Results and Effectiveness

In 3 weeks, 200,000+ clicks Over 10,000 business leads for number portability and new connections. The dual search campaign generated more traffic to the website compared to the previous print campaigns. Dual language forms an integral part of every search campaign now for Reliance.

Creative Execution

Since we were no longer using English and vernacular print, how do we target both the English and local language consumer simultaneously on search? We thought of a unique strategy to reach both these audiences at once. Thus was born, India’s first dual search campaign. We targeted keywords for which ‘Reliance’ would feature as the first organic result (SEO) and this SEO result would be in English. We then bid for the same keywords to show sponsored ads (SEM) – these ads we made in the local language. A user had the option of clicking either the organic result or the SEM ad that would take him to the website as well. This way, on one search query, we were able to communicate to both audiences. We executed the dual search campaign across 11 different languages targeting 11 different states. To add another local touch to the campaign and to close the loop naturally, we created regional language landing pages.

Insights, Strategy and the Idea

Reliance mobile has operations in 22 circles in India, out of which more than 15 circles are small town markets. In a bid to stay relevant to the highly fickle minded consumers in these small towns, Reliance constantly had to keep revising their tariff plans. Given the frequency of new tariff plans, we had to ensure that we found a cost-effective medium to communicate these. Traditionally, Reliance had been using print and radio for local tariff plans. Given that we usually took both English and local language dailies, print was increasingly becoming an expensive option. However, every time we advertised in dailies in these markets, we observed a sharp spike in Google search volumes, proving the fact that Google is popular in these towns. We also observed that every month there are over 8 million Google searches for “Reliance” as a brand And for the first time, we decided to use only Google as an advertising platform to reach out to our target audience in these towns, and not use print at all.