The Strategy
MeenaClick was faced with a unique problem that required a well strategised solution. As an e-commerce platform, it was a time of sky-high demand for online shopping, however in order to balance cost and ability to serve that demand, they needed to employ a smarter approach to acquiring customers. So it wasn’t enough to acquire customers organically or to employ a spray and pray method to ramp up demand. That’s where ADA turned to XACT, our proprietary data management platform (DMP), ADA’s social media listening tool, and other data sources to identify and target the ideal customers for the brand.
We understood that in order to achieve the objectives set, it wasn’t enough to run a one-and-done campaign. The campaign had to be one of calculated gradual growth, which is often counter-intuitive to most brand and marketing campaigns that seek to ramp up demand, sometimes to a point where demand-pull inflation is created and operations is often unable to keep up. The core idea was to create a series of sustained tactical offers released throughout the month for only one week to manage demand and supply. Each offer was geared towards a different objective.
We launched 3 varying tiers of offers to drive the respective outcomes:
Basket Value Offers
Deals encouraging consumers to increase their basket size
Exclusive & Dhamaka Offers
Ensured the increase in frequency of orders
Special Day Offers
Tuesday specials and weekend offers drove sales driven by the occasion
