Luxury retail client makes it big after shifting to online marketing with NPDI’s full-funnel paid advertising strategy, recording 0x to 4x returns in 60 days
The client is one of the top luxury retail brands in the country offering premium fashion products and accessories to its upmarket clientele.
The brand had a considerable presence on social media and was getting consistent engagement from the medium. They were also witnessing good results from offline and retail store sales.
Since the brand’s efforts were mostly focused on offline sales and social media, they were interested in trying out the paid advertising medium for the first time. This decision was also heightened by the coronavirus situation which had created a dent in their offline revenue channels. So their main aim was to scale up their online retail presence during the pandemic situation.
One of the challenging aspects of the project was that the brand already had an eCommerce website, however, it wasn’t configured for digital advertising and sales. Also, we didn’t have much data about their audience or the buyer persona apart from the client brief.
It was exciting to take up such a daunting project of this scale. Hence, we didn’t look at it as a mere service but as an interesting partnership to achieve a common goal. We collaborated with the brand’s marketing team to better understand their customers. We came to know that more than selling products like most other retail brands, they were keen on building a community around their product consisting of potential customers who will convert to being loyal and returning customers in later stages.
We laid the groundwork for branching out to different campaigns like configuring Google Merchant Centre, Facebook catalogues, and Google Analytics. We also focused on enhanced eCommerce implementation on Google Analytics to determine the user journey from the product pages to the payment success page.
With this information, we started parallelly strategising the campaigns, targeting, creative ideas and messaging.
Our understanding of the audience helped us plan out the digital, creative & video assets that may work. Moreover, we didn’t provision for any offers in the beginning phase but planned to slowly introduce relevant ones eventually.
Platform & Campaign Strategy
We chose only Google and Facebook ad platforms as they are more profitable and can be easily optimised. The ad channels we chose were search, shopping and display ads along with Facebook and Instagram.
Gathering data from previous social media campaigns, we factored in parameters such as user devices, interests, age, demographics, and geolocations. A significant optimisation was to focus on the audience using high-end devices considering the brand sold upmarket products and catered to an elite audience.
Once the eCommerce configuration on the website was done, we focused on targeting customers in the awareness and consideration stage by activating a top funnel campaign to push a lot of premium audiences into the website.
Next, we shifted our focus to customers in the sales stage by initiating a bottom-funnel remarketing campaign to again re-engage with this audience at a later stage, once the audience was populated.
We created multiple cohorts of remarketing audiences based on add to cart users, people who viewed the particular product section, and people who engaged with the ads on different duration from 7days to 30 days.
Overall, we ran a full-funnel strategy for the brand by executing top-funnel campaigns along with remarketing campaigns. While the top-funnel campaigns helped in building awareness, the remarketing campaigns helped in driving users to finally make a purchase.
Creative & Communication:
As people were stuck in the pandemic, we resorted to an occasion-based strategy. Our idea was to introduce new occasions to create brand awareness in the minds of the customers and induce them to make a purchase even while sitting at home. After brainstorming with the brand’s marketing team, we came up with some relevant occasions to target and incorporate them into the communication too.
Considering that the brand offered premium fashion accessories products, we decided to attract new users through diverse ad formats like carousel, display, google banner ads, catalogue and videos across all digital touchpoints and stages of the journey.
Here’s a summary of our performance marketing strategy and execution:
- Laying the foundation of a strong campaign with Google Merchant Centre, Google Analytics, and Facebook catalogues
- Planning out a top funnel campaign based on existing social media and customer data
- Creating a specific occasion-based campaign with relevant offers, communication, and creatives
- Optimising the messaging to fit the audience and using high-quality creatives in the campaign
- Focusing on a specific target audience such as upmarket users operating high-end devices, collected from existing data
- Using a full-funnel approach by initiating a top-funnel strategy in the beginning and introducing a remarketing campaign at a later stage with various cohorts
Finally, our performance marketing efforts bore fruit. In 60 days, we were successfully able to channel 0x to 4x returns for the brand through online advertising channels. This was in spite of the first entry of the brand into online marketing and the unfavourable pandemic situation.
Here’s a summary of the results from our performance marketing efforts:
- 0x to 4x returns in 60 days
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