Creative Execution

We created a responsive website with data layering and a lead scoring mechanism. The second step was the launch of the communication Campaign across digital platforms - Dekho. Parkho. Jaano We engaged them through Marketing Automation using Salesforce capabilities, remarketing through contextualized messaging. We used sequential messaging backed with marketing automation to score prospective leads into warm and hot buckets and further remarket to those who showed interest. The journey from generating demand to nurturing the leads through different phases of marketing was made possible through a combination of performance marketing channels backed by real time data analytics. The lead scoring mechanism helped qualify the leads and looped into the last mile for dealership networks and client visits via a salesforce integration. After reaching a specific threshold score, the leads were classified as Marketing Qualified Leads ensuring that the free Loctite samples are only sent out to genuine prospective customers.

In the span of just 3 months, the campaign showed staggering results: Impressions : 160M Video Views: 50M Visits to the website: 350k Improvement in Cost per lead: 19% Leads: 3,100

Henkel decided to reach out to the audience digitally in order to nurture them online. This was an innovative solution over the traditional method which employs an expensive salesforce of trained engineers and distributors. We based our communication approach on an insight that’s rooted in Indian culture. As a value conscious nation, we don’t buy anything before trying it first. In-line with this insight, we launched our campaign communication – Dekho. Parkho. Jaano. (See it, Try it, Believe it) The sampling exercise that followed would help people actually try it for themselves and then convert them into active users. Market Research throughout the length and breadth of the country covering 150 types of profiled audiences such as maintenance managers, plant heads, maintenance operators, mechanics, design engineers etc. gave us some compelling insights which we leveraged in our communication and go-to-market strategy.