How We Help Raising Awareness and Boosting E-Commerce Sales for An Oral Care Brand
Mainstream channels, such as television commercial (TVC) or makro key opinion leader (KOL), are still considered darling for advertisers because they can reach wider audiences. However, when it comes to oral care brands whose ingredients and benefits are too complex to explain, they need a different approach called community marketing.
Community marketing is a strategy that allows a brand to interact with a community of their existing customers. With this approach, we help an oral care brand to raise awareness and eventually boost their e-commerce sales up to 400%.
Target relevant communities
Rather than targeting larger audiences via the mainstream channel, we decide to help an oral care brand reaching for specific and relevant communities based on their targeted audiences. Over 6 months, we build brand awareness by engaging community members to participate in a series of activities.
More than 5,000 products were distributed to consumers during the events. In return, we get a 100% impression target with Cost Per Impression (CPI) less than Rp 100,- and a 100% engagement target with Cost Per Engagement (CPE) less than Rp 1,000,-.
Develop Consumer Relationship Management
While amplifying awareness through various activities, we also acquire consumers’ data to help our client nurturing their consumer data base as a part of Consumer Relationship Management (CRM). We also develop communications materials to be distributed to the consumer database as a strategy to drive sales in the digital channel.
This whole process of end-to-end marketing brought an increase in e-commerce sales up to 400%. This shows that e-commerce sales play an important part in Fast Moving Consumer Goods (FMCG), and community marketing can be an effective tool to raise awareness and boost the numbers as well.