Case Study

In Nepal, the two wheeler industry faced some tough times during the massive earthquake of April 2015, followed by the border blockade thus witnessing significant decline in sales. However, 2016 was looking to be a good year for the domestic two-wheeler industry.

Dashain is the most popular and well celebrated festival in Nepal. It's also a very auspicious time to make new purchases like large appliances, apparels and even automobiles. Consumer sentiments were on an all time high and Hero Nepal wanted to cash in on the favourable market conditions. Previous years showed that Hero gets 30% of its sales during this festival alone. Hence, it was no surprise that Hero MotoCorp want to increase the brand visibility during the Dashain Festival.

Hero Nepal is a very competitive market with other giants like Bajaj and Honda eyeing the same space. Bajaj was the market leader and Hero was the challenger who wanted to regain its market share.

The campaign was divided into two phases. Phase one was to grab maximum eyeballs with the festive offers during Dushain. A new purchase led consumer promotion was devised. There were loads of gifts like Gold and Silver Coins and Cash Prizes to be won. Additionally, the entire range of bikes and scooters was available at heavy discounts.

Phase Two was a sustenance lead generation campaign. The idea was to convert consumer interest gathered during the festive campaign into purchase by generating high-quality leads for test drives.

We ran ads in the carousel format so that we can showcase up to five clickable images within a single News Feed ad. We ran lead ads to make it easy for people to make an enquiry in just a few clicks.

We created a Custom Audience of the best-quality leads, and used the Facebook tool Lookalike Audiences to find people similar to them, which helped the campaign efficiently, reach even more of the right people.

Almost a million people were reached with 25% engagement rate (2.5 Lac) with 7000 earned Page Likes from the reach campaign.

Leads increased by 5 times in 2 months and around 40% lower cost per enquiry compared to other digital channels.