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: