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How we achieved 509% Growth in Website Revenue from Paid Campaigns along with 154% Increase in Average ROI for GWD KIDS

NPDI Paid CAMPAIGN for GWD Kids�Duration - Jan - December 23

NP Digital India partnered with the GWD kids for performance marketing to improve the inorganic traffic & website revenue across the kids' decoration segment.

Our efforts encompassed in-depth research, campaign restructuring, and customized Paid Strategy with personalized communication and artwork.

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‘We design and make, high quality, hand-crafted & imaginative

products for your little one's spaces."

GWD Kids specialise in personalised and custom made products for babies/kids from the highest quality material. At GWDKids they understand that each customer wants only the best for their little ones and therefore strive to create thoughtfully designed, timeless, and superior quality products for little ones.

They also believe that children's spaces must be inspirational and a reflection of their personalities. Therefore we specialise in personalised and custom made products from the highest quality materials.

Through Neil Patel Digital Performance Marketing efforts and unique solutions, we were able to bump up their growth in sales by 5X from performance Marketing Campaigns

Their Story

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Business Challenges

The children’s room decor space is extremely new and has a lot of untapped potential.
Our business has very little to almost no direct competition, Most urban, high income homes have dedicated nurseries for their children today.
The UX was enhanced as the product page conversion rate was low earlier due to the customization feature.
Challenge hitting MoM % consistent growth.
Low Brand Awareness and Website Conversions.

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To make GWD Kids a market leader in the kids Room Decor & Accessories category.

Business Goal

Exponential Growth in Brand Awareness & Website Sales

Campaign Objective

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Before NPDI’s Campaign Strategy

NPDI Paid CAMPAIGN Statistics: GWD Kids�January 2021 - December 2021

�Before getting onboarded with NPDI, GWD kids were doing campaign in-house and running ads based on featured category without any planned campaign structure, communication approach and Optimizations . �Since the business segment was scalable and there was a lot of space to improve with a proper research, campaign strategy and execution.

INR 55 L

Total Revenue

1.9x

Avg Monthly ROI

3,295

Total Orders

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Plan Of Action

The goal was to take overall online brand presence and sales to new heights in India However, with e-commerce in India being a highly competitive market, the challenge was to persuade the niche audience space with better visibility and reach, to shop at GWD Kids.

We aimed to achieve this through 4 key objectives:

Restructured the current campaign based on precise targeting & conversion Goal

Engaged with prospective customers in the online shopping space for kids decor, thus increasing traffic through TOF campaigns resulting in increment in website visitors and purchases.

Retarget to non-purchasers who have interacted with the brand previously, and persuade them to make a purchase through personalized communication owing to an incremental Growth in sales over the period of 12 months

In response to business challenges, Neil Patel launched the campaigns throughout a funnel with a holistic approach to increase the user volume at each funnel level through view content, add to cart and conversion campaigns.

Leveraging other channels for Email and Whatsapp marketing for the user retention.

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NPDI Approach Full Funnel Strategy

Objective

Stage 1

Stage 2

Stage 3

Awareness (TOF)

Consideration (MOF)

Conversion (BOF)

Broad Category Targeting �(kids activities, parents, baby products, etc.)

Lookalike upper funnel audiences �(Top Purchasers, LTV Based Audiences, ) & leveraged with Auto feed Ads.

Leveraged Collection & Slideshow Ads, collection ads, Dynamic ad creatives.

Refined the audience segments on the basis of ads interaction & optimized them for Link clicks, A2C & initiate checkouts.

Targeting products based on best selling category with feed & carousel campaigns based on the funnel experience.

Leveraged best categories & experimenting with CBO on different audiences. Ran open & mix audiences.

Refining the audience cohorts on the basis of best performing window & optimized them for the sale.

Remarketing Campaigns segregated by Recency (7 Days , 15 Days, 30 Days) and Relevance.

Cross-Sell & Up-Sell campaigns focused on repeat purchases with higher value.

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Our Solution

Considering the volume of GWD’s key target audience and the velocity of ads in this space, we knew we had to take a more unique approach in order to achieve the desired results. So, through research, and a deep understanding of kids decor segment.

Channel Inventory Expansion: Expanding the inventory to Smart shopping & Performance Max, in order to garner more sales.

Expansion of Target Audience: Expanded the target audience by exploring similar audience sets of qualified lower funnel audiences and discovering high potential prospects. Experimenting with different interest groups like new parents, baby products, past purchase LLA’s, home decor, mothers. Choose audience based on top performing demographics and geographies.

Creative and Placement Advantages: Identifying the best theme of creatives, basis account performance and executing them accordingly. Exploring different formats, for example, Dynamic creatives. Taking first mover advantage of experimenting on Instagram Reel format.

Kicked off trying several different asset groups, audience signals and product listing for the Pmax campaigns. Audience signals included custom audiences with the combination of our data, affinity and in- market audiences.

By targeting engaged shoppers and narrowing by new parents with the wide range of collections offered by GWD Kids, our goal was to approach this campaign through a problem & solution lens. We focused our communication and creative ideation on USPs of the brand’s extensive range of products.

Continuous optimization through various data points and product and inventory analysis allowed us to bring this vision to life.

FOCUS AREAS

Social Media Marketing
Search Engine Marketing

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Our Solution

Re-strategize Media Planning for Branding and Remarketing, to counterbalance lack of campaign learning.

We also did audience refreshes for different interest buckets, page engagers, add-to-cart abandoners, and look-alikes of past purchasers in order to uncover new potential audiences for GWD Kids.

The campaign was structured to increase traffic to the website and also, BOF campaigns helped in converting this traffic to active purchasers. Remarketing campaigns were not just run of the mill, but completely personalized to appeal to this already aware audience and make them feel like the brand really sees them.

Whether it’s a buyer who has a cart full but hasn’t made a purchase, one who has browsed through the website but hasn’t shopped, and more. We ensured each audience segment was targeted with communications that were unique to them and their patterns. Dynamic retargeting using catalog ad formats helped in retargeting, cross-selling, upselling, and purchase funnel abandoners were all addressed as well.

FOCUS AREAS

Social Media Marketing
Search Engine Marketing

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Nurturing

Website Visitors, Facebook and Instagram Page Engagement audience, Video Viewers

Lookalike & Retargeting

Lookalike of existing

Customers, ATC’s, Initiate Checkouts, Add Payment Info

Behaviour Based

Engaged Shoppers, Pregnant Parents, Patents with 0-3 - 04 years kids.

Interest Based

Lifestyle, Home Decor, Gifting, Interior Design, Kids Room Decor, Wall Decor, Basket storage, Personalization, baby products, kids toys etc.

Shoppers

28 - 40+�PAN INDIA

Audience Targeting

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Platforms Leveraged

Google

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Platforms Leveraged

Facebook
Instagram

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After NPDI Strategy Campaigns Results

NPDI Paid CAMPAIGN Statistics : GWD Kids�January 2023 - December 2023

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INR 3.35 Cr