August 28, 2024

Case Study: Onam Sadhya Prebooking Campaign for a Supermarket Client

Client Overview

Our client, a prominent supermarket with an attached food court, aimed to leverage the Onam festival by promoting their premium Onam Sadhya—a traditional and elaborate feast celebrated in Kerala. With a market saturated with offerings from both high-end and budget eateries, the challenge was to create a distinctive campaign that would drive prebookings and highlight the superior quality of our client’s Sadhya.

Campaign Objectives

Increase Awareness: Create widespread awareness of the client’s premium Onam Sadhya.
Drive Prebookings: Encourage early prebookings through targeted social media efforts.
Differentiate the Offering: Emphasize unique selling points such as the quality and variety of dishes.
Boost Engagement: Achieve high levels of engagement and interaction through creative content.
Convert Leads: Convert social media interest and engagement into actual prebookings and sales.

Strategy and Execution

Early Announcement and Promo Video

Launched with a captivating promo video showcasing the richness and exclusivity of the Onam Sadhya.
Distributed the promo video on Facebook, Instagram, and YouTube to generate early buzz and anticipation.
Highlighted premium ingredients and the extensive variety of dishes, aiming to attract discerning customers

Comprehensive Social Media Campaign

Platforms Used: Focused on Facebook and Instagram, where the target demographic was most active.
Campaign Duration: Initiated the campaign a month before Onam to capture early interes
Content Types: Created a mix of image and video creatives to keep the content fresh and engaging.
Instagram Stories: Utilized Instagram stories for regular updates, engaging with the audience through polls, Q&A sessions, and behind-the-scenes content.

Targeted Messaging Campaign

Campaign Objective: Set the objective to encourage messaging via WhatsApp, Messenger, and Instagram.
Primary Focus: Directed most of the efforts toward WhatsApp for its ease of use and high engagement rates.
Redirect Strategy: Used walink to seamlessly redirect messages from Messenger and Instagram to WhatsApp, ensuring a centralized communication channel.

Audience Segmentation

Segment 1: Individuals and groups celebrating Onam in offices.
Segment 2: Families celebrating Onam at home.
Tailored Engagement: Developed specific social media posts and creatives for each segment to address their unique needs and preferences.

Ad Targeting for Families Celebrating Onam at Home

Age: 26 – 45
Behaviors: Engaged shoppers
Demographics: Parents, Married
Interests: Delivery order, Home Delivery, Online food ordering, Take-away, Food, Restaurants.

Ad Targeting for Individuals and Groups Celebrating Onam in Offices

Age: 23 – 40
Demographics: Away from family, Away from hometown
Job Titles: Founder, Head of Marketing, Senior Management, etc.
Interests: Online food ordering, Food.

Remarketing Campaign
Targeted individuals who watched the Onam brand awareness video to reinforce the message and drive conversions.

Unique Selling Proposition (USP)

Extended Delivery Window: Unlike competitors, our client offered Sadhya delivery throughout the entire Onam week, not just on the Onam day. This flexibility was a significant selling point.
Premium Quality: Focused on the superior quality and variety of dishes (22 types) in the Sadhya, appealing to customers looking for an authentic and indulgent Onam experience.

Creative Assets and Engagement

Image Creatives: Showcased the beautifully arranged Sadhya, emphasizing the premium aspect.
Video Creatives: Detailed videos showing the preparation and presentation of the 22 different dishes.
Engagement Tactics: Engaged the audience through contests, user-generated content (UGC), and interactive posts to create a community around the campaign.

Results

The Onam Sadhya prebooking campaign yielded impressive results:

High Engagement: Over 500 messages received through WhatsApp, Messenger, and Instagram.
Significant Orders: Approximately 2,000 orders were placed, s</br>rpassing the client’s expectations.
Customer Satisfaction: The campaign’s reach and engagement led to high customer satisfaction and repeat business for the client.
Brand Visibility: Enhanced brand visibility and reputation through creative and strategic use of social media platforms.

Conclusion

We successfully executed a multifaceted digital marketing campaign that not only stood out in a competitive market but also delivered exceptional results. The early start, strategic use of social media, targeted messaging, and unique delivery proposition were key factors in the campaign’s success. Our client was extremely satisfied with the outcome, marking this campaign as a significant achievement for both our agency and the client.

This case study highlights the importance of understanding the target audience, leveraging unique selling points, and maintaining consistent engagement to drive successful digital marketing campaigns. Wishtree Infosolution continues to build on these principles to deliver outstanding results for our clients.