Success Story
Tata Capital
Tata Capital's journey to a 35% lower CPC with Quora Ads
35% Lower CPC
for Image Ads
Quora Internal Data
4.8 Million users reached
for the overall campaign
Quora Internal Data
About Tata Capital
Tata Capital Limited (TCL) is the flagship financial services company of the Tata Group, a subsidiary of Tata Sons Private Limited, and is carrying on business as a non-banking financial company. A trusted leader in India's NBFC sector, Tata Capital is renowned for its extensive range of financial services tailored for individuals, SMEs, and corporate clientele. Faced with the challenge of navigating a complex industry, Tata Capital recognized the need to reach potential customers on innovative platforms that facilitate education and influence decision-making. Quora, with its knowledge-centric community, emerged as the ideal platform.
Solutions
Industry
Location
Their Goal
Focused strategy to capture high-intent market segments
Tata Capital set out with a dual objective: capture high-intent users and localize their approach to enhance product consideration. The aim was to not just reach new audiences but to engage with them in a meaningful way that would lead to measurable conversions.
With a reach of 4.8 million at an efficient CPC, we successfully met our campaign objectives. This initiative showcases the strategic value of innovative platforms like Quora in modern marketing strategies
Kaushik Chakraborty
Head of Marketing
Tata Capital
Their Solution
Targeted topic selection powering campaign success
The strategy was twofold. First, Tata Capital honed in on relevant topics within the Loan and Finance categories on Quora, ensuring their content was visible to the most pertinent audience. During the campaign's second phase, the focus shifted to optimizing Topics that yielded higher engagement and click-through rates, thus targeting users closer to the bottom of the sales funnel.
Additionally, the company pinpointed key markets and incorporated geographic targeting to connect with high-intent audiences in those areas.
Click on the image to enlarge
Their Creative
Crafting relatable content for diverse audiences
Tata Capital's approach to creative content was both innovative and attuned to the cultural nuances of its target audience. The company tailored its message to resonate deeply with the consumer bases from various regions, particularly those in Tier 2 and Tier 3 cities. Their campaign "Palak Jhapkao Loan Pao", encapsulated the ease and speed of securing a loan, and appealed to the audience, guiding a relevant demographic to their landing page and engaging users who exhibited a higher propensity to convert.
Their Advice
Maximize ad performance with the right targeting
For brands looking to replicate Tata Capital's success on Quora, the key advice would be to select relevant topics that align with your brand's voice and audience's interests. Utilize geo-targeting to tailor your campaign to high-intent local markets. Additionally, craft creatives that resonate culturally and linguistically with your target audience for better engagement and conversion.
Their Results
4.8M Reach and 35% CPC Drop: Tata Capital's Quora Ads Success
Tata Capital's strategic use of Quora Ads culminated in a winning campaign, achieving a staggering reach of over 4.8 million for the overall campaign and securing a 35% reduction in cost-per-click (CPC) for Image Ads. This success story stands as a testament to the power of targeted content and cultural connectivity in advertising.
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