A Journey that Delivered Record Engagement

Bebelac provided interactive sessions for mothers to interact with childcare experts to understand the nutritional requirements of children below 1 year and over 1 year of age under the campaign “Bebeclub”. To connect parents with the right information on their child’s health, InMobi created the awareness campaign in two stages: 

Teaser Phase: A glance at what’s coming up was shown to the target audiences to drive interest and curiosity to know more about their child’s health, for 10 days between the 19th to 29^th February 2020. 

Launch Phase: The actual campaign ran for a month from 28^th April to 26^th May with different engagement experiences for parents with children below and above 1 year of age. 

Delivering a Contextual Experience with the Chatbot Ad Unit 

For parents with kids over 1 year of age, the campaign launched an interactive chatbot ad unit driving the user interest to know about their child’s gastrointestinal health.

Time Targeting to Drive Maximum Engagement

InMobi identified the best performing days of the week to ensure that the ad unit witnessed a higher engagement. More than one-fourth of the campaign was observed to be delivered during the weekend, with Sunday having the highest engagement rate​. Sessions delivered on the weekend accounted for one-third of the total sessions. This initiative amplified the engagement with the core target audience. 

The Engagement Journey

The campaign addressed the issue of meeting the daily fiber needs for a healthy gastrointestinal tract by having viewers fill in the child’s age, followed by answering relevant questions and culminating with dietary recommendations by Bebelac.