How Zapr helps brands capitalize

on IPL audiences
Fantasy gaming brand drives
higher Share of Mind using
Zapr Smart Segments

Category: E-COM GAMING

Brand wanted to engage IPL
audiences and drive higher share of
mind against competition
OBJECTIVE
Build affinity among IPL watchers
and drive further attention away
from competition on a digital
platform
CHALLENGES
• Optimized targeting to reach only
IPL viewers at scale
• Breaking through the TV clutter
by utilizing a personal platform
SEGMENTS
IPL CORD LOVERS: Heavy watchers of
IPL
COMPETITION INCLINED AUDIENCE:
Audiences exposed to a competitor’s TVC
CAMPAIGN OUTCOME

Fantasy gaming brand engages IPL

audiences effectively

2 Mn+
Unique audiences engaged
~2%
Click through rate
Pharma delivery brand
captures audiences during
IPL

Category: Pharma
Brand wanted to build affinity among
IPL audiences at optimized costs

OBJECTIVE CHALLENGES SEGMENTS

Leverage audiences watching IPL to Sharper targeting to focus only on IPL CORD LOVERS: Heavy IPL viewers
engage with them on digital IPL audiences
CAMPAIGN OUTCOME

Zapr helps pharma delivery brand

connect with IPL lovers on digital

2.8%
CTR achieved for the campaign
Consumer electronics
retailer leverages Zapr
Smart Segments to reach
IPL audiences on Digital

Category: Consumer electronics

Zapr helped the brand reach IPL
watchers in a focused manner

OBJECTIVE CHALLENGES SEGMENTS

Deterministically reach IPL Targeting optimization to build a IPL WATCHERS – All TV viewers
audiences to build Share of Mind sharper plan consuming IPL
CAMPAIGN OUTCOME

Electronics retailer leveraged IPL

segment to build stronger connection
with its audience

1.2 Mn 2.17%
Impressions
Click Through Rate
Major Car Brand captures
its closest competitor’s
audience during high-
impact IPL
Category: Automobile
Auto maker wanted to ensure it
retained its position against an IPL
heavy competitor
OBJECTIVE
Build Share of Mind for the brand
leveraging competition and
surrogate brands IPL spends
CHALLENGES
Map audiences consuming the
competition’s TVCs during IPL
SEGMENTS
COMPETITION INCLINED AUDIENCE:
Audiences exposed to competition during IPL
SURROGATE AUDIENCE:
Audiences exposed to surrogate brand
(jewellery, travel, etc.) audiences during IPL
CAMPAIGN OUTCOME

Zapr helped Auto brand build Share

of Mind against an IPL heavy
competitor

1 Mn+ 3.01%
Unique audiences engaged Click through rate
Camera Equipment
company reaches IPL
audiences using Zapr’s
deterministic audiences
Category: Consumer Electronics
Zapr helps a major photo equipment
company affiliate with IPL audiences
on Digital

OBJECTIVE CHALLENGES SEGMENTS

Engage with IPL viewers on a cost Build a highly optimized plan to build IPL LOVERS: Audiences which consume
effective platform maximum engagement IPL regularly
CAMPAIGN OUTCOME

Camera Manufacturer builds better

positioning with IPL watchers

5.9 Mn 4.3%
Impressions Click Through Rate
Leading Hair colour brand
leverages Zapr to reach
key audiences during IPL

Category: Personal Care

Zapr helps the brand build higher
Share of Mind during IPL

OBJECTIVE CHALLENGES SEGMENTS

Reach IPL consumers and build Breaking clutter during a TV heavy COMPETITION INCLINED AUDIENCE:
higher recall for the brand period Audience exposed to competitions TVCs

IPL WATCHERS:
Audiences consuming IPL
CAMPAIGN OUTCOME

Hair Care brand builds higher SoV

against competition

2 M+ 4.7%
Unique audience engaged Click through rate
Zapr helps a national Soap
Brand reach its audience
during IPL on Digital

Category: Personal Care

Build engagement with relevant
audience exposed to IPL

OBJECTIVE CHALLENGES SEGMENTS

Connect with women who consume Reaching their TG away from a IPL LOVERS: Women IPL consumers
IPL regularly, building focused reach cluttered TV environment
CAMPAIGN OUTCOME

Major personal care brand targets

women IPL audience successfully

1.4 Mn+
Unique audience engaged
Energy drink brand
reaches IPL audiences
using Zapr

Category: Food and Beverages

Zapr helped the brand build higher
engagement with IPL consumers

OBJECTIVE CHALLENGES SEGMENTS

Reach IPL consumers and build Reach target audience in a TV IPL LOVERS: Audience consuming IPL
higher recall for the brand cluttered time period and other cricket content on TV
CAMPAIGN OUTCOME

Energy drink brand built better

engagement with relevant audiences

4.30 %
Average CTR
Alcohol brand leverages
Zapr to reach a focused
set of Audiences during
IPL
Category: Food and beverages
Brand wanted to reach a particular
team’s loyalists to capitalize on their
exposure

OBJECTIVE CHALLENGES SEGMENTS

Leverage team sponsorships to Mapping audiences deterministically TEAM LOYALISTS: Audiences which
connect with relevant audience; to target only the match consumers consume a particular team’s matches
considering the limitations on the during IPL
category
CAMPAIGN OUTCOME

Brand leverages Zapr to extend their

team sponsorship in Digital

637 K+ 0.45%
Unique audience engaged Click through rates
Leading Computer
manufacturer leverages
Zapr segments to engage
its TG during IPL
Category: Consumer Electronics
Brand wanted to position its products
among a specific set of audiences

OBJECTIVE CHALLENGES SEGMENTS

Build reach for a suite of products
among sport loving audiences
Target audiences exposed to
competition’s TVCs
Breaking through clutter and
engaging with the right set of
audiences
IPL LOVERS: Audiences consuming IPL
heavily
COMPETITION INCLINED AUDIENCES:
Audience exposed to a competitor’s TVC
CAMPAIGN OUTCOME

Zapr helps Computer brand reach the

relevant audiences during IPL

>1 Mn 3-4%
Unique audience engaged Click through rates
Fitness supplement brand
drives brand recall among
IPL audiences using Zapr
segments

Category: Food and beverages

Brand wanted to engage audiences
interested in high energy activities
OBJECTIVE
Amplify brand awareness and brand
recall among target audience during
IPL
CHALLENGES SEGMENTS
Optimize targeting to reach the right IPL LOVERS: Audience consuming IPL
set of audiences heavily
SPORTS LOVERS: Audiences consuming
sports other than Cricket
CAMPAIGN OUTCOME

Zapr helped the Brand reach the

relevant audience set during IPL

3 Mn+
Unique audience engaged
Telecom provider builds
affinity with IPL
consumption

Category: Telecom
Brand wanted to drive sampling of its
4G services with IPL as a
consumption driver
OBJECTIVE
Pre-IPL: Build awareness about the
new offering among exposed
audiences
During IPL: Drive sampling of the
offering for IPL consumption
CHALLENGES
Focused targeting to reach a
specific audience set and build
better engagement
SEGMENTS
CORD CUTTERS: Audiences not
consuming IPL on TV
SUFFICIENTLY EXPOSED: Audiences
exposed to IPL ads on TV
CAMPAIGN OUTCOME

Zapr helped the brand in building a

sharper digital plan during IPL

1.3%
Click Through rate
Thank You