The Challenge

At the launch of online store, MRF T&S team was looking for quality footfalls for their website to increase awareness about their online presence. The brand wanted to make online users familiar with the website and let users have a hands-on experience with booking tyre related services online. The challenge was the find out the right set of audience. People who would read the ad, and go ahead with a purchase. The most difficult part comes when looking for people who might need to change their tyres at the current moment.

The Solution

The Audience

With clear understanding of the challenge began brainstorming. the primary goal was to figure out the right set of people to speak to. The key criteria was set to audience with the attributes as :

• Car Owners with Cars aging 2.5+ Years.
• MotorBike Owners with bikes aging 2+ years.
• Vehicle Mileage : 30,000+ 60,000+
• Online Shoppers with High Spend Potential.

Data Sourcing

Then began the search for the source that would have data for required audience, with numerous phone calls and answers from some publishers “ how would I know who wants to buy tyres" we could come up with a few which seemed convicting enough to go ahead with

Channel

SMS having more than 90% open rates and higher click rates than any other medium it was an obvious choice to go ahead with. It served the purpose of letting “them” know also tracking was way more effective than any other medium.

Content

With mosoon at the door it seemed a perfect time to go out there and talk about why its important to have right set of tires to make sure your safety is first priority, also highlighting how right tires will benefit your pocket with better mileage. These lines were finalised and yes everthing including call to action the whole communication had to be under 160 characters to make sure the budget and ROI would be justified
"Worn tyres can reduce grip & risk your safety, Buy from MRF online. best deals on tyres & services. Improve your vehicle performance and mileage"

Tech & Tracking

A shortened URL had to be the best viable option to be used as a CTA, a dedicated landing page with OGI was created to ensure the final message looks furthermore interesting. A new program was written that generated dynamic shortened URL's for each mobile number.
A total of 5 Million URL's were generated. The URLs looked almost similar with a catch of having receivers own mobile number onto UTM parameter, This enabled us to track how many users clicked the link and capture their mobile numbers. the data would be used to retarget the most engaged audience, to ensure maximum campaign ROI and a healthy 2way communication to the most interested audience This was a feat of technology as no other channel or platform provides click data with details of the person who clicked the URL

The Outcome

With everything in place the campaign was taken live. A total of 5 million people were reached from Mumbai, Pune, Bangalore & Delhi. The results? It strengthened our relationship with MRF with trust and capabilities of being able to sell tyres through SMS marketing with no human intervention.
The campaign went on to receive over 300k links clicks over 20k footfalls and 100+ conversions that totally justified the ROI marking a victories strategy in our books.

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