The Campaign

With our goal clearly set we began by studying users and their thought process during every stage of the purchase. Our research revealed that users interested in investing primarily decide when to invest depending on the status of the stock market. To determine whether the market is favourable or unfavourable to invest, they search for Sensex or Nifty i.e. National Stock Exchange of India’s stock market index, and transact accordingly. Our data revealed that if the Nifty is low, meaning the stock prices decrease, people are more likely to invest. Conversely, when the Nifty is high, people refrain from investing since the stock prices are also high. Thus, there is an inverse relationship between investment in mutual funds and the stock market index.

Creative Execution

A script was created that crawled the stock market index and automatically increased or decreased the bids based on the market. When Nifty increased by 0.25% the campaign budget and Max Cost per Click (CPC) decreased by 20%. When Nifty decreased by 0.25% the campaign budget and Max CPC increased by 20%. When Nifty was between -0.25% and 0.25% and the bids were normal. Our creative messaging also reflected the status of Nifty. If the market was down, the ad copies would urge the user to invest immediately. If the market was stable or up, standard messaging was used. Brand campaigns were not affected by the market fluctuations, since we did not want to hamper the standard brand communication. Lateral campaigns which included keywords like ‘Investment options’ were only enabled when the markets were down. Thus, we optimized the campaign by syncing only the core keywords with the Nifty index.

Our innovative proprietary tool led to a 64% increase in the number of investments coupled with high brand recall. By simplifying the entire process of investing and also advising our target audience about when to invest, we managed to gain the trust of our customers. As a result, we made it easier for potential investors to take the big step, and cautioning them when not to. This enabled them to identify with the brand. In addition to this, we also improved the Conversion Rate by a whopping 121% the highest in the history of all Franklin Templeton digital campaigns. By increasing the relevancy between the consumer search and purchase intent, ad copy, as well as the landing page, we ensured that the customers we more likely to convert. As a result we managed to achieve a 59% Increase in Revenue for Franklin Templeton.

Franklin Templeton wanted to increase the number of investments and improve conversion rates. While there is very little that can be done to create impulsive purchase intent for a financial product like mutual funds, our proprietary tool, iSync, did the trick. It synchronized ad copies with Nifty (National Stock Exchange of India’s stock market index) which was found to be inversely related to investments. It automatically changed bids as per movements in the stock market and created urgency through the ad copies. This resulted in a 64% increase in investments and our conversion rates improved by a whopping 121%

Insights, Strategy and the Idea

Our target audience was mainly males between the age group of 25-50 interested in investing. Although our target audience had shown interest in investing, it is difficult to get people to actually take a leap and invest their hard earned money. Keeping our research in mind we came up with a brilliant idea! What if we could sync our ad copies with fluctuations in the stock market and serve the status of the stock market index in real time? In this manner, users doing research on the Nifty would get answers to their queries as well as good investing options. We would be able to address the query as well as give a solution to the users. Thus, we created iSync, our proprietary tool that syncs the Nifty with our bidding and budget strategy while customizing ad copies on the basis of the fluctuations in the stock market.