Bajaj Consumer Care & PHD Media’s Collaboration with Vserv AudiencePro

Consumer care brands often find it difficult to break through the noise and sell their products to the desired audiences. To promote its new product, the ‘Bajaj Almond Drops Hair Serum’, Bajaj Consumer Care was looking to cut through the clutter and reach relevant premium online and offline shoppers across the personal care and hair care categories.

To reach the right set of audience and raise awareness for the launch of their new product, Bajaj Consumer Care, and their media partner, PHD Media, joined hands with Vserv AudiencePro – a customer intelligence and activation platform that helps brands access deterministic audience segments across any channel.

Vserv put its left and right brain to work and delivered an integrated media activation plan for Bajaj Consumer Care by leveraging the power of quality 2P segments like hair and skin shoppers, OTT subscribers, e-commerce transactors and many more from the Vserv AudiencePro platform on multi-channels allowing the brand to find its niche audiences. Powered by Vserv AudiencePro, a quality audience of 12 Mn+, with deterministic audience segments of online buying, offline personal care shoppers, and many others, from the 550 Mn+ AudiencePro segments that were activated across Facebook, YouTube, Voot, and Zee5 to provide unduplicated reach across channels.

Not only did the campaign turn out to be a success but over-achieved their targets! With the awareness campaign that targeted haircare shoppers, the campaign achieved an almost 5x click-through rate on Facebook. At least 20–30% higher view-through rates were achieved than the planned benchmarks across YouTube, Facebook, and OTT channels.

Vinayak Singh, the Digital Head at Bajaj Consumer Products, said, “To generate awareness for our newly launched Bajaj Almond Drops Hair Serum, we wanted to reach a young TG with an affiliation towards Hair Serums. Meta is a platform where a younger TG discovers new products via sponsored posts by brands or influencers and therefore have a higher tendency to check the product online. Our primary focus from the channel was to reach out to audiences who have shopped online for beauty products or have been looking at styling products or premium hair oil ingredients and Vserv helped us to sharpshoot our target audience with its transactional segments. We were able to layer FB audiences with Vserv AudiencePro 2P deterministic audience segments across hair and beauty categories, which gave our campaign a heavy boost by delivering almost 5X CTR.”

Commenting on the campaign's results, Monaz Todywalla, CEO of PHD India, said, "At PHD, we're believers in creativity and its many applications - especially when it comes to harnessing data and wielding it to cut through the noise. With the inventive application of customer intelligence, Vserv's collaboration with us sharpened and elevated this campaign's audience targeting, thereby helping our client, Bajaj Consumer Care, achieve great results.”

Saurabh Khanna, Vice-President – LCS & Agency Partnership at Vserv, stated, "We are extremely pleased to have been a part of this highly successful campaign for Bajaj Consumer Care. Our integrated media approach, combined with the power of deterministic audience segments, has proven to be a winning strategy in reaching the right audience and achieving unduplicated reach across multiple channels. This campaign is a great example of how customer intelligence and activation can help brands achieve their marketing goals, and we are proud to have played a key role in its success.”