Background:
Zoho is a leading provider of cloud-based business software, offering a comprehensive suite of tools for CRM, project management, finance, collaboration, and more. Founded in 1996, Zoho serves millions of users worldwide, known for its affordability, innovation, and commitment to privacy, empowering businesses of all sizes to streamline operations and drive growth.
Campaign Objective:
Zoho’s marketing strategy focuses on product-led growth by showcasing the strength, usability, and affordability of its business software suite. It aims to expand its market reach by targeting small and mid-sized businesses while also increasing enterprise adoption. By prioritising customer experience, robust support, privacy, and security, Zoho aims to enhance its brand image and build awareness.
Campaign Details:
In order to maximise reach to their target business audience, Zoho aired their campaign across Elevision’s Full Commercial Network in Dubai and Abu Dhabi. The campaign covered over 75 business towers and ensured the campaign was viewed by the region’s premium business audiences.
Using detailed mapping coordinates, the exposed audience is retargeted with digital surveys via mobile ad-serving. To guarantee the best quality of data, respondents are not incentivised and answer one survey only.
To assess the performance of the campaign, two socio-demographically homogeneous groups are separated based solely on ad recall. Uplift is evaluated by measuring the gap between the recall group and a control group that did not report any ad recall.
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