Content & Growth

Problem

Fractal Analytics was facing high candidate drop-offs between offer acceptance and joining, with disengagement peaking during the notice-period window.

Insight

When candidates received competing offers, there was little emotional connection or familiarity with Fractal to anchor their decision. As a relatively lesser-known brand, Fractal lacked a central touchpoint that communicated its culture and identity beyond the offer letter.

Approach

We treated the pre-joining phase as a critical onboarding journey. A dedicated microsite was designed as a single, aspirational reference point, reinforced by sequenced email touchpoints throughout the notice period.

Outcome

Pre-joining drop-offs reduced from ~17% to below 10%, with candidates arriving more confident, informed, and prepared on day one.

Problem

KPIT’s social posts were consistently underperforming in reach and engagement. Despite regular publishing, a large portion of followers and even internal employees were not seeing the content, leading to reduced visibility and impact.

Insight

Research showed that LinkedIn feeds were increasingly saturated with high volumes of low-quality content. As a result, users were spending less time on the platform, and important posts were getting buried before reaching their intended audience. The issue wasn’t content volume, but distribution and attention scarcity.

Approach

Instead of increasing posting frequency, we focused on meeting users where they were already active. A Weekly WhatsApp Digest was introduced as an opt-in channel that curated all major posts from the week in one place. The digest also allowed subscribers to choose the types of content they wanted to view, reducing noise while preserving relevance.

Outcome

Engagement and impressions increased by ~34%, with stronger internal participation and more consistent weekly content consumption. The digest has since continued successfully for 100+ weekly editions, becoming a stable distribution layer alongside social platforms.

Problem

Rentokil PCI needed to promote its pest-control services ahead of the festive season. However, typical pest-control advertising relies on direct visuals of pests or routine technician imagery—both of which audiences actively avoid. During festive periods in particular, such imagery led to disengagement rather than attention.

Insight

User responses and early campaign signals showed that realistic pest visuals triggered emotional aversion instead of awareness. The issue wasn’t relevance, but visual discomfort. To communicate risk effectively, the presence of pests needed to be implied without showing them in a way that repelled viewers.

Approach

We reframed pest control as a preventive step in festive preparation through the campaign “Celebrate Festivity, Not Pestivity.” Instead of realistic pest imagery, pests were portrayed as human-like guests appearing in familiar festive settings, making the message clear without triggering disgust.

Given tight timelines and the early-stage reliability of generative AI in mid-2023, we used Midjourney to explore this visual direction. Extensive prompt engineering, combined with designer-led refinements, enabled high-quality execution within the short pre-festive window.

Outcome

The campaign delivered strong reach and business impact, including:

• 192M+ impressions
• 28.4M+ clicks (14.81% CTR)
• 20% YoY increase in inquiries
• 120% reduction in CPL
• Campaign extended by 3 months due to performance