Established in 1975, Annapoorna Masalas and Spices is a pioneer in the art of spice processing and packaging. Backed by a legacy of four decades and a repertoire of traditional recipes handed down over generations, Annapoorna Masalas and Spices are packed with fresh flavours and fondness.
Annapoorna Masalas and Spices
Concept and execution of a hyper-local digital campaign for a leading masalas and spices brand
About the client
The Ask
A much-loved client of Madarth, Annapoorna wanted to rapidly increase brand awareness and drive sales for their range of Masalas and Spices in Tamil Nadu.
The Solution
We proposed a hyper-local strategy targeting over 900 pincodes. This comprehensive approach enabled us to cover specific locations where they had solid product placement, giving a high potential for success. This was complemented by extensive POS support and helped maximise the impact of our campaign.
Overall Outcome
The campaign led to a 3X surge in physical sales in the targeted pin code locations, as against the previous period. Though the campaign was initially focused on physical locations, we recommended the client to extend it to online as well. This led to a 3X increase in online sales.
The numbers at a glance
Phase I: Brand Awareness Campaign
A 20-sec TV commercial featuring a popular actress Oorvasi was promoted on YouTube during the first 15 days to propagate brand awareness in specific pin codes. This was complemented by a digital ad campaign on Google. This helped establish Annapoorna range of masalas and spices in the minds of consumers.
Social Creatives
Posters
Youtube Ads
Phase I: Results
Impressions: The campaign generated 4.3 million impressions, effectively reaching our target audience in the selected pin codes.
Clicks: We achieved 12K+ clicks, showing a strong user engagement and interaction with our content.
View Rate: The view rate of 41.3% surpassed all industry benchmarks, indicating the resonance of our video content with the audience.
Phase II: Tactical Campaign on Omni-channel
In Phase II of the campaign (45 days), we made a BOGO offer promotion and made it a compelling proposition. We adopted a multi-channel approach to reach out to consumers at various touchpoints of their digital routines.
YouTube | Display Ads | Search Engine Marketing | Social Media Campaigns
Social Creative
Posters
Youtube Ads
Phase II: Results
Impressions: The campaign generated 24.8 million impressions, effectively reaching target audience in the selected pin codes.
Clicks: We achieved 95K clicks, showing a strong user engagement and interaction with our content.
View Rate: The view rate of 45.3% surpassed all industry benchmarks, indicating the resonance of our content with the audience.