SUCCESS STORY
HCL Digital Concerts ran a series of campaigns to boost traffic to their monthly live concerts on their website and discovered that digital ads helped them grow average watch time by over 1400% in 3 months. It became a digital success with +450% growth in avg. view time for the live sessions, 10x growth in website traffic during live events, 3x lower cost per landing page view.
Achievements
45%
Growth in Avg. Watch Time During Live Sessions.
10X
Growth in website traffic during live sessions.
3X
lower cost per landing page view
The Task at Hand
The most important task was to build HCL Concert's digital following and use digital media to attract people to its live online events and boost the number of overall live visitors and watch time to live concerts.
The purpose was to identify talented and aspiring musicians and provide them with an opportunity to showcase their talent on digital platforms. It was to unearth India's hidden gems in classical music and art forms.
Making It Possible:
To drive the impeccable vision of giving a platform to artists and helping them find their stage online, we needed one major plan.
We pulled off the HCL Concerts using Purposeful Full Funnel Targeting.
We achieved by:
Running a Facebook campaign with interconnected audiences to build the digital following on their live concerts.- By partnering with PROHED, HCL Digital Concerts designed multiple variations of video
ads to strengthen the overall plan.
- Running Post Event campaigns to keep the buzz going with users who love classical
music.
- Using information gathered from the Facebook pixel on its website, HCL Concerts
created ads tailored to different audience groups based on their location, intent and
interests - a strategy that made it possible to connect with more potential visitors. As a
result, the organisation saw a hike in watch time from not only engaged users but also
from their lookalike audiences across the Indian subcontinent.
- We worked on creating audiences in a way they complement each stage if the funnel for most cost-effective watch time. This strategy also helped in boosting reach and performance.
Performance Objectives
Avg. Watch Time
Website Traffic
Live session Traffic
Cost per Landing page
Using The Right Platforms
The Success
With the help of the right products and a well thought out strategic plan HCL Digital Concerts was made a success along with the combined help of PROHED.
Various products included video ads, custom audience, lookalike audiences, core audiences, full funnel campaign, set up traffic with landing page views and Facebook Pixel.
We saw growth in All Key Performance Indicators (KPIs).
HCL Concerts performance marketing campaigns on Facebook successfully brought intent-based website visitors during live events complementing the growth in all- important KPIs. The campaigns which ran from December 2019 to February, 2020, achieved:
What Our Clients Say About Us!
Jaskaran Singh
AVP Growth, BaaziGames
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