More than 50% of the traction on Housing.com is contributed by women, an insight that formed the core of the Kiara Advani led TVC campaign.
Featuring Vicky Kaushal and Kiara Advani, the campaign aims to increase brand awareness for Housing.com. It is based on a single, core insight: The home buying process is no longer looked at as a man’s job.
There is an emerging trend where women are taking the lead in the process. This was found by the brand after sifting through consumer interviews and realising that women contributed to more than 50% of the traction on Housing.com. In all the creatives put forth by the brand, women can be seen taking the lead.
Going big on Cricket
Cricket was chosen as one of the areas the brand majorly invested in. “Although it is costly, RoI in terms of impact, app downloads and platform visits after looking at the ad are phenomenal,” Snehil Gautam, Head of Growth & Marketing, Housing.com tells us.
A close second in terms of spends and ROI for Housing.com were reality shows like Bigg Boss and The Kapil Sharma Show. News and infotainment channels also did wonders. Delhi Elections were key to the campaign dissemination.
Gautam explains, “Such shows help us target specific audiences. In the case of infotainment channels like Discovery and History, we are able to communicate with very nuanced audiences. All infotainment channels worked very well for us if you look at impact and cost. However, for a higher order of impact, we relied on cricket.”
Although cricket was used as a means to reach audiences by Housing.com, it wasn’t included as an element in the TVC. “We did not want to get into something that wouldn’t be relatable all the time. We wanted to stick to the insight, which is very close to our category. Cricket was used as a core media spend area because our core audience watches cricket. When they are watching cricket, we would like to serve our ad. However, we don’t want to use it as a hook. If it hooks naturally, why not,” Gautam explains.
Only Digital v/s Digital+TV
Housing.com has done digital-only campaigns as well as digital plus TV campaigns. It helped them understand the extent of impact created in each case and at what cost. The brand found that when they did a TV campaign along with a digital awareness campaign, brand awareness numbers were significantly higher. Even when the TV campaign was stopped, it sustained for a while, something that wasn’t seen in their digital-only campaign.
Shift in Audiences
A significant portion of the media spends for the campaign was invested in digital, which included social media and OTT platforms like Hotstar.
“A lot of our core audience is moving to OTT. There has been an increase in the number that is making this shift from TV to OTT, especially when it comes to cricket.” However, OTT only helps them garner attention and raise brand awareness. For measurable actions, television still trumps in some areas.
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Gautam explains, “We use integrated data analytics control where each ad spot is analysed and measured by looking at an increase in traffic on platform and app installs. We attribute these to each ad spot to understand whether it’s working or not. The problem is that while you can do this for TV, it is very difficult to measure it on OTT.”
This is because people mostly use mobile to watch the match and nobody is going to go to your website after looking at the ad on Hotstar or SonyLiv. But it creates awareness because most of the younger audiences that are coming in home buying journey are moving to OTT, he adds.
Trends for 2020
There are two trends that Housing.com will leverage to the fullest in 2020. These include creating content in vernacular languages and going video-first. “We believe there is a huge potential of reaching out to audiences outside tier-1 cities if the platform itself is in these languages. This will help us get new audiences. We will start with Hindi and then launch in Marathi and Tamil. Eventually, we will expand in another four to five languages.”
About video consumption, he says the brand wants to use videos on the platform in different ways, making it a video-first platform. “We believe this is something the consumers of tomorrow will need.”
When used together strategically, the two (vernacular and video) will guide the brand to new growth, keeping it activational and approachable. The brand also hopes to rope in more celebrities to be the face of their campaigns.