Organic Eraa

Organic Eraa saw an increase of 310% ROMI while reducing the Cost Per Sale by 88.6% through Facebook and Google Ads

The Client

Organic Eraa has been bringing the best of nature’s care to people’s doorsteps. They offer a wide range of organic products from vegetables and staples to beauty and wellness. With carefully curated produce of local farmers and the best organic personal care brands.

Project Information

We helped Organic Eraa create their digital presence in the market and maintained sales during the covid lockdown.

INDUSTRY
E-commerce

SERVICE
Website, Social Media, PPC, & Social Media Ads

TIMELINE
2020

WEBSITE
https://organiceraa.com/

Impact

310%

increase in ROMI

90x

increase in purchase

88.6%

decrease in CPS

Rs. 0.081

Achieved CPC

Business Objectives

CREATE A DIGITAL PRESENCE DUE TO COVID

A largely offline brand, Organic Eraa’s brand presence had to be pivoted online to maintain brand visibility and survive in a totally new environment

INCREASE SALES BY 20% PER QUARTER

Maintaining the existing and increasing the sales numbers during COVID-19 when the physical stores were closed

DECREASE THE COST PER SALE

The CPS had to be brought under control due to rising metrics across all Ad channels. The marketing funnel had to be continuously adjusted to make it sustainable for the long term

Transitioning from offline market to online market

Create a brand presence in the digital arena.

Maintaining the existing sales numbers during covid when the physical stores were closed.

Our Solution

Social Media Ads

Demographics

Before opting for online advertising, Organic Eraa mostly had female buyers. But their products had potential to target male customers as well.

After starting with performance marketing, they saw a 20% overall purchases to male buyers.

Custom Audience

We created customer list lookalikes from their customer audience list, this amplified the reach beyond the traditional demographic and interest based audiences.

Retargeting

Retargeted audience within 20-25 days and this helped us in making sure that the brand recall was still effective.

Interest

We created micro level interest targeting 20 different audiences. We went heavy first with budgets to ensure each audience got its share of budget for a fair comparison.

Once results started pouring in, we shut down the non performing audiences and gave their share of the budget to the best performing audience.

Zero Budget Wasted!

Hyper Local Targeting

Specific premium locations based on Pin codes within Bangalore. This ensured we weren’t spending budgets on non serviceable areas and focussing on the premium neighborhood areas outlined by the client.

Marketing funnel

We created a funnel where cold audiences were shown brand awareness ads as well as offer-based ads.

The brand awareness ads were for brand recall and offer-based ads were to leverage direct purchase if the buyer wanted to cut across the marketing funnel to make a direct purchase.

Messaging

Brand Awareness

Generic messaging for cold audience during the Brand Awareness Stage

Consideration Stage

Talked about features, advantages and benefits, locally sourced produce, handpicked farmers, top organic brands, same day delivery, free delivery. Specific products were included.

Conversion Stage

Remarketing ads that brought the customer back to the specific products that were in their carts and offering incentives to complete the purchase. Created special offers to boost the sales.

Google ads

Search campaigns

Added More exact keywords: This helped lower the bids, reducing the CPC
Responsive ads : Created 15 variation of ads consisting of keywords which helped to rank at top of SERP
Added Negative keywords list: This helped to cut down the cost on the keywords not related to the brand
Added extensions: It described the required information helping the audience to understand what they are looking for!

Display ads

We used Display Ads for a broad target market within a specific location. This created brand awareness among targeted audiences. We also used this ad for remarketing purposes.
Display ads also allowed us to create very specific custom audiences based on their journey within the website.

Landing Page

Since Organic Eraa was a new entrant in the online Ecommerce market, we created individual landing pages with unique offers. These landing pages and their messaging was also customized to the interest and demographic classification of the audience.

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