Performance Category: LeadGen

Moonshine

”We reached out to Rachit and the TSBP team in September 2020, and started working with them from October. They took on a very vague brief from us and under promised, but delivered more than we expected. The TSBP team has been integral to our goals of increasing brand awareness and sales leads through performance marketing. One of the easiest and most comfortable agency partners we've ever worked with, they've worked with us like an extended team and we'd highly recommend their services to any business (Small/Medium/Large) looking to add some extra pedal to the metal.”

Renju Kurien - Brand Manager, Moonshine

Getting started

A year down the line, at the peak of the pandemic, the brand got in touch with us with a goal to increase sales and awareness via online platforms. We were, of course, delighted to associate with Moonshine – a brand we had long admired – and excited by the challenge of figuring out workarounds for India’s strict laws against advertising alcoholic beverages.

What we did

To help meet the brand’s goals, we ran targeted ads to increase brand awareness, which resulted in significant online as well as offline sales in both established and new locations.
In the very first month of our association, we managed to double Moonshine’s online sales with 10x ROAS. We matched and exceeded the brand’s previous month’s results within the first 10 days at half the ad spend. We also reduced CPAs by 40% to achieve an ROAS of 7 for online deliveries.

Challenges and opportunities

It was an interesting time to be marketing an alcohol brand, given that state governments across the country had, till recently, forced liquor shops to shut, and restricted operation of bars and restaurants. Several states had just made it legal to deliver alcohol to consumers’ homes, and that's the opportunity Moonshine was hoping to make the most of.
We’ve continued to enjoy a rewarding association with Moonshine over the past couple of pandemic years against a landscape of an evolving alcobev industry, shifting consumer habits, and intermittent government prohibitions on bars and restaurants and the sale of alcohol.

Show Score

About the client

Part of the TodayTix Group, Show-Score is a New York City theatre review aggregator, community review site, and ticket finder. It has been likened to "the Rotten Tomatoes for theatre" and also to TripAdvisor, and provides a 'leaderboard' of most-active reviewers and most-liked shows.

 

A “Wonderful” Wicked Giveaway

Show-Score was running a giveaway around the popular musical Wicked from November 18 to December 20, 2021. Prizes included a night out at the theatre with five friends, dinner/drinks before the show, and an exclusive virtual meet with the cast. To win, participants needed to accumulate points by reviewing shows on the platform, sharing the giveaway on social media and inviting friends to create accounts on the platform.

Our approach

Show-Score’s General Manager Deeksha Gaur got in touch with us for a strategy to maximise user acquisition during the giveaway. We suggested a focus on Facebook and Instagram ads, and started by putting together a media plan and studying and segmenting Show-Score’s databases and audiences. We also worked closely with the Show-Score team to develop crisp, straightforward messaging for ad campaigns.

The results

Over a 30-day period leading up to Christmas, we set up various campaigns and experimented with different audiences. We kept a very close eye on the campaigns and met bi-weekly with the Show-Score team to evaluate ad, audience, and creative performance as well as website drop-offs. We constantly optimised campaigns with a view to gain maximum users at minimum cost. As a result, we achieved close to 1,000 reviews via paid media and contributed to 40% of the traffic generated by reaching close to 135,000 users in the US.

POD’ium

A Little Info

POD’ium was launched in 2020, in collaboration with Spotify, Anchor, and Kommune to grow the podcast culture in India. Led by the country’s best podcasters, it virtually organised educational workshops to empower promising podcast creators and bootcamp workshops on how to create and distribute podcasts via the Spotify-owned Anchor app

Point of Contact

At the time, we were working with Kommune, a pan-India creator collective. When the POD’ium collaboration was finalised, the project head of Spotify connected with us to promote it. Through the collaboration’s pilot edition of Pitchfest, wherein a budding creator can pitch his/her podcast idea, the organisers wanted to create 200 new podcasts.

To achieve this, they wanted our help in reaching 8 million promising creators, who would be interested in attending podcast workshops, across India.

Strategy & Process

To grow the number of participants in the workshops, we planned to run cross-platform ads on Facebook/Instagram, YouTube, and Google Display Network for a period of 30 days. The ads would urge recipients to register for Pitchfest.

Understanding the requirements from the POD’ium team, we set up brand awareness and traffic campaigns targeting all regions in India. Campaigns – featuring Kenny Sebastian, Pooja Dhingra, Kalki Koechlin, and Ranveer Allahbadia – were run to generate workshop registrations for audiences interested in comedy, food, storytelling, and self-improvement respectively.   

 

To track visits directed from the ads, a dedicated landing page was created, where visitors could register via a form. The ads were constantly optimised to maximise reach and page visits. 

Results

We were able to reach 80% of our target audience while conserving 40% of the ad budget. A reach of 14 million users was achieved on all digital properties. More than 1.8 lakh people visited the website during the campaign period, with YouTube contributing to 44.3% of the traffic, followed by Facebook/Instagram (38.9%), Google Display Network (16.4%), and Google Search (0.4%).

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