Delivery Overview

We executed a detailed performance marketing strategy including:

• Creative Varianting: Based on customer insights, we identified pointers that are deeply impact decission : Health, Taste & Indulgence. We created different content pieces based on the core decission pointers & used them to come up with the top performing assts.
• Communication route: We promoted the route of “low sugar” & “less calories” in the product actively to get attention from a younger customer group. Ads were created basis product assortment available to get the audience to experience different flavours.
• AOV increment using offers: Primary realization was that for us to have a higher ROAS, we had to improve the AOV further. To ensure a higher AOV, we curated offers that encouraged users to purchase ice-creams in bulk. Eg: 20% off above 1500 rs or buy 3 get 1 free, etc.
• Demographic Specificity: To scale up the campaigns, we broke down audience interests into 8-10 ad groups based on different parameters including interests, behaviour & action based. Once we were set on the audiences we drafted communication that was personalised depending on the ad groups to improve the conversions.