Using Quora as an avenue to share their industry knowledge and raise awareness
Quora Internal Data
on their Business Profile
Quora Internal Data
Duroflex is India’s leading sleep expert committed to redefining the meaning of quality sleep. Our 5 decades of experience, superior quality and best in class innovation help us in bringing you a wide range of mattresses, pillows, protectors and other sleep solutions.
Raise brand awareness with a new audience
Duroflex is India's leading sleep solutions expert with over five decades of expertise. Sleep is key for a healthy lifestyle, but the Duroflex team noticed a shocking lack of information online about the sleep solutions industry. Aiming to change the status quo, Duroflex turned to Quora as an avenue to share their knowledge and raise awareness for Duroflex’s products.
Explore Quora’s vast audiences
Over 300 million users around the world visit Quora every month seeking answers to their questions, and 100+ million of these users are based in India. To find the best users for their brand, Duroflex explored a number of different topics to build their audience personas on Quora. This included in-market audiences conducting research before a purchase, and audiences interested in learning about sleeping habits. After identifying these groups, Duroflex built campaigns and ads based on each audience’s objective. This enabled them to deliver the right content to the right users at the right time.
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After testing different audiences, Duroflex had a winning combination of ads. They started by using Promoted Answers to educate users in the consideration stage. Users were later retargeted with image and text ads to encourage website visits.
High engagement with a net-new audience
Duroflex’s Promoted Answers achieved CTRs over 2.5% and their Business Profile generated over 8.4M content views. The team was also pleased to see positive engagement from readers, deeming the campaign a success.
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