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Kinnect, a leading Digital Marketing Company in India, offers Interactive Services range from Social Media to Media Planning & Buying, Website Development & Design, SEO &Marketing.

The Challenge

Warren Buffett once famously said – “Only when the tide goes out, do you discover who has been swimming naked”. The same applies to poor quality stocks. In good times they may perform, but in challenging market conditions, their value rapidly erodes. The bull market of 2017-2019 were challenging years for small-cap equity investors who had invested in poor quality small-cap stocks, which saw their investment value erode by 42.83%.

With easy access to equity markets investment avenues, people were investing their money without the level of research & due diligence done by Motilal Oswal. This resulted in investments in poor quality small-cap stocks that, over time, lost value.

Motilal Oswal wanted to encourage consumers to invest mindfully.

Objective

  • Encourage self-researched investors to invest mindfully into capital markets through Motilal Oswal
  • The qualitative objective focused on the brand building aspects of the campaigns thus measured via uplift in 'Brand Consideration', 'User Engagement', ‘Build positive perception' of the service verticals of Motilal Oswal.
  • The quantitative aspects focussed on eventual year-on-year business uplift arising from the campaign on the parameters of 'Gains in the customer base', Positive impact Trading Volumes in Broking, increase in Equity AUM in Mutual Funds, increase in Broking & Distribution AUM.

Solution

Motilal Oswal identified that most self-researched and novice investors aged 25-40. This set of audience comprised individuals who were not professional brokers, most prone to make risky investment decisions. Hence, Kinnect was tasked to devise a strategy that would help convey to this primary audience the pitfalls of poor-quality equity investments in a relatable and entertaining way, both while operating within the SEBI guidelines.

With this set of audience extensively spending time on YouTube and relying on it for their day-to-day content, the platform became key to our message placement.

  • Launch Phase
    To launch the campaign, we created 40-second ads and targeted them to audiences in top metros of India and cities with high investor audiences. We additionally identified the target audience via Custom Affinity lists built on visitors or competitor websites, investment news websites, and finance app users. We also created a Custom Intent audience list using the top finance search terms relevant to the products of Motilal Oswal.

  • To create brand recall
    To cap in registrations on Motilal Oswal’s portal, we displayed Bumper video ads to those who had seen the 40-second video as an ad but did not submit their contact details on the landing page.

    Additionally, the end slates of both the 40-second video and the 06-second bumper ads had an animation recommending that users search for Motilal Oswal as a search query. This was to register the desired action in viewers' minds in case they didn’t click on the ad.

    The 06-second bumper ads consisted of five shorter cuts of the main video to ensure low ad fatigue while maintaining relevance to the original video.

    Since the target audience consisted of young & middle-aged investors, these ads were also run on other platforms, including Facebook & Twitter, that have a high presence of this demographic.

    HTML5 banners with images displaying similar analogies on results of using poor-quality products were served on financial & investment news websites identified via SimilarWeb.

    Two landing page versions were created for users arriving from video ads and banners to maintain user attention at all campaign phases. The ones from video ads were showcased images used in banner ads, while those coming from the banners were displayed in the 40-second video. This was done to ensure no ad visuals were repeated and avoid user distractions.

  • Visual Conceptualisation
    Since the video assets of the campaign were to be used across digital platforms, which often auto-play videos on mute, the visuals needed to communicate the message without any dialogues. To subconsciously register a call-to-action, an animation depicting the use of the brand’s name as search keywords in a text box was implied at the end of the video. This was to aid in associating the ad's visuals with a search term for them.

    The visual conceptualisation was based on the adverse effects of using poor quality products in everyday life, depicting different scenarios and an eventual positive result gained with a high-quality product in one of the scenarios. Multiple short videos of different scenarios in a sequence were combined to form the main film to maintain viewers' interest throughout the advertisement and help the shorter versions of the video not lose the core messaging.

    Different scenarios for the video were evaluated based on their relatability, ease of understanding and visual appeal through closed user group surveys consisting of target audience sets.

    Since Motilal Oswal is a market leader and famous in the broking & distribution industry, the correlation of the ads to equity-based investments was implied only in the end slate to avoid distraction from the core messaging.
  • 54%

    Spike in organic traffic on the website

  • 34% & 72%

    Spike in search volumes for brand keywords on Google Search and YouTube

  • 23%

    Spike in search queries for charges of Motilal Oswal?? services