The Black Friday Sale is particularly an upward trend in India, one that’s increasing massively.​

In this competitive space, Croma wanted to increase product sales and revenue through performance campaigns to capitalize on the Black Friday Sale trend.​

Leveraging insights from past performance and a multi-channel campaign mix, we outlined a data-driven approach to maximize sales for Croma during Black Friday sale.​

We analysed sale trends from Black Friday 2022 by category and individual product SKUs. This helped us understand how user behavior differed across categories and products. Based on these  learnings, we allocated marketing budgets strategically across different channels -  Search, Display and Social.​

Campaign Development and Optimization:​

We created product-specific targeted campaigns featuring high-converting product SKUs. And modified existing campaigns to incorporate Black Friday messaging. All creatives and communications highlighted price ranges and sale duration to create urgency and FOMO. ​

We leveraged "smart value-based bidding" strategy to optimize ad spend for conversions and audience signals on Google platforms to reach high-value users. We also conducted thorough keyword research to target relevant searches and drive traffic, this drove 112% incremental order volumes from search campaigns with 570% more revenue​

Retargeting and Feed Optimization:​

Our product feeds optimized for retargeting campaigns featured product cards with strike-through pricing alongside the discounted price to showcase savings. This led to a significant boost in the ROAS by  ~23% at ~20% better CVRs​

Omni-Channel Marketing:​

To create an omni-channel presence, we implement store awareness campaigns on Meta, targeting specific store locations with an aim for high reach at a low cost per reach (CPR). During the sale, we allocated a significant budget to store campaigns that direct users to WhatsApp for further communication. We developed targeted campaigns for each store location, highlighting store-specific discounts, focusing on maximizing video completion rates, improving ad recall, and optimizing messaging delivery.​