Netflix Harnessed The Power of Local Language Advertising on JioSaavn To Promote The Popular Tamil Film - Navarasa!
Netflix India harnessed the power of vernacular language advertising on JioSaavn to promote their new film - Navarasa. From strategic targeting to a combination of audio and visual experiences, discover how we drove millions of listeners to engage with th
September 2021
Objective: Introduce Tamil language listeners Pan-India To Their New Film- Navarasa
When Netflix India released the new Tamil film - Navarasa, they wanted to ensure every Tamil-speaking movie lover gets a sneak-peak of both the trailer and the music album. Not just that, they also wanted to find a way to reach audiences when and where they are looking for entertainment, and create the buzz of scale while maintaining a personal touch.
That’s where JioSaavn stepped in. We partnered with Netflix India to design and deploy an integrated campaign that gave audiences the content they were looking for - in the formats they prefer.
Strategy: A Highly Targeted Multi-format Plan To Reach And Engage Tamil Listeners Across India.
Our first step was to prioritize relevance. Strategic targeting on the JioSaavn app was guided by our streaming insights, helping us reach listeners in the languages they love. In this case – Tamil.
Then, we leveraged the immersive nature of two of our most popular ad experiences: Native Audio Spot and Overlay, to serve a combination of audio and display ads along with a Double CTA across listener actions to keep things fresh and fun! Over two weeks, the campaign built 1:1 audience engagements as well as scaled communications leading listeners back to Netflix to watch the film, or to the music album on JioSaavn if they wished to enjoy the soundtrack!
Lastly, to create additional visibility for Navarasa, our editorial team jumped in to launch the playlist on the JioSaavn homepage to help everyone interested in Tamil content (and even those just learning about it) find the content right when they need it.
Impact: Navarasa Related Content Saw 33.5 MM Display Impressions And An 87% Listen-Through Rate.
The campaign reached 1.25 MM unique JioSaavn listeners and outperformed benchmarks with a 4.9% Native Audio Spot CTR. We also recorded 33.5 MM Display impressions and a whopping 87% listen-through rate for Navarasa related content!
Ready to tell your brand story through music? Write to us at advertising@jiosaavn.com or reach out to us via this website.
