Nickron India: Case Study
Sneakers are not just a type of shoe but are a part of fashion accessories. Hence, when a consumer buys a sneaker, he/she checks for its quality, comfort, durability as well as brand reputation. Nickron India is among the players within the industry providing quality and comfortable sneakers to the users. It offers a range of sneakers and shoe options for both male and female customers.
Nickron India’s primary customer base includes the youth, athletes as well as audiences looking for comfortable sneakers or shoe pairs.
The marketing objective of Nickron India was to position it as a leading brand in the Sneaker/footwear category. To attract audiences looking for a quality shopping experience through its easy returns and constant support. As well as improving website traffic.
Challenges:
The major challenges that performance marketers identified to be associated with Nickron included high market competition from international players. Also, there was lower brand visibility on search engines. The brand was doing high cash burn for product promotion. Also, there were irregularities in orders and a lack of customer retention for Nickron.
Strategy:
Verve Online Marketing has a team of professionals who ensures the development of personalized strategies taking into consideration the brand’s needs.
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The strategy we adopted for Nickron India was an integration between content and performance marketing.
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Our marketing campaign for Nickron aimed to drive users’ attention towards the quality products offered. Also, to plan on the marketing expenses of the brand to avoid any unnecessary cash burn.
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We ensured the adoption of a continuous monitoring system so that the performance of the marketing campaigns can be evaluated and further changes can be introduced. Our approach for Nickron India was to improve the return on the advertisement spent by the brand.
Implementation:
Verve Online Marketing approach to implementation of performance marketing strategy for Nickron India included:
- Optimizing the website and brand content to ensure better visibility and reach.
- Developing Campaigns for different product categories “Men’s sneakers” and “women’s sneakers” and making continuous efforts to improve campaign reach.
- Focusing on the ROAS from the brand’s point-of-view and maximizing it to the best.
In the campaign implementation process, we were looking forward to both the technical and content optimization for Nickon India. But in the process, a major obstacle we faced was monitoring the individual performance of different campaigns and improving campaign results.
Hence we made a pivot at the right time, ensuring proper segregation between the campaigns and delivering results as per the initial plan.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
The performance of the campaign and our approach to changes within the marketing campaign can be justified through the results. The results delivered by Verve Online Marketing for Nickron India justify that it is better to make the pivot at the right time.
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8X ROAS within a month of partnering with Verve Online Marketing
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Lowered customer acquisition cost
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Growth in the number of daily visitors and customer retention
Lessons Learned;
The marketing campaign for Nickron India has helped our experts to understand the importance of change adoption during a promotional campaign. It is a misbelief that once a campaign is started no changes should be made as it will negatively impact the overall
performance. It is important that timely performance evaluation is being done and accordingly changes are to be made to ensure better results.
Boost.
Optimize.
