Tata Neu app achieves 3X enrolls @ 21% better efficiency with bumper videos and AI-friendly account structure
The Challenge
Tata Neu is a super app that integrates Tata group’s most trusted brands all into a single convenient platform. Covering categories ranging from electronics and groceries, to travel and more. Tata Neu is focussed on acquiring users, and saw sale event as a good opportunity to get app enrollments. However, it had seen limited success scaling Google App campaigns during the events.
The Approach
We followed a two pronged approach: Educate and Execute.
- Educate: Conducted multiple immersion sessions (x-product) for the client & agency to discuss the importance of videos, creative best practices and other optimizations. We also helped create a scale-up strategy for the sale period.
- Execution: Client implemented the following strategies in addition to the BAU optimizations:
- In line with our recommended scale-up strategy, they launched a video heavy (Bumper Videos) campaign 3 days before the actual sale as a pre-buzz for both ACi & ACe.
- New set of ad groups were launched to expand coverage at sub-category & product level (24 ad groups in ACi and 10 ad groups ACe) and these new ad groups contributed 21% to the overall enrolls.
- Sale specific creatives were launched for Sale in the ACi & ACe campaigns.
- Budget modifications were made in a phased manner ranging from 10% -15% each day; bid change (+15%) vs BAU was made at the start of the sale
The Results
Tata Neu achieved a 3X enrolls at a 21% better efficiency in Jan’23 sale vs Sep’22 Sale. They were able to meet the highest scale through the ACi campaign in terms of prospecting spends.
Results
3X
Enrolls
21%
Better Efficiency
CLIENTS SAY
Testimonials That Illuminate Our Success
For us, sale events are a key period to acquire new users and we worked closely with the Google team to strategize scale up for our 3 day sale. We launched a video heavy pre-buzz campaign and expanded sub-category level ad group coverage in addition to other optimization recommendations. The approach & recommendations helped us deliver fantastic results! We delivered 3X enrolls at a 21% better efficiency and achieved the highest scale in this sale
Atoshi Chakraborty
Performance Marketing Head, Tata Neu
By using Bumper videos and structuring our account to leverage Google's ML better, we were able to simplify a scaling process that would otherwise have been quite complex. Not only did we manage to scale and achieve over 20% improved efficiency, but we were also able to increase performance on several key categories successfully
Srinivas Seshadri
Senior Vice President - Business Operations, Sokrati
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