Since the inception of digital marketing there has been one big question which marketers and advertisers have been seeking a direct and clear answer to. How to measure the ROI? While industries like BFSI and E commerce have cracked the code to measurement of digital ROI over the years, the question still troubles other industries.
Sales has always been the holy grail of advertising. It becomes even more prominent a metric in retail marketing. Retail as a category has been the hotbed of some of the most exciting and breakthrough work on digital. While the Indian consumer gets acclitimised to buying everything online, the physical retail outlets have been debating the use of digital. Is digital best utilised for awareness metrics only? Is digital capable of driving footfalls at the physical stores? Can we measure the impact of digital promotions on offline sales?
fbb’s recent campaign, World Shorts Day,a digital only campaign, which was conceptualized and executed by Social Kinnect, managed to provide these critical answers and more. With an aim to democratize shorts and make it an aspiration for the Indian audience, they conceptualized – World Shorts Day, a first of its kind property that was trademarked by fbb and will be celebrated every year on the third Sunday of April. Since shorts are ideal for the summer, it was the perfect product line to attract millennials, who are fbb’s primary target audience. They tactically roped in Vir Das and a few other influencers in the same space to push the edgy campaign titled #DropThePants. A quirky, pun-intended communication line that the audience would relate to.
On World Shorts Day, fbb sold over 1,50,000 shorts with an 80% increase in sales, and since then shorts sales have been on the rise. How did fbb’d digital manage to deliver footfalls at the store and measure it effectively?
This was done by prompting people to become a part of World Shorts Day celebrations only by registering for it online. Online registrations were driven through creative communication and tactical media across social platforms and even direct lead ads. Registrations were validated through cell phone numbers and e mail addresses. The beauty of this? The data capture allows one to retarget and send reminders prior to the main day. A registration is also a soft commitment from the customer to actually turn up at the store. Most importantly, it helped the advertisers meaure the actual turnout and sales at the store through the number of coupons redeemed.
The campaign raked in some huge numbers. It received 8.2 Million impressions, Reached out to 6.6 Million people, with 8 Lack Engagements and over 3.5 L Registrations.
Here is a link to the Case Study that entails all the details.