Overview

Performance Marketing and Customer Retention

Mandate

Performance Marketing and Customer Retention

Brief and background

Akshayakalpa has been in the dairy production and distribution market since 2010. They've used the Akshayakalpa app to facilitate their online distribution. The brief was to drive app-installs, increase the number of active users, and work on user retention via tools like Mixpanel and Appsflyer

Objectives

Increase user base on the Akshayakalpa app

Improve retention via digital amplification and marketing automation

Improve retention via push notifications

For the Chennai launch, set up a landing page to drive sign-ups and orders via Supr Daily

Approach

  • From a performance marketing standpoint, the objective was to get everything in place in order to start acquisition campaigns on Facebook and Google
  • Work with the tech team to configure the SDK for Facebook, Firebase, Mixpanel, and Appsflyer
  • Understand the brand and zero down on the ideal target audience to figure out the kind of content that would work for them
  • Once users are acquired, use Mixpanel and Firebase to study the retention rate and see how the number of daily active users can be increased

Product Used

Google Display Network Ads

Dynamic App Remarketing on Google

Facebook App Installs Ads

Youtube In-stream Ads

Gmail Sponsored Ads

Google App Installs Ads - Acquisition and Retention

Youtube discovery Ads

Google Search Ads and RLSA search ads

Results

80,000 +

new users on-boarded onto the app

11,000 +

daily active users as of 20/03/2020

27,000 +

registered users and over 200 recharging customers per day

90,000 +

purchase events recorded on the app

6M +

video views on Youtube

Insights

  • A story-oriented approach was a key aspect of the content that resonated the most with the audience
  • Massive demand for the products has resulted in an extremely competitive market. Hence, there is a pressing need to create a connection with the users. To sum things up, this is a category where brand love does not exist, but product love does
  • Creating a viral loop and testing different offers on SKUs is important. The focus should also lie on creating content and finding ways to develop and increase transactions on certain SKUs