Project Brief
The project required creating multiple offline marketing campaigns with a variety of printable collaterals targeting both merchants and consumers. The collaterals ranged from small table stickers and posters to larger formats like standees, banners, and billboards. Each design had to be tailored for different physical spaces from store counters to outdoor displays.
Objective
To increase Paytm’s brand presence in offline settings, drive adoption of Paytm’s services among both merchants and consumers. For merchants, the focus was on encouraging adoption of Paytm’s payment solutions, while for consumers, the goal was to highlight offers, cashback schemes, and ease of use. Ultimately, the campaigns aimed to bridge Paytm’s digital presence with physical interactions.
Junior Manager
Role
Oct '20 - Aug'23
Duration
8 Members
Team Strength
70 Million
Monthly Transacting Users 2023
Deliverables
Billboards
Automobiles Ads
Newspaper Ads
6x3' Standee
A3 Poster
A4 Leaflet
A5 Tentcard
8x8" Dangler
5x5" Door Sticker
5x5" Table Sticker
6x12/24" Shelf Talkers
Others
The Problem
Paytm lacks strong brand visibility in offline spaces, which limits its adoption among merchants and consumers. Merchants are hesitant to adopt Paytm’s payment solutions, and consumers are not fully aware of the offers, cashback, and ease of use. The challenge is to create effective offline marketing materials that increase brand presence and communicate the benefits of Paytm, driving adoption in physical settings.
Planning & Execution
Typically, the planning and process begin with a comprehensive project brief that outlines the project objectives, target audience, offerings, and scope. This is followed by thorough market and competitive research to gather relevant information and insights on consumers and merchants. Next, content creation and copywriting are carried out to establish the communication structure and flow.
Sketches and wireframes are then designed to create a starting point, leading to the development of initial drafts and campaign logo units. These drafts undergo multiple rounds of feedback and iterative revisions to refine the work. Once the design is finalized, a final quality check ensures everything meets the required standards. Finally, the completed project is released for implementation or distribution, ensuring smooth and effective execution, followed by a post-release market evaluation and survey.
The Impact
Over 1 million creatives were deployed at nearly 10,000 stores across 27 states in India, in association with 13 banks and nearly 100+ brands. The final result not only created a buzz around the Paytm Marketing Campaign campaign but also achieved a significantly higher user engagement. The strategic planning and execution of Paytm's marketing campaigns had a significant impact on user engagement & revenue generation. By the end of 2022, the company's monthly transacting users rose to 70 million, a 41% increase year-on-year. The marketing services segment, contributed to a 22% revenue growth, totaling approximately $62 million. The project not only showcased the importance of cohesive planning and cross-team collaboration but also highlighted the value of data-driven insights in optimizing marketing strategies.
