Whole The Truth

Overview

The Whole Truth is one of the most sought after D2C brand that sells protein bars, breakfast cereals and other healthy grocery products in India.
Problem statement: Ttheir internal team. Being stagnated at certain revenue levels, they had no clarity on how to scale up revenues along with a clear picture of the spends needed to reach their aggressive targets.
Observations: On completing the audit of the account, we realized the following issues;
  • Product distribution was not upto industry best standards and they were shipping all productsfrom one city.
  • A few categories were sold through MFN a few were sold through FBA.
  • Campaign structures were not well defined for them to take actions on budget allocations based on the performance of every targeting segment and campaign type.
  • Product detail pages lacked high search volume keywords and organic visibility for the brand had
  • a lot of scope to improve.
  • New product launches were scheduled but did not have a GTM strategy from an advertising pov.

Solution:

  • We initially compiled a keyword list based on search volumes and purchase intent and implemented these keywords into the product detail pages.
  • We started registration processes in other FCs in India and got access to multiple FBA centers & started shipping products to these FBA centers.
  • We created campaigns with an extremely good readable structure where one could get an idea of the performance of a targeting strategy implemented without having to download reports and process them.
  • With a clear budget allocation strategy between branded and non branded keywords / ASINs and product category, we could scale up revenues achieved on generic keywords and competitor brands with clear data points for decision makers to validate our direction and strategy.
Results:
  • With all the measures taken above, we saw a 2X jump in monthly revenues that did not come at the expense of an increased advertising budget.
  • With aggressive advertising strategies, we got a 4X growth in quarterly revenues.
  • With products being available in a 24 hour window, we saw conversion rates and CTRs increase by 50% from their previous values.