The brand faced challenges in terms of sales due to lack of awareness - a largely untapped market represented huge potential, and yet traditional consumer behavior pointed toward offline methods of sales over digital. In spite of good social presence, there was no engagements or conversions due to the absence of user-oriented campaigns.
In addition, Gorilla Fans had to be pitched against well-established brands such as Crompton, Havells and Bajaj.
Strategy & Execution
The brand decided to address the lengthy buying cycle and consequent drop-offs
Generally, the consumer behavior in this industry has a time-lag of 2-3 weeks in the purchase. This, combined with the short-attention-span and high competition in the market, leads to a lot of purchase drop-offs.
To overcome the high-drop off rates in the journey, the brand used Amura's marketing automation platform Sell.Do to assist users (via call) as soon as they provided contact information on the social media(messages/comment) / website. The personalized approach also increased the brand consideration along with the purchase rate.
Once in the Sell.Do funnel, users were also exposed to micro-moment communication in the form of Emailers / SMSes and other nurturing methods.
This was facilitated with creative sequencing, continuous creative optimization and an integration with the marketing automation platform.
Audience and Data Strategy
A mix of interest categories and look-alike audiences were used to reach out to the right people; created using the users who had purchased the product in the past. Facebook Audience Insights along with Facebook Analytics was also used to identify the right audience.
The audiences were divided into four groups:
i) Awareness Audiences
ii) Remarketing Audiences
i) Awareness Audience - Introduced to the brand for the first time these users are basically the aforementioned lookalike audience. Facebook was integrated with Youtube and Google display to increase brand. The communication focused on the points which would contribute to brand and product consideration. The key objective was content consumption and brand interest.
The brand created a video of how Marico Innovation Foundation had recognized Atomberg's efforts and technology.
Also Read: Case Study: How Panasonic created conversations among bloggers and photo journalists with #BeyondFrames
iii) Your Story
iv) Forbes Creative
v) Youtube Ads
View through tags and other sophisticated ad technology was utilized to measure the metrics. For example, one of the social media posts directed users to the Forbes article, 28-day conversion window allowed to attribute specific conversion action to the particular social media post.
i) Facebook Advanced Measurement Solution
ii) Google AdWords and third-party cookie tracking
iii) DoubleClick Bid Manager
iv) Google Analytics
ii) Remarketing Audience - Second exposure ad creatives focused on the competitive advantages, warranty and other information which would urge the user toward a purchase. Adwords search, Display along with Youtube Bumper and Display Ads were utilized for this phase and audience. Direct sales from the website were the objective of this line of communication.
i) Increase in the E-Commerce rate by 40%
ii) 7000+ leads with 70% purchases, novel in this industry (Last 3 months)
iii) Monthly Online Revenue Growth - 246%