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FRANKLIN TEMPLETON ACADEMY

FRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA), Mumbai / FRANKLIN TEMPLETON INVESTMENTS / 2015

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Overview

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Credits

Overview

Execution

The videos were targeted at people who were new to investments, who were new to mutual funds and those who wanted to know more about mutual funds. We reached out to the audience through all the digital platforms to gain maximum visibility.

We used ‘Facebook Promoted Post’ ads to create engagement. The English videos were targeted PAN India, and the regional videos were targeted to respective regions. We used native targeting and wrote the ad copies in regional languages. The regional videos were targeted to specific states resulting in a better connect with our audiences.

Outcome

With no changes in targeting or budget, we discovered a winner. On Facebook, regional ad copies were performing better than the English ad copies giving high engagement rate, thus lowering our cost per engagement.

• Facebook Video views: ~1025,000 since inception

• Total engagement: ~2.4 M

• Total reach: ~50 M

• Increase in engagement rate for regional content.

• Hindi: 85%

• Gujarati: 17%

• Bengali: 34%

• Tamil: 25%

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2019, FRANKLIN TEMPLETON INVESTMENTS

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