About the Client
MilletmaagicMeal contributes to quality of life through helping the society build a healthy and nutritious eating habit without compromising on taste. Their mission is to continuously innovate and craft extraordinary dishes centered around millet that surpass expectations and create an explosion of culinary delight.
The Challenges when they came to us
Despite wide brand acceptability through its restaurants, the brand faced a big hurdle in growing their ecommerce business. The marketing RoI was really poor, the topline was just $400 after many months of investment. Return on Ads spent was less than 1 and despite experimenting with multiple channels, there was no one channel that could be scaled.
Our approach
We started with a research, understood that the category was more of an impulse purchase. The number of searches around the category was low indicating that investing in channels like Google Search Ads was counter intuitive. We focused on scaling Meta, started with the highest – selling SKU’s (from physical channels) and created localized AD creatives (videos) and copies. We experimented with both broad and targeted audiences and A/B tested. Soon we started identifying winning AD-sets, audiences, creatives and copies. We delved deep into A/B testing with different retargeting audiences based on critical events in the purchase funnel as well as engagement with our brand in social channels. We created lookalikes of highly successful audiences.
The Results
