With no changes in targeting or budget, we discovered a winner. On Facebook, regional ad copies were performing better than the English ad copies giving high engagement rate, thus lowering our cost per engagement.

• Facebook Video views: ~1025,000 since inception

• Total engagement: ~2.4 M

• Total reach: ~50 M

• Increase in engagement rate for regional content.

Hindi: 85%

Gujarati: 17%

Bengali: 34%

Tamil: 25%

Apart from this,

• The FTA website witnessed close to 2,00,000 visits since inception (Till Nov '14)

• Search Campaign Results:

Clicks: 353,595

Visits to Franklin Templeton Academy: ~1,00,000

• Email Campaign:

Total Number of mails sent: 2,778,765

Unique CTR: 0.50%

The data interpreted in the first place helped us in understanding that the regional videos though were targeted to the right audience didn't help in accomplishment of our objective as the engagement received on those videos was low. Taking this into consideration, the ad copies along with the videos were written in the regional language corresponding to the video. This helped penetrating deeper into the specific region targeted and helped increase the engagement rate, thus showing a sign of acceptancy. Behavioral change by the audience was witnessed once the ad copies were written in regional languages along with the videos.

We created 22 videos in 5 different languages – Hindi, Tamil, Bengali, Gujarati and English and promoted them across various digital channels.

The Campaign:

We reached out to the audience through all the digital platforms to gain maximum visibility.

Facebook: Since this platform gives us extensive targeting parameters, we chose this among the other social media platforms.

We decided to use ‘Facebook Promoted Post’ ads to create engagement around these videos. All the English videos were targeted to pan India, whereas all the regional videos were targeted to the respective regions to build relevance.

SEM: This allowed us to drive more traffic to the website to promote educative content. People who were looking for information on investments/mutual funds were targeted with Google Text Ads and contextual banners. All of them were diverted to the website that hosted these videos.

Challenges on Facebook promotions

After a detailed analysis of the data collected after promoting all the videos, it was seen that our Facebook posts and videos in English were receiving high engagement and CTR. But regional videos targeting states which were chosen based on the language, received poor engagement. The regional promoted posts were reaching the desired target audience but they were not engaging with the video.

The Breakthrough:

We decided to use native targeting and wrote the ad copies in Hindi, Bengali, Tamil & Gujarati for better regional association. The regional videos were targeted to specific states in India. After doing so, it was seen that engagement on the regional videos also increased thus ensuring that we were able to establish a better connect with our audiences.