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Case Study
Dosti - 'Yeh Dosti Hit Hai' campaign
DOSTI

Amura creates high digital impact for the 'Yeh Dosti Hit Hai' campaign, generating over 90 million impressions and reaching more than 80 Lac Indians globally - thus increasing brand awareness and boosting lead generation.

ABOUT THE CLIENT

Dosti Realty was incepted in 1980 has an impressive portfolio of over 5,500 homes that house over 27,500 residents in 95 impressive Dosti complexes, which occupy a total developed area of about 6 million sq.ft. across Mumbai. Besides residential complexes, they have also made their mark in the commercial, retail & SEZ segments.

Challenges
The objective of “Yeh Dosti Hit Hai” campaign was to:
  • Create Buzz in the market about the Friendship day campaign by Dosti Realty.
  • Increase brand awareness.
  • Boost lead generation.
EXECUTION
Concept:

The campaign was divided into three stages.

  • Teaser Campaign
  • Campaign stating maximum benefits from 1st -15th August.
  • Campaign stating offer extended with slightly less benefits from 15th-31st August.
Created Buzz:
  • Dosti Hit Hai” Theme was used for the campaign.
  • Created the urgency to buy a home. Urged the buyers to book homes before 15th Aug to avail maximum benefits.
  • Assured the buyer that the event brings together the best deals straight from the developer with no better offers throughout the year.
Increase brand awareness:

We asked the user to participate in the social contest and Lucky winners will get additional benefits. This will helped us to achieve visibility on Social Media with Required TG.
Dosti Friendship Day contest was designed to create awareness and create a strong recall for the brand and generate maximum interactions (Through Likes, Shares, Comments, Reach, Impressions, Actions and Impact.
During planning phase, we mapped out the exact interests and preferences of our T.G. The content was customized according the preferences and was aligning with defined brand USP’s.
The Dosti Friendship campaign created a platform where the audience could share their moments with friends.

Boost lead generation:
  • Created successful social content to reach out to potential audience
  • We captured the audience details for lead generation by making them register with Email Id and Phone before giving away information about the projects.
  • We employed gamification strategy and introduced the process of downloading e coupons to keep a tab on our leads and also to increase lead generation.
  • We continuously maintained a touch base with customers via mail and sms to create urgency for customers who did not come for the site visits.
  • Introduced Dosti loyalty Programme to generate leads from referral schemes by giving them additional benefits.
  • The User will visit the site from any of the touch points.
  • The user will register with Email Id and Phone to proceed to see the projects on Page (This is important so that user does not drop off without filling up the details).
  • The user will register with Email Id and Phone to proceed to see the projects on Page (This is important so that user does not drop off without filling up the details).
Advertising Platforms:
  • Google AdWords.
  • Search & Google Display Networks.
  • YouTube & Video Networks.
  • DoubleClick Bid Manager – Demand Side Platform.
  • Facebook Advertising.
  • Content Marketing platforms (Taboola, Outbrain, Yahoo & Times Internet Native Ads).
  • Direct Buy from publishers (Times of India, Money control, Economic Times, Hot star, Rich media, etc).
  • Database marketing (SMS, WhatsApp & Email).
  • Real Estate Portals (99acres.com).
Technology used at the Backend:
  • Ad Technology Platform: Sell.do, DoubleClick Bid Manager.
  • Website/ Portal – Ruby on Rails, HTML 5, CSS 3.
  • Database & Caching: MySQL.
  • Marketing & Sales Automation : Sell.do (Amura’s proprietary platform).
  • Behavioural Tracking & Analytics – Google Analytics.
  • Big Data – Sell.do
Results
  • Over 90 million impressions. Reaching more than 80 Lac Indians globally.
  • Very high impact digitally.
  • Huge engagement and Fan following on Social media Facebook, Twitter, YouTube.
  • Media coverage: Print and Online media.
  • Enquiries generated: 5334 +
  • –Offer coupons downloaded: 1100 +
  • –Total Website traffic: 1.5 Lac+