How GoKwik’s #CelebrateD2C campaign garnered a reach of 53.6mn

Overview:

eCommerce Enablement brand, GoKwik launched a #CelebrateD2C campaign to commemorate its flagship GoKwik Shopping Festival. This was India’s first-ever shopping festival exclusive for D2C brands and was extensively promoted by stars like Zareen Khan, Esha Deol, Kiku Sharda, Krystle D’Souza, Rithvik Dhanjani, Viral Bhayani and more.

The campaign was also promoted on popular news portals like Inshorts and Daily Hunt. GoKwik Shopping Festival was all about celebrating D2C and the message was received by the masses loud and clear. A lot of people who would otherwise not hear about D2C brands were seen talking and sharing the #CelebrateD2C campaign in their circles. GoKwik Shopping Festival was an expansive success and managed to increase the overall GMV realisation by more than 300%

Summary

This case study explores how GoKwik’s flagship shopping festival brought customers closer to D2C brands in an independent space through the #CelebrateD2C campaign. With a vision to bring D2C brands and customers together independently, GoKwik Shopping Festival took form. The motive of this festival was to celebrate the remarkable growth the D2C eCommerce space was showing and to make these brands come together.

Objective

The objective of GoKwik Shopping Festival was evident in the campaign it incepted, to #CelebrateD2C. The further objective was to increase participating brands’ GMV by 4x every day for the three-day festival along with increasing 2x conversion rates through the course of the festival.

Creative Idea

We wanted our creativity to shine and at the same time be aligned with the campaign we were supporting and our brand image. The main creative idea stemmed out of the motive to create a common platform for customers and D2C brands to meet each other. Along with this, an added spark of Moment Marketing and Pop Culture theme was chosen.

It included a teaser release to create a sense of wonder about what GoKwik Shopping Festival was all about. Post that, big reveal videos that gave out celebratory vibes and induced excitement were created. Moreover, we also inspired participating brands to align the shopping festival with their brand image.

As a result, all brands landing pages showed GoKwik Shopping Festival as the highlight. Banners, layouts, blogs, website and participating brands website displays were all aligned with the #CelebrateD2C campaign.

Challenges

The biggest challenge was to combine the B2B world with the B2C world. A lot of end customers were unaware of e-commerce enablers, but we aimed at promoting this festival on behalf of our partner brands to the end customers, and that’s what we did.

Execution

The execution of the GoKwik Shopping Festival began by creating an in-depth plan of action for the three-day window GSF was going live.

Getting the brands on board

The first step included extending the idea of celebrating D2C to the prospective brands which were going to offer discounts of up to 60% to the customers. We spoke to brands ensuring their goals and expectations were aligned with the GoKwik Shopping Festival.

GoKwik Shopping Festival presented an opportunity for brands to boost conversion rates up to 2X throughout the course of the festival and also increase their GMV tremendously

Apart from the quantitative aspect of GoKwik Shopping Festival, the brands were also excited about the 360-degree marketing techniques of GSF, which included, 10 plus multimedia formats, video views of 10 Million Plus, Pre buzz landing page, Big reveal video, and brand promotions.

Moreover, the brands also got visibility on elite news portals such as Inshorts and Daily hunt.

Using Influencer Marketing to Drive the Campaign

The brand had sealed the B2B aspect of the GoKwik Shopping Festival, but the Celebration of D2C would have been incomplete without sealing the B2C aspect of the festival. To further encourage customers to avail the offers D2C brands were offering, word of mouth marketing through opinion leaders relevant in the Indian pop culture seemed like the best option.

How were Influencers Selected?

The selection of influencers began by analyzing a list of relevant influencers, and then shortlist the ones who seemed like the perfect fit for the festival.

This selection was based on the thorough analysis and understanding of their previous brand collaborations, current follower count, quality of content, average engagement rate in the last 3 months and their relevance in the media.

We chose a combination of macro-influencers and micro-influencers. This was done in order to have the best of both worlds, meaning expansive reach and quality conversions.

Macro influencers including Kiku Sharda, Rithvik Dhanjani, Krystle D’Souza, Esha Deol, Viral Bhayani, Zareen Khan and Simran Dhanwani were roped in to promote the same. Along with micro-influencers like Arlette Evita Grao, Jinita Sheth, Shilpa Kamdar, and Manasi Scott were also roped in for the same. Through them, a whopping 16.1 Million impressions were created on Instagram alone.

Sealing the Deal with a Perfect Marketing Mix

Product, Price and Placement were set for the GoKwik Shopping Festival. In order to further raise the bar of promotion, we ran multiple ads across various channels. Display and video ads ran across Google, Youtube, Social Media Channels including LinkedIn, Twitter and Facebook. Moreover, Moment marketing related to Money Heist was also taken care of to add more visibility to the campaign.

Other Preparations In Place

The technical and transactional parts included ensuring the load time of the landing page wasn’t too long and was optimized for high traffic. Moreover, the team was on a constant watch ensuring that at no point did the page slow down or experience downtime when the influx of customers came together. Furthermore, the checkout and UPI processes were upgraded to ensure a smooth shopping experience for the customers.

Result

Ad Campaign + Organic Reach: 16.6 Million
Influencers Reach 16.1 Million
Media Partner Reach: 21 Million
Rise in New Customers: 74%
Average rise in new orders from partner brands from usual business days: 312%
Click-Through Rate (Media) : 1.05%
Cost Per Impression: 0.10
Bounce Rate: 8%

“We wanted to show the world how the D2C ecosystem was thriving, we wanted to let the D2C brands take the centre of the stage and openly meet their customers. This was the vision when we incepted the #CelebrateD2C campaign and it has become not only the first but one of the largest D2C shopping festivals in India. Many participating brands have seen more than 10x rise in multiple transactions with their GMV realisation hitting an all-time high, and we have the entire GoKwik team, brands team and customers to thank for it. We hope to raise the bar even higher next time,” says Chirag Taneja, CEO and Co-Founder at GoKwik.