Indian consumer goods company ITC Ltd. launched its own e-commerce business to market its premium and niche products. The ITC E-store sells food and non-food fast-moving consumer goods on its online platform. ITC aims to use the new e-commerce site to expand its market share and ensure wider availability of its products.
With consumers' ever-growing preference for online shopping, ITC aimed to drive consideration of the ITC E-store by giving users the right reason to shop from the E-Store.
“The brand wanted to drive consideration of ITC E-store by directing visitors to the offerings on their website.”
ITC took an insight-based Community Marketing solution to build awareness and consideration of the ITC E-store by engaging with 127 Communities around parenting, beauty & lifestyle, health & fitness, and food with over 5.7M Members.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
With most of the conversations happening around finding a product online without going to grocery stores, we planned a campaign focusing on generating buzz and driving consideration for ITCs new E-commerce store.
In the first phase, the focus was to create awareness of the ITC e-store by educating members about the platform and how everything is available in one place. The admins initiated the conversation and introduced the brand by highlighting that now they can find all products in one place without having to search for products at different local stores. They encouraged members to check the website, load the basket with their favorite products, and share screenshots.
In the second phase, the focus was to get users to visit the e-store and explore a wide range of offerings on various products. To achieve this, the admins shared pictures of their shopping carts and highlighted the amount they had saved. They drove conversations around it by encouraging members to share their cart screenshots and savings.
The third phase was about stocking up user carts with vacation essentials that users could find on ITC Estore. The admins shared the products they were purchasing and encouraged users to get their cart ready and use the XYZ coupon to avail of X% of a discount on their favorite products. Across the three phases, we drove consideration and trial intent for the brand by sharing a coupon code that entitled users to a storewide discount.
With every phase, we strengthened the association of attributes like "online shopping" and "offerings” with the brand by exclusively highlighting these experiences in the Admin’s posts, serving as a template for other members to gauge the brand. While the campaign’s core idea was the same throughout all groups, the varied experiences of millions of members lent individuality and style to each post.
Across all the phases, we strengthened the association of “Shopping,” “Online,” “Discount,” and “Delivery,” which were some of the keywords associated with the brand in the communication. The brand realized the potential of community marketing to drive Purpose, USPs, and relevance of their medium in a meaningful manner to the right audiences at scale.
The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
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