ILY Flour — Product Education Engine
Making a New Food Product Understandable Through Digital Marketing. Leveraging bilingual video advertising, Facebook, YouTube and Google Ads.
About ILY
ILY is a food company offering a patented dry flour mix designed to make everyday food preparation easier for women in India. Unlike conventional idli/dosa batter products, ILY's dry flour mix was positioned as a new type of product in the market.
The Product Was New. The Audience Needed to Understand It.
New Product Category
ILY's dry flour mix was based on patented technology and represented a different product proposition from conventional batter products.
Market Competition
The product had to stand out in a market where consumers already had familiar options such as ready-made idli/dosa batter.
Awareness Gap
The challenge wasn't just getting people to see the product. It was helping them understand: What is it? How does it work? How do I use it?
Conversion Challenge
Once people understood the product, Rankraze also needed to create opportunities for them to engage, install the app and become customers.
How do you introduce a new, patented dry flour concept in a market dominated by traditional liquid batters without confusing consumers?
Shift from selling to educating: create bilingual "How-To" video demonstrations across Facebook & YouTube, driving users directly to app installs.
From Product Awareness to Customer Action
Build Brand Awareness
Introduce ILY and its unique dry flour concept to the market.
Explain the Product
Help consumers understand the product through simple demonstrations.
Generate Leads
Generate potential customer enquiries at an optimized cost.
Drive App Installations
Encourage users to install the ILY app.
Retarget Interested Audiences
Reconnect with users who had already interacted with the product or campaigns.
Awareness Alone Wasn't Enough.
Traditional social posts could show people the product. But showing the product wasn't enough to make a new product category understandable.
How do we make consumers understand the product quickly?
Show Them How It Works.
Rankraze shifted the communication from simply promoting the product to educating the audience about the product. That became the foundation of the campaign.
“How-To” Video Marketing
Rankraze developed short bilingual videos designed to explain how ILY's dry flour product worked.
Product → Explanation → Demonstration → Understanding → Action
This made video content a key part of the awareness strategy.
Reaching the People Most Relevant to the Product
Housewives
A key consumer audience for a product designed to simplify everyday food preparation.
Working Professionals
People looking for convenient solutions for preparing everyday food.
Video + Social + Search + App Acquisition
The campaign combined multiple digital channels to drive product understanding and conversions.
Campaign Execution Across Channels
Rankraze created short-form bilingual video advertisements focused on explaining the product's "how-to".
Facebook was used to reach the target audience and support awareness and lead-generation objectives.
Audience targeting specifically reached housewives and working professionals.
YouTube played a key role in communicating the product's concept through video.
Creating Awareness for a New Product
| Metric | Reported Result |
|---|---|
| App Installations | 3,000+ / month |
| Video Views | 2 Lakh+ |
| Leads | 372 |
| Ad Spend | 17K |
| Reach | 3.38K |
| Engagement | 278K |
| Revenue | 5.29* |
*Unit/currency retained from original financial report.
Transformation Summary
- New product category
- Low consumer familiarity
- Audience needed product education
- Difficult to differentiate from familiar batter products
- Product education through video
- 2 Lakh+ video views
- 3,000+ app installations/month
- 372 leads
- Retargeting audience established
How Rankraze Took ILY From Awareness to Action
Introduce Product
Position unique dry flour concept.
Explain How It Works
Short bilingual video demonstrations.
Reach Relevant Audiences
Target housewives & working pros.
Drive Video Engagement
2 Lakh+ video views across FB & YT.
Generate Leads
372 qualified lead enquiries.
Drive App Installs
3,000+ app installs/month.
Retarget Interested Users
Re-engage viewers with offers.
Core Strategic Differentiators
Education Before Conversion
Instead of immediately pushing the product, the campaign first helped people understand it.
Video-First Communication
Short videos made it easier to demonstrate the product and its usage.
Bilingual Content
The videos were developed bilingually to make the product explanation accessible to the intended audience.
Audience-Specific Targeting
The campaign focused on housewives and working professionals.
Multi-Channel Distribution
Facebook, YouTube, Google Ads and app-installation campaigns worked together.
Retargeting
People who showed interest could be reached again with relevant offers.
Measurable Outcomes & Market Positioning
Product Awareness
The campaign helped introduce a new type of dry flour product to its target audience.
Product Education
Bilingual videos helped communicate the product's usage and "how-to" concept.
Audience Reach
The campaign generated substantial video engagement and reach.
App Growth
More than 3,000 app installations were reported in a month.
Lead Generation & Retargeting
372 leads were generated alongside an audience foundation that could be re-engaged through future offers.
Making a New Product Understandable
ILY wasn't simply entering a competitive food market. It was introducing consumers to a different product concept. Rankraze identified that the biggest barrier was not just visibility—it was understanding. So the strategy shifted from simply showing the product to demonstrating how it works through bilingual video advertising, supported by Facebook, YouTube, Google Ads, app-installation campaigns and retargeting.
The campaign helped ILY move from product awareness → product understanding → audience engagement → measurable action.
Ready to Turn Video Marketing Into a High-Converting Growth Engine?
Let Rankraze create targeted video demonstrations, social ads, and app installation campaigns for your business.