Client Overview
Secret Temptation is a trusted fragrance brand in India with a growing market share in the personal care segment for Female.
Product Portfolio: Perfume body sprays, roll-ons, and fragrance collections.
Challenges
Marketing Challenges
No Tracking: Campaigns run on marketplaces like Flipkart and Amazon lacked a dedicated tracking system.
Attribution Gaps: Difficulty in attributing sales to specific campaigns resulted in challenges in optimizing ad spends effectively.
Customer Acquisition Costs (CAC): Maintaining low CAC while competing with Modern brands
Dynamic Pricing Influence: marketplaces often influenced consumer behavior, pulling potential D2C customers toward platforms with perceived better deals.
Building Trust: Establishing trust for the D2C platform amidst higher confidence in well-known marketplaces.
Objectives
Marketing Objectives
Increase Sales Across Channels:
D2C Website: Boost direct sales through the brand's own e-commerce platform by optimizing user experience, driving traffic, and enhancing conversion rates.
Marketplaces: Drive higher sales volume and improve product rankings on platforms like Flipkart and Amazon.
Maximize ROI:
Achieve a high return on investment (ROI) for campaigns on both D2C.
Enhance Product Visibility:
Strengthen the presence of Secret Temptation products in competitive marketplace categories by improving visibility through sponsored ads.
Approach & Results
Strategic Approach and Results
Increase Sales Across Channels:
Marketplace-Specific Campaign: • Identified the top locations where the product sales was high through GTM Sales data. • Budget Allocation – Based on % contribution of overall sales, bifurcated the budget among the top 5 locations. • Targeted Marketing - Utilized platforms like YouTube, Facebook, and Instagram for precise targeting.
Marketplaces: • Defined the campaign and budget between Branding & Visibility campaigns and Web Traffic campaigns.
Maximize ROI:
Achieve a high return on investment (ROI) for campaigns on both D2C and marketplace platforms by optimizing ad spends and reducing customer acquisition costs (CAC).
Enhance Product Visibility:
Strengthen the presence of Secret Temptation products in competitive marketplace categories by improving visibility through sponsored ads
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As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!
