Garnering a Reach of 2.4 Million for Paragon’s Brand Ambassador Campaign | Paragon Footwear

Garnering a Reach of 2.4 Million for Paragon’s Brand Ambassador Campaign | Paragon Footwear

Paragon Footwear is one the largest footwear brands in India, dominating the market for decades and manufacturing over 14 Cr pairs each year. For the occasion of Independence Day, the brand recently launched a social media campaign to amplify its celebrity video with Hrithik Roshan – We Touch Every Indian’s Feet. 

The video highlights the key message of kindness and the quintessentially Indian tradition of touching feet – cleverly linking it to Paragon’s ability to ‘touch every Indian’s feet’. Since Paragon Footwear is available all over the country, the brand wanted to extend its message to the masses and garner attention to its video. 

The challenge: Aligning with their message to touch every Indian’s feet

To ensure that Paragon Footwear could achieve its vision of reaching every Indian with its high-quality and durable footwear, we decided to focus on the brand’s core values using influencer marketing. The #WeTouchEveryIndiansFeet campaign was designed to reach audiences in every corner of the country. 

The brand leveraged macro influencers from different states to spread their message and boost their reach. With the brief to showcase the impact of goodness, they gave influencers the creative freedom to shoot any kind of deed. The task was to ensure that the Paragon logo was present in every video to facilitate uniformity and brand recall. 

Our approach: Finding the right influencers to spread the message 

At Tenovia, we believed that identifying the right set of macro influencers was crucial for the success of this campaign. Since Paragon was keen to work with only a limited number of influencers who could help achieve virality, we prioritized factors such as a high follower count and engagement rate while selecting the influencers. 

It was also important to ensure the influencers did not have any fake followers or indulged in leveraging engagement through comment bots and pods. For this campaign, creativity was pivotal to boosting overall performance. After thorough research, we shortlisted 10 influencers.

The execution: Prioritizing creative freedom and insight-driven planning

Once the influencers were shortlisted, each of them received a pair of footwear from the brand as per their choice. Each creator had the liberty to direct the video as they desired provided they highlighted the footwear from Paragon and used the logo prominently. Using the Instagram Reels feature, content creators made the campaign come alive through various deeds of kindness. Some donated shoes from Paragon, others fed stray animals, donated money, and explored many other scenarios that fit the bill. 

This activity performed exceedingly well and encouraged further participation from their followers, allowing us to reach our goal in a very short time.

The results: Higher engagement and deeper impact 

Using the above execution strategy, Paragon Footwear’s campaign was able to record impressive numbers in terms of reach and engagement.  

Facilitating Pincode Availability on Amazon Fresh | 24 Mantra Organic | FMCG

24 Mantra Organic is the largest organic packaged food brand in India. It is available in over 1,500 outlets and independent stores across the country and abroad, and on ecommerce portals such as Amazon and Flipkart. 

The challenge: Increasing geographical accessibility and availability

The brand has convinced consumers to consider switching from conventional to organic products. However, product availability in certain parts of the country still remains a challenge. 

One major factor behind this is Amazon Fresh. While this rapidly growing subdivision focuses on digital grocery services to deliver fresh produce, perishables, and other day-to-day items within a short delivery window – typically two hours – it is serviceable in only a few pin codes across India. For 24 Mantra Organic to enhance its presence in every geographical area, it is vital to identify real-time tracking of product availability in the pin codes covered by Fresh. 

The goals: 24 Mantra Organic’s roadmap of growth

The strategy: Calculate and evaluate availability vs. non availability  

We evaluated the brand’s product availability in two groups – clubbing 30 top-performing products or ASINs (Amazon Standard Identification Number) in one and the remaining products in another. We considered tier 1 cities such as Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, Delhi, and Mumbai as well as other cities in states such as Odisha, Rajasthan, UP, etc. Using these parameters, we calculated the percentage of products that were available vs. not available on a weekly basis. 

The findings: What our analysis revealed

The way forward: Tenovia’s recommendations

Our analysis showed that higher availability in top-performing pincodes of tier 1 cities led to higher sales. To effectively tap this market, top performing products should be made available in at least tier 1 city codes, if not all listed pincodes serviceable by Fresh. We also recommended focusing on expanding availability of other products/ASINs in tier 1 pincodes as well as top-performing products/ASINs in other tier 2 cities.

Transforming online inventory planning processes for 12+ Fulfillment Centers | Paragon Footwear

A household name in footwear, Paragon Footwear first forayed into the Indian market in 1975 in its home state of Kerala. And in the next few years, it made its name all over the country. Today, Paragon is one of the most trusted footwear brands for the everyday Indian. The company manufactures over 4,00,000 pairs every day, amounting to a whopping 14 Cr pairs every year. 

Despite its ecommerce channel success and growing by double digit % each year, inventory planning for a mature brand comes with its own unique challenges online.   

Their challenge: Inventory management of large catalogs Across Fulfillment Centers

Inventory planning is essential to the smooth functioning of any ecommerce channel. But it is downright critical when it comes to a company with nearly 12+ fulfillment centers and a large catalog. Effective planning of inventory allows organizations to choose the right strategies to control the movement of goods – from production till the final sale. Naturally, this also impacts the organization’s profits and cash flow. 

For Paragon, owing to its diverse product range, product seasonality and large number of SKUs, and multiple fulfillment centers across the country due to region wise demand, the company faced challenges such as losses in sales and high out-of-stock percentages.  

Our strategy: Revamping the inventory planning process

To offset these losses, we made some strategic transformations in the entire inventory planning and replenishment process, keeping in mind the numerous issues faced by the supply chain team. 

  • We used an in-house metric from Tensight – effective ROS – which is defined as the rate of sale of an article factoring the actual number of days the inventory was available. Using this metric, we created a highly-customized inventory plan tailored to each marketplace on a style-level based on the channel’s performance. 
  • We then broke down the allocated inventory, categorized on the basis of region and warehouse, and placed special emphasis on discounted products and new launches.   

With this two-step approach, we were able to solve a majority of the issues faced by Paragon’s supply chain team. This strategy helped pave the way for seamless replenishment. Ultimately, we were able to decrease out-of-stock percentages as well as broken set percentages.

Leveraging the power of influencer marketing to boost brand attention, sales, and customer retention | Maharishi Ayurveda

Maharishi Ayurveda is a health and wellness company that offers a wide range of supplements and personal care products based on ayurvedic practices. Its offerings are geared towards bolstering general health, immunity, sleep quality, and more. Founded in 1986, Maharishi Ayurveda now supplies its diversified product range in India, Europe, Australia, the United States, and many other international markets.      

Goal: Increasing sales of their latest toothpaste – Ayurdent

With the rise in demand for traditional health and wellness products, the ayurveda space is heating up. The brand wanted to highlight and promote one product in particular – the Ayurdent toothpaste. To give its product an edge, the focus had to be on its USPs, including herbal formulation, ancient ayurvedic practices, and price range.  

Observation: Influencer marketing and focus on USPs

Most Indian consumers view day-to-day personal care products as habitual, which means that they usually have strong preferences and rarely stray from their choices. 

That’s why in a category such as toothpastes, word-of-mouth promotion works better than traditional push marketing. Instead of digital ads, we believe that influencers play an even more vital role in persuading potential customers to resist inertia and try out new products, simply due to their loyal following and perceived expertise.   

Maharishi Ayurveda’s Ayurdent toothpaste was featured in an influencer’s YouTube video, in which it was ranked among the top 10 toothpaste products with a reasonable price tag. The video soon went viral and grabbed eyeballs all across the country. In just a few weeks, Ayurdent was in high demand across all major ecommerce marketplaces including Amazon, Flipkart, and the Maharishi Ayurveda website. 

Impact: Boost in page views, units, and sales

Due to the impact of the influencer video, the product’s contribution to the brand skyrocketed instantly, without seeing a sharp decline in demand in the following eight weeks. In this duration of eight weeks, Ayurdent’s: 

  • Page views for the product increased 98x
  • Sales saw a significant jump of 54x
  • Contribution to the brand’s overall sales increased from 2.35% to 68.51%

How optimizing product tiles and descriptions led to a 12% month-to-month increase in CTR and CR | 24 Mantra

24 Mantra Organic is one of India’s largest organic packaged food brands, available in over 1,500 outlets and independent stores across India and overseas, as well as leading ecommerce portals such as Amazon and Flipkart. With over 100 subcategories and 250 unique products, the brand has a high market share in the organic space. However, to develop a sizable niche in the conventional FMCG market and gain a competitive advantage in the organic market, the brand needs to develop strategies to improve product positioning and visibility. 

To convince consumers to make the switch to organic alternatives, the brand successfully used the right channels of awareness on marketplaces and created a huge impact on its clickthrough rate (CTR) and conversion rate (CR). In simpler terms, conversion rate is the number of products sold in comparison to the number of times the product display page was viewed. A higher CR shows that customers who view the product are also buying it, and vice versa.  

Their goal: Six metrics to rule them all

The challenge: Reversing slow sales and degrowth 

During Q4 of 2021, 24 Mantra Organic was seeing low CTR and CR, leading to low sales and degrowth in certain categories. Even offers and discounts failed to improve sales numbers. Drawing from Amazon’s guidelines on boosting product visibility, it was necessary to enhance the following parameters to optimize CTR and CR.  

  • Product descriptions: One way to push more customers to land on 24 Mantra Organic’s product page was to provide detailed descriptions and include common search keywords.  
  • Bullet points: Most customers prefer to skim the product information to quickly learn about its main features instead of reading detailed paragraphs. Needless to say, breaking down product information into bite-sized bullet points can help increase rankings and conversion rates.  
  • Product images and tiles: Customers tend to trust a product more if they can see it, making product images vital to boosting brand recall and conversion rates. Adding multiple angles from different angles gives the best possible representation of the product and creates a positive association in the customer’s mind. 

These optimizations would help customers better understand the product, make it more relevant, and allow it to stand out among other listings. We followed these recommendations to help 24 Mantra Organic. 

Our strategy: End-to-end content optimization and analysis

Based on these three factors, we implemented the necessary optimization of tiles and descriptions to drive a creative impact on CTR and CR. 

  • Product descriptions: When searching for a product, customers often type in very specific keywords such as ‘jaggery 1 kg’ or ‘brown rice’ to refine their search. We used these top-ranking keywords in the product description for better results. 
  • Product titles: We limited product titles to <50 characters and made sure to contain all the relevant information such as product category, brand, color, size, material, key features, packaging, quantity, etc., in a specific arrangement, placing the most relevant keywords first. 
  • Bullet points: We provided an extensive and detailed insight of the products, which helped in two ways. One, using searched keywords increased product visibility; and two, it educated the customer on its various aspects such as features, benefits, ingredients, usage and packaging, as well as brand promise, which in turn helped the customer in better decision making.
  • Product images and tiles: To effectively showcase products, we used high-resolution images to beautify the product listing – allowing customers to see the color, exterior, packaging, etc. They could also zoom in for more details. This helped create an attractive listing with better representations of the product benefits. The brand tile also helped improve brand recall. 

As it was a mammoth undertaking to implement these changes to all 250+ products developed by 24 Mantra Organic, we chose to focus on the 10 best performing categories and their product descriptions, bullet points, and images and tiles.

Our impact: Converting strategy into measurable results 

After implementing the above mentioned optimization measures and tracking conversion rates on a month-to-month basis, we achieved an average increase of 12%

Better Marketing Optimization With FPP Led Tracking | 24 Mantra Organic | FMCG

24 Mantra Organic is an established brand in the grocery and gourmet space, with a core focus on organic food products. Currently, the brand has developed over 100 subcategories and 250 products to cater to an expanding target base. 

Their challenge: Expanding beyond the carved niche

While 24 Mantra Organic already enjoys a sizable brand value in the organic niche, achieving a similar market share in the generic space remained a challenge. To improve product positioning and market visibility, the brand needed marketing expertise, a well-formed strategy and execution plan, and constant supervision to target the right products at the right time. What’s more, it was also vital to balance marketing spend to drive growth for all product categories, while maintaining low advertising cost of sale (ACoS).     

Their goals: For today, tomorrow, and the years to come

Our strategy: Leveraging First Page Positioning (FPP) 

For brands to capture consumer attention, they need to appear on the first page of the search results as most users don’t even consider visiting the second page. According to Search Engine Watch, first page results get 92% of website traffic. We had to get 24 Mantra Organic there.

To help track the rank of a brand’s product against a specific search team, we at Tenovia devised an in-house metric – First Product Position (FPP). The lower the rank, the better the performance in the search listing, and vice versa. Closely monitoring the FPP for high-traffic keywords allowed us to determine whether or not our marketing efforts were yielding organic share of voice (SoV). This exercise also helped us further optimize costs to ensure that we didn’t bid on keywords that were already performing. 

With 24 Mantra Organic, our approach was to evaluate product performance on trending keywords, month-on-month growth in Glance views, and sales. We then used these metrics to obtain the FPP rank for each product among trending keywords and further grouped these by status, based on ranking (high, mid, or low). 

This provided us with valuable insight to analyze the current FPP or brand visibility in the market. We also tracked the percentage of repeat customers, which made it easier for us to bid for marketing and budget marketing spends. We learned that if the spending on low FPP ranks are lowered, that money can be saved or redirected to other categories, and vice versa.  

The outcome: Breaking it down into numbers 

Between November 2021 (when we were onboarded) and January 2022, we helped 24 Mantra Organic achieve: