Bewakoof.com, in collaboration with Social Beat, leveraged YouTube Trueview Ads to drive sales for the brand through full-funnel marketing. A look at their detailed YouTube commerce marketing strategy.
The case study on Bewakoof.com looks into the brand's YouTube commerce marketing strategy to drive sales.
Category Introduction
The Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. The ongoing digital transformation in the country is expected to increase India’s total internet user base to 829 million by 2021 from 604.21 million as of December 2018.
Brand Introduction
Founded in 2012, Bewakoof is a lifestyle fashion brand that makes creative, distinctive fashion for the trendy, contemporary Indian. Bewakoof was created on the principle of creating impact through innovation, honesty, and thoughtfulness - with a team of 400 members, and 2mn products sold till date.
The primary marketing objective from Social Media was to create awareness, drive consideration and ultimately drive e-commerce conversions down the funnel.
Summary
With most of the website’s customers belonging to the age group of 18-34 and taking into account that most of the people within this pool are already active on YouTube, the brand and its agency decided to leverage the power of YouTube Videos and incorporate the new Shopping Cards feature within the videos to target audiences who have previously shopped with Bewakoof.com.
Problem Statement/Objective
Tap into YouTube using a full-funnel e-commerce marketing strategy to make it one of their revenue-generating streams
Brief
YouTube has been an untapped platform for Bewakoof.com’s marketing efforts - the brand shared the following points with the agency, Social Beat to tap into the prominent channel for the purpose-
To come up with compelling product-oriented video content to resonate with the audience on YouTube
To use the created content in the appropriate sections/stages of the full-funnel campaign to drive conversions on YouTube
Creative Idea
The agency came up with two YouTube Ads with one ad showcasing their trending collections and another with their GOT collection by maintaining the brand essence.
Considering the craze around GOT and the season finale that was to take place, it was befitting to tap in on the craze and highlight the collection to the audiences.
The color-scheme, look & feel and theme of both videos were kept young, vibrant and in the quirky zone that captured the spirit of the brand.
While the core creative objectives were to engage with the viewer through catchy visuals and quirky one-liners - the ultimate objective was to maximize the focus on the products/offers and drive conversions.
Since a large
part of the TG was also from tier 2 & 3 cities - the concept
and communication also needed to suit a more universal
reach.
Execution
Contrary to standard advertisements, by leveraging YouTube TrueView Shopping Ads, the team was able to offer products and services that were related to the content of the videos and thereby appealed to the interests of the visitors and viewers.
Additionally, the brand-agency team was charged only if the viewer chooses to watch the advertisement. This, in turn, helped lessen the chances of the ad going unnoticed.
Conscious efforts were also taken to ensure that the brand’s best selling products were featured in the videos. These videos and products were refreshed periodically to avoid ad fatigue.
The Shopping Cards were included within those ads with the same products featured in the video. A conscious effort was taken to remarket the products with a frequency cap so that the viewers were not bogged down by the videos. The viewers were given a chance to directly click on the card and purchase the product from the website.
Results
9000+ Sales through YouTube
1758 View-Through Conversions
ROAS of 4
With the implementation of the Shopping Cards, the return on Ad spends was 4x.
The agency was able to achieve up to 9000 conversions over a short span of 30 days. Therefore, it was clearly evident that YouTube for Shopping not only helped in successful conversions but also in creating higher brand recognition.
CMO Quotes
“We have always had challenges with Performance Marketing on YouTube - but in the past couple of months post the latest campaigns we have seen a 4x ROI and over 8000 conversions. This has opened up a new revenue stream for us”, says Abhimanyu Mishra, Head of Marketing, Bewakoof.com
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