ORGANIC ERAA ACHIEVES 700% ROMI IN 1 MONTH WITH SCION SOCIAL’S ONLINE MARKETING STRATEGY
Understanding how social media marketing helped an online ecommerce store to boost sales by reaching out to consumers across Bangalore with essentials during the lockdown in April 2020 and establish itself as a safe, healthy & credible brand
Organic Eraa is an all-organic store based out of Bangalore. Founded in 2013, Organic Eraa is an online and offline retail store that grows and offers farm-fresh produce and a holistic range of organic goods in health and wellness, beauty, groceries, dairy and household.
What started as a small store in JP Nagar, in the south of the city, is today delivering
100% organic products across the length and breadth of Bangalore.
THE BIG WINS
Increase in Page Followers
Surge In Website Traffic
Decrease in the CPC
In the month of April 2020, due to the Covid-19 crisis, many e-commerce giants were struggling to meet increasing demands of consumers.
Organic Eraa wanted to take this opportunity to increase their reach and provide consumers with essentials in the quickest and safest way possible.
After being in the industry for 7 years, Organic Eraa was ready to take the plunge and leverage the power of social media marketing.
Increase in Orders
Increase in ROAS
Expansion of services across Bangalore
Additionally, Organic Eraa was looking for messaging that could position them as an e-commerce brand
looking to support daily needs of people with healthy, farm-fresh produce,
while adhering to the safety protocols established by the WHO.
A deep-dive into Organic Eraa’s online presence told us we needed a digital marketing strategy that would increase engagement and boost sales; while keeping up with the buyers persona amidst the sensitive environment of Covid-19.
Goal-Driven Strategy Designed On The Basis of Following Objectives
1. INCREASE BRAND AWARENESS
Social Media posts across Facebook and Instagram Much of the population was hooked to social media we leveraged the same with 5 posts per week.
Copy and Creatives:
which informed people about Organic Eraa’s ecommerce services available during the crisis
Appropriate Hashtags :
#StayHome #StaySafe #Covid-19
To improve brand credibility.
Benefits of Organic Food, Recipes, Summer Specific posts: Special highlight- Mangoes
Gifs, Reviews and Queries and Festival Specific posts
1. INCREASE BRAND AWARENESS
A. UPDATING WEBSITE DESIGN
Update copy and creatives with information highlights of: WHO Safety Protocols Followed Availability of Farm-fresh Seasonal Fruits and Vegetables Updating overall design and content
3. INCREASE RETURN ON AD SPENDS
Change Audience Targeting The demography targeted until April was mainly based on interest and the ideal audience was women aged between 25-55. In April, however, due to the surge in demand and high-level priority caused by the lockdown situation, the audience targeting was kept more generic.
To nurture the incoming traffic.
Organic Eraa Generated Revenue of Rs 7,00,000 in April 2020
3.5x Increase in Page Engagement
April saw a peak in page engagement. Sales worth ₹5315 derived from the Engagement. Budget was increased for the engagement campaign to capitalise on the high no of eyeballs during the month and cost per page engagement was down by 10%. 76% of Sales generated by Facebook and Instagram App users.
2x Surge in Page Likes
April generated the most number of page likes. Budget was increased for the page like campaign to capitalise on the surge in user engagement in April Sales worth ₹6929 achieved from the Page Like Campaign.
4x Increase in Website Traffic
Increase in ad engagement gave website traffic a boost. 356 New Orders with cost per purchase down by 50%
Email Newsletter Subscription Doubled
Emailers generated ₹15,000 in sales. Engaging content and frequency worked in our favour.
Highest Selling Month for Male Consumers with An ROAS of 5x
Though female consumers generated 72% of sales, April saw a surge in male consumers, thus broadening the consumer base of Organic Eraa to a huge extent.