Categories Name : SPECIAL AWARDS

Sub-Category : Most Effective Use of Digital Analytics

Entry Name (Campaign) : Plum x Amazon Ads - Leveraging Full Funnel Strategy to Build their Serum's Portfolio

Results

Plum has launched their serums portfolio in 2021 however uptill first half of 2022 they weren’t a significant player in the category. Their market share was less than 2% and they were the 15th player in the serums category. Starting August’22 they ran full funnel campaigns on platform including DSP video, On platform Display and Search and the campaign achieved its goal across the consumer funnel:
(a) Awareness: CTR: 1.5%, VCR: 80%+, eCPVC: Rs 0.25
(b) Consideration: Detail Page view Rate (DPVR): 1.65%, Cost per Page View (eCPDPV): Rs 16
(c) Sales: Conversion Rate: 7% , ROAS: 1.5X (2X of beauty category benchmarks)
(d) New to Brand Customer Acquisition: 70%+
As an impact of these campaigns, Plum’s market share in serums category increased by 3X and it was 6% by end of 2022. It became the 4th biggest player in the category moving up from 15th spot. It’s audience penetration of serums category increased by 75% which in turn also increased it’s penetration in core skincare category by 57%.