Himalaya reaches students, personal care shoppers with Vserv AudiencePro-Motivator collab

In the realm of promoting their Neem face wash campaign on OTT platforms, Himalaya, a respected name in consumer wellness, encountered a marketing conundrum. The challenge revolved around connecting with the right audience, primarily teenagers, on digital platforms where constraints limited the targeting of users under 18 years of age to promote their Neem Face Wash. In this predicament, Himalaya found a rejuvenating solution through their partnership with Vserv AudiencePro and Motivator, GroupM.

Vserv AudiencePro is a consumer intelligence and activation platform that makes investments in marketing more effective. Motivator (GroupM) joined hands with Vserv AudiencePro to reach the most relevant audience for Himalaya’s Neem Face Wash. Himalaya sought to achieve sharper targeting and engage with their consumers who were college students, as well as other relevant audiences like grocery and personal care shoppers.

Vserv AudiencePro, known for its precision marketing capabilities, crafted a custom cohort of the most relevant audiences on the back of deterministic 2P audience segments. This holistic OTT activation plan was tailored to resonate with viewers on popular platforms such as Zee5, and JioCinema. Vserv AudiencePro's expertise in audience segmentation identified deterministic 2P segments, including Online grocery transactors, offline transactors across products like Skincare, Face care, Beauty aids, Personal cleansing, Haircare, Graduate and Post-Graduate students, and many more.

The campaign exceeded all expectations and achieved an unduplicated reach of 2.6 million across OTT platforms, ensuring the message reached the intended audience effectively. The campaign achieved 2X Click-Through-Rates than the planned benchmark and an impressive 89% VTR across OTT platforms, reflecting the resounding success of Himalaya's skincare products and their appeal to their target audience.

Expressing delight in the campaign's triumph, Pratheep Kumar, Media Manager at Himalaya, stated,
"Our campaign results are a testament to the precision that Vserv AudiencePro brings to the table. When we embarked on this journey, we faced the challenge of connecting with diverse audiences, from grocery shoppers to college students. With Vserv AudiencePro, we got it all in one place - the right set of audiences and the right platforms for targeting. Their expertise allowed us to navigate this complex landscape effortlessly, unlocking unduplicated reach across OTT platforms. It was instrumental in encapsulating the essence of purity, a core value of our brand. This collaboration allowed us to establish a direct connection with consumers who value authenticity in skincare and seek remarkable results."

Meghana HS, the Digital Planning Manager at Motivator, further emphasized the campaign's impact and the significance of Vserv AudiencePro's platform. She remarked, "In the world of precise targeting, Vserv AudiencePro has proven to be an invaluable ally. We had no doubts about the effectiveness of the audience segments provided by the AudiencePro platform. It played a pivotal role in our strategy, enabling us to reach our niche audience with precision and efficiency. The partnership between Himalaya, Vserv AudiencePro, and Motivator, GroupM, was a harmonious collaboration that successfully navigated the intricacies of precision marketing. We owe much of our campaign's success to AudiencePro's capabilities."

Saurabh Khanna, Vice President, Agency Partnerships & Large Client Solutions at Vserv AudiencePro, highlighted the campaign's significance, saying, "At Vserv AudiencePro, we couldn't be happier to have played a vital role in this exceptionally successful campaign for Himalaya. Our integrated media approach, paired with the power of deterministic audience segments, has proven to be a winning formula. It allowed us to not only reach the right audience but also achieve unduplicated reach across multiple channels, leaving an indelible mark of success. This campaign serves as a shining example of our unwavering commitment to empowering brands with tailor-made marketing solutions that unlock the path to success. For Himalaya, it was about capturing the essence of purity, and we are thrilled to have been part of this journey."