Our Client is a family-owned business based in Kolkata, India, specializing in bottled bubble tea. The company offers a unique twist to traditional tea by infusing it with a variety of flavors, natural ingredients, and, most importantly, bubbles! With the festive season approaching, The Company aimed to increase its visibility and sales in Kolkata, a city known for its rich culture and love for tea during celebrations.
The brand faced several challenges:
- Limited Awareness: Despite being a decade-old brand with a dedicated local following, it was relatively unknown outside its immediate neighborhood.
- Seasonal Sales: The festive season in Kolkata is highly competitive, with many businesses vying for attention. They needed to stand out and capture the festive spirit.
- Limited Advertising Budget: As a small business,the brand had a limited budget for marketing and advertising.
The Company decided to leverage Google Search advertising to address these challenges and create a buzz around their bottled bubble tea during the festive season.
- Keyword Research: Extensive keyword research was conducted to identify the most relevant and high-converting keywords related to bubble tea, the festive season, and local festivities in Kolkata.
- Ad Creation: Compelling ad copy was crafted to highlight the unique qualities of the beverage, such as the wide range of flavors, natural ingredients, and the festive twist they were adding.
- Geo-Targeting: To maximize the impact of the campaign within their budget, the brand targeted ads specifically to Kolkata and its surrounding areas.
- Budget Allocation: The advertising budget was allocated strategically, with a focus on peak festive season dates when people were most likely to make purchasing decisions.
The Google Search advertising campaign was executed in several phases:
- Pre-Festive Season Teasers: To generate anticipation, teaser ads were launched a month before the festive season. These ads highlighted the upcoming festive offerings and encouraged customers to look forward to the beverage during the celebrations.
- Festive Season Blitz: During the festive season, ad spending increased along with visibility. Ad extensions were added to provide additional information such as location, contact details, and festive discounts.
- Post-Festive Engagement: After the festivities, the beverage brand continued to engage with customers by running "Thank You" ads and offering post-festive discounts to retain customers acquired during the campaign.
The Google Search advertising campaign produced outstanding results:
- Impressions: The campaign generated a million impressions, significantly increasing brand awareness in Kolkata.
- Click-Through Rate (CTR): The CTR was above 6 %, indicating that the ad copy and targeting were highly effective.
- Conversions: The beverage experienced a substantial increase in sales during the festive season. They also saw a rise in repeat customers due to their post-festive engagement efforts.
- ROI: The return on investment exceeded expectations, demonstrating the cost-effectiveness of Google Search advertising.
By utilizing Google Search advertising, the brand successfully overcame its challenges, enhanced brand visibility, and significantly boosted sales during the festive season in Kolkata.