Kalgudi, a government-backed social enterprise, built an ecommerce platform on the back of their successful network of producers and distributors, having conquered all levels of the entire supply chain.
Having been in B2B throughout its existence, Kalgudi found it difficult to reach out to the end consumers directly.
So, we built the right marketing strategy to win consumers over.
THEY HAD 100% NATURALLY
GROWN MANGOES
But what differentiated them from other ecommerce platforms selling mangoes was the traceability of the mangoes to the very tree they were grown on.
We weaved a story around
childhood nostalgia
To promote the essence of their offering - the authenticity of savoring a mango in a farm.
We also focused on how Kalgudi is
helping the farmers by providing
them with the maximum profit on
the produce - something that they
were really proud of.
NOSTALGIA IS A POWERFUL EMOTION.
People who missed their childhood and the trips to the mango farms immediately
connected with the campaigns. Moreover, lockdowns around the country meant
that there was no way of visiting the farms during the season.
Reaching a local audience: vernacular ads
This gave us the right timing to make this message loud and clear that you can
enjoy the sense of being on a farm, at your home.
WE EVEN LEVERAGED
THE MOST STIMULATING MEDIA - VIDEO
To create a positive impact about the brand, we created videos that acted as
collateral for the social media as well as paid advertising. We placed these videos on
Facebook, YouTube, and Instagram to drive engagement.
WHERE DID IT
LEAD THEM?
The rate of conversion of ads boosted to new heights.
Through consistent and targeted advertising, we were able to drive significant traffic, leading to increased sales on their platform.
Increased the
daily orders by
400%
Reduced the CPA by
50%just after 1 week
Maintained
Search Ads CTR at
17%
(Avg CTR benchmark for Google Ads Search is 3.17%)
Lowered overall
Avg CPC by
70%
( CPC went down from INR 10 to INR 3)
Got an Idea? We will take it to the world.
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