Paper Boat is a brand of traditional Indian beverages and foods produced and marketed by Hector Beverages, which is headquartered in Bengaluru, India.
Launched by Hector Beverages in August 2013, the product consists of a range of traditional, Indian drinks such as Aam Panna, Jaljeera and Aam Ras. The drinks were initially offered in single serving, flexible pouches; the company has since then expanded to one liter Tetra Pak cartons as well. The company aims to preserve traditional recipes while using innovation to make the Indian drinks accessible to an urban market.
The objective of the campaign was to increase the overall traffic and sale of the brand’s products on the e-commerce platform Amazon.
The campaign was run on Facebook and the target audience was people who are active users of e-commerce sites and show interest in purchasing FMCG products online.
The geography that was targeted was Tier 1 and tier 2 Indian cities.
The challenge was to filter out the following people-
Those who are active users of e-commerce sites especially Amazon and have shown some interest in purchasing FMCG goods.
Keeping the objectives in mind, the following were some of the factors that were considered before selecting the advertising platforms:
Interest and behavior- the product of Paper Boat is primarily beverages. Hence, the idea was to use a platform that provides interest and behavior based targeting. Hence, targeting was done on those audience who show interest in such products and also those people who were the lookalike of website visitors.
Keeping the approach and objectives in mind, and based on the past campaign execution experience, the suggested digital platform was:
Facebook – Facebook is one of the most powerful platforms when it comes to increasing the reach of an ad campaign. It helps you reach out to maximum number of audience since its one of the most used social media platforms. Also, it has relevant targeting options like Geography based interest based targeting, along with other filters that makes the overall targeting more personalized. Hence, for this campaign, Facebook was used to target those who show interest in similar products and fall under the required bracket of the campaign’s target audience.
Campaign Execution (Creatives)
The brand came up with interesting and compelling video ads and GIF, the picture format of which is given below-
The result of the campaign was as follows-
80 percent increase in the brand’s traffic on the Amazon store.