A Completely New Solution
for Performance Marketing.

We decided on a combination of celebrity and performance videos: Celebrity Performance Video.

ClientSeekho

FaceMandar Chandwadkar

FormatCelebrity Performance Video

01SEEKHO × VIDROW · CASE STUDY

Problem Statement

Seekho wanted a solution that would improve the ad fatigue duration while consistently achieving low CAC.

01
Quick Fatigue
With very high monthly ad spends, the fatigue duration of ads was very low. All ads would stop giving results in about 2 weeks.
02
Low Scalability
The creatives were not unlocking new audiences.
03
High CAC
As a result of these, Seekho had a high CAC.

02UNDERSTANDING THE PROBLEM

Possible Solution

01
Brand Marketing
While Brand Videos help in establishing trust and in CAC reduction over a long time, they are not an effective solution for bringing quick conversion.
02
New formats of Creator-led Marketing
Before Vidrow, Seekho always bet on Creator-led videos. Their performance in short duration was good, however, the performance deteriorated when active for over 2 weeks, and they were not scalable.

How Creator-led and Brand Videos would have impacted Seekho’s Campaign

03CREATIVE SOLUTION

For quick conversions, performance videos are essential!

To overcome the problem of trust, either a brand video or a known face is important. Using a known and relatable face also brings higher conversions.

We decided on a combination of celebrity and performance videos: Celebrity Performance Video, a new approach to performance marketing.

Now, the problem was to find a face and a personality that would resonate with Seekho’s audience.

04FINDING THE FACE

What Mandar meant to Seekho’s audience

We listed out the personality traits that were relatable for Seekho’s TG and shortlisted celebrities. To test the best face from this list, we did an internal survey and performed online A/B Testing.

Mandar Chandwadkar is a highly recognised face for his portrayal of Atmaram Tukaram Bhide from Taarak Mehta ka Ooltah Chashmah - a small-town middle class teacher who values education highly.

01
there is high value for money
02
the content is explained to the audience by a person who belongs to the same socio-economic class and mindset
03
a teacher is explaining to them about the courses which would increase the significance of Seekho’s courses significantly

05MANDAR CHANDWADKAR