Good campaigns are based on well-crafted assumptions.
Great campaigns ensure they are backed by deterministic insights.
For a premium brand of smartphones and smartwatches, Flipkart’s detailed analysis of its consumers proved even the best of assumptions wrong. As India’s leading e-commerce platform, Flipkart used its understanding of Indian customers to give the campaign extra mileage.
How Flipkart Ads arrived at the data-backed insights
1) The watches sync only with devices from the parent brand and hence, they exist within a particular ecosystem
2) They are items that have a high ASP (Average Selling Price)
Based on the facts above, conventional wisdom would dictate that the potential smartwatch buyers would be this brand’s phone users from Tier 1 and metro cities. Right?
Here’s what Flipkart uncovered using its repository of deterministic consumer insights:
1) While Metros did contribute to more than half of overall purchases, a considerable 20% purchases came from Tier 3 and other cities
2) Even though these watches were compatible only with the brand’s devices, non-brand user purchases contributed to 25% of the orders
3) Desktop purchases contributed to 20% of the orders. This could probably be attributed to the long purchase cycle for the product
Based on the insights, five custom cohorts were created for the app, along with visibility to relevant customers on desktop as well.
Keeping purchase tendencies in mind, a specific roll-out plan was created.
The campaign was started using Targeted Ads during the last week of the month prior to the campaign kick-off.
These ads acted as a teaser and they were not intended for immediate conversion
The strategy was to push the product into the consideration set of identified cohorts.
Ads were run on the Home Page Widget on the second day of the month to all Flipkart users
. This specific date was chosen since high ASP purchases are more likely to happen when salary is credited.
This was followed by targeted ads again for the next 15 days
Every ad led customers to a list of four brand watch variants. On average, each person who clicked on the ads viewed 2.2 products. This signifies high engagement and high consideration for the product, characteristic of a relevant audience set.
With non-brand cohorts also outperforming industry benchmarks, Flipkart’s consumer insights optimized the campaign for the brand’s watches, adding more dimensions to advertising beyond those of intuition.
The success achieved by this brand on Flipkart signifies that advertising backed by deterministic insights is the way forward for every brand to achieve their objectives. More case studies at https://brands.flipkart.com/showcase/