Vedantu ties up with Public app for a geo-targeted ad campaign
In a bid to make parents and students aware about its online tutoring platform, Vedantu-a pioneer in LIVE online learning, launched an ad campaign on Public App in seven major Indian languages- Marathi, Malayalam, Kannada, Telugu, Tamil, English and Hindi. Through the Vedantu Improvement Promise (VIP) campaign, the brand aims to reach a wider audience by geo-targeted ads in that region’s local language. The one-day long campaign received great overall response and generated over 40 lakh views, with an industry best engagement rate of 4.8% and CTR (click though rate) of 1.32%.
According to a report by Google/KPMG, around 70% of current Indian internet users prefer Indic languages over English. Brands nowadays, have realized the need to regionalize ads to create and garner a larger impact. Keeping this in mind, the “Vedantu Improvement Promise” advertisement allowed users to view an informative card in that region’s local language along with the dubbed campaign film, featuring Aamir Khan. With this bold initiative, Public enabled Vedantu to share its messaging in a more impactful way which resonated with their set of audience.
Commenting on the campaign, Harshil Dhingra, Chief Business Officer, Public App said, “We thank Vedantu for reposing their trust in us to reach the right audience and spread the message of their VIP initiative. We ensured hyper-localisation through our geo-targeted ads for this campaign and also made them available in all major Indian languages according to the region. It’s great to see the kind of response and popularity it garnered in such a small time”.
Speaking about the campaign, Kunal Dubey, Head of Marketing, Vedantu, said, “At Vedantu, we aim to create a healthy learning environment, keeping students at our core. Learning is a collective effort, and the academic progress should not be only students' and parents' responsibility, therefore the whole system needs to assure accountability of their progress. Through the partnership with Public app, we have been successful in maximizing our efforts to create impact at scale through the app’s wide audience base and spread the message of our latest ad campaign across the country.
This is one of the unique and industry first innovative campaign ads that Public has run in recent months. The app has conceptualized plenty of non-intrusive, mobile-friendly, and full-screen display ad formats including video interstitials for leading brands like GSK, Skoda, Amazon Prime Video, OnePlus, HDFC Bank, TVS, Coinswitch Kuber, Swiggy, Rebel Foods and many more.
With a promise to deliver a seamless experience and increase user delight for its users and advertisers, the brand is working towards adding in-built video creation tools to help create good quality professional content on mobile and aims to make Public app the world’s largest location based social network in the next few years.