Background
TintBox - Think Inside The Box - is India's first and only brand of beautifully designed borosilicate glass products with a protective silicone sleeve concept. The founder of TintBox, Ridhi Singhai was alarmed by the rampant use of plastics, especially in our items of nutrition. She was desperately looking for a healthy and trendy alternative to plastic lunch ware. When she couldn't find one, she decided to create one. By Thinking Inside The Box, she gave the world a brand of beautifully designed borosilicate glass products with protective silicone sleeves which are break-resistant, leakproof, and microwave safe. Currently the brand was leveraging a combination of interests to define their target customers to facebook. However, replying only on interest-based ad targeting was like trying to hit a bullseye with a shot in the dark. With a significant possibility of the ad reaching customers who can't afford to buy, it often results in wasted impressions. With an intent to identify & target serious buyers leveraging their past complementary purchases, types & interests, TintBox started using the Xpert platform.
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Audience Strategy Undertaken
The Tintbox Audience was developed basis 3 key targeting criteria: Past Product Purchases, Customer Intent & Customer Types. To identify customer intent, products helping consumers accomplish the similar job of 'staying healthy & eco-conscious' got identified. Further, complementary product purchases i.e. People who buy beverages will also buy glass bottles got leveraged. Finally, the customer type zeroed in were primarily working professionals and homemakers in Tier 1 cities. Basis this input & learning from the behaviour of their past customer base, Xpert developed an audience of potential lookalikes who were likely to respond to their products.
Results Achieved
Testing our methodology whether audiences targeted basis their purchasing history , performed better than, basis their interests; We found remarkable improvements in ad performance. Notably a whopping 1229% increment in landing page conversions, meant that ad impressions were reaching the serious buyers and influencing them to make the purchase.
Inference and Insights :
Xpert was built on the thesis that only 2% (10M) of India’s 400M Internet users are core DTC buyers. By targeting core DTC buyers, with established past purchasing behaviour, and extrapolating their interests, intent - audiences are far more likely to convert, basis just on the open 'interest' targeting available.
Scaling Beyond
Outperforming standard benchmarks of LPC rates, Tintbox is now looking forward to continue to work with Xpert for their other products such as eco-friendly lunch bags. Xpert will now bring forth newer audience around that product to test, optimize and scale their campaigns to improve the ROAS and reach their business goals.