MRF Madras Rubbber Factory
#campaigndesign #automobile #targetedmarketing #directmarketing
MRF T&S is a one stop shop for a unique online tyre shopping experience. An experience that kicks out hectic hours at the tyre store . T&S has the entire range of MRF tyres and enables online purchase of tyres, computerised nitrogen inflation, tubeless repair, wheel alignment & wheel balancing
The Challenge
At the launch of their online store, MRF T&S team was looking for quality footfalls on their website to increase awareness about their online presence. The brand wanted to make online users familiar with the website and let them have a hands-on experience with booking tyre related services online. The challenge was to figure out the right set of ears who would listen and respond to their product. People who would read the ad, and go ahead with a purchase. The most difficult part came when looking for people who might need to change their tyres at the present moment 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 such 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 still come up with a few ideal platforms/publishers convincing enough to go ahead with
Channel
SMS having more than 98% open rates and higher CTR than any other medium of direct communication it was an obvious choice to go ahead with. It served the purpose of letting “them” know also with right tecnology design & implementation the tracking was more effective than any other medium.
Content
With Monsoon at the door it seemed a perfect time to go out there and talk about two important touchpoints first being Safety and the other being Money. These lines were finalised and yes everthing including the call to action, The whole messsage 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 2 way communication to the most interested audience, avoiding SPAM. 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 and increased their trust in our capabilities for 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.