How crypto brand Floki used a multi-format DOOH campaign to deliver 70M impressions in a month
Brand introduction
Floki Inu (FLOKI) is a dog-themed meme coin, calling itself not a meme coin but “a movement.” It’s a cryptocurrency birthed by fans and members of the Shiba Inu (SHIB) community. The coin is named after Elon Musk’s Shiba Inu.
Problem statement
Floki needed to be present and visible where audiences were spending the most time – Outside Their Homes. As its coin got listed on the Top Indian Exchange, Floki wanted to almost immediately execute a campaign to attract new buyers. With a very short lead time, Floki wanted to remotely launch their campaign only on the most relevant OOH media assets in India while choosing the best time belts for each audience segment.
Objectives
- Remotely plan, execute and verify a programmatic DOOH campaign in an automated and transparent manner
- To maximize ‘brand awareness’ by choosing by selecting the best ‘high brand visibility’ OOH media sites
- Profiling the location around the billboards, measuring and verifying reach played advertising spots.
Plan of execution
The Billboard: During the planning stage, we profiled each billboard by understanding the audiences around it as the persona of the billboard can be defined based on its vicinity. This helps in identifying the right set of clients for the billboard.
The Technology Platform Used
The Moving Audiences Platform is powered by a patented measurement model.
Its USP is a multi-sensory approach in planning and executing campaigns that have led to many successful campaigns and recognition for:
Audience Targeting & Optimising for specific segments – While traditional OOH advertising was location specific, programmatic DOOH is audience specific. The more criteria that can be set for a campaign, the more accurately you can reach your target audience – be it food lovers, commuters, parents, tech enthusiasts – in real time.
Execution
Since the communication had to ensure an impactful awareness, multiple venue types would have to be activated to cover locations where audiences spend time.
We identified India’s most in-demand digital billboards which command a head-on view in the major cities like Mumbai, Delhi, Bangalore, Kerala, Karnataka, Maharashtra, Gujarat, Telangana, West Bengal, and Hyderabad amongst others.
Here are the types of billboards chosen:
- Premium Airport Screens
- Times Mumbai Metro
- Pedestrians
- Restobars
- Gantrys
- Moving Billboard (at sea)
Results
The campaign was able to build a data-driven plan that maximized impressions – overall it reached 70.60 Mil impressions in just four weeks!
The campaign also proved to reach relevant audiences as frequent travelers and working professionals contributed to more than 60% of the overall audience that was exposed to the campaign.