A new e-commerce brand wanted its organic & social reach to be significantly enhanced through digital marketing interventions. GenY Medium put the digital strategy together and executed it right from a pre-launch ‘Splash’ campaign to the launch and growth phase.
The interventions delivered the following:
The brand aspired to be the leader in the niche category of organic and ayurvedic products (tradi-tional medicine), selling through an e-commerce portal.
The competition comprised a large number of unorganized players and a few large e-commerce players, who were primarily grocery e-commerce companies, delivering the entire basket of house-hold products, including organic products.
The brand needed an out of the box approach for creating a mark in this vertical. The approach needed to:
GenY Medium went full throttle on the below aspects
Unique pre-launch campaign:
From the inception, this brand was envisioned to be a platform for people who love nature and believe in nature’s produce – honest and unadulterated. Before the launch, a community was created using social media to bring all like-minded, nature-loving individuals together through a unique referral contest.
Each individual who chose to be part of the community was provided with a unique URL to share and spread the word about the community. Those who chose to spread the word ended up getting 5 more to join the community. The target audience was defined precisely, going beyond the obvious segmentation based on age, gender and geography to a psychographic segmentation.
Search results had been a focus from day one. Used content for ranking in search. Informative blog and creation of a rich knowledge base on herbs are some interventions which led to a steady improvement in search results. Some of the important aspects of the search optimization efforts are detailed below:
A well thought engagement strategy was formulated to drive social media engagement. This included regularity is posting.
Apart from Social and content Social Bookmarking was used to improve traffic on website for branding and transactions.
The results were highly appreciated by the brand.
Pre-launch Campaign – Around 6000+ registrations were received even before the launch of the website, comprising of people, who were eager to use what was being made available!
Search Ranking – The brand ranked 6/10 while their competitors (popular e-commerce portals on the same category) ranked 3/10. Also Google suggested the brand name while typing “Satvik” (meaning pure) in search
SEO – The brands products appeared in the top 3 results of Google. For example, search on ‘health benefits’ for herbs etc. showed the brand in #1-3 results.
Alexa Ranking – The results were encouraging as per the Alexa rankings. The brand had a rapid growth in its reach, importantly; it has caught up and actually overtaken competition at a much faster rate.
Blog – The blog had ~6200 subscribers and growing. Engagement on the blog was visible from the comments, questions and appreciation from the users. Not only, has it enhanced the brand association with health and nature but also has led to transactions.
Facebook – The brand’s Facebook community had rapidly ramped up to over 80,000 fans with a weekly reach of over 1 million! The engagement numbers were high, reflected in the over 10% ‘talking about us’ numbers. Industry experts say that 0.5-2% engagement is considered well thereby putting the brand’s Facebook community amongst the top engaging pages, globally.
Social Engaging Posts – posts like “Grandmother’s home remedies“ and others combined generated 5-15% virility, which was considered to be high.
Online Campaigns – Campaigns reached thousands of individuals with hundreds of submissions and invites. Example “Confessions of a food-o-holic” campaign reached over 36,000 individuals, resulting in 150+ submissions and 170+ friend invites. Several used this as a platform to confess before their family!
GenY Medium’s digital strategy helped the brand reach their goals. Organic traffic increased, website rank improved, social media audience engagement was high, and campaigns had high response rate.