With limited budgets, we enlisted two micro-influencers to wear Neeman's shoes and traversethe nation, strategically shouting the phrase "ARE THOSE NEEMAN'S SHOES?"- all to reach people and their always-listening phones. We started on ground and soon more micro-influencers picked up the phrase and made it part of their content. It was heard around the country, including one of the India's biggest sporting events - IPL. Results backed what we thought.
Are Those Neeman's Shoes?
Our phones are listening. We 'll be talking about something and minutes later an ad for that very thing pops up on our phones. We decided to test it.
Cliente
- Neeman's Shoes
Ufficio
- India
Our phones are listening to us. We’ll be talking about something and minutes later an ad for that pops up on your phone. Some find it eerie but we wanted to use that power for good – Neeman’s good, to be precise.”
Mukund Olety
CCO, VML India
Neeman's, a shoe brand operating primarily in the digital realm wanted to reach out to a larger audience. But they had limited funds for advertising.
We've all experienced it. Our phones are listening to us. We talk about something and within hours and sometimes, minutes an ad for that very same thing shows up on your phone. In certain countries, such as in EU, the laws have been tightened but in certain countries such as India, there are loopholes within the law and how the platforms target ads is still very opaque.
Capitalising on the notion that our phones perpetually absorb our conversations and glean insights into our preferences, Neeman's devised a bold strategy. They enlisted two individuals to don their shoes and traverse the nation, strategically shouting the phrase
"ARE THOSE NEEMAN'S SHOES?" in bustling locales. This calculated move ensured that anyone within earshot, their phones in tow, found themselves inundated with Neeman's advertisements.
- 17% Rise in organic website sessions
- 20% Rise in brand search queries
- 19% Increase in organic conversions
- 30% rise in Google Searches
- Marketing heads from across the country started applauding Neeman's new initiative across LinkedIn
- The phrase"Are Those Neeman's Shoes" was picked up by more influencers who started incorporating it in their content
- It was heard at one of the biggest sporting events at the country - IPL (Indian Premier League)
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