Aapka Style Somany Style

Somany TV Commercial FY’2016-19

The fresh and peppy campaign reinforces the brand’s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio.

Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies.

The campaign had a 360° reach and was activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life.”

The campaign was executed in three phases on online platform:

  1. Pre-Launched Phase
  2. Launch Phase
  3. Post Launch Phase

Pre-Launch Phase: The pre-launched phase was to change the thought and the way of thinking in tile industry with some emojis where we took characters that were in TVC and created a suspense with their personalities.

Launch Phase: During the launch phase, TVC was promoted on all social media platforms including offline activities which took attention of the audience through one of the most quirkiest ad in the industry. The promotion activity continued for a week and received 1M+ views on YouTube and Facebook.

The launch was supported by the stories of characters with engagement rate upto 28.41% on Facebook, 52.4% on Instagram. HashTag #AapkaStyleSomanyStyle trended nationally on Twitter for more than 3 hours at top 3 positions. Last but not the least we also did an offline activity of RevealingMyPersonality & AapkaStyleSomanyStyle wherein we celebrated the TVC success PAN India.

Post Launch Phase: Post TVC was live we also launches Personality Test App on Facebook and a Micro-site for TVC supported by influences and made quick 5-10 sec video as part of which they had to hold a placard
with the personality term inspired from the TVC printed/written on it. The influences to hold the placard in a fashion similar to posing for mugshot while holding a signboard. These videos went live on their respective Instagram profiles as well micro-site created for the campaign with hashtag #AapkaStyleSomanyStyle & #RevealingMyPersonality.

Executive Summary
The TVC campaign has lead to a significant fan base growth across social media channels. During the TVC launch, we gained more than 900 Facebook fans, more than 50 organic Twitter followers and 52 organic Instagram followers in just 3 days.

Pre-Launch Phase
The pre-launch content across social media channels, garnered more than 59.2K reach, with a CPR of INR 162.05, which is great as compared to the industry standard of INR 300-350.

With the strategic use of targeting, the total amount of impressions achieved are competitive and more than 88.8K on social media.
Keeping the ideal timings to publish a TVC in consideration, we managed a tremendous number of interactions – 1.69 million on Facebook.

Launch Phase
The TVC garnered a total reach of more than 3.85 million across social media. The content was promoted to the most relevant audience, and was optimized to INR 0.09 CPV on Facebook and INR 0.12 on Instagram.

Twitter Trend

AapkaStyleSomanyStyle trended nationally on Twitter for more than 3 hours at top 3 positions.

Around 5,787 conversations were generated around the hashtag garnering a potential reach of 4,072,349 and 44,742,898 impressions.

Many top contributors mentioned #AapkaStyleSomanyStyle in their conversations.

Post Launch
The Post – Launch posts garnered more than 2.1 million reach and 2.7 million impressions on social media, backed up with paid promotions.

The content was able to enhance the brand’s sentimental bond with the audience, gaining around 67K engagements on Facebook and 231K interactions on Instagram, with an average CPE of INR 0.18 on both the platforms.

Personality quiz post talked about different personalities in the most creative manner & gained multiple social conversations. The engagement rate achieved is 21.4%, much higher than average post engagement rate of 10-15%.

Microsite launch, gained 20.2K clicks at the CPC of INR 2.50, whereas the Facebook suggested cost per click is INR 10-15.

Display/Video Ads

We did display and video ad campaign and received 19,87153 Impressions with Avg. CTR of 0.38 and Avg. CPC of 19.70 for Display ads and 4,122,47 Impressions with Avg. CTR of 0.17 and Avg. CPC of 215.52 for Video ads.

The best performance has been from IRCTC, NDTV, Network 18, Bookmyshow, Cricbuzz, Olx, Glassdoor, Indianexpress, etc

Somany Ceramics Limited