Background: Brand Kaun Tha, Problem Kya Thi
Ahmedabad mein ek protein supplement retail brand hai jo mainly online sell karta tha — website aur Instagram par. Footfall badhana chahte the apne Satellite area ke store mein. Traditional options — pamphlets, Instagram ads, local newspaper — tried karke dekh chuke the. Conversions aate the lekin cost per acquisition zyada tha.
Unka core audience: 20–35 saal ke fitness-conscious log. Problem tha ki ye audience social media par ad ko scroll-past kar dete the. Kuch aisa chahiye tha jo unhe tab mile jab wo already fitness mindset mein hain — yaani gym mein.
Strategy: Screen Selection Kyun Critical Tha
extrravenue platform par usable screens browse karte waqt brand ne specifically Satellite aur Bodakdev area ke gyms select kiye — their store se 2–3 km radius mein. Reasoning simple tha: gym member jo screen dekhe, wo already fitness ke baare mein soch raha hai. Supplement ad dekhega toh mindset match karta hai.
Screens Selected
- FitZone Satellite — 280 active members, 6am–10pm hours
- IronHouse Gym Bodakdev — 190 members, premium equipment area screen
- PowerFit Vastrapur — 320 members, reception + floor screens
Teen screens, alag-alag locations, same target demographic. Combined daily footfall estimate: 400–500 unique visitors.
Creative: Jo Kaam Kiya
Brand ne do creatives test kiye. Pehla — product photo aur nutrition facts. Doosra — before/after transformation + offer + QR code for first-time discount.
Doosra creative significantly better perform kiya. Learnings:
- Transformation visual gym environment mein instantly relatable lagta hai
- Specific offer (15% off + free shaker) scanning ka reason deta hai
- QR code size kam se kam 25% screen area hona chahiye taki gym mein se scan ho sake
- Minimum text — 3 lines se zyada nahi, bold font, high contrast
"QR se hame exact pata chala ki kitne log store mein aye — pehli baar humne measurable ROI dekha kisi physical channel par."
Results: 30-Day Campaign Data
extrravenue dashboard par Proof of Play data:
- Total plays recorded: 5,400 (3 screens × 30 days × ~60 daily plays)
- Estimated impressions: 1,81,000 (screen dwell time × average visitors per play)
- QR code scans tracked: 412
- Conversions (store visit + purchase): 340 verified via unique discount code
- Average order value: ₹1,850
- Total revenue from campaign: ₹6,29,000
- ROAS (Return on Ad Spend): 52x
Kya Zyada Kaam Kiya
Campaign ke baad brand ne kuch interesting patterns note kiye. Tuesday aur Thursday ko QR scans highest the — probably kyunki ye mid-week motivation peak days hote hain gym mein. Morning 6–8am aur evening 6–9pm slots mein conversion rate 40% better tha compared to afternoon.
Ye insight unhone next campaign mein use kiya — time-specific ad scheduling se budget 20% optimize kar paye same impressions par.
Aap Ye Kaise Replicate Karein
- Venue match karein: Apne product/service ka natural fit kaunsi venue type se hai?
- Tight geography: Apne store/office se 2–3km radius ke screens select karein — local intent zyada hoti hai
- QR har creative mein: Ye aapka measurement tool hai, isliye must-have hai
- Offer specific rakho: "Visit our store" koi nahi karega. "Scan karo, 15% off pao aaj" kaam karta hai
- 30-day minimum: Frequency matters — ek hi screen member ko 15–20 baar dekhne ke baad hi action leta hai
Apna gym campaign shuru karein
extrravenue par screens browse karo, pricing dekho, aaj hi campaign set karo.
Campaign Shuru Karein