One of India’s leading healthcare apps, PharmEasy, recently launched a huge promotion campaign on the catchy theme of ‘Take it easy PharmEasy’, inspired by a hit movie song that goes well with the brand’s vision of ‘pharmacy made easy’. The objective was to build brand awareness and analyze the impact of their brand campaigns both on TV and digital. PharmEasy partnered with Zapr, India’s only TV audience engagement platform, to achieve its objective in three ways:
1. Engage specific TV audiences on second screen
2. Get insights on TV campaign effectiveness for better media planning
3. Run surveys to measure the impact of both digital and TV campaigns
PharmEasy wanted to build more awareness for their app and also conduct in-depth brand impact analysis of their TV campaign, while improving their media plan for upcoming campaigns.
We targeted competitor audiences and those underexposed to PharmEasy TV ads on their mobiles, got granular TV insights compared to competitors, and measured both TV and mobile campaign effectiveness.
When I look at Zapr now today, it almost has become a must-have for your campaigns going forward because of this bridging that they are able to do between the offline and the online world.
Chief Digital Officer, Club Mahindra
We have been experimenting with Zapr for several campaigns in the last few months and it has helped us reduce wastage, create better sequencing and enhance our targeting, all with one platform. It has been a valuable exercise.
Chief Digital Officer, Raymond Ltd.
We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months.
We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.
Manager Consumer Research & Insights at Myntra
Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at
In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent – Television
Managing Partner, Maxus India
…Data and technology
Chief Strategy Officer, GroupM South Asia
…they [Zapr] have built out a good platform on the technology side which is very useful. On the other side, from the people’s standpoint, I think they are extremely hungry for making sure your client gets the best…
CMO at Cleartrip
I really wanted to know at a very granular level, using big data, what the Indian consumer was actually viewing. And I think Zapr really came out with that solution…
Group CEO, Starcom India
I think it’s a fantastic new tool for everyone whether for a content creator, broadcaster, person in the digital media, advertiser or any other kind of stakeholder. I think it’s going to really revolutionize the way we are looking at getting some sense of data, how people are watching and consuming media
Managing Director of Republic TV
Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.
Vice President at Pepperfry