Vinod Cookware

Idea 

Black Friday is generally associated with technology in the west (and recently APAC), so the idea was to be the first Indian brand to associate the Black Friday sale to cookware. 

Execution 

Using the Betatyping approach: a creative and measurement system, we experimented with multiple positionings and concepts to learn what works best. This helped us to connect with hard-to-reach audiences, and get unfiltered, real-time responses to various creative approaches across Facebook & Instagram.

To boost sales around Black Friday, we used two rounds of split tests, with three different promotional messages and designs to see which had the greatest appeal. We used a conversion lift test to measure the sales impact. To determine how the ads were performing, we added the Facebook pixel to their website which allowed us to keep track of purchases made there and set up a scientific conversion lift study to measure lift. Lift refers to results that wouldn't have happened without the ads. The more lift the ads cause, the more effective they are.

Result

Facebook campaign testing allowed us to maximize return on ad spends while reaching out to new customers by bringing these results:

• 200% increase in website traffic
  
  
• 1.5X increase in return on ad spends compared to the average of previous campaigns
  
  
• 10% lift in the number of purchases