Merkle Sokrati recommended GOQii to align its branding strategy to cater the change in consumer behavior/digital consumption preferences.
Full-Funnel Strategy: A full-funnel advertising approach was planned to grow the brand's awareness and user base with increment in performance numbers across the stages of the funnel. The key target was to scale orders from the marketplace while keeping the top funnel reach intact. New sets of categories were explored to discover potential customers.
Expansion of Target Audience: We expanded the target audience by exploring similar sets of categories to create awareness by discovering potential customers. The intention was to stay within the best possible search environment.
For top-funnel brand awareness, we leveraged CPM campaigns focused on reaching out to potential customers. While deploying these campaigns, we adopted a USP driven approach to share relevant information about the brand.
For product sales and bottom-line revenue growth, a strategic approach was taken to bid aggressively on related keywords. A mix of brand and non-brand targeting helped in reaching the high intent buyers.