Utilizing Digital Marketing Services to Leverage Your Strengths and Boost Brand Recognition

THE STORY

Founded in 2014, Company W has gradually emerged as a key player in India’s fast-moving consumer goods (FMCG) sector. Specializing in feminine hygiene, high-end personal care products, and natural health supplements, the company has positioned itself as a premium brand catering to the evolving needs of modern Indian consumers. While major FMCG brands often focus on metros, Company W has strategically built its presence in Tier-1 and Tier-2 cities, tapping into an aspirational consumer base that values quality and innovation,Promoting itself as a brand that makes Luxury affordable, Company W has struck a chord with a significant segment of its target audience and has stabilized itself in these markets through an innovative digital-first marketing approach.

Credits: Dreamstime

DIGITAL-FIRST MARKETING APPROACH

Over the past few years, Company W has developed an intricate network of Influencers from across the nation who act as their affiliates and promote their brand with innovative and relatable content that has helped the brand gain a lot of trust from their primary consumers. The brand also uses Google and Meta-ads to strategically increase the visibility of some of its key products and prompts consumers to complete their purchases with a range of lucrative seasonal offers. This approach has allowed Company W to increase their brand recognition and establish a strong positioning with their core consumers, however, over the past year, they have seen a gradual decline in sales that has remained persistent despite the best efforts of their marketing team. The lack of engagement on their social media channels along with a significant drop in their usual Return on investment (ROI) were symptoms of a bigger issue. Somewhere along the way, their Marketing strategy had lost its drive and was slowly losing any momentum it once had.

THE ROOT CAUSE

Digital marketing is an indispensable tool in the arsenal of the modern marketers. Its cost-effectiveness, precise audience targeting and measurable results make it more efficient and versatile than any other marketing channels. However, in order to truly leverage digital marketing, having high quality content is vital. 

Company W had overlooked this and had gone for a quantity-over-quality approach with their digital marketing efforts. While their many influencer collaborations made them recognizable, their brand had no core ideology that their consumers could relate to. In an industry as versatile and competitive as FMCG, one of the only ways to develop some sense of consumer loyalty is to have a brand identity that your consumers can acknowledge and agree with. This becomes even more important for brands in the personal care and intimate hygiene verticals. Moreover, Company W had been using its marketing budget in a wasteful manner. They tracked the results of their marketing efforts through the number of clicks they had received.

What they failed to realize was that Google Ads and Meta Ads, services that work on the PPC model (Pay per click) have a much lower CPC (Cost per Click) as compared to other digital marketing channels. However, these clicks do not always translate to an actual conversion. This meant that even though they had gradually been increasing their budget for PPC marketing, the number of conversions they received through them was lower than 0.01%. On the other hand, while the CPC for influencer marketing was more than double that of Google Ads, they had a much higher conversion rate. Another curious pattern that emerged after analyzing their marketing data was that more than 80% of the clicks and conversions, they had received through influencer marketing, came from less than 20% of the influencers they had partnered with. This is known as the Pareto Principle in marketing.

OUR ADVICE

We advised Company W to focus on collaborating with the 20% of their influencers who were bringing in most of the conversions and to create content with a better strategy and focus with them. This eventually led them to waste less resources on the influencers who didn’t have a good ROI and resulted in the average CPC of their Influencer marketing efforts dropping from INR 18.05 per click to a remarkable INR 6.8. While this was still higher than Google ads CPC, the Cost per conversion for their marketing efforts had never been lower. This freed up a significant portion of their budget which they used to partner with various NGOs to conduct awareness and donation drives in remote parts of our country.

Through these drives, they gained another insight that in rural parts of India, 80% of the female population had never used intimate hygiene products. They now plan on conducting more drives to increase awareness of these products which in the coming years will create a new market for them to tap into. They also sponsored various production houses to create short films addressing the social issues and the taboos that surround the industry of intimate hygiene. These efforts allowed their flagship brand to develop an identity it had lacked for a long time and establish itself as a market driver in its industry. We also helped them partner with several publications that covered their efforts in multiple articles across various forms of media, further snowballing their brand’s outreach and recognition.

Work with Erudite Business Solutions, one of the finest digital marketing services out there to get your brand the recognition it deserves.