Case Studies

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‘Path to Purchase’ One Source Research Project

The client was an FMCG snacks major that wanted to conduct a purchase funnel analysis – one source project. ZAPR was selected as the TV analytics research partner. ZAPR worked with both Nielsen and IMRB to profile the TV viewership behaviour of everyone in each of their panels. This data was then measured against purchase behaviour of the panellists to study the impact of TV ads on purchase. Additionally, apart from TV, the impact of other media formats on sales was also conducted. The study was a success and a nation-wide rollout is currently underway.
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3

FMCG Skincare Brand

The client was a skincare brand which did not advertise on TV, but wanted to leverage content consumption insights to influence their mobile strategy. ZAPR identified audiences who were exposed to competitor TV ads and segmented them based on their language preferences. Rich media content and video creatives in several languages were then targeted to them. After conclusion of the campaign, ZAPR ran a brief post-campaign survey and observed a 23% increase in brand awareness.
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2

Major Mobile OEM

The client was a mobile OEM that was not running a TV campaign in a particular month. However the client’s competition were aggressively advertising on TV. The brief was to identify audiences who were exposed to competitors ads and then retarget them across the mobile universe to win back share of mind and drive brand awareness. 30 sec videos was the chosen format, and ZAPR delivered impressions to a target audience base size of over 2 million.
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1

Major Auto Brand

Given the objective, the target audience was defined as everyone who was being exposed to the TV campaign media plan as well as exposed to the TVC. ZAPR identified over 1.5 million individuals and pushed out innovative creatives, such as 3D revolving cubes and interactive videos to them through ad-exchanges, driving up brand awareness of the new car launch.
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