Valvoline India’s digital TV strategy achieves 62% higher GRPs than traditional TV

Source: Television Post | January 29, 2019

MUMBAI: GroupM’s advanced programmatic arm Xaxis has said that Valvoline India’s digital TV strategy achieves 62% higher GRPs than traditional TV. The campaign results demonstrate the outstanding success of Xaxis’ tailored approach in enabling global brands to connect with customers in different markets.

The Valvoline campaign, undertaken in partnership with m/Six to drive brand recall among digital TV viewers, reached 180,000 unique users over a four-month campaign period. For this campaign, the client sought to branch out from traditional TV to reach its target audience of auto enthusiasts, adventure seekers, biking groups and social aspires through digital TV channels.

Without prior campaign learnings as a reference for audience buckets or behaviors, Xaxis and m/Six leveraged data sets to identify selective audiences, targeting them programmatically with Xaxis Premium and Xaxis View. Using a robust digital media and creative strategy, the campaign successfully drove a 25% lift in brand awareness, a 13% increase in recorded brand recommendations, and an increase of 10% in intent to purchase Valvoline products.

Xaxis India Country Lead Bharat Khatri said, “Valvoline was keen on venturing beyond traditional TV and attracting new consumer segments. In partnership with m/Six, we suggested a combined TV plus OTT platform strategy to expand their audience reach. The user reach has exceeded our expectations with soaring GRPs, and this personalized approach towards the campaign proved to be successful in delivering great results.”

“We’re thrilled to announce the campaign was a huge success. Results surpassed our original KPIs and delivered 62% higher GRPs than traditional TV advertising. We needed a holistic solution, and the Xaxis and m/Six teams went above and beyond, bringing in their arsenal the right mix of deep market intelligence, communication strategies, dataset activation, creativity and more to help drive home a campaign that has measurable value and aligns with our overall business objectives,” said Valvoline Head of Brand Jyoti Sharma.