India’s leading sleep solutions brand’s unique customized creative approach gets featured in Google’s Case Studies
National: In a cricket obsessed country like India, the frenzy reaches fever pitch during the Indian Premier League (IPL). Keeping the popularity of the IPL in mind, Duroflex, India’s leading sleep solutions brand took the opportunity to strengthen their position as a leader in the mattress category by interacting with audiences via quirky and interactive online ads. The approach not only helped build a strong connect with the audiences but also generated high reach and brand recall; an achievement in a highly competitive landscape which resulted in the campaign being featured among Google’s stand-out Case Studies.
Duroflex leveraged the campaign on one of the leading content creation platforms, YouTube, given its massive reach, to meet its objectives in a clever and cost-effective manner for their campaign, “Sleep like a Champion”. Using Google Trends Data, the team identified key moments and search behaviour around the IPL like live scores, highlights, favourite teams and crickets. For each of these, the brand customised creatives to ensure maximum recall and engagement. Through the Director Mix tool, Duroflex created 70+ ads of 6 seconds each that would match with the audience’s search interest. With this, Duroflex was able to reach a larger audience base and increase their reach at a national level across various markets and demographics. The brand garnered incredible results reaching out to over 29 million users reached in the first 5 weeks of the campaign, 10.1% Lift in Awareness and 639% Lift in Brand Searches.
IPL is one of the most expensive media properties which enjoys an enormous reach in India and across the globe. Additionally, YouTube is one of the key content platforms that sees the highest consumption for cricket content among audiences. Consequently, the collaboration with YouTube enabled Duroflex to innovatively engage with a larger audience base and increase their reach in an extremely creative and cost-effective manner.
Speaking about the campaign, Smita Murarka, VP – Marketing & E-commerce, Duroflex says, “Our partnership with YouTube to capture the cricket buzz during the IPL worked exceedingly well. Using the Director’s mix tool, we were able to create unique and customized ads for our ‘Sleep like a Champion’ campaign as per users’ search terms. During the campaign which ran for five weeks, we saw an increase in search volumes for our brand by 6x and a boost in our online sales by 2x for the same duration. Thus, in an extremely creative and cost-effective way, we were able to successfully maximize our brand reach from the IPL.”
About Duroflex
Duroflex is one of India’s leading sleep solutions provider with a wide range of premium mattresses and sleep accessories. This revolutionary brand with over five decades of expertise and state-of-the-art technology, is redefining the meaning of quality sleep.
Duroflex has distinguished themselves as a leader in the industry with innovative and cutting-edge products that are first of its kind in India. Its signature range Duropedic is India’s first and only certified orthopaedic mattress range.
The brand is today synonymous with quality, innovation and comfort. Its product portfolio is backed by strong technical know-how, modern equipment and the ability to understand future needs.
Duroflex website – https://www.duroflexworld.com/
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