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BetaLabs 02: Audience Insights on New Mothers living in India

The success of your ad strongly depends upon the choice of content and the fine-tuning of your audience segment on digital channels.

While you may have heard this piece of advice before, but not many utilise the audience targeting elements that Facebook gives.

We at AARRRMOR absolutely enjoy constructing the audience model to as much perfection as we can, it’s like cooking your best meal for your favourite guest.

We decided to do some market research, understanding the best way to reach prospective customers from different industries and launched this series of experiment with one of our clients.

Why Facebook?

Well for starters, Facebook and Google are the largest, most frequently used ad platforms out there and while their targeting options are strikingly different from each other, we chose Facebook for this as our client’s TG (target audience) is most interactive on the Facebook ad platforms. (Our next post will cover the difference in the 2 ad platforms for the same audience)

For this post, our client is a professional baby and maternity photographer based out of Delhi NCR, who wants to create awareness among the ‘primary’ and partially the ‘secondary’ decision makers for her business i.e. Expecting Mothers, Newly delivered mothers and Husbands of these 2 categories.

Details of Campaign

Location: Delhi NCR, Noida and around
Category: Expecting Mothers, New Mothers, Mothers with kids
Campaign Objective: Drive Leads
Ad objective: Chose ‘Traffic to website’. Wanted to choose ‘Lead Generation’

Ad Placement: Instagram feed and stories

Learning: The client’s website didn’t have a ‘Privacy Policy’ web-page due to which we couldn’t run the lead gen ads. While that page is constructed, we decided to test the waters for a traffic to website conversion.

Recipe to our audience targeting: Facebook gives you the option to choose from Behavior, Life Events, Interests. We strategically used all three.

More details below:

Channel & Objective

Aarrrmor BetaLabs 02: Channel & Objective

Target Audience

Aarrrmor BetaLabs 02: Target Audience


Aarrrmor BetaLabs 02: Creatives

Instagram Story Ad

Aarrrmor BetaLabs 02: Instagram Story Ad

Ad Copy

Aarrrmor BetaLabs 02: Ad Copy

Audience Segmentation

Aarrrmor BetaLabs 02: Audience Segmentation


Aarrrmor BetaLabs 02: Results


Aarrrmor BetaLabs 02: Conversions

Want to contribute to our BetaLabs Experiment? Send us your ideas, data or research and we’d be happy to publish it.

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How to engage with your potential candidates to hire the right talent.

Recruitment drives are passe…

Let the right talent know your brand and get to know them too, before the actual hiring!

Want to know how?

Read on…

Our client 101reporters, a media company, came to us with the requirement of hiring interns for writing/reporting stories.

Hiring wasn’t just it, they had the vision of ‘hitting two birds with one stone’. Alongside recruitment, increasing brand awareness in Journalism colleges was their goal too.

So, we delivered.

Banasthali Photo-Journalism Competition Winners
Banasthali Photo-Journalism Competition Winners

This made us realise that attracting talent shouldn’t be restricted to that desperate time of filling a vacancy or hiring for a new position.

Instead, keeping an eye out for good talent must be an on-going activity.

After all, a good team can take your startup to places you could only wish for. Imagine having self-motivated, eager to learn members with the right aptitude in your company; working on as many projects becomes effortless.

As 101 reporters recognised this, we were happy to brainstorm with them on a plan.

Skeleton of our plan

  • Step 1: We identified a Journalism college, that had a student interned with 101 reporters in the past. Making her the brand ambassador for our Project, the next step was to conceptualise an idea to engage with the students and in the process create productive brand awareness.
  • Step 2: We came up with a plan to conduct a photo-journalism competition. The objective was well defined, we wanted 100 students to know about 101 reporters at the end of the competition and get 3 leads for prospective interns.
  • Step 3: We worked out the rest of the mechanics of the campaign including permissions and content plan for respective channels.

Through the process of execution, we had to use an offline push and our student ambassador, Archita Puranik did an incredible outreach by conducting a QnA with participants and distributing marketing materials without spamming.

Campaign Deets

Now to share with you a little about the competition

  • Target Audience: Banasthali college of Journalism, BA(JMC) students, BA9(JMC) students irrespective of the year
  • Name: Stories in Photos, A Photography Competition
  • Theme: National Girl Child Day
  • Giveaways: 3 winners were announced and 5 noteworthy mentions. Winners also win a direct internship interview along with getting published on exclusive 101reporters news website.
    • Winner 1: Amazon Gift Voucher of Rs.5000
    • Winner 2: Amazon Gift Voucher of Rs.2000
    • Winner 3: Amazon Gift Voucher of Rs.1000
How to engage with the right talent

Instead of broadcasting over common social media channels where it might not be seen by the college students, we chose to broadcast our message on targeted Whatsapp Groups, distributing flyers outside classrooms and college message boards.

We are happy that not only did we meet the objectives we had set ourselves for, but we also got on board an exceptional talent, Gargi Sharma.

It’s not often where you get a client who is crystal clear with their objective, willing to innovate and invests a significant lot of its team in executing the campaign.

We consider ourselves lucky 🙂

101reporter’s editorial team and photo-journalists created a rigorous process for judging the entries so that the competition retained it’s quality, worthy of their brand name.

Snapshot of the campaign outcome

Brand Awareness Case Study for 101reporters

If you want better interns for your organization, creating an engagement drive in colleges is your best bet. Don’t rely solely on the intern search websites, sometimes they may not give you the best results. Conducting this activity in a short span of time with less resources is very doable.

Not many agencies can help with you an integrated campaign using offline & online channels, so here we are.

  • If you are pressed on time, and want us to bring in our learning and organise your competition for brand awareness, EMAIL US.
  • If you have questions on this campaign, feel free to DM us on Twitter / Facebook.

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