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Campaign Objective/ Client Brief

In a country where the internet population is approx 42% of the total population and female internet penetration close to 30% of the total internet population, Shop101 presented a brief of reaching out to female shoppers all over India and converting them as their customer. The objective was clear, we had to reach female shoppers all over India at scale.

Strategy/ Execution

In order to achieve this objective, we used Google’s UAC and UACe as the medium to accomplish it.

UAC was used to go after new female shoppers available in the universe and UACe was used to re-engage with existing customers who had downloaded the app.

We created campaigns and communications focussing on multiple actions across the user’s journey, right from logins to searches, shares, add to carts, and purchases to be relevant to female shoppers who wanted to use our app to start reselling.

These communications were then bucket-ed in themes. These themes were based on user personas of housewives, college students, and women small to medium business owners.
Below are the themes that we created:

Part-Time Job

App / Mobile

Online Job

Housewife

Online Money

Work from Home

All the communications were then given a multi-lingual twist. Communication was not only adapted to pure Indian regional languages but also hybrid languages like Hinglish, Tanglish, and a combination of Bengali and English. Below is the list of languages used to reach out our female shoppers:

  • English
  • Hindi
  • Hinglish
  • Tamil
  • Telugu
  • Kannada
  • Malayalam
  • Marathi
  • Bengali

Multiple creative styles and assets were experimented to give a desired output for our campaigns:

  • Statics
  • Gif
  • HTML
  • Videos

Video is the new static, therefore, we leveraged multiple video types to capture the interest of our audience and propagate our offerings.

  • Influencer
  • Animated
  • Screen Recording

So while Google UAC was taking care of new customer acquisition, we simultaneously implemented Google UACe for reaching out to our existing female audience to keep them engaged and also to lower down our over cost per order.

Three types of audience category was used in our UACe strategy:

Cart
Abandoners -
Users who added
products to the cart
but didn’t proceed
to the check-out
stage

App
Bouncers -
Users who logged
in to the app but
didn’t perform
any action post
that

Inactive
Users -
Users who
installed the app
but did not take
any action
post that

For each and every category of users, personalized vernacular communication was created to advertise Shop 101’s various offerings.

Results

Total Entries
230K

Increase in
female login share
2X

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