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Digital Transformation: The Godrej Way
Identifying the Core TG in the Connected World
Engaging Connected Consumers with Personalized Communication
Building First-party Data to Achieve Precision Targeting
With the rapid digitization in India, Godrej Consumer Products Limited (GCPL) is increasingly integrating digital capabilities with different aspects of its business – how it manufactures, markets, and engages with consumers. Its strategic priorities are focused on foraying into direct-to-consumer (D2C) retailing, building e-commerce capabilities, and leveraging data to strengthen consumer relationships. In 2021, as mobile became the primary screen for millions of Indians across urban and rural India, Godrej aimed to leverage the power of mobile to identify, and engage, connected consumers intelligently.
The Core Challenge:
Building Brand Salience within a Low-involvement Category in a High-clutter Environment.
GCPL had to effectively break through the existing clutter of COVID-related communication in the home insecticide segment by meaningfully engaging with their core target group, to ultimately stay on top of mind and emerge relevant to consumers and influence their purchases during their moments of truth.
While Godrej successfully leveraged programmatic to drive awareness, engagement, and consideration, it aimed to validate the accuracy of its first-party, data-led precision targeting methodology to better understand the perception and preferences of users of this category. To achieve this, Godrej conducted a survey on InMobi Pulse, the leading mobile consumer intelligence platform. Through device ID-based programmatic sampling, Godrej captured essential demographic-related information in the form of stated data. This helped the brand benchmark the quality of their first-party data that was residing in their AI-CDP.
InMobi is a leading provider of marketing and monetization technologies. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. InMobi’s mission is to power its customers’ growth by helping them engage their audiences and build meaningful connections. Its affiliated businesses – Glance, an unconsolidated subsidiary that offers a lock screen-based content discovery platform and video platform Roposo – help InMobi create new content and commerce experiences in a world of connected devices. InMobi is headquartered in Singapore, maintains a large presence in San Francisco and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, London and Dubai. To learn more, visit inmobi.com.
The Solution:
Guiding the Consumer along the Path to Purchase using Full-funnel Mobile Marketing
As educating consumers on maintaining an insect-free home became more important than ever during the pandemic, GCPL decided to launch a mobile-first strategy to execute this mission of getting consumers to use Good Knight and HIT to continue to keep their homes insect-free and safe.
Driving Efficacy and Efficiency with Full-funnel Marketing
Building Resilient Brands: The Road to Personalization
The key focus areas of the brand were meticulously translated into business success with four levers (personalization, programmatic, data and video) that Godrej identified with InMobi. Throughout the marketing funnel, the brand drove efficiency, and the right initiatives led the brand to solve each lever through intelligent mobile-first solutions.
