Facebook recently announced India’s largest online lingerie portal Zivame.com’s social media success story. The case study details how Zivame.com is using Facebook effectively to target Indian women.
With intelligent brand campaigns using Facebook ad platforms, the portal has seen an impressive 80% increase in repeat purchase in a span of just 6 months. The lingerie retailer has also been able to reduce cost per customer acquisition by 65%, leading to 3.5X increase in ROI.
The premier online lingerie store features over 2,000 styles from more than 35 brands and aims to make lingerie shopping easy and private for millions of women in India.
Reaching out to Indian female audience online is expensive as internet users in India are often male, making it difficult to reach a female audience without attracting negative clicks on ads. What’s more, buying lingerie online in India represents a fundamental change to current customer behaviour.
To overcome the above mentioned challenge, Zivame.com targeted female audiences based on their interests and purchase behaviour with relevant ads and messages. By doing so, the brand reduced their cost per click by more than 70% and increased conversions by 2X. Furthermore, by using Facebook Exchange to retarget customers, Zivame significantly improved brand recall and conversion rates.
Commenting on this development, Richa Kar, CEO of Zivame.com shared, ‘The brand has grown 20% month on month since inception and it’s a great feeling when your work is appreciated, with this case study we hope to reach out to more Indian women which has always been our ultimate goal.’
Simrat Sawhney, Client Partner, Facebook adds, ‘Zivame was able to truly leverage the potential of Facebook to arrive at campaigns that worked best for them in growing their female customer base in India.
'Reaching users on the most engaged site in India not only helped Zivame exceed their ROI objectives but was instrumental in establishing the brand as a lingerie category leader in the e-commerce space in India.’
