ASBL · Full-Funnel Growth
HowASBLincreasedconversionrateby 2.1×withDisplay&Video360.
A full-funnel digital branding strategy combined audience intelligence, premium media and performance signals to strengthen awareness, brand search and conversion.
Business challenge
Reachbeyondtraditionalchannels. Builddemand.Improveleadefficiency.
ASBL, a leading real estate developer in Hyderabad, launched a premium property campaign in the financial district.
The objective was to reach potential home buyers beyond traditional channels while improving lead efficiency and demonstrating a measurable connection between branding and business growth.
Key insight
Branding and performance don't have to work separately.
The opportunity was to connect upper-funnel brand building with lower-funnel response.
By combining audience intelligence, full-funnel media and continuous optimisation, ASBL could build awareness and demand while also improving conversion efficiency.
The funnel isn't two teams. It's one growth objective, measured end to end.
Visual journey · From audience intelligence to conversion
- 1
Identify
Find audiences with a reason to care. YOptima's Sonograph identified high-value audiences including new apartment buyers, long-term investors, premium credit card users, business owners and independent practitioners.
- 2
Reach
Take the brand beyond traditional channels. The campaign used Display & Video 360 across YouTube, Over-The-Top platforms, programmatic video, audio and premium display publishers.
- 3
Engage
Use the full funnel to build and reinforce demand. Connected TV, audio ads, rich media and native formats helped introduce, reinforce and sustain the brand message across multiple consumer touchpoints.
- 4
Measure
Connect brand signals to business outcomes. Brand Lift measurement tracked awareness and search behaviour, while campaign performance showed the resulting improvement in conversion rate.
Business impact
Branding didn't just increase awareness. It strengthened the path to conversion.
Awareness baseline lift
Brand search volume lift
Conversion rate increase
The result
A full-funnel branding strategy helped ASBL strengthen brand awareness and search demand while delivering a 2.1× increase in conversion rate.
What marketers can learn
Brand building and performance work better when they're connected to the same growth objective.
The goal isn't to choose between branding and performance. It's to make every stage of the funnel contribute to the next — and ultimately to business growth.
Readytoengineerbetter brandingoutcomes?
Every campaign leaves signals about where growth is being created — and where it's being lost. Let's uncover them together.