Ibaco is a unique brand from Hatsun Agro Product Ltd. that offers 36 flavours inspired by exotic places around the world and aims to offer more choices and deliver greater standards of taste to its customers.Objective
The brand was looking to increase their awareness with a 360° campaign with MyGate. The offline campaign was run in Kolkata and Indore, whereas the digital campaign was run in Bhubaneshwar, Bangalore and Hyderabad, and Chennai included both digital and physical campaigns.Why MyGate?
MyGate being a widely trusted app with a user base across 27 major cities in India, caters to residents in gated communities. This makes it ideal for an FMCG brand like Ibaco who are looking to communicate with urban families.
The meticulously crafted communication channels within and outside the app made it an effective medium to reach Ibaco’s target audience. MyGate’s unique ability for city-based targeting became the linchpin of the brand’s strategy, allowing them to exclusively connect with communities within their target cities.The Process
To reach the societies in Kolkata, Indore, Bhubaneshwar, Bangalore, Hyderabad and Chennai in order to increase their awareness Ibaco decided to launch a 360° campaign in these MyGate communities.
After careful consideration and consultations with MyGate’s professional team, the brand opted for spotlight, post approval and native feed cards, on the app with exciting offers which was a part of their digital strategy. In the initial days, the clickable banners redirected to the brand’s website which was later changed to their offline store. On the last few days of the campaign, however, the nativefeed card redirected users to the zomato page.
For their offline campaign, they placed banners, signages, standees and posters to reach users and showcase their range of products and even added a store locator for users to reach Ibaco stores in their proximity with ease.Results
Having run a 360° campaign on the MyGate app for 60 days, Ibaco achieved remarkable success with an impressive 1.7% click-through rate (CTR).