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Delivering a well-cooked dish

Objective of the Campaign

The story begins 2000 years ago with a Kingdom called Behrouz, rumoured to be located somewhere in Persia. The kingdom rose to popularity around the world for its recipe of layered rice and secret spices; A recipe that lured Kings and masses alike; A dish that we now know as Biryani.

The recipe was lost forever when King Cyrus laid siege to Behrouz until it was discovered amongst the ruins. With this Biryani, we have brought back to life this lost recipe of Behrouz.

Objectives and Challenges:

  • Behrouz Biryani launched for the first time in India in a new category of ‘Persian Biryani’
  • Creating awareness and trials for the newly launched. Behrouz biryani brand in Mumbai & Pune through search engine marketing

Campaign/Project End Result

  • Over delivered on targeted Sales by 163%
  • Mid to long term achievements:
    • High average CTR of 28%
    • Ad Spends only 75% of overall Budget
    • Cost-per-Sale lowered by 51% of the targeted costs

Overall Strategy

  • Dominate all biryani related keywords
  • Target Lucknowi and Hyderabadi biryani related keywords
  • Target purchase intent keywords:
  1. Online ordering
  2. Pizza
  3. Delivery apps
  4. Special occasions
  •  Pre-lunch & Dinner meal time Targeting

Creative Strategy

  • Biryani as an alternative to Pizza, Persian Biryani as an alternative to Lucknowi and Hyderabadi Biryani, and Behrouz brand as the natural choice for Persian Biryani.
  • Ad extensions used for displaying combo offers that lead to purchase decisions
  • Competitor keywords were targeting for hijacking relevant traffic
  • Purchase intent keywords were targeted for with ‘Order Now’ ads for immediate response
  • Special Coupons for Eid-ul-Fitr, IPL and weekends

Innovation that drive Effectiveness / ROI Creative Tags/Snippets & other details*

Part 1:

  • Behrouz totally dominated all biryani related keywords in Mumbai & Pune
  • Selective keywords such as pizza, pizza brands, competitors and food delivery brands also targeted
  • Retargeting pool created that significantly lowered Cost-of-Purchase
  • Ad group level optimization helped aligning spends to highest performing ad groups
  • Capitalized on brand awareness by increasing spends on brand keywords after a few weeks of go-live
  • Large chunk of budgets allotted for the peak Eid ul Fitr long weekend

Part 2:

  • Special Coupons boosted sales by 2x during weekends and special occasions
  • Meal-time targeting drove high volumes of converting traffic
  • 33% of total sales of search achieved on the 3-days of Eid-ul-Fitr
  • Search delivered 59% of overall sales across all digital channels
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