Introduction
iNFINITY Mega Mall is a leading Bangladeshi designer lifestyle brand popular for celebrating the essence of classic & cool style with a massive geographical presence. It provides world-class fashion accessories for all ages males, females, and kids.
In early 2022, the company launched digital marketing campaigns with the objective of increasing brand awareness, driving website traffic, and boosting online & physical store sales.
Objective and Goals
iNFINITY Mega Mall aimed to achieve the following objectives through its digital marketing campaigns:
1. Increase online sales by 30% during the campaign period.
2. Raise brand awareness and reach a wider audience.
3. Maintain a return on ad spend (ROAS) of at least 500%.
4. Increase visitors in physical stores to boost store sales.
5. Drive quality traffic to the website, particularly the product pages.
Target Audience
iNFINITY Mega Mall focused on reaching fashion-conscious individuals aged 22-55, residing in Bangladesh, and those interested in high-end fashion and luxury brands.
Strategies and Execution
Techabyte Solutions provides complete e-business solutions for iNFINITY Mega Mall from web support to an omni-channel marketing service. To achieve this goal we employed a comprehensive digital marketing strategy that included the following elements:
Market Research & Analysis: As part of the Digital Marketing campaign market research is conducted using all available tools and data that helped make a proper buyer persona to reach the targeted audience.
Social Media Engagement: The brand maintains an active presence on various social media platforms, including Instagram and Facebook. We planned to reach the audience with dynamic strategies. As a result, they saw 797.5% more Facebook page likes, 886.7% more Facebook page visits, and 332.3% more Instagram profile visits within a year.
Video Content: Video content is always more appealing and effective in delivering brand messages to the audience. Using video content we got 10+ times more conversions.
Audience Segmentation: Techabyte Solutions conducted extensive research to segment iNFINITY Mega Mall’s target audience based on demographics, geographics, interests, and online behavior. This led to the creation of highly targeted ad sets.
A/B Testing: We ran continuous A/B tests to optimize ad performance. We experimented with ad copies, visuals, and call-to-action (CTA) buttons to determine what resonated best with their audience.
Dynamic Ads: Utilizing Facebook’s dynamic ads, Techabyte automatically displayed products to users who had previously visited their website or interacted with their ads. This served as a powerful retargeting tool. Dynamic ads also helped us drive 3-4 times more traffic on the website in the same budget.
SMS & Email Marketing: We launched targeted SMS & email campaigns, offering exclusive discounts and early access to new collections to iNFINITY subscribers. Personalization and segmentation were utilized to ensure relevant content reached the right audience. This helped effectively reach existing customers.
Conversion Rate Optimization: We implemented conversation rate optimization (CRO) for iNFINITY Mega Mall which helped us reduce the cart abandonment rate by 30%. Through CRO we found some loopholes that created for users to initiate checkouts. We took steps to make the website user-friendly to enhance user experience.
Google Display & Video Campaigns: We created separate video and display ad campaigns. Video ads appeared when users started watching fashion-related videos or having an interest in fashion products, while display ads were placed on fashion-related websites. We ran video and display campaigns to increase brand awareness so that it can contribute to boosting store sales.
Data and Analytics
Throughout the campaign, Techabyte closely monitored several key performance indicators (KPIs) to gauge the success of Digital Marketing efforts:
ROAS (Return on Ad Spend): Measured by tracking the revenue generated from the ads compared to the advertising spend.
Click-Through Rate (CTR): Monitored to evaluate ad engagement and relevance to the audience.
Conversion Rate: Calculated to determine how many ad clicks resulted in actual sales.
Impressions and Clicks: The number of times the ads were shown (impressions) and how often they were clicked.
Results and Outcomes
Techabyte coordinated advertising campaigns that achieved remarkable results for the client:
Online Sales: The campaign surpassed expectations with an unexpected difference- a 113% increase in net online sales during the campaign period. Besides, there was a 110% increase in order numbers, a 131% increase in product sales, and a 166% increase in product variation sales.
Brand Awareness: iNFINITY’s brand visibility significantly improved, evidenced by a 281% increase in Facebook reach, and a 25% increase in branded searches on Google.
Website ROAS: The campaign maintained an impressive ROAS of around 1000% on the website, indicating that for every dollar spent on advertising, iNFINITY Mega Mall earned $10 in revenue.
Website Traffic: We use Google Analytics to track the number of visitors, their behavior, and conversion rates. Analytics reports show that during our campaign period, our client saw an increase of 61.3% in total users and 55% in new users on their website.
Growth of Physical Stores: (writings will be done after Kiron bhai gives the data).
Conclusion
iNFINITY Mega Mall’s successful digital marketing campaign showcased the power of perfect strategy, using data, email campaigns, audience segmentation, and targeted advertising. By combining creative strategies with data-driven insights, the brand successfully connected with its target audience strengthened its online presence, and achieved remarkable growth in sales and brand awareness.
Want a similar success for your brand? Don’t be late to contact Techabyte!
