Community Marketing Case Study | ITC E-store by Convosight
for Brands


  • ITC E-store wanted to drive consideration by directing visitors to the offerings on their website and generate organic word of mouth.
  • They used an insight-based community marketing approach to drive conversations around the relevance of their platform by engaging with 127 communities around parenting, beauty & lifestyle, health & fitness, and food with over 5.7M Members.
  • The brand achieved 79K+ Website Visits from relevant audiences driven to the brand store with 11K+Discount Codes redeemed and engagement of 1.3Lacs+ with 20K UGCs.

About ITC

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.

ITC E-store Product Image 1 for Community Marketing Case Study ITC E-store Product Image 2 for Community Marketing Case Study ITC E-store Product Image 3 for Community Marketing Case Study ITC E-store Product Image 4 for Community Marketing Case Study

ITC’s Objectives

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.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

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.

Campaign Structure


2. Analysing consumer insights from real conversations

To drive the campaign, we analyzed the existing conversations in the above communities and observed that:

  • Members actively ask about how to find products unavailable in their nearby grocery stores
  • Members are keen on finding an online store that offers discounts on products
  • They want to seek out an online store that has a variety of readily available products

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.

3. Community Marketing campaign idea

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.

Solution types

Static Posts

RoI of Community Marketing
for ITC Estore 📈

1.8X achieved of the target determined
Visits from relevant
audiences driven to the brand store
Discount Codes

The Big Beautiful Highlights

  • The brand received 37K Brand Mentions, an increase from 289 brand mentions before the start of the campaign.
  • The brand posts received an engagement of over 1.3Lacs+ across the 3 phases with 20K UGCs.
  • The brand's Share of Voice was established at 57.8% compared to other E-commerce players.

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.

Top Performing Communities 🥇

Real People Real Conversations 💬

The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.

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