2. Website CRO
3. Test Ads
4. Working on offers
5. Testing creative formats
6. Branding and positioning
7. Influencer Marketing
1. Daily Content posting:
After analysing all the competitors and their TG thoroughly we realised that brand was majorly lacking on social media front, with having posts scattered over few days and only focusing on photoshoots they had done for their collection, while each competitor had a minimum of 3 posts going daily.
The problem here was lack of content to put up as well, so we had to dig in to their creative pool to work on building a content plan to suffice the coming weeks.
We still havent ran proper social media campaigns yet, as there are quite a few things to figure out for the client on the backend but that should come in soon.
We have already seen about 60% jump in engagement and 140% jump in followers when compared to the same time period before we started working on content.
2. Website CRO:
While we were working on content, we also went ahead to test out which was their winning product / collection. With no prior ads testing done for conversion, it was apparent we would need to spend a decent amount of testing budget before we intended to go all in on ads.
But before that, it was imminent to fix glaring website issues.
With a weeks work, and fixing the bare minimum requirements on ads, we started with test ads.
3. Test Ads:
With basic website issues fixed, we started off with test ads to identify best sellers across categories with a 1.5k/day budget. The expectation was to understand on which products were we getting good response.
Within 7 odd days we had first few purchases, and there was proof that the products could sell via ads.
With no authority in the market, we realised one thing, awareness wasnt the only thing which was going to solve the sales problem, we also needed to come up with offers in order to bolster the claims and get the products moving.
After analysing the first few purchases and from clients feedback received from offline sales, we understood that their primary TG always wanted to leave with the product feeling like a winner.
Offline, they always asked for additional discount, and online 70% of purchasers used the first time purchaser code, highest we have had so far.
What next? We launched a Rakhi specific campaign offer 25% off to the customers.
And within 2 weeks we had generated sales which was equivalent to sales from last 3 months combined.
5. Testing creative formats:
Creatives again was a main part of the testing phase, where here we realised the typical approach we take for fashion brands was no longer applicable
Typically fashion brands dont require massive and fancy edits, but here we saw that ad bring in 4+ ROAS where breakeven was 2.
And promoting the Rakhi sale exclusively bolstered the sales massively.
6. Branding and positioning:
The next step is to work on a strong brand story and positioning in the market to fix the authority problem brand faces today.
With basics fixed we now move on to working on a lot of different aspects to further optimise the results the brand can achieve online.
7. Influencer Marketing:
Any premium brand focusing on scaling their brands presency can not ignore influencer marketing in todays day and age, and is something we have been working on since day 1.
With their new collection just launched, we will now be going big on influencers in the coming months to help bolster the brand image and awareness amongst its primary target audience.
There are still quite a few things we havent touched yet, but will be as we move ahead, and some we cant reveal just yet.