How Dentsu Webchutney Built Brand Recall And Traffic For Payback With #PointKyaHai

Case study by Dentsu Webchutney for Payback, a customer loyalty program in which the agency tackled the problem of brand recall, share of voice, engagement along with driving traffic to the site and mobile

Payback pointkyahai cover

The Client

Payback is a loyalty program for customers of retail businesses, with which shoppers can collect points for purchases and redeem them for vouchers, goods or money. Payback was launched in 2000 by Loyalty Partner GmbH of Munich, and operated initially only in Germany before expanding internationally to Poland, India, Mexico and Italy. In 2011 Loyalty Partner was acquired by American Express.

The Agency

Dentsu Webchutney is a member of the Dentsu Aegis Network and works with leading companies in India by developing award winning and memorable experiences for brands to connect, engage with and build sustained relationships with their consumers online. Ranked as India’s Number 1 Digital Agency, Dentsu Webchutney is committed to leading the interactive marketing industry.

Problem Statement

In the clutter of multiple websites claiming to give cashback to people and reward Points when they shop, the biggest challenge was to create an identity for Payback Points.

Identified Objectives

To create buzz and drive traffic to the new Payback portal and mobile app. Carry forward the new brand theme of Nothing Is Pointless on the digital medium. One big idea to launch the Portal and mobile app and connecting with the young audience and ask them – Kisi bhi cheez ka Point kya hai? And create awareness about Payback while educating them about Payback Points.

The Strategy/Execution

The campaign will focus in on the fact that “What’s the point of anything we do?” Taking this thought further, on digital we direct our overall communication to the same theme.

We all do pointless things now and then. There are an eccentric few, however, who make those things a hobby or even a habit. Why? Well, in a weird way, it makes a lot of sense to them. To create buzz around the thought, we initiated a Twitter conversation, where we asked people to tell us all the things in life which make them go ‘Iska Point kya hai?’ – Like Drawing margins on the exam paper, etc.

We involved influencers for the same to grab more attention by getting the same on the trends.

On Facebook, we launched a series of posts where we highlight situations where we ask people #PointKyaHai?

Payback Pointkyahai

In the next phase of the campaign we launched #50LakhPoints where we gave out the same to the top spender via our website.

Results

  • The hashtag #PointKyaHai garnered a total of 26,140 mentions with 183 million estimated impressions from 26,140 Twitter mentions.
  • There was a drop in confusion about and what brand stands for, lack of awareness about Payback points and lack of education about why visit Payback before visiting any e-comm site.
  • There was a rise of Brand recall, Share of voice, Fan engagement, Traffic on the new portal from social media properties, Mobile app downloads.
  • #50LakhPoints garnered 6,500 mentions, 52.3 million estimated impressions from 6,499 Twitter mentions.

Here’s the case study video: