Kohler — Driving Awareness through Paytm Audience Network

Media Brief

Anytime you think about a bathroom or kitchen product, there is an American manufacturing company that is sure to pop up in your mind. From baths to toilets, sinks to showers, Kohler is well known for its world renowned fittings & fixtures.

Kohler partnered with Paytm Ads in association with Dentsu Webchutney for an awareness campaign for their premium sanitaryware on the Paytm Audience Network. This partnership allowed Kohler to leverage Paytm’s transactional data and deterministic user insights to target the right audience on open ad-exchanges.

Campaign Objective

The campaign aimed at creating digital awareness among individuals with high spending capacity while also driving quality traffic to their website. The campaign focussed on engaging the correct audience for their premium sanitaryware via two different video ads.

Strategy & Execution

The video ad featuring the brand ambassador, Twinkle Khanna, was placed on open ad-exchanges. The two video creatives were run on several platforms, which targeted only ‘premium’ users identified using Paytm’s internal data and insights.

The Paytm Ads and Dentsu Webchutney teams worked together to modify, adapt and optimize the campaign on a weekly basis to ensure its success. After a thorough analysis of drivers of best campaign results, the Paytm Ads team increased the focus on OTT platforms. This enhanced the results in terms of both VCRs and CTRs for this campaign.

The campaign deliveries were optimized between a 20 seconder and 6 seconder video cut for the relevant audience bucket to serve the video ad on 3rd party ecosystems using Paytm’s internal DSP.

The relevant ‘premium’ target audience was recognized by targeting the following cohorts:

Males/Females

• Aged between 28 to 44 years
• Located in the top 22 cities

Users who transacted on Paytm for:

• International Flight Tickets
• Gold Class Movie Tickets
• Paytm Gold

Users who transacted on Paytm Mall for:

• Baby Products, Toys and Books
• Luxury Home Decor and Appliances

Users who spent heavily on:

• Food Delivery
• Credit Card Bill Payments
• Other Utility Payments