Flipkart leverages Disney+ Hotstar’s scale and reach to go big with Big Billion Days
After three years of letting Disney+ Hotstar drive desirable ROIs through exciting campaigns, Flipkart returned to the OTT platform for a fourth inning in 2022. The brand wanted a grand announcement for its Big Billion Days ahead of the festive season. In Disney+ Hotstar, Flipkart found the perfect match for ad innovations and audience sets.
Indians love to shop for the festive season! Findings from Disney+ Hotstar’s Festive Sentiment Tracker earlier this year indicated that 68% of consumers were planning to shop online, and online ads were to be the most prominent source of product information, offers and discounts for 55% of consumers.
It was a fantastic opportunity for Flipkart to go big with Big Billion Days promotions.
The ease and convenience of ordering products online are making online shopping increasingly popular, especially among OTT viewers. These online shoppers are digital-first audiences who love to engage with digital platforms that fulfil their needs, provide them with instant gratification and make their lives easier.
Flipkart brand wanted to reach premium, affluent and highly-engaged audiences at scale while driving brand awareness, favourability and purchase intent for Big Billion Days. Highlighting the value proposition of the sale — deep discounts and great deals — was crucial for Flipkart.
The commonalities between Flipkart’s target consumers and Disney+ Hotstar viewers made the partnership fruitful for the brand.
The Strategy & Execution
Disney+ Hotstar enabled custom targeting via mid-roll ads on its popular entertainment properties to aid Flipkart in reaching its target audience between the age group of 25 to 45 in top metro cities. The strategy was to ignite interest in the products on sale, spreading awareness about Flipkart’s great deals and offers.
To maximise efficiency and visibility for the campaign, Disney+ Hotstar identified top-viewed shows for each viewer and targeted them via 10-second ads about Big Billion Days. Since Disney+ Hotstar tailored the targeting to each viewer’s content consumption patterns, the brand could avoid wastage of ad spends.
The shopping intent of OTT viewers slowly strengthened into purchase intent for the leading e-commerce platform in the country.
Client Speak
Impact
Flipkart saw a significant uplift in brand awareness and purchase intent due to the campaign on Disney+ Hotstar. The OTT viewers loved becoming e-commerce shoppers for the Big Billion Days.
