What the company is
Vigneto has been a front-runner in the offline tableware industry for the past 15 years. They launched their online retail store in 2021. They’ve been upstarts in the tableware industry, selling premium coffee mugs, dinner sets, tea sets, snack sets and dessert stands in huge numbers.
What they were expecting from us
Their goal was (and is) to become THE MAIN HOUSEHOLD BRAND in the tableware industry and to increase conversion (purchases) online. Their target customers are people who prefer high quality products with great aesthetics as compared to more affordable, plain options. Their competitors are Myborosil, Nestasia, The House of Things & more. Their long term goal was to get a ROAS (Return on Ad Spend) of 6X

Their problem was very evident – their presence was not established well. The had low follower numbers (which in India, is equivalent to lower credibility). Also, more importantly, landing pages across the website were not optimised for selling. This translated in low ROAS, which they hoped we would fix.
Initial Strategy
Our initial strategy plan was to target their existing audiences on social media, to get the account some continual traction.

We also built an ‘audience profile’ based on the current audience insights that Meta Business Suite provided. Subsequent to that, we created a ‘lookalike audience’ profile on all other platforms, then started targeting them.

Both these strategies worked and the ROAS started showing an uptick. It was definitely not enough to reach our ROAS targets but at the same time, it was a very important step in understanding how the audience demographics work for this category, which then led us to build complete selling strategies for specific product lines.

What Savage & Palmer did
From the first set of ad conversions, we got further insight on what kind of people were buying our products. This helped us to further narrow our target audience – and then double down on this specific set of people.

At the same time, we were also running pilot campaigns targeting never-before touched audience segments. After all, there was only a limited number of people we could reach with our original set – we would need to expand if we were to become the ‘household brand’ that they dreamed of being. Here, targeting was very, very articulate – to make sure that every rupee spent was as relevant as it could be.

Suggestions from our side

We gave the clients a list of suggestions that included but were not limited to:

  • Developing high-quality creatives, including putting some cash behind getting well-produced photoshoots done.
  • Making vital changes to landing pages, which optimised consumer journey – for example, if a lot of people were leaving items in their carts and not going forward with the purchase – why? What steps could be taken to make the process of ‘add to cart’ to ‘confirm purchase’ simpler and more convenient?
  • Building sustainable offer plans for festive seasons, while also offering discounts to loyal customers.
We managed to help the company grow radically in terms of raw numbers. Also, coming to ROAS – while our target was achieving 6x, we were able to provide the client with an average of 8x ROAS, on occasions going even as high as 15x with some campaigns.

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