ICICI Lombard leveraged Flipkart Ads to drive awareness and lead generation
When ICICI Lombard arrived with the challenge of driving awareness and lead generation on their Travel insurance product, Flipkart Ads ran a campaign on the E-Commerce site to satisfy their objectives via a strategy that leveraged data-driven insights with their FSA and On Deck offerings.
The challenge in hand?
Travel insurance is a niche segment and people who generally opt for this do so more as a requirement than desire. Targeting the right users was absolutely crucial to even generate a little interest and Flipkart Ads went about the challenge in a systematic, streamlined manner by creating the perfect persona of customers for the product.
What were the primary objectives?
ICICI Lombard approached Flipkart with two primary objectives in hand:
Drive traffic to their website and raise awareness.
Increase leads to potentially capture future customers and improve brand retention in the travel insurance sector.
How were they achieved?
Flipkart ads split the campaign in two –
The Data strategy
The Channel strategy
To achieve this, Flipkart ads leveraged their On-Deck and Flipkart Shopper Audience Network properties. Here’s how they met their target:
The Data strategy:
- Flipkart Ads followed the data derived from user behavior (recent browsing activities, purchase, search etc.) on travel-related goods such as trunks, bags and electronics.- Users under the high price affinity segment (branded luxury items and high value customers) were also included. - Tier-I and Tier-II youngsters who are part of a rising trend of international vacation goers were targeted using data from demographic signals.
How did this help? The strategy helped identify users within the targeted personas to create awareness and traffic/leads.
The Channel strategy:
- By using FSA Network (Flipkart Shopper Audience), Flipkart reached relevant audiences outside of the Flipkart platform. It also increased traffic volumes from transacting users during Big Shopping Days
A lead-gen campaign on the home page was initiated as well:
The campaign makes it simple for customers to share intent while registered customers already have their essential logs such as Name, Mobile Number and ID recorded
To avoid junk leads, additional fields like City were included, and users had to provide consent by checking the T&C before entering details
How did this help? This helped in accelerating lead-gen form filling with the convenience of Flipkart and ensured junk leads are avoided, and Opt-ins taken from a privacy perspective.
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