Seeking Attention in an Overlooked Category

When was the last time you went online to check the latest phone release, a clothing sale, or order quick grocery delivery? And when was the last time you researched plywood for your home? It’s easy to overlook.

One of India’s premier plywood brand known for sustainability, faced this challenge in a low-involvement category. Although well-known, it found challenging to move consumers from awareness to consideration. To bridge this gap with the launch of their new environmental focused range, and attract 20,000+ customer leads.

Anticipating Customer Steps to Orchestrate Their Journey

Greenply’s target audience (TG) included males aged 28-55, from the top 20% income bracket, in the top 35 cities of India. We dissected the customer journey and identified three key audience categories:

 

1. Early Audience: Customers at the start of their real estate journey, visiting property registration offices or searching for interior designers.

1. In-Market Audience: Customers looking for plywood or adjacent home improvement categories:

    • Product Audience: Specifically seeking plywood.
    • Category Audience: Looking for home improvement services.
    • Cross-Category Audience: Interested in complementary services like gardening or tiling.

3. Stakeholder Audience: Professionals like architects and interior designers who influence customer decisions.

To ensure precision, we created 19 unique customer cohorts covering all audience segments and their journey cycles.

A Commodity finds a Place in the Home Interior Consideration set

The campaign leveraged the popularity of a leading South India’s film star, as the ambassador and rode on the proposition of ‘zero emissions’ through its new product range. We structured the full-funnel campaign as 

Phase 1: Building Awareness

We launched a video campaign across social media, YouTube, and OTT platforms targeting the identified cohorts to build awareness and draw audiences into the acquisition funnel.

Phase 2: Consideration with High-Level Contextualization

Once awareness was built, we moved to the consideration phase. We created contextual creatives and landing pages for each cohort, resulting in 38 unique versions, tested with two actions – Calls and Leads.

A Commodity finds a Place in the Home Interior Consideration set

A third-party funnel optimizer helped us retarget website visitors precisely, minimizing media wastage by segregating audiences based on their brand resonance:

  • In-market: Hot leads.
  • High resonance: Actively searching for the brand, needing a final nudge.
  • Mild resonance: Early in their journey, likely to convert in 3-4 months.
  • Zero resonance: Junk or accidental clicks.

We A/B tested “Tap to Call” and “Enquire Now” for in-market and high resonance audiences, and targeted three keyword categories – Product, Category, and Complementary Category – through search campaigns.

Phase 3: Lead Generation

In the lead generation phase, we used affiliate marketing to retarget audiences:

  • In-market and high resonance audiences: Received final hook offers.
  • Mild resonance audiences: Targeted with RTB communication to stay top of mind.
  • Lead form submissions: Qualified through an automated WhatsApp flow to reduce CRM efforts and expenses.

This strategic approach enabled Greenply to effectively transition consumers from awareness to consideration, ultimately driving lead generation and reinforcing their market position.

240 bps

lift in absolute consideration scores

800 bps

lift in relative consideration scores.

19M+

views in the awareness phase with a blended VTR of 59%

894K clicks

with a blended CTR of 2%

25K leads

with a qualification rate of 31%

5k+

Inbound customer calls

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