Brand Marketing

We built the Brand Marketing vertical 0-to-1, and then 1-to-10 at KukuFM. But, before getting into cases and trajectory, I’ll start off with the marketing environment and challenges that pushed us into building the vertical.

The Triggers

• Low category awareness - digital-first marketing majorly solved for acquiring early adopters, but for most of the audience, “audiobooks” as a category remained alien
• High cost of incremental reach on Digital channels - top-of-funnel targetable audience reach saturated, thereby making the digital marketing channels gain incremental reach at exponential costs
• Content Marketing not generating mass connect - Title marketing was scalable to a relevant set of audience only, if we need to create awareness through mass mediums we needed something bigger than titles

What we set out to achieve with Brand Marketing

• Category Education and Brand awareness
• Drive new user acquisition growth while sustaining acquisition costs
• Improve brand and product affinity and improve conversion and engagement
• Develop flexibility around pricing, reduce reliance on discounting, and improve Average-Order-Value (AOV)

Tamil Campaign - celebrated the love for Tamil Language

[Note: this was the largest ATL campaign and the biggest bet ever at the organization level]

Crafted the following ads to drive brand affinity and nudge audience to try out the app…

https://youtu.be/N5VAVR07aV0?si=-BFfDeC7X7iVgWD9

https://youtu.be/PGUmHWMOJCo?si=CNP6p_rNbXfqCWC3