The Search Hijack

EXPERIENCE & ENGAGEMENT - Experience & Activation (Talent Integration)

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MP4 2m:00s

Entry Title:	The Search Hijack
Brand:	Women's Premiere League - Viacom18
Client:	Viacom18
Entrant Company:	DDB Mudra Group
Description:	In a cricket-loving nation, the first edition of the Women’s Premier League sparked excitement, yet it faced a larger battle. Male cricketers have always dominated the conversation, enjoying more love and recognition. Women cricketers, however, were not even household names. JioCinema used this opportunity to make women’s cricket mainstream, by tapping into a tradition that measures popularity - baby names. In India, babies are often named after gods and demi-gods. 10L babies were named after Sachin, post India’s 2011 World Cup Win. So, we encouraged parents-to-be to name their baby girls after our women cricketers, giving India new names to idolize. We hijacked the hunting ground for baby names - Google and parenting portals. Whenever a parent searched for baby girl name suggestions, Smriti Mandhana gave them recommendations of fellow female cricketers, also highlighting their achievements to give them the recognition they deserved, making it hard to miss. We hit the scales on efficiency, as we outperformed most metrics. > 16.5% CTR, and 3.03% Conversion rate on Google, which is 3.3X and 27.9X higher than the industry benchmark > 38.26% higher impressions on mom portals, than estimated > 80.46% lower CPC than industry standards, saving INR 103 per user.
Company Credits:	DDB Mudra Group
Individual Credits:	Team DDB Mudra Group