Maximizing brand awareness with Quora Ads
increase in high quality visits (HQV)
Quora Internal Data
versus other display channels
Quora Internal Data
Drive relevant traffic & brand awareness
Nokia Phones, a brand under HMD Global, is an innovative global leader creating critical networks and technologies to bring together the world’s intelligence. When Nokia Phones’ India team came across Quora, they were actively seeking new channels to boost traffic to their website. With help from the experts at Wavemaker, a Top 5 global media network under GroupM, Nokia Phones sought to leverage Quora to increase web traffic, improve high-quality visits (HQV), and build brand awareness among consumers.
Balancing contextual relevance & scale
Quora’s Smartphones topic has over 12.1 million followers, with millions of others following similar mobile phone topics. This made the platform a perfect place for Nokia Phones to promote their latest products. Quora’s community driven discussions helped Nokia Phones identify an in-market audience actively searching for new mobile devices. To reach these users, the team used a combination of Topic, Interest, and Keyword Targeting. This allowed them to target relevant content and users reading about mobile phones, competing brands, and mobile terminology. Broad Targeting was also utilized to deliver Nokia Phones' ads across the widest possible audience on Quora.
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Leveraging customer needs
Nokia Phones' consumer base varies from technophiles to young parents and college students. Their products put consumers first, and to highlight their features their ads promoted key features such as 2-day battery life and dark mode cameras.
Constant & consistent engagement
Based on her experience with Quora, Kriti Arneja, HMD Global’s Media Head, recommends engaging with users on the platform. “Quora is a long-term strategy as it helps you be a part of the community at all times. Engage with your audience constantly and consistently.”
High quality traffic
Nokia Phones' Quora campaigns resulted in a 3x increase in HQV. This made Quora the highest HQV platform compared to their other display channels. After achieving their traffic goals, the Nokia Phones team looks forward to running conversion campaigns on the platform.
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