Relaxo is the largest footwear manufacturer in India, serving the nation since four decades and is today ranked among the top 500 most valuable companies.
Campaign
Relaxo
Situation
Relaxo Footwears is one of the ET500 companies with a revenue of Rs 2300 Crs. Approx. every year
Objective
How do you make a young country who has 50% of its population accessing internet and 30% approx.. buying on ecommerce contribute to your revenue
Approach
We took a three pronged approach of using
Search – Safe guarding brand keywords, went high on category and very lil on competition. As 60% of the people who come for a particular brand they buy that brand only
BAU – We created exclusive Sparx days and participated heavy on fashion day sale
Events – Across all the events we saw Diwali giving us a surge of 16X against other events
Target
11% of total sales making a revenue of 250 Crs. Last fiscal year 218 CRs. Growth targeted 16%
Partnership
68% of the total e- commerce market
Results
267 Crs. Of sale
198% Grow thin paid sales
10.45 Roas on paid spends
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