com ads on searching for the competitor’s brand. Similarly, bidding up Pepperfry.com’s brand keywords 20 per cent on mobile during their TVC slots, amplifying the reach of its ads online.
iSync synced Pepperfry.com’s digital media buys to Pepperfry.com’s and its competitor’s TV ad slots. Messaging to capture the consumer’s content such as compelling offers in the ad copies, in sync with the messaging on TV were highlighted. This increased relevancy from the customers’ point of view and therein increased clicks on the ad. Results comprised 42 per cent of the mobile impression share on competitor keywords, 146 per cent increase in impression share, 82,000 brand impressions achieved in just 21 days against the competitor, 63 per cent increase in CTR (Click through Rate), 1 per cent conversion rate on competitor traffic, 301 per cent increase in number of clicks and 235 per cent increase in sales.
iProspect India CEO Rubeena Singh said, “The e-commerce category is the top digital spender. It spends the majority of its digital ad spends on search (42 per cent ), followed by social media (20 per cent). Ad spending on mobile is estimated to grow at a rate of 59 per cent CAGR to reach Rs 133.25 billion in 2020. These figures are testimony to the fact that mobile will continue to grow at a rapid pace in the future and companies will accordingly increase investments in this digital platform.”
“It’s been exciting to see the submissions from digital marketing leaders from India. We’re delighted to celebrate the Premier Google Partners who have made it to the winner list for Awards,” said Google India director – India agencies Sam Singh.
“To sync our existing digital marketing campaigns to offline marketing inputs was a creative solution to an age-old omnichannel ambition. We congratulate the iProspect team for winning the coveted award – it is well deserved! The award winning campaign has been instrumental in improving business metrics for us. We look forward to more of such interesting innovations going ahead,” said Pepperfry.com senior manager – digital marketing Abhishek Dasgupta.
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
