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Case Study

Tapping the rural market reach for a 2 Wheeler Brand

Boosting 2-Wheeler brands Awareness in Rural Markets through Digital Marketing, Persona-Based Targeting and Vernacular Communication

22.8%
Increased website traffic

32%
Boosted social media engagement

18%
More lead generation

objective :

To increase awareness and consideration of a 2-wheeler brand among rural consumers, using digital marketing, persona-based targeting, and vernacular language communication across multiple digital channels.

challenges

  • Low internet penetration and digital literacy in rural areas

  • Limited understanding of the product benefits among potential customers

  • Difficulty in reaching and engaging with rural audiences through traditional digital marketing channels

  • Limited use of vernacular language in digital marketing communication

result

  • 22.8% increase in website traffic from rural areas

  • 32% increase in social media engagement from rural audiences on Facebook, Instagram and WhatsApp.

  • 18% increase in lead generation from rural audiences

  • 10% increase in sales in rural markets

  • Positive feedback and word-of-mouth promotion among rural consumers

  • Increase in brand recall and consideration among rural consumers

  • 12% increase in YouTube views

  • 10% increase in Instagram followers

our approach

  • Development of buyer personas for rural consumers, taking into account demographics, psychographics, and digital behavior

  • Identification of key vernacular languages spoken in target rural markets

  • We built a seamless integration of the lead management system, Customer Relationship Management (CRM) and dealer management system to get real-time visibility of the leads status to pursue persona-based content marketing automation.

  • Utilization of social media platforms popular in rural areas, such as WhatsApp, Facebook, Instagram and YouTube to reach and engage with potential customers

  • Incorporation of localized language and imagery in all digital communication to increase relevance and resonance

  • Implementation of vernacular language in all digital communication, such as social media posts, email marketing, and SMS campaigns

  • ntegration of influencer marketing and user-generated content in vernacular language to build trust and credibility among rural audiences

  • Execution of Google Ads and search engine optimization (SEO) to drive traffic to the brand website and build awareness

  • Leveraging Instagram and YouTube platforms to showcase the product features and benefits through interactive and engaging visual content.

result

  • 22.8% increase in website traffic from rural areas

  • 32% increase in social media engagement from rural audiences on Facebook, Instagram and WhatsApp.

  • 18% increase in lead generation from rural audiences

  • 10% increase in sales in rural markets

  • Positive feedback and word-of-mouth promotion among rural consumers

  • Increase in brand recall and consideration among rural consumers

  • 12% increase in YouTube views

  • 10% increase in Instagram followers