Aarong Eid 2017

Step 1: Background

Eid is the biggest festival celebrated by the people in Bangladesh. Aarong has always been a brand that has been synonymous to Eid. Along with its much-awaited Eid fashion collection, Aarong is also the shopping destination for everyone’s gift and home decor needs. Although the store footfall at the physical outlets has always been significantly high around Eid season, we noticed that the same could not be said for the e-commerce platform aarong.com. People are generally reluctant to purchase via online in Bangladesh and this intensifies when it comes to high-value shopping as evident during Eid.

So keeping this challenge in mind, we set out to craft the biggest digital campaign in fashion in the country to maximize e-commerce sales by initiating change in the consumer purchase behavior.

Bangladesh is predominantly Facebook centric as a nation. With 32 million people on Facebook and over 23 million interested in fashion, we knew a solid Facebook campaign was the key to actualize our vision. And thus, began the journey of crafting the Biggest Digital Campaign in Fashion in Bangladesh!

Step 2: Campaign Goals

1. Atleast 30% increase in website traffic, out of which, at least 40% via Facebook (compared to previous Eid campaign)

2. Atleast 2X increase in new customers for aarong.com (compared to monthly average for new customer acquisition)

3. Atleast 15% increase in online purchases (compared to the Eid campaign in 2016)

4. Attain a reach vs. engagement ratio of at least 10% for Facebook overall and atleast 12% for Facebook remarketing

5. Gain at least 40% of total sales conversion from Facebook

6. Use innovative ad and engagement tools in Facebook

Step 3: Big Idea

Craft the biggest digital campaign in fashion in Bangladesh via Facebook by crafting content that’s relevant, attractive and engaging for the target audience, through maximum usage and optimization of Facebook tools to achieve the desired goals.

Step 4: Execution

The whole campaign of Eid-ul-Fitr was divided into 2 phases. The first phase focused on raising awareness and building engagement through awareness, engagement and video views ads. The second phase more specifically focused on pushing for conversions through efficient retargeting,remarketing,uses of custom audiences to generate maximum conversions. For Eid-ul-Fitr we launched a video and fashionshoot based on Mughal theme that consisted the classic and elegant outfit along with the bonding of a family. We ran engagement and remarketing ads through content catering to the monsoon season and a minor promotional offer for more engagement and audience generation. We promoted a monsoon focused photoshoot and a Shop & Win offer to get a continuous conversion in sales. During Eid-ul-Adha,the first phase focused on raising awareness and building engagement through awareness, engagement and video views ads. The second phase more specifically focused on pushing for conversions through efficient retargeting,remarketing,uses of custom audiences to generate maximum conversions similar to that of Eid-ul-Fitr. For Eid-ul-Adha,we took the Video and Fashionshoot to the nature, touching the clouds and the Mughal theme was featured for the premium craftsman clothing for the Eid. On Facebook,we created Events and invited all the Aarong fanbase to the launching ceremony of the products to promote it to the potential audience. We also placed "SHOP NOW" or "LEARN MORE" buttons which redirected to the product page on the site with a simple click and maintained an updated SHOP section to tag the products in the posts as well as a series of facebook lives were hosted featuring a fashion show where Azra Mahmood elaborated the designs,themes,inspirations and gave tips on different outlooks along with responding to the queries of the audience. We released online articles introducing the Eid collections and offers and were shared in Facebook and in different facebook groups to gain the maximum audience awareness. Moreover,we collaborated with popular female Facebook groups to share the campaign videos and photos in those groups. We generated PR in 16 Facebook groups with a total of 1.2 Million Members. We also used Canvas to educate people about the crafts in its Eid collection in dynamic ways allowing them to share their stories.

Step 5: Result

6,237 products sold in e-Commerce, 71% higher than previous year. 2,744 of them from Facebook (44%)

Achieved 69% increase in website traffic, 42% from Facebook (compared to previous campaign)

Achieved 3X increase in new customers for aarong.com (compared to monthly average for new customer acquisition)

Achieved 22% increase in online purchases (compared to the Eid campaign in 2016)

60 Million Reach, 9.6 Million Engagement in 3.5 Months

Achieved a reach vs. engagement ratio of 16% for Facebook overall and 20% for Facebook remarketing

Eid Collection Ads received 24.5 ROAS!

The campaign was a huge success! And even Facebook agrees! Our campaign got featured in Facebook Success Stories! https://www.facebook.com/business/success/aarong

The biggest digital fashion campaign in Bangladesh achieved.

Campaign Goals

60M

9.6M

71%

2

Step 1: Background

Step 2: Campaign Goals

Step 3: Big Idea

Step 4: Execution

Step 5: Result

Gallery