The Strategy

A. Prospection

Firstcry had already created their brand value in the Indian market as a top provider for baby products online way ahead of its competitor Babyoye.

However it was necessary to continuously explore for new audiences and reach out to the new parents since the products of Firstcry were only for a specific age range and not for all ages, which meant that after a few years, some users might not fit the profile.

In order to constantly reach out to the parents, we identified multiple segments from Audience pools with new parents till parents having children below age 10. Multiple data providers like Bluekai, Lotame, etc. were used for creating various segments.

Along with this, contextual and grapeshot keyword targeting on baby- and children-related sites was heavily used to generate relevant traffic. Facebook as a platform was widely used to reach out to the specific audience through their extensive targeting parameters based on interests, life events, income levels, etc. Even look-a-like profiles were targeted to the users who had similar profiles to that of the customers on the website. 

B. Remarketing

Even though the average order value was Rs. 1000, it was imperative to use remarketing strategies across devices and channels to be present wherever the user surfs on the internet.

Static and Dynamic remarketing strategies were aligned with different recency and frequency campaigns to be constantly available on the users top of the mind and increase the probability of turning them into a transacting customer.

Using Facebook’s custom audience strategies along with Dynamic Product ads, we constantly churned out the data for the users who have viewed the products or the website but have not converted and further showing them relevant products on Facebook as well.

Separate segments were created to target users who have already purchased once to increase their transactions in the coming days. All the remarketing strategies were set up across devices.