Racold Geysers and their agency WATConsult’s ecommencify division created a unique campaign using wrongly spelled keywords; like the word ‘Geyser’ which are often misspelled into multiple variations like ‘Gijar’, ‘Geezar’, ‘Geezara” on Amazon where consumers would search and reach Racold geysers.
Interestingly, more than 526 misspelled keywords were used to fulfil this additional demand of greater than 3.5 MN searches over a quarter.
WATConsult’s ecommencify division decoded Indian language users to deliver 16X return on investment over the last quarter on Amazon. Amazon, the largest single E-commerce platform in India, houses all types of audiences including a huge pie of non-English speaking customers coming predominantly from Tier 2 & 3 towns of India. While water heater sales on Amazon were very high during the winter season and every brand was doing standard business, there was a huge miss on the fact that there are a set of customers struggling to find the right product.
“Mind Your Language was created on a simple insight and the outcome was in favour of long term benefits for Racold”. Said Prashant Dhar, VP, Marketing and E-Commerce, Racold
Continuing, Dhar said, “Within the first few months of executing the campaign, we hit over 3.5 million high intent searches with 526 misspelled keywords.”
The success of the campaign has been evident across all major industry award ceremonies and functions. Dhar said, “The campaign has been a success in terms of both attaining recognition and as well as brand sales and continues to get us sales till today. Very recently, the campaign bagged ‘The Grand Emvie of the Year’ at Adclub’s Emvie awards 2019 and has won at some of the crème de la crème award shows.”
On how did WATConsult’s ecommencify division got the insights on the language users for the Racold Mind Your Language Campaign, Rajiv Dingra Founder & CEO, WATConsult said, “The brand was simply aiming to increase sales in tier 2 and 3 towns where the sale of geysers is witnessed majorly during winters. By using our in-house tools on search trends, we observed that there were a lot of searches with misspelled keywords on amazon and these searches were somewhere in sync with the dialects that were used in these areas. So, we thought of leveraging the same and targeting these consumers.”
The campaign wouldn’t have been possible without the assistance of Amazon Marketing Services, and on how the team tracked the misspelled words with the help of AMS, Dingra said, “Tracking and recognising the keywords were done by WATConsult. AMS team helped our team in setting these campaigns up with the best practices which helped us drive sharper results.”
“The brief was very simple. The client was aiming to increase sales of Racold water heaters on Amazon with minimum spends and thereby receive maximum returns” said Dingra about the brief.
Elaborating on the findings, Dingra said, “We covered 22 languages and the dialects coming off it to build the keywords”
“Our findings and research showed that during the winter season, the central, the northern, and certain parts of the southern regions of India see a rise in the demand for water heaters. Racold being India’s most trusted brand of water heaters from the house of Ariston Thermo Group, has products specific to water heaters, unlike the other players in the category (who are home appliances brands). Thus, it often does not enjoy immediate recall considering water heaters are a low involvement category. Hence, the discovery of the brand especially on E- Commerce becomes important yet difficult.”
Talking about the relationship that Racold shares with WATConsult, Dhar said, “WATConsult bagged our E-Commerce and Media mandate a year ago and since then the agency has always helped to take our brand philosophy ahead by conceptualizing, strategizing and creating some of the insightful campaigns.”
“One such example is the #MindYourLanguage campaign. WATConsult provided a highly insightful and in-depth understanding of consumer behavior on E-Commerce platforms enabling the brand to touch newer heights and witness great success.”
“The one key learning here was the fact that people in India while searching for products online, tend to type as they would speak.” said Dingra on the learnings from the campaign.