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XM

XM

Objective

Brand Awareness

Services
Performance Marketing
Target Location

India

Platform

Webocto Network (Placements: Facebook, Instagram & Youtube)

Client info
XM is a well known Global Forex broker, who wanted to step into the Indian Market. They wanted to do Brand awareness so for that we suggested to go with Influencers Marketing and Media Buying accumulating Brand Awareness as the major goal of the proiect that too over a period of 90nc days. We started the project from 1st June 2022 till 31st August 2022. In the period of three months we had target of going live with 10+ Media houses, 500 Instagram Influencers and 10 Youtubers. Which we did successfully achieved within the time frame we have got. As our main objective was to get maximum Brand awareness so majorily focused on hammering the potential and right audience.
Objective of the Campaign
As XM is globally known brand but India is such a tuff market to grab so XM wanted to launched themselves in India, so we planned Cumulative Brand awareness campaign which was a total package of influencer Marketing on different social media platform like Instagram and Youtube and along with that Going live with 10 Media Buying platform.
What we did?
  • So as we had our primary target to get maximum Brand awareness, so we divided the XM India Launch into three segments.
  1. Brand Awareness with 500 Micro Instagram Creators through Instagram Stories.
  2. 10 Dedicated Youtube Videos
  3. 10 Media Buying

These all three segments/activity were planned in time period of 90 days.
We planned it as we should go live with media buying and then with Influencers (Instagram and youtube) Simmultaneosly as it will give the brand extra validation when the audience sees it on Reputed Media platform for time period of 30 days and then Going live with Youtbers (A dedicated Review video about Brand’s product) and then with instagram stories.
Following are the list of the Media Houses:

  1. Times of India
  2. Economics times
  3. Money control
  4. CNBC
  5. India today
  6. Navbharat Times
  7. Tamil Samayam
  8. Network TV 18
  9. SONY LIV
  10. Jagran
Results
Well this was a big challenge for us to execute all these campaigns, as Media buying was live for 30 days, in those 30 days we got 20+M Impressions on the banners and almost 0.5% conversion rate which is very good seeing the type of campaigns that we did.
Media Buying
So, as mentioned earlier we went live we 10 Media Platforms across India for a time period of 30 days, As per our Marketing strategy, we wanted to run sustainable campaign as we had minimum budget for this activity to test and trail the different platform across India, This platforms were not only news platforms but OTT platforms like Sony Liv as well as we wanted to have 360 degree awareness from all the Media Platforms.
Youtube
As we wanted to create the awareness of the brand and the main task was to create the trust for the brand, so to gain the trust and the best way to do that is the influences, opted 10 youtubers and got the 10 dedicated videos from them about the review of the exam platform which help us not only awareness about the brand of XM but also to gain the trust of the audience and to educate them. The idea behind doing dedicated video was you know to educate them about the platform of XM.
following is the link of the videos:
Sr No.
Name
Script shared
Script Approval
Video Shared
Go Live Date
Links
1.
Technology up
01/07/2022
15/07/2022
26/07/2022
29/07/2022

2.

CA Shijit Gupta
19/07/2022
19/07/2022
26/072022
30/07/2022

3.

Kamo aur kamane do
14/07/2022
14/07/2022
25/07/2022
29/07/2022

4.

telugu techtuts
05/08/2022
09/08/2022
12/08/2022
11/08/2022

5.

Anna Dm
01/08/2022
01/08/2022
05/08/2022
08/16/2022
https://www.youtube.com/watch?v=VQQ2KKIzTkw

6.

Techy Bits
18/08/2022
19/08/2022
08/22/2022
08/29/2022

7.

Spreading Gyan
02/08/2022
06/08/2022
10/08/2022
17/08/2022

8.

Fintech Rupesh
25/07/2022
25/07/2022
01/08/2022
05/08/2022

9.

Banking Baba
03/08/2022
03/08/2022
08/08/2022
06/08/2022

10.

Milan Jain
23/08/2022
24/08/2022
30/08/2022
30/08/2022
Instagram
So apart from the media buying and YouTube us we have gone with 500 micro influencers on Instagram. the idea behind going 500 micro influence or was to get more brand awareness and 500 is the such number where we will expect more engagement from Instagram as well. and we got the engagement from their stories. all those camp and was for test and trial for the Indian market and there reaction behind the XM brand but one thing that we understood was as a brand you not only need to do one thing but you need to go with all the marketing things that is needed to be done same is done in this case as we have gone with media buyings and you give one also with Instagram and plans are each campaign has it own importance and validation.
Some of the screenshots from the XM Insta Campaigns:
Conclusion

Although our Primary goal was to do awareness about the brand as much as we can but we were also able to get them 1000+ registrations.

  1. We were able to give 20M+ Impressions to the brand through Media Buying Campaigns.
  2. Youtube Videos got us almost 2M+ Views (In first two months)
  3. 200+ Registrations were recorded through Instagram Stories.
  4. Cumulative through all these three campaigns almost 30M+ Traffic was recorded through the Indian Subcontinent.
  5. Team webocto with their Marketing strategies and on time execution,  got XM the recognition they were looking as a brand, through all these campaigns.