Tetley

The Transformation Series

1
Maxus

global template 2014

Table of Contents
Transformation series in
Numbers
Digital Ecosystem
Business Challenges
The Idea & Execution
Brand Track
19 contestants with 1 goal to
#TransformwithTetley
Maxus global template 2014

Transformation series snapshot

2,100,000
Facebook Views
& 15,000
Engagements

19,000 Twitter
engagements

158,000
views on
YouTube

298,000
Website visits
with 980,000
page views

145,000
Facebook paid
engagements

19,000
engagements
on
ScoopWhoop &
through
Bloggers

As of 29 Dec 15 Week 9
3

Digital ecosystem
Changing as we speak
Digital Media is increasingly complementing or
replacing traditional media channels.
Younger TG ( 15-34) is spending more time
on YouTube with 550+ Minutes in Nov 15.
Female 25-44 spent approximately 415
minutes by viewing 85 videos in Nov 15.
This averages out to approximately 4.88
Minutes per video.
On Facebook, F 25-44 spent 83 Minutes with
38.5 videos which averages out to 2.15
Facebook: There was 450% increase in video viewing in our TG from Nov 14 on FB & there
minutes
per video.
was 9X increase
in total minutes viewed in one year
YouTube: There was 25% increase in YT minutes in our TG. There 1.5X increase in videos
viewed per user on YT
4

Challenges for the Brand

Tetley green tea
Tea category details Marketing and business hurdles to be highlighted
To be filled by Maxus ( Business Team) & Brand Team.

The Idea Webisodes

Why Webisodes and what format did we arrive
-

Jossbox to fill

The content we created

Joss box to fill

How have other brands leveraged long form

content?

Kelloggs launched a series of

webisodes titled Kelloggs Waale
Guptaji Ki Family where the wanted
to reiterate that breakfast was the
most important meal of the day.

The primary platforms used were

Youtube, Facebook and Twitter.

Influencers like bloggers and

celebrities helped in reinforcing the
communication to the audience.

The campaign received a cumulative

of over 1 million views for all the 100
episodes that had been aired.

How have other brands leveraged long form

content?

DBS bank launched a series of webisodes titled

Chilli Paneer which looked at engaging and
building brand awareness.

The episodes were launched weekly through

Youtube with each episode lasting for 20
minutes.

The webisodes had a very subtle touch as they

integrated the brand communication into the
series and also were able to break the clutter
in terms of creating brand awareness.

The first episode video received over 5.7K

views, while the trailer received 89K views.
9

How did we plan our media basis the

learnings & implementations from others?

Video
Displa
y
Conte
nt

YouTube Skippable to air the weekly episodes

YouTube Non-Skippable to reach the target audience
through the promos

Re-target the audience who had watched our

communication through the use of banners.
Use GDN to display the banners in the interest
categories in which our audience is keen on.

Social media like Twitter to help in engaging with the

audience and to create a buzz regarding the webisodes
Listicles to help in promoting the campaign through
interesting articles

1
0

Addressing the said objective through

iterative plan - Final Plan
Initial Plan

Final Plan

Youtube First Position

YouTube Skipable - 3 episodes
YouTube Non-skippable - Promo's each
YouTube Non Skippable - 3
week
promos
Xaxis - Video
Google Re-Marketing
Google GDN
Scoopwhoop
Outbrain
Twitter
Xaxis - Display
GDN
Twitter

Re-Marketing

Influncer

YouTube Non-skippable - 3 Promo's

initial budget assigned was 1.5 crores, post the iterations the budget was reduced to 41.5 lakhs.

1
1

Learnings Optimization Content

To be filled by Jossbox
What format of the content was showcased
Responses and changes during the campaign

1
2

What did we learn from other

implementations & how did we pan out
against them?

The long format videos have performed well in

communicating the brand position. Social
platforms like Facebook and twitter have helped in
reinforcing the video platforms like YouTube.

We built our campaign focusing genres like health

& fitness,

arts & entertainment etc as result of which we

decided to use
platforms like Youtube to promote the 3 promos
and the
webisodes.
Influencers and listicles helped in delivering the
brand communication to audiences who did not
see the webisodes.
1
3

Learnings Paid Media

Video Promotion

Skippable - Long format

Males are more inclined towards fitness than females. (True view completion of
4.6% as against 2.6% from Female audience)
Male: Delhi & Bangalore were top 2 in terms of view rate with 32% & 31.2%
respectively.
Female: Mumbai & Pune performed better with 22.8% & 22.6%.

Non-Skippable
Genres such as - Beauty & Fitness, Hobbies & Leisure and Food & Drink performed
better in terms of CTRs & 100% ad view amongst both Male & Female.

Creative
Episode 1 performed well in terms of completion rate (75%) and also yielded better
CTRs as compared with other 2 promos.

Learnings Paid Media

Re-Marketing

Ludiana, Lucknow & Pune showed good results on our display ads with an avg CTR
of 0.47% as against industry standard of 0.2%-0.4%.

GDN
Male audience connected with the content much better than Female audience. Our
allocations were 60:40 (F: M) on display as per the brand guideline. We saw 0.34%
CTRs with Male & 0.27% Female

Demographics and Geo Data

Geo - Delhi, Mah & Kar are top 3 states in terms of site traffic while Delhi had more
user sessions Karnataka delivered better content connect with less bounce rate of
3.91% & Avg session duration of 1m50s.
Demo - Content was appealing to 25-34 MF who contributed to majority of the
traffic on site with a healthy bounce rate & good session duration.

Learnings Paid Media

Mobile
Traffic from Mobile is higher than desktop users the Time spent from different
channels also show higher time spent

Scoop Whoop and Twitter influencers

Scoop Whoop made the content shareable and native amongst one of the
largest content banks in the country. 70K unique article reads.
Reached out to 2.8Mn users of Twitter ( conversations, mentions for the Brand
was advocated through twitter influencers).

1
6

Journey from studio to brand track results.

Non-Skippable has delivered 1 million users through the 3 promos that were aired.

1
7

Brand Track results

Milward Brown details to be filled

1
8

Thank You

Prep work for Season 2

1
9

LOGO

The Transformation series

Establish Tetley Green Tea as a premium healthy-lifestyle brand in the mind of the consumers and
drive consideration amongst the set of fitness focused individuals.
Brief

Campaign Idea

Digital Task

To establish Tetley Green

Tea as a premium healthy
lifestyle brand in the
minds of the consumers
and drive consideration
amongst the set of
fitness focused
individuals.

Create 12 webisodes with

19 contestants to
transform themselves
from flab to fit.
Integrate Tetley Green
Tea into the webisodes as
a supplement to their
transformation.

Amplify the idea so it

reachs the right target
audience and drive
engagements to the
transformation site.To
create awareness and
sustain the interest in the
minds of audience.

2
0

Approach taken
Make the
Episodes
known

3 Promos

Build a
viewership for
the series
Keep the content
social and
conversational

Create
Hype

- 12
Webisodes

Deliver the webisode to the right audience.

Capture and captivate the audience through out

the series.

Drive relevant reach and Engagements to the

brand destination.

Suggest appropriate channels which makes the

content more discoverable & shareable.

Showca
se

- Social
Engage
Discoverab
le Content
2
1

Digital plan proposed for the brief

Media Role
Video
Display
Content

Channel

Creatives

Metrics

Expected
Deliverabl
es

Youtube - Non Skip

Youtube - Skippable
Remarketing
GDN
Scoopwhoop
Twitter

Promo
12 webisodes
Banners
Banners
Articles
Tweets

Impressions
Views
Clicks
Clicks
Readers
Reach

3,000,000
285,000
27,000
48,750
50,000
2,500,000

Total

5,910,750

2
2

Overview Deliverables Planned versus

actuals
Media
Role

Channel
Youtube - Non Skip

Video

Display

Youtube - Skippable

Expected
Creative
Delivere
Metrics Deliverabl
s
d
es
Promo
12
webisodes

Impression
s
Views

3,000,000
285,000

Remarketing

Banners

Clicks

27,000

GDN

Banners

Clicks

48750

Scoop whoop

Articles

Reader

50000

Non Skippable delivered reach 1 million users which the 3 promos

Twitter Influencer activity
Tweets
Reach
2500000
Content
Twitter help have a conversation with 2.8Mn users.
Skippable was below bench mark view rate of 11% which was
reallocated to GDN.
Total
5,910,750
Remarketing ads did not perform due to limited cookie pool per
episode.
Scoop Whoop generated 70k readers for the 23Series.

3,002,160
52,800
18,000
10,444
70,000
2,800,000

5,953,4
04

Findings & Key

Learnings

2
4

1. The webisodes resonated with the Male

Audience

We used the Long format ads on Youtube to take

the Episodes to the users

Basis the responses and completion rate on the

episodes 12-15% hence we paused campaign and
re-ploughed the investments to other performing
channels

Males are more inclined towards fitness than

females. (True view completion of 4.6% as against
2.6% from Female audience)
Male: Delhi & Bangalore were top 2 in terms of
view rate with 32% & 31.2% respectively.
Female: Mumbai & Pune performed better with
22.8% & 22.6%.

2
5

Chart Title
50,000
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0

Male
Views

Female
Video played to 100%

5.00%
4.50%
4.00%
3.50%
3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%

2.Beauty & Fitness Genres worked the best

As our TG for the campaign was 21-44 M/F we
used genres
such as Arts & Entertainment, Beauty & Fitness
,Hobbies & Leisure etc as it is relevant to the
target audience we were trying to reach out to.
The top performing genres were Beauty & Fitness,
Arts & Entertainment and Food & Drink with an
average view rate of 76%, 76% and 75%
respectively.
78%
76%
74%
72%
70%
68%
66%
64%
62%
60%

Genres such as - Beauty & Fitness, Hobbies &

Leisure and Food & Drink performed better in
terms of CTRs.

Source of Affinity from Google analytics

View Rate Analysis

2
6

3.Promo 1 worked better than the other two

promos
Creative-wise comparsion in terms of 100% completion
We promoted promos for episode 1,7 and 12.

76
75

Episode 1 performed well in terms of

completion rate (75%) and also yielded better
CTRs as compared with other 2 promos.

74
73
72
71
70

The majority of the traffic came from the age

group between 18-34 Male & Female.

PromoView
1 Rate
Benchmark

Promo 2

Promo 3

Creative-wise comparsion in terms of 100% completion

2
7

4.Our priority markets show good

responses
Information regarding the weekly releases of the
Episodes was communicated to the intenders( who
have visited our website)
Ludhiana, Lucknow & Pune showed good results on
our display ads with an avg CTR of 0.47% as against
industry standard of 0.2%-0.4%.
De lhi, India

We reached out to audiences who had visited the

TFS website by retargeting them via remarketing
banners.

2
8

Ben ga luru , Ka rna taka, India

Mu mba i, Ma hara sh tra, India
Hyd erab ad, Telang ana, Ind ia
Pun e, Mah ara sht ra, Ind ia
Ko lkata, West Be ng al, Ind ia
Che nn ai, Tamil Nad u, Ind ia
Luc kno w, Ut ta r Prad esh , In dia
Ahmed aba d, Gujara t, Ind ia
Lud hia na, Pun jab , In dia
Ja ipu r, Rajast
In diaCTR
Geohan
w,ise
Tha ne , Ma ha rash tra , In dia

In dore , Ma dh ya Prad esh , In dia

Bho pa l, Mad hya Prades h, Ind ia
S urat, Gujara t, Ind ia
Gu rgao n, Haryan a, India
Vija yawa da, Andh ra Prad es h, Ind ia
Gh aziab ad , Uttar Prad esh, Ind ia
Vis akh apa tn am, And hra Prad esh, Ind ia
Vad od ara, Guja ra t, India
Ka np ur, Uttar Prad esh, India
Na gp ur, Maharas htra , In dia
Agra, Utta r Pra de sh , India
Tot al

5.Users via Mobile are important than

Desktop.
Device traffic to the website is significantly
increased towards mobile over the course of
the campaign.
200%+ increase in new users on Mobile.
The users coming via desktop has dropped.
The traffic from Tablet also have a substantial
set of users visiting the website.

2
9

6. 25-34 MF are more receptive than

other TG
Age Session/New Users
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0

Demo - Content was appealing to 25-34 MF

who contributed to majority of the traffic on
site with a healthy bounce rate & good
session duration.
The majority of the traffic is from the TG 25
34
followed by 18 24.

Sessions

25-34

18-24

35-44

New Users
45-54

55-64

65+

Male vs Female

Female audiences have higher time spent

than male users on the website

Avg. Session Duration

Bounce Rate
New Users
New Sessions
Sessions
0%
Male

3
0

50%
Female

100%

7.Twitter & SW helped drive the

conversations
The Extended content of the
webisode on a social content platform
like Scoop Whoop reached 73k users.
The Facebook post via scoop whoop
reached out to another 6 lac
The readers spent 3+ mins on the
Article
Twitter :
Reached out to 2.8Mn users on
Twitter &
1.6K engagements( Mentions,
Retweets Etc)
Value of a Paid trend on Twitter is 3.5
lacs approx. which was done with just
50K

3
1

Thank You

3
2

LOGO

Annexure

3
Maxus
3

global template 2014

LOGO

Skippable: Geo-wise / Gender-wise

Gend
View
Impression View
er
rate
s
s
45,60 27.23
Male
1,67,476
8
%
Femal
19.51
36,885
7,192
e
%
Total

2,04,361

ns

Mumbai, Maharashtra,
India

12,984

Gurgaon, Haryana, India 4,753

Kolkata, West Bengal,
India
6,016
Delhi, India
Bengaluru, Karnataka,
India
Pune, Maharashtra, India
Indore, Madhya Pradesh,
India
5,939
Rajasthan, India
Ahmedabad, Gujarat,
India
6,963

3.1

3.5

3.14

3.1

Cost
1,41,157

Video
Clicks played to
25%

6.78%

4.59%

629

7.92%

5.27%

4.24%

2.62%

9.97%

6.78%

5.51%

3.61%

1,63,75 2,126
4Avg.

CPV

Cost

3.25 13,513.02

1,502

31.60%

3.10 4,660.16

22,000

1,804
6,581

29.99%
29.91%

3.20 5,773.15
3.08 20,270.02

23,175
10,632

6,790
3,046

29.30%
28.65%

3.17 21,548.93
3.14 9,558.49

11,815

1,529
2,890

25.75%
24.46%

3.02 4,622.38
2.98 8,609.96

1,679

24.11%

3.08 5,171.34

2,179
2,846

23.31%
22.97%

3.07 6,692.58
3
3.03 4 8,622.51

12,390

Video
played to
100%

8.29%

32.02%

9,346

Video
played
to 75%

12.02%

22,597

View
rate

Video
played to
50%

1,497

4,158

Top 13 location listed

Punjab, India
Kerala, India

3.5

52,80 23.37
3.5
0
%
Impressio
View

Location

Maxus global template 2014

Plann
Actua
ed
l CPV
CPV

- In terms of gender, Male

audience have shown great
response over the female
audience.
- Geo-wise, Mumbai has shown
the best view-rate followed by
Gurgaon, Kolkata, Delhi &
Bengaluru.
- The completion rate is higher for
males as compared to females.

Skippable: Geo-wise / Gender-wise

Male
Location

Impressio
ns
Views

Hyderabad, Telangana,
India

31,912

7,402

Bengaluru, Karnataka,
India

18,870

5,900

Delhi, India
Chennai, Tamil Nadu,
India

Female
View
rate

Avg.
CPV

Cost

Location

Impression
s
Views

23.20% 3.10

22,957.2
6

Hyderabad, Telangana,
India

5,711

997 17.46% 3.14

3,127.5
5

31.27% 3.18

18,739.4
9

Chennai, Tamil Nadu,

India

4,638

705 15.20% 3.07

2,167.6
0

Bengaluru, Karnataka,
India

4,305

890 20.67% 3.16

2,809.4
4

728 19.66% 3.15

2,294.7
3

18,297

5,853

31.99% 3.07

17,975.2
9

11,908

2,710

22.76% 3.09

8,386.65

34.46% 3.26

11,519.9
8

Delhi, India
Mumbai, Maharashtra,
India

10,260

3,536

3,703

View
rate

Avg.
CPV

Cost

Top 10 location listed

2,443.7
9

Kerala, India
776 21.16% 3.15
- For Male audience,
Mumbai,
Delhi &7,756.96
Bengaluru
were the top 3,667
cities with highest
view-rate
10,243
2,613
25.51% 2.97
Mumbai,got
Maharashtra,
1,993.0
- For Female audience, Mumbai, Pune & Rajasthan
the best view-rates

Rajasthan, India

Pune, Maharashtra, India 9,014

2,679

29.72% 3.13

8,391.68

Kerala, India

8,723

2,070

23.73% 2.98

6,178.72

Punjab, India
Ahmedabad, Gujarat,
India

7,774

1,912

24.59% 3.06

5,855.84

5,719

1,467

25.65% 3.08

4,520.06

Maxus global template 2014

India

3
5

2,724

622 22.83% 3.20

Pune, Maharashtra, India 1,618

367 22.68% 3.18

1,166.8
1

Punjab, India

1,572

267 16.98% 3.13

836.74

Rajasthan, India
Ahmedabad, Gujarat,
India

1,277

277 21.69% 3.08

853.00

1,244

212 17.04% 3.07

651.28

YouTube: Non-Skip Genre-wise

- Beauty & Fitness, Hobbies & Leisure and Food & Drink were the top genres in-terms of
performance (CTRs)
Maxus global template 2014

3
6

YouTube: Non-Skip Geo-wise

Regions

Maxus global template 2014

Impressio
ns
New Delhi 362,928
Hyderabad 371,069
Bengaluru 322,611
Mumbai
222,506
Chennai
120,511
Pune
89,007
Kolkata
82,290
Navi
73,388
Mumabi
Ahmedabad 48,454
Noida
30,956
Telangana
14,578
Chandigarh 35,716
Indore
39,454
Lucknow
28,366
Bhopal
29,498
Thane
25,243
Surat
19,057
Kochi
21,289
Total
1,936,921

Clicks
435
1390
1083
838
576
488
292
190
246
46
96
217
203
166
169
78
97
122
3
6732
7

Top 18 location listed

View rate analysis

Creative-wise comparsion in terms of 100% completion
75.5
75
74.5
74
73.5
73
72.5
72
71.5
71
70.5
Be nchmark Vie w Rate
Promo 1

Promo 2

Promo 3

Creative-wise comparsion in terms of 100% completion

There is no drastic change among 3 videos when it comes to the view rate, but
Promo1 has been the best
The average view rate achieved is 73% which is higher than the industry benchmark
3
of 70%.
8

CTR Comparison
CTR Promo Wise
Promo 3

0.41%

Promo 2

0.44%

Promo 1

Benchmark CTR

0.45%

0.30%

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% 0.45% 0.50%

Again, there is no much change among 3 videos when it comes to the CTRs, but Promo1 has
been the best.
The average CTR is 0.43% which is higher than the industry benchmark of 0.1% to 0.30%.
3
9

Remarketing
Campaign

Impressions

CTR

Planned CPC

11,334

0.40%

12

Planned Clicks

Actual Clicks

9,000

Actual CPC

Planned Spends

Actual Spends

10.32

Rs. 117,000

Rs. 117,000

Episode 1

2,851,109

Episode 7

2,459,237

9,000

10,337

0.42%

12

11.32

Rs. 117,000

Rs. 101364

Total

5,310,346

18,000

21,671

0.41%

12

11.32

Rs. 234,000

Rs. 218364

Location Performance (Overall)

Location
Delhi, India

Impressions
1,257,356

Bengaluru, Karnataka, India

617,311

Mumbai, Maharashtra, India

476,506

Hyderabad, Telangana, India

509,767

Pune, Maharashtra, India

421,427

Kolkata, West Bengal, India

442,991

Chennai, Tamil Nadu, India

415,481

Lucknow, Uttar Pradesh, India

223,108

Ahmedabad, Gujarat, India

160,433

Ludhiana, Punjab, India

110,356

Jaipur, Rajasthan, India

111,193

Thane, Maharashtra, India

136,589

Indore, Madhya Pradesh, India

107,941

Bhopal, Madhya Pradesh, India

81,754

Maxus global template 2014

Surat, Gujarat, India

34,751

Clicks

CTR

5457

0.43%

2458

0.40%

1809

0.38%

1847

0.36%

1866

0.44%

1831

0.41%

1767

0.43%

1011

0.45%

646

0.40%

555

0.50%

482

0.43%

450

0.33%

393

0.36%

283

0.35%

126

0.36%

Avg. CPC

Cost

10.19

55,615.38

10.14

24,915.95

10.70

19,363.39

10.42

19,253.41

10.10

18,853.41

10.07

18,442.55

9.51

16,810.00

10.10

10,211.24

10.02

6,471.84

9.47

5,257.20

10.05

4,843.73

10.37

4,665.44

9.94

3,905.91

10.25

2,901.38

9.96
0

1,255.53

Second Phase (episode 7-11)

has
performed better as
compared to the
the first episode as the
cookie pool
was larger thereby helping us
to
optimize better.
Ludhiana (Punjab) has got the
best CTR followed by Lucknow
(UP), Pune (MH) and Delhi.
Thane (MH), Hyderabad
(Telangana) & Mumbai (MH)

GDN
Campaign

Impressi
ons

Clicks

CTR

Avg.
CPC

Cost

Tetley Tea - GDN - Female Dec 30th

161,645

408

0.25%

13.86

5,656.84

1,778

0.33%

14

24,889.99

5,061

0.28%

11.91

60,286.49

3,197

0.34%

11.7

37,410.88

10,444

0.30%

12.28

128,244.2
0

Tetley Tea - GDN - Male Dec 30th

536,442
Tetley Tea - GDN Female (From episode 1,809,53
7-11)
1
Tetley Tea - GDN - Male(From episode 711)
946,475
Total

3,454,09
3

spite of getting higher clicks for female audience we observed that the male audience have shown more tr
n terms of CTRs.
e were able to achieve the expected benchmark CTR of 0.30%.

Maxus global template 2014

4
1

Visits Achieved
Sessio
% New
ns
Sessions

New Bounce
Users
Rate

Taboola / CPC

289,500

90.19%

261,096

4.33%

0:00:51

GDN / Banner

21,603

93.74%

20,251

8.73%

0:00:33

YoutubeNonSkip /
Referral

6,606

82.11%

5,424

9.67%

0:00:40

YoutubeSkip / Referral

607

78.09%

474

6.75%

0:01:23

Total

318,3
16

90.08%

287,2
45

7.37%

0:00:50

Medium

Avg. Session
Duration

The total visits recorded is 318,316 with an average bounce rate of 7.37%.
Achieved bounce rate for the campaign is lower than the industry benchmark of 30%.
The average time spent is 50 seconds.
Google Analytics
Maxus global template 2014

4
2

Location Wise Details

Region

Sessions

% New
Sessions

New
Users

Bounce
Rate

Avg. Session
Duration

Delhi

73,208

90.97%

66,594

4.55%

0:00:45

Maharashtra

64,664

88.96%

57,523

5.13%

0:00:55

Karnataka

55,575

81.27%

45,164

3.91%

0:01:50

Tamil Nadu

25,982

89.76%

23,322

5.05%

0:00:55

Telangana

25,379

89.48%

22,709

4.85%

0:01:00

West Bengal

16,210

89.51%

14,510

6.60%

0:00:47

Uttar Pradesh

13,610

90.18%

12,273

6.02%

0:00:56

Gujarat

10,838

89.52%

9,702

6.03%

0:00:53

Madhya Pradesh

6,009

89.43%

5,374

6.34%

0:00:53

Kerala

5,725

88.73%

5,080

5.15%

0:01:02

4.93%

0:01:02

Total

328,297 88.40% 290,221

he majority of the traffic came from major states like Delhi, Maharashtra, Karnataka etc.
he average bounce rate for the transformation.in is 4.93% which is below the benchmark industry of 30-40
Google Analytics

Age Wise Data

Age

Session
s

% New
Sessions

New
Users

Bounce
Rate

Avg. Session
Duration

25-34

67,109

84.86%

56,950

2.11%

0:01:24

18-24

55,665

88.39%

49,205

2.72%

0:01:09

35-44

21,757

84.96%

18,485

2.32%

0:01:10

45-54

10,223

87.08%

8,902

2.24%

0:01:00

55-64

10,015

85.50%

8,563

2.07%

0:00:55

65+

10,063

83.23%

8,375

2.04%

0:00:59

Total

174,832

86.07%

150,480

2.33%

0:01:13

Age Session/New Users

80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0

Sessions

25-34

18-24

35-44

New Users

45-54

55-64

65+

Majority of the traffic has come from the age group 25-34 followed by 18-24.
We are even observed, traffic coming in from the age group of above 65+.
Google Analytics
Maxus global template 2014

4
4

Gender-Wise
Gend Sessio
New
New Bounce Avg. Session
er
ns
Sessions Users
Rate
Duration

Male vs Female
Avg. Session Duration

Male

108,715

87.69%

95,329

2.40%

0:01:01

Bounce Rate

Female

75,937

84.47%

64,146

2.32%

0:01:28

New Users

Total

184,6
159,4
86.37%
2.37%
52
75

0:01:12

New Sessions
Sessions
0%

20%

40%

Male

Female

60%

80%

Response from the male audience is comparatively better than the female audience on the site.
However, the time spent by the female audience is better than the counterpart.
Google Analytics
Maxus global template 2014

4
5

100%

Scoop Whoop
Page Views:85,698
Unique Views:73,461
Average Time Spent: 3 minutes 38
seconds
Facebook Post Reach: 630,808
FB Engagement: 4378
Twitter Engagement: 3
Total Social Shares: 4381

Maxus global template 2014

4
6

Influencer activity

In Shorts
-

We took the episode to the user

We used the right affinity genres
The promos drove the relevant audience to the series
We kept the users connected to the series
Reaching out to our audience contextually
The audiences are from our markets and demo
The content was social and conversational

Maxus global template 2014

4
8

Thank You

LOGO