The primary goal for Shaadi.com was to drive brand awareness and consideration in selected regional markets while increasing engagement and assisting lower funnel.​

Branding Strategy

• Merkle Sokrati curated a branding plan with an efficient multi-channel media mix to optimally leverage Google marketing platforms and drive incremental impact
• Short burst campaigns using highly engaging rich media banners were deployed by the team, via app campaigns to accomplish Shaadi.com's goal of driving consideration and app installs
• A curated set of audiences across the identified regional markets were targeted by leveraging vernacular ads through programmatic capabilities
• To ensure that the right audience was targeted with the apt communication, specific creatives were launched for the identified TGs.

Campaign & Creative Optimization

• Capitalizing on the long-term campaign learnings on creatives, audience and inventory, strategic optimizations were made which led to 4.5X incremental CTR while reducing the CPC by 65%
• The audience pool was segregated basis the intent. It was ensured that the creatives were displayed across apps and were positioned above the fold region to guarantee better visibility that maximized clicks and conversion volumes
• The best performing creatives as part of optimization were allocated higher Budgets to maximize campaign CTR
• By implementing the above strategy, we achieved 2.6x increase in overall conversion actions including App Installs, Profile Creations and Activations, and Purchases