Case Study
Cubelelo
A 9 year old online toys brand that has grown well on the back of its niche community. Cubelelo is a one stop solution to all your cubing needs, be it official speed-cubing puzzles, unofficial puzzles, twisters like the mirror cube, cubing accessories like lubricants, tensioning tools, timers & mats, stickers etc – all these are just a few clicks away! Their community connect, brand recognition and customer service are inspirational for any niche eCommerce brand.
Campaign
eCommerce – Indiawide
Industry
Puzzles & Toys
Key Growth Levers
Best Performance-driven Campaign
Unlocked Awards
Best eCommerce Marketing Campaign
NAME Awards by Indian Business Council
24 Months In, Here Were Our Results
ECOMMERCE REVENUE
0
X
ROI ON AD SPENDS
0
X
ANNUAL SALES
₹
0
Cr+
Here's How We Did It!
Key Challenges
eCommerce across categories is majorly dominated by Amazon, Flipkart & the likes. Same was the case for this category. The brand was selling via Amazon as well as their own website. They were already doing low 7 figures in monthly sales on the website.
Can we scale their website sales and digital ads ROI? While it usually is tricky to achieve both together, good thing is that the brand was patient and very collaborative. With that we set out to dominate the category and move ahead of even Amazon & Flipkart in the niche.
Approach
We took a full funnel approach to streamlining the account for scale and efficiency. With heavy focus on Shopping (later PMax) and social retargeting campaigns – our basic funnel setup was ready. We improved that further with addition of strategic awareness campaigns to new prospects across Display, Video & Social.
- Campaign Structure Improvement
We redefined the campaign structures such that it allowed us room to scale while also being specific with bidding at micro-level. With catalogue segmentation clarified basis profitability we could define clear targets for different campaigns.
- Shopping Feed Optimisation
We prioritised and optimised the Shopping feed of 500+ products to get better positions for specific long tail searches with higher purchase intent.
- Awareness Campaigns
We leveraged awareness campaigns across YouTube, Social & Display with a persona specific content led approach. We created 10+ UGC video assets for the brand that allowed us to build deeper audience relationships at TOF level.
Impact
Major Outcomes
The persona specific UGC awareness campaigns created a continuous TOF for the brand, which we could leverage to deliver month on month growth – always being above the 10 ROAS mark.
We saw growth across all channels, even though the brand was not running any specific awareness or influencer campaigns.
Direct Impact
Over 24 months – we scaled the Paid Search revenue by 5 times. Plus we also scaled the social led revenue by 4X as well. All this led to moving the website to a whole new orbit of 8 figure monthly revenues.
Impact on Direct & Organic
Beyond the direct impact of ads – we also saw 4X increase in branded search. Plus another 3X increase in Direct traffic as well. Since there were no other awareness efforts/ campaigns – all of these can be attributed to the digital ads.
