Ananda Bazar Patrika is an Indian Bengali-language daily newspaper owned by the ABP Group. According to the Audit Bureau of Circulations, it has a circulation of 1 million copies as of December 2019. The internet edition of the newspaper was launched in 2001, which publishes news among the community. In 2010, Time Inc. entered into a license agreement with ABP Group to publish Fortune India magazine. This magazine publishes the Fortune India 500 list every year.
The client wanted us to promote their health based offline supplements through Facebook. After the previous two campaigns, this time they strictly wanted straight engagement out of the campaign. We had laid out a budget of INR 15,000 considering the nature of the campaign and the audience presence across West Bengal.
We pulled out the idea of having a mini-site since the only objective here was to bring in engagement through Facebook. We used the collaterals received from the client and tweaked it for publishing it across the channel. We received a few TVC videos and circulated them organically through Facebook.
The advertisement garnered over 2.7 lac impressions with a transcending engagement rate of 23.5%. The Cost-per-engagement was less than 0.50 INR with a total reach of 1.23 lacs user base. The click-through-rate, known as the
CTR was over 10%. The overall digital performance helped them push sales for their publication and also set a new benchmark for us in terms of performance.
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