beyond appliances

Building and Launching Brand from Scratch - Beyond Appliances

Beyond Appliances is a part of Mukunda Foods, a company funded by Zomato that specializes in kitchen automation solutions. Beyond envisioned a future where cooking was not just a task but a pleasurable experience. The requirements were to encapsulates the brand's commitment to redefining the kitchen experience, reflecting its focus on smart technology and user-centric features for the current generation that we stepping to take charge of their Kitchen.

Objective

  • Increase brand awareness for Beyond Appliances' chimney products in target cities
  • Generate high-quality leads through multi-platform digital marketing campaigns
  • Drive sales conversions by optimizing ad spend across various campaign types
  • Establish Beyond Appliances as a competitive player in the kitchen appliance market
  • Generate Sales on Amazon through Facebook Ads
45+
Inquiries generated
5.13 X
Increase of convertion rate
260%
Increase of user retaintion time

Challenges

  1. Competitive Market Positioning Description: As a newer player in a market with established brands like Kaff, Faber, and Elica, Beyond Appliances struggled to differentiate itself and capture market share.
  2. Dynamic Product Demand across cities
  3. Landing Page Effectiveness Description: Multiple iterations and A/B tests of landing pages were required, indicating difficulties in creating a page that effectively converted ad traffic into leads or sales.
  4. Brand Retention among new visitors: As a new brand, creating an unforgettable image of the brand was crucial 
  5. Use “Amazon Great Indian Festival” Sale to attract buyers

The brand's focus on user-centric features and safety has resonated with consumers.

The strategy

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.

1. Multi-Platform Approach

The campaign leveraged multiple digital marketing platforms to maximize reach and effectiveness. This included:
  1. Google Ads: For search intent-based marketing and display networks
  2. YouTube: For video content distribution and engagement 
  3. Meta (Facebook/Instagram): For remarketing and low cost solution This diversified approach allowed for capturing audiences at different stages of the buyer's journey across various online touchpoints.

2. Diverse Google Campaign Types

The strategy employed a mix of campaign types to address different marketing objectives:
  1. PMax (Performance Max) Campaigns: Utilized Google's AI-driven approach to optimize ad placements across its entire network, including Search, Display, YouTube, Gmail, and Maps.
  2. Demand Gen Campaigns: Focused on creating awareness and stimulating demand for chimney products, targeting top-of-funnel audiences.
  3. Product Related Search Campaigns: Captured high-intent users actively searching for chimney products or related terms. This multi-faceted approach ensured comprehensive coverage of the marketing funnel.
  4. Competitors Keywords Campaigns: Captured high intent users looking to buy chimney products from various competitors
  5. Brand Specific Keywords Campaigns: Captured high demand for searches on brand keywords due to viral influencer campaign

3. Video-Centric Creative Strategy

Recognizing the power of video content in engaging audiences, the campaign heavily focused on video creatives. This included:
  1. Product demonstration videos
  2. Lifestyle videos showing the product in use
  3. Influencer-generated content: Video content was tailored for each platform's specifications and audience preferences, maximizing engagement potential.

4. Advanced Remarketing Tactics

To maximize conversion potential, the campaign implemented sophisticated remarketing strategies:
  1. Created custom video campaigns specifically for remarketing audiences
  2. Segmented remarketing lists based on user behavior and engagement levels
  3. Tailored messaging and offers for different remarketing segments to increase relevance and conversion probability

5. Geographical Targeting Optimization

Recognizing delivery limitations and market potential, the campaign focused on key cities:
  1. Bangalore, Hyderabad, Chennai, Delhi NCR, Mumbai and Pune
  2. Adjusted targeting based on product availability and market demand
  3. Customized messaging and offers for different geographical segments

SUP? MARKETING AT BEST!

The AMB strategy led to attention on high-value accounts. As a result, we could achieve targeted and effective outreach.

6. Continuous Landing Page Optimization

A critical focus was placed on improving landing page effectiveness:
  1. Conducted A/B testing of multiple landing page variants
  2. Utilized tools like Microsoft Clarity for user behavior analysis
  3. Iteratively refined page design, content, and calls-to-action based on performance data
  4. Ensured mobile optimization for seamless user experience across devices

7. Dynamic Keyword Strategy:

The keyword approach was continually refined to improve visibility and relevance:
  1. Shifted from exact match to phrase match to broaden reach while maintaining relevance
  2. Incorporated competitor keywords to capture comparison shoppers
  3. Regularly analyzed search term reports to identify new keyword opportunities and negative keywords

8. Iterative Audience Refinement

The targeting strategy was continuously evolved based on performance data:
  1. Analyzed audience engagement metrics to identify high-performing segments
  2. Created in-market audiences based on people’s interests
  3. Adjusted demographic, interest, and behavior targeting parameters based on campaign insights

9. Comprehensive Competitor Analysis

To stay competitive, the strategy included ongoing competitor monitoring:
  1. Analyzed competitor keywords and ad copy for insights
  2. Studied competitor landing pages for best practices and differentiation opportunities
  3. Monitored competitor pricing and promotions to inform our own offers

9. Comprehensive Competitor Analysis

To stay competitive, the strategy included ongoing competitor monitoring:
  1. Analyzed competitor keywords and ad copy for insights
  2. Studied competitor landing pages for best practices and differentiation opportunities
  3. Monitored competitor pricing and promotions to inform our own offers

10. Performance Tracking & Optimization

A data-driven approach was central to the strategy:
  1. Implemented daily reporting on key performance metrics
  2. Conducted regular performance reviews with the client
  3. Used data insights to make real-time adjustments to campaigns, budgets, and targeting
  4. Employed attribution modeling to understand the impact of different touchpoints in the customer journey

11. Cater demand for “Amazon Great Indian Festival” Sale

For a consumer centric brand, it is highly important to tap the opportunity during E-Commerce Festive Sale period:
  1. Retargeted the engaged users from website and Instagram
  2. Directed all the traffic from Meta Ads to Amazon Store
  3. Landing page on Facebook focused on going on the Amazon Store

results

  1. Brand Awareness: Got 2.7 million impressions, 100K+ landing page clicks and established Beyond as one of the trusted and most innovative brand in select cities.
  2. Campaign Efficiency: Received more than 80% valid leads from Google Ads,
  3. From Huge Inventory to being Sold Out: Within a week from the start of the sale, Beyond Appliances sold out all the inventory.
  4. Landing Page Optimization Results: Launched new Landing Page backed with user behavior, customer journey and competitor’s landing page.
  5. Data-Driven Insights: Continuous monitoring and analysis allowed for real-time adjustments, optimizing campaigns for maximum efficiency.

The minimalist design aesthetic has contributed to the brand's modern and sophisticated image.

conclusion

Beyond Appliances' multi-platform digital marketing campaign successfully increased brand awareness, generated quality leads, and drove sales conversions. By leveraging diverse Google campaign types, video-centric content, advanced remarketing, and continuous optimization, the brand overcame market challenges. The strategy's effectiveness was evident in impressive metrics, including 2.7 million impressions and rapid inventory sell-out, establishing Beyond Appliances as a competitive player in the kitchen appliance market.

The minimalist design aesthetic has contributed to the brand's modern and sophisticated image.

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Iti Dubey
Marketing Head at - Mukunda Foods

Mukunda Foods

Mukunda Foods Private Limited,  a company funded by Zomato that specializes in kitchen automation solutions. Their aim is to help the food service industry standardise and scale up kitchen operations.

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