Case Study“The insights from InMobi Pulse are acrucial input to our marketing plans
and channel investment”-Aanchal Chauhan

HEAD, DIGITAL MARKETING AND PR

BackgroundA refreshingly modern beer brand, imagined in India, Bira 91 aspires to bring flavorful beers to the new world. As one of
the fastest growing beers in the world, Bira 91 has built a strong portfolio of essential beers and aims to drive the global
shift in beer towards more color and flavor. Established in the summer of 2015 by B9 Beverages and headquartered inNew Delhi, Bira 91 has quickly become the rage amongst urban millennials owing to its delicious beers, bold identity anda strong draft network.
Driven by a dynamic and energetic team of over 400 passionate beer lovers, the company now operates two breweriesin India, and has offices in nine cities including New York City. Bira 91 is backed by Sequoia Capital India and Sofina ofBelgium.
Crafted with the creative urban drinker in mind — someone who likes to have fun and doesn’t take life (or beer) too
seriously, the brand aims to disrupt the global beer world with 21st century technology and its playful monkey mascot.

The Challenge
Key to Bira 91’s growth has been word-of-mouth marketing. In a country where direct advertising ofalcohol is banned and the industry is dominated by a handful of players, establishing a presence
and building a brand from the ground up requires significant innovation across product, marketingand sales. To continue its rapid pace of growth, Bira 91 needed to find new ways to engage
meaningfully with millennial consumers and cement their identity in a highly competitive market.
Traditionally, spirit and liquor companies in India advertise through surrogate marketing. In order tocreate real touchpoints with their consumer base, Bira 91 decided to invest heavily in a bold,large-scale marketing event [April Fools’ Fest]. Bira 91 was committed to understanding the impactof the marketing investment, including customer perception of the campaign and overall brandawareness.
However, in the absence of attendee contact data (i.e., email address) collected via exit interviews,
there was no way for traditional market research companies to historically map and identify theusers who attended the event to effectively understand feedback and consumer impact. The Bira
91 team needed a way to evaluate customer sentiment and gather feedback to validate the ROI
and drive future strategy for the April Fools’ Fest event.

Methodology
Utilizing InMobi’s advanced location-targeting through Polygons, Bira 91 was able to accurately zeroin on the consumers that attended the event. Through InMobi Pulse, they were able to push surveys
to attendees and gather information on event experience, customer perception and overallawareness.

Results●

Outcomes revealed that a majority of respondents (more than 80 percent) rated the event highly, with over 70
percent claiming they were likely to re-attend - data that simply could not have been collected through traditional
exit interviews or other standard attempts to identify attendees post-event.

●The accurate targeting capabilities reduced spillage and research turnaround time, and was more than 4x fasterthan conventional research.

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Results uncovered that social channels were most successful in generating awareness with the target audience,and survey insights further highlighted which specific channels yielded the highest conversion rates.

●Advanced programmatic research capabilities completely eliminated sampling biases, while also helping reach
granular niche segments inaccessible with traditional research. It also identified individual event attributes that
resonated with discrete segments, providing pivotal potential opportunities for future events.

Aanchal Chauhan

HEAD, DIGITAL MARKETING AND PR“With the advanced targeting and location features ofInMobi Pulse, we were able to accurately gauge consumer
sentiment around the event and measure marketing ROI.
The insights are a crucial input to our marketing plans andchannel investment for the April Fools’ Fest event in 2019.”