Jyoti Appliances - Online Marketing Case Study

Client: Jyoti Appliances

URL: https://www.jyotiindia.com/

About Jyoti India

Jyoti Appliances a leading home appliances brand in India. It serves as an inspiration from the needs of the discerning buyers of modern home appliances and as benchmark in cutting-edge advances in the appliance industry. Acknowledging the fact that quality & service are the only two parameters for acceptance of a brand in the market, Jyoti is the answer to market dynamics. Renowned for its high-quality, high-performance kitchen/home/gas appliances, Jyoti clearly the No. 1 choice of homes across India. With leading-edge technical superiority, and innovation as the cornerstones of our corporate philosophy, Jyoti assures its customers consistent quality and dependability.

Campaign Dates: Aug, 2019 & Dec, 2019

Industry: Home and Kitchen Appliances

Services Provided: Pay per click advertising

Expectations

Jyoti Appliances wanted to create a 360-degree digital brand awareness and drive maximum traffic to their website. Along with this, they wanted to create awareness about their ecommerce platform and increase sales.  Using PPC campaigns, they wanted to establish a national brand presence across a variety of consumers. They wanted to identify all types of audience groups and target them with specific campaigns.

Their aim was to explore new channels and reach as many people from various audience groups, as possible. Channels to be used: Google (Search, Display, Video), Facebook/Instagram, YouTube and Taboola. Their Sales Objective was to generate maximum converts from high-value targets across all audience groups, for all product categories. Channels to be targeted and monitored for sales: Google (Search Store Visit or website), Amazon (Direct Purchase). They also wanted to retargeting those visitors who have previously visited website or made a purchase on their Ecommerce platform.

Approach

People are searching for modern appliances online, all over the nation. We created a dynamic brand presence for a variety of audience segments, by mapping different buyer personas and building unique campaigns. Over the course of few initial months, we conducted in-depth research on market trends and competitor ad campaigns, that enabled us to craft a unique messaging strategy that struck a chord with all potential customers. Our approach also included targeting every customer looking for products similar to what is offered by Jyoti’s competitors, in various regions.

As their branding objective was to target a selected audience base, comprised of a variety of audience groups, we researched and created various audience segments, such as Interest based This comprised of people who showed interest in areas like Homemaking, Kitchen, Renovation, Lunch, Cooking show, Stove, Kitchen utensil, Kitchenware and Home Improvements, along with Bathtub, Heat pump, Instant hot water dispenser, Heating system, Shower, Water heating or Modern Bathroom etc. Employers: These comprised of people who either hire domestic help or skilled professionals. Examples Housewife or Interior Designer. Job title: This group comprise of people who are either Housewife, Cook, stay at home mom, Full Time Mother, Wife, Mother, Homemaker, Mother/Homemaker, Head Chef, Stay-at-home Parent, Kitchen Manager/Chef, Full-Time Mother & Housewife, Mommy/Housewife or Being a Full time Mommy! 

We designed multiple campaigns for various products, to capture audiences coming for different keywords. For Branding objective; Google, YouTube, Facebook, Instagram & Taboola platforms were utilized with wide range of audience targeting whereas for Sales, Facebook Instagram & Amazon Seller Central platform was used with a more specific audience targeting with a bifurcation of product-based targeting.

We used responsive ad templates in our search ads, for various Ad groups for improved performance. All text, banner and image ads were conceptualized and designed using a specific theme, pertaining to the target group. We developed some video ads to capture traffic from YouTube as well. These ads were well-optimized for various keywords and were created for all target groups.

We also created different sets of re-marketing audiences; who visited specific pages of the website, those who visited only few pages, those who spend a less time one website and those who spent more time on some specific product page & targeted them with audience-specific campaigns. 

For Sales conversions, we used Amazon platforms by creating specific product-based targeting, competitor product pages targeting, keyword targeting and Automatic targeting. We also Created a lookalike of the custom audience to capture similar kind of people already showed interested based on pages users visited.

Outcome

With constant improvement and optimization, we established a full-fledged brand presence and covered all digital fronts.

Facts & Figures:

1. Achieved 2.5 Lac + Overall traffic, 16,000+ Video Views, 30+ Purchases over Amazon with an average sale value of 1.5 Lac.

2. Achieved 700+ calls to business, 600+ visits to stores using google directions options in ads maximum visited section on website was Atta Maker with 11,000 + total visits followed by Gas Stoves and Built-In Oven.

3. Achieved overall CTR of 8.77%

4. Achieved overall reach of 2.0 million.

5. Achieved an average 25.69% (overall) Increased reach month over month.