While GKBs made to measure optical line was retail - revered, the brand had a negligible footprint in the digital realm. With the rise of omni channel commerce on the digital arena, GKB Opticals decided it was time to future proof their brand for better customer interaction. So, they partnered with Digitale for a new and carefully crafted digital experience to expand their reach beyond geographical boundaries.

Exploration Phase

Team Digitale's exploration phase was well designed. We as a team proposed the project to draw various changes in their website. Our overall proposition was sketched on 4 major hypotheses. Firstly, to reach new visitors and younger audience between the age group of 18-35 years in untapped markets. Secondly, to devise remarketing strategy for old visitors which is the corner-stone of digital success. Thirdly, to push the users further in the sales funnel from awareness to the purchase phase using distinct dynamic ads. Lastly, to market based on location, we prioritized the Western and Southern markets of India for the same for various categories.

Epic Approach

The core approach was devised on the following stance:

1. 1. Drive sales across the channels and utilize the potential of Google & Facebook; the 2 largest digital ecosystems
2. 2. Digitally build the brand awareness and footprint
3. 3. Brand Future Proofing for the next generation of buyers
4. 4. Relying on audience collection and bucketing for retargeting to create new and lookalike audiences
5. 5. Run Dynamic Product and Remarketing Ads on both ecosystems

Digital Way Round

The base of the project was designed on building the organic flow of traffic and giving it the right amount of paid assistance. We relied on an extensive two-layered remarketing plan, dynamic display ads, Facebook carousel ads and brand-based search ads to capture intent.

On the organic front, we managed to lower the overall bounce rate recorded on the website which was much higher in previous months. Relevant traffic driven increased on the website. For most of the relevant category keywords, the brand successfully ranked on the first page to increase overall brand credibility.

Optimized carousel ads were run with the major idea of setting the goal of reaching the target audience. With Facebook carousel ads, we propelled the audience to push their endeavour from "Add to Cart" to "Purchase" phase. We ran multi-layered remarketing for consumers who already visited the website to push them further in the sales funnel. With the assistance of paid marketing, we were successful in attracting new and lookalike audience.