Read this case study to know how a jewellery brand used Facebook targeted carousel ads, Now brick and mortar brands using Facebook marketing tools not just to create awareness but also to convert people at multiple stages of their purchase journey, right down to the final purchase in-store. Whether it’s a men’s skincare brand or women’s jewelry brand like Tanishq, several brands have bridged the online-offline divide to make a significant—and proven—impact on retail footfall and sales. Read on to find out how they did it.

Most people still like to touch and feel the jewelry before making a final decision but that doesn’t mean that they can’t be enticed into stores using online content. The brand chose to showcase its designs with stunning close-up shots using carousel ads to catch people’s attention. Crucially, it led them to its offline stores by including a “Shop Now” call-to-action button that brought people to its website, where they could get a discount voucher to be redeemed in-store. The incentive paid off, and Tanishq saw a 30% increase in in-store sales among 25- to 44-year olds during its campaign as well as an increase in in-store footfall, as measured by actual sales data from the client

Though a bricks & mortar retailer, Tanishq by TATA, found that a large part of its target audience is online and they online platforms use to discover new products. The jewellery brand wanted to get customers into its chain of stores through Facebook. The brand could also realize the significance of measuring the conversion lift from its campaign.

 “Our customers are increasingly digital-savvy and spend a lot of time on social media, so Facebook has become an important platform for us to connect with them online. Facebook helped us reach our audience with sharp targeting and also track conversions and optimise our marketing budget. The results were tremendous, especially given that Facebook was our only digital campaign during the activation period.”  Share by Deepika Tewari, Head of Marketing, Tanishq

Tanishq increased sales by 30% through Facebook Marketing

 

“Shop Now” call-to-action button that brought people to its website

Campaign

Tanishq creating an innovative concept for the campaign and conducting the same, use of carousel ads for displaying some of the most stunning pieces and to make the jewellery to sparkle & steal the show macro photo shots were used by the ads.

This was all about displaying the product and catching the eyes of the consumers however for bringing them to the website, the brand employed a ‘Shop Now’ call-to-action button. Once the users clicked on the ‘Shop Now’ button they were directed to their website, where they were offered with a discount voucher to be redeemed in-store in exchange for  registering themselves with Tanishq.

Facebook Marketing Tools Used

  • Adverts
  • Carousel
  • Desktop News Feed
  • Mobile News Feed
  • Core Targeting
  • Conversion Tracking
  • Custom Audiences
  • Lookalike Audiences

The campaign ran for one month and got outstanding result

  • 3X higher return on ad spend
  • 30% lift in in-store sales among 25- to 44-year-olds

Quantification is important

The final but critical piece of the puzzle is Quantification. Brands are also discovering useful ways of measuring the impact of online campaigns on the offline/in-store purchases so they can get a fuller picture and assess efficacy of the campaigns. For example, skincare brand Garnier wanted to test whether running ads on Facebook could have a direct impact on in-store sales. The brand teamed up with data insights company Nielsen to compare results across 2 key markets using Matched Market Testing methodology. One market ran the Facebook ads whereas the other did not. After analyzing the results and comparing them with historical sales data, Nielsen was able to show that Facebook Ads had driven 26% higher sales in the market targeted with Facebook ads compared to the one that was not.

Veet also teamed up with Nielsen to assess the impact of Facebook campaign on the brand’s in-store sales. With the Matched Market Testing methodology, the team was able to prove that there was an incremental sales lift in markets with Facebook ads to the tune of 11% vs. the other market where Facebook ads were not run. Share By Sandeep Bhushan, Business Head—Tech and Media, Facebook India and South Asia

 

Take Home

Facebook’s creative ad formats like PockeTVC, carousels etc. help brands to tell a story in a unique and impactful manner. Some of FB unique ad products dynamic ads, lead ads etc. help brands convert users across the funnel and drive final sales or purchases. Facebook helps brand reach the right set of target audience covering demographic interest & behavior segments. It is really not that hard to drive in-store sales by leveraging the power of Facebook. Many brands have done it; you can too!

Cheers 🙂

Jolly Thomas

Digital Nib – “Share stories about your business in the place where people spend their time”

 

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