Success Story

DSP Mutual Fund

Leveraging investors on Quora for DSP Mutual Fund's ELSS Awareness Campaign

2.5 million

overall reach

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45%

view-through rate (VTR)

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About DSP Mutual Fund

DSP Mutual Fund is a mutual fund investment company in India, helping investors make sound investment decisions for more than 25 years. DSP Mutual Fund unveiled 'Bachao' - its latest campaign as part of their investor education initiatives to build awareness around the 'Equity Linked Savings Schemes' (ELSS) category in time for the tax season. The campaign uses a very powerful one-word headline to grab consumer eyeballs while directly addressing how they can benefit through ELSS, or tax-saving mutual funds as many call them. DSP Mutual Fund will always prioritize the interests of their investors, and will maintain an unwavering commitment to doing what is best for them, as they #InvestForGood.

Their Goal

Reach relevant users and drive awareness about your products

DSP Mutual Fund aimed to raise awareness about their ELSS or tax saving mutual fund scheme among those users on Quora who want to invest and save tax at the same time. They wanted to leverage Quora to enhance user’s financial education to help them make informed investment decisions.

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In our recent campaign, Bachao, we effectively spearheaded an investor education initiative in collaboration with Quora to raise awareness about ELSS prior to the tax season. We were able to do so by utilizing engaging videos, displaying captivating visuals and reaching out to a wide audience who were actively exploring mutual fund guidance thereby solidifying our position as the foremost authority on Quora.

Pawan Gurnani

AVP, B2C Growth Marketing

DSP Mutual Fund

Their Solution

A strategic approach to success

DSP Mutual Fund identified potential users who are looking out for tax saving investment schemes on Quora. After identifying the audience, the relevant cohorts were reached with a combination of Quora’s Contextual Targeting and Interest Targeting. It ensured that the ad reaches all the potential users, who are in-market looking to invest while saving on their taxes.

Click on the image to enlarge

Their Creative

Image and video banners that make an impact

DSP Mutual Fund used a combination of both Image Ads and Video Ads to educate users looking forward to investing in the ELSS segment. The campaign used a simple and succinct headline to grab the consumer’s attention while directly addressing how they can benefit through ELSS, or tax-saving mutual funds.

Their Advice

Engage Quora's active audience with strategic targeting

Quora emerged at the perfect stage for DSP Mutual Fund's 'Bachao' campaign, offering a dynamic arena where financial wisdom meets curious minds. With a plethora of professionals and savvy investors seeking insights, the platform provided the right opportunity to showcase ELSS tax-saver funds as the tax-saving superhero. Through promoted video and image ads, each frame spoke volumes about the benefits of ELSS and the importance of tax-saving investments with the eye-catching ‘Bachao’ creatives. Quora's robust advertising platform ensured these visuals reached the right eyes, maximizing engagement and driving home the campaign's message with unparalleled impact. Leveraging Quora's targeted advertising and robust analytics, the campaign soared, capturing attention, driving engagement, and empowering individuals to make informed investment decisions. In this digital arena of knowledge seekers and financial enthusiasts, Quora turned out to be the best choice for DSP Mutual Fund.

Their Results

Surpassing benchmarks and driving high-intent traffic

In their successful campaign on Quora, DSP Mutual Fund achieved significant milestones. Through their Video Ads, they garnered an impressive view through rate (VTR) of 45% and a cost per view (CPV) of just INR 0.3, showcasing the effectiveness of their content in engaging the audience. Their Image Ads garnered an extensive reach of over 1.8 million, achieving this milestone at a competitive cost per click (CPC) of INR 10. The overall reach from their campaign was an impressive 2.5 million. These results underscore the advertiser's ability to effectively utilize Quora's platform to not only reach a large audience but also to engage them effectively, resulting in a successful campaign that met their objectives.

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The campaign's concise, yet impactful one-word headline directly communicated the benefits of ELSS, striking a chord with our target demographic and leaving a lasting impression.