The Client:
Organic Positive is one of the most preferred brands for all age groups when comes to both instant and healthy food choices in India. It comprises more than 300 food products with unique flavors and hygiene for each of its products in a way that still makes people not choose other organic food brands.
The thing that makes us more excited about them is their affordable pricing point without compromising the quality and quantity. Still, none of the brands crossed the purchase rate of Millet and Granular Crunch.
That’s why they still can’t be replaced by the people in their operating locations and across the country.
The situation they approached us:
At the time of bringing the product online, they tried running ads for 6 months and other traditional marketing methods, but they crossed only around 21,000 sales globally.
Even though their product is unique, they went up in smoke as they didn’t make their pricing strategy and failed to find a way to grab their potential audience.
Objectives:
Organic Positive’s main objective is to grow their business organically by 4X in 2023 compared to their previous year both in sales and organic traffic to their website.
They were also conscious about:
- Increasing their ROAS more than 4X
- Increasing Website conversion rate by 5%
- Increasing customer retention rate above 20%
Challenge:
To rank highly searched keywords of organic food products by competing with the huge crowd of other popular brands that already had a place in organic search.
Solution:
To increase the visibility of the website to more intent leads who prefer organic products, our first prioritization was to bring the website to the first page of Google.
We have worked on the long tail keywords and preferred posting blogs on the products and benefits along with the recipes in a way the audience could benefit from and get an idea about how they can use the product, increasing the CTR.
Gradually, we applied the Pirate Funnel canvas to increase the awareness and visibility of the product for new users.
Awareness:
We totally focused on the social media marketing and Dagmar model by creating video campaigns targeting the painpoints of the audience and incorporating it in the taglines of the campaign.
Since it’s an instant and healthy product, we used catchy terms like “Easy and healthy” and “Stay healthy without effort,” which received 54,000 organic impressions on Instagram and organic shares on Facebook.
Acquisition:
We conducted a website purchase campaign for 3 months, collected their emails for placing the order, and offered a sample pack for trying new products and bulk purchases at discount prices.
This helped us track unique visitors and repeat users over time through Google Analytics.
Activation:
We used websites like clevertap to trigger push notifications on festival discount updates and email automation for coupon codes and also conducted rewards for frequent purchasers, which increased the sale by 40% and 70,000 impressions to the website.
Retargeting:
We helped with ad creatives for Facebook ads targeting the reason why they haven’t made a purchase. We contacted the list of users who visited our website based on on-page engagement uploaded to the Facebook audience manager.
Based on the audience segmentation based on their age, we modified the creatives with copies according to the end goal.
Retention:
For existing customers, we provided loyalty scores, automated a newsletter on the compliment recipes, and placed a referral link to the product. We also offered a spot discount for the best customer feedback.
To retain the new users, we upgraded the website to the advanced level by increasing the loading speed and optimizing the landing pages with user-friendly tabs and header placement with the trending products and offers, which increased conversion and CLV from 20% to 60%.
Since the 3rd month, we have maintained a 5% conversion rate and 1250 purchases per day approx globally.
Referral:
We implemented a step-by-step approach for the referral model by conducting a challenge marketing “Health Icon of the Year” online contest and made people post their recipes with the product and post it in their Facebook page and announced the title winner for the recipe most engaged by people.
This contest increased social shares and grabbed the attention of new users by 70%, turning those into customers to try their products.
Result:
Ranked in top #3 without sponsored ads
250% of revenue was generated only through the website in 2023 compared to last year.
Through Video ad campaigns and challenge marketing, we provided an ROI of 8.
The CTR for the blogs and the internal link clicks achieved a 120X increase.
Return on Investment was increased by 50% in a year.
