Case Research: How the Cornitos IPL technique drove site visitors to their e-commerce retailer

For IPL 2020, the Cornitos advertising and marketing technique concerned driving followers to attempt their newly launched e-commerce retailer for purchasing snacks for the match via a mixture of a contest and influencer outreach.

Whereas Cornitos merchandise can be found on e-grocery platforms like Amazon, Flipkart, Grofers, Large Basket, Milkbasket, Scootsy, Suprdaily, and Jiomart, the model started with their very own e-commerce retailer final 12 months. The necessity was felt towards the backdrop of the lockdown. To advertise the newly launched pan-India Cornitos e-commerce retailer, a advertising and marketing technique was constructed across the IPL fever. #MatchCornJeetega marketing campaign was thus created to attract the customers in the direction of Cornitos’ merchandise with using QR code and influencer advertising and marketing. Created by BTB Digital Pvt Ltd, the marketing campaign was instrumental within the Cornitos e-commerce technique.

Class Introduction

The fast-moving client items (FMCG) trade or client packaged items (CPG) trade is especially accountable for producing, distributing, and advertising and marketing fast-moving client items. The FMCG trade is the fourth largest sector within the Indian financial system. Family and private care merchandise account for 50% of the gross sales within the trade, healthcare accounts for 31-32%, and meals and beverage account for the remaining 18-19%.

Model Introduction

Cornitos is a Nachos model in India. It has additionally forayed into different classes like Nuts & Seeds, Tortilla Wraps, Taco Shells, Dips & Mexican delights to cater to all taste-buds.

Abstract

#MatchCornJeetega was a marketing campaign run by Cornitos to advertise their e-commerce web site & the QR code current in the back of each packet. By way of this marketing campaign, the model wished to achieve out to all components of India and shift the purchases coming from third-party web sites to the Cornitos e-commerce web site. The model additionally needed to extend the engagement on their social pages, whereas growing their follower base.

Drawback Assertion/Goal

To leverage IPL season as a way to get extra footfall on the Cornitos e-commerce web site and selling the model’s QR code integration via influencer engagement, social posts, advertisements and contests & giveaways.

Transient

To create a marketing campaign across the Indian Premier League and have interaction with the model’s TG whereas making a buzz round Cornitos E-commerce platform. The company was additionally advised to extend the engagement on Fb & Instagram and enhance the followers.

Inventive Concept

The model created a touchdown web page the place individuals got here to guess the winner of the IPL match for that exact day. As soon as they guessed the winner, they stuffed of their particulars and bought a coupon code for FLAT 20% Low cost on their orders on the website.

Challenges

To unfold consciousness about Cornitos e-commerce web site and for the QR code current in the back of each Cornitos packet. To encourage prospects to shift from different third occasion web sites & buy Cornitos merchandise from the model’s e-commerce web site. 

Execution

The contributors had been requested to click on a selfie with a Cornitos packet whereas watching a cricket match. They needed to then just like the model’s official web page, tag it and use #MyMatchSelfie & #MatchCornJeetega within the caption. The final a part of the duty was to tag three buddies and encourage them to take part as effectively. Three fortunate winners had been awarded a particular Cornitos hamper day by day.

#GiveawayAlert
3 fortunate winners will win a particular Cornitos hamper day by day! Right here’s what you must do: – Click on a selfie…

Posted by Cornitos on Wednesday, 23 September 2020

Additionally Learn: Case Study: How Pringles leveraged AR filter-cricket combo for IPL 2020 campaign

A complete of 19 influencers had been roped in for the marketing campaign. Collectively, that they had a following of 1.1 Million. 20 static posts for #MyMatchSelfie, 19 video posts for #MyMatchSelfie, and 51 Tales had been posted for the marketing campaign by these influencers. This consists of names similar to Srishti Chadha, Simran Sandhu, and Paromita.

Additional, the model was additionally seen commenting via creatives on the Reside updates of the match – celebrating hattricks and the group that gained or wishing luck for the long run to the group that misplaced.

All of the match creatives imbibed an animated nacho, trying to create consistency when it comes to aesthetics.

Outcomes

The marketing campaign ran between September 21 and November 10, 2020, with the model receiving whole gross sales value roughly INR 5 lakh and 800+ orders from their e-commerce web site throughout the marketing campaign. The actions helped them obtain a complete of 88,388 web site clicks. A complete of 174 entries had been garnered for #MyMatchSelfie. The model was capable of attain over 14 million individuals via social advertisements, whole impressions from social advertisements standing at 18 million and whole impressions from Google advertisements had been 35 million+.

The influencers garnered 104,794 engagement (likes and feedback) for the manufacturers, with a attain of 647,523 and 867,842 impressions.

“Cricket is likely one of the greatest sport in India. It’s a type of uncommon events when the complete household comes collectively to cheer for his or her groups whereas munching on their favorite snacks. Contemplating this as a possibility, Cornitos’ Advertising Staff launched the #MatchCornJeetega marketing campaign which not solely supplied particular reductions to the purchasers but in addition paved the best way for us to attach with new customers in addition to driving most tractions for our e-commerce web site,” stated Shobhit Agarwal, Director, Cornitos.

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