Mamaearth drives double-digit purchase intent with CTV integration on Disney+ Hotstar
The pandemic has propelled families to come together to watch television each night. It has led to a phenomenal rise in the popularity of CTV, and brands are leveraging it to the hilt. The trend is similar to how traditional colour television once became an everyday product across households. Things are more technologically advanced, with more choices for everyone. Mamaearth is one of the brands spearheading the efforts to make the most of CTV’s reach, especially among affluent audiences.
Mamaearth was looking for a robust channel to disseminate its 30-second Ubtan Face Wash advertisement featuring Shilpa Shetty Kundra. Disney+ Hotstar facilitated the brand in reaching premium CTV audiences on the platform and sharing their complete narrative without compromising on the length of the ad in the digital universe.
The Strategy and Execution
Mamaearth wanted to reach affluent CTV audiences to establish the efficacy of its Ubtan Face Wash via a 30-second long video ad detailing the strong ingredient story. The brand wanted to highlight its key selling proposition — consumers can get a ‘Shaadi Wala Glow’ upon using the product. The statement was supported by the benefits of the various ingredients added to the product.
The brand needed each element of the storytelling to stay in place to establish the goodness of the ingredients. The duration of the ad was thus crucial for the brand. Disney+ Hotstar facilitated Mamaearth in striking resonance with premium CTV audiences, depicting the contents of the Ubtan Face Wash as natural and safe. The narrative thus established the face wash as one that could help consumers make the most of its de-tanning and glowing properties.
Client Speak
“Being a new brand known to create disruption in the D2C space, we are always looking for newer ways to reach our audiences. Content consumption on OTTs has seen massive growth recently, and we wanted to leverage the same. Disney+ Hotstar enabled us to reach the right audiences in an impactful manner via their CTV targeting option. The results have been quite positive, with a 9% increase in brand awareness and favorability and 19% increase in purchase intent, which reflected through positive movement in brand sales too.”
— Vidushi Goyal – AVP Marketing, Mamaearth
Impact
Mamaearth achieved significantly higher salience and brand favourability among CTV audiences. The Shilpa Shetty Kundra-led campaign helped the brand up its ‘intention to buy’ quotient for its consumers. The brand saw a +9% uplift in Brand Awareness (1.3X Kantar norms), +9% uplift in Brand Favourability (1.5X Kantar norms) and a phenomenal +19% uplift in Purchase Intent (2.7X Kantar norms).
