The Infused Kettle is a premium tea brand offering superior quality blends and unique flavors. With more than 25 flavors, the brand has penetrated the tea market with impressive products and flavor twists.
The company aims to offer a quintessential tea-drinking experience to the ever-growing “chai” lovers. With a wide selection of blends such as iced teas, wellness teas, floral teas, and more, The Infused Kettle dares to go beyond the typical route.
The brand also offers customized gift baskets which consist of tea blends, party goodies, and personalized messages. From health enthusiasts to partygoers, authentic tea blends from The Infused Kettle satisfy every tea lover’s palette.
When The Infused Kettle came to us, they had offline purchases. But there were not many online sales even though the brand had a digital presence across several social media platforms. The brand had a website on WooCommerce.
The challenge was to increase online sales while exploring various target audience segments for the brand. Using advertising platforms such as Facebook and Instagram to establish brand recognition and increase sales was the requirement.
In order to achieve the desired goals for the brand, we delivered a detailed e-commerce performance marketing plan. The plan adhered to client needs and offered potential solutions. We followed the AIDA framework and implemented the different funnel stages to improve the performance of the brand in the digital landscape.
Marketers use the AIDA framework to determine the marketing strategies for a brand. The model essentially describes the different stages of a consumer’s journey. These include –
A – Awareness
I – Interest
D – Desire
A – Action
In these four stages, the content you release will attract attention, leading to an interest in the service or product, which invokes desire within the customer and tempt them to carry out an action.
The AIDA model is represented by the inverted pyramid, which effectively shows the different stages of the buyer’s journey. It is important to note that the volume decreases as we move down the pyramid.
The first stage of the plan was to conduct a detailed website audit for the brand. We analyzed the various aspects of the website and noted the areas that needed improvement. After that, we escalated the issues and conveyed the same to our client. The approach was to solidify the foundation so that the upcoming advertising campaigns could run smoothly. We also suggested the client shift website from WooCommerce to Shopify. The change in the platform brought incredible changes for the brand in terms of visitors, revenue, and transactions.
Since the brand didn’t have a pre-defined audience segment for retargeting, we decided to opt for a broad audience segment. Choosing a broader audience helped us to put the brand on the map of the tea lovers’ segment. We launched cold campaigns directed at people who were clueless about the company and its offerings. The main objective was to increase awareness about the brand so that we could later run conversion campaigns to increase orders.
Another crucial strategy we implemented for the brand was to conduct A/B testing. It was an experimental approach to assess which variation of creatives did better than the other. We tested different creatives with different audience segments to get more insights. The results gave us one product as a clear winner, which later went on to become the best seller product of the brand.
Creatives such as images, ad texts, and CTA play a vital role in keeping the audience hooked. We mixed and matched different types of creatives to prevent the audience from getting bored. For instance, we combined single images, videos, carousels, and catalog ads to keep it interesting. The primary aim was to get more conversions by attracting the target audience.
As we analyzed the brand’s website with the audit, we also suggested a change in the eCommerce platform. Are you wondering why select Shopify? There are tons of benefits that Shopify offers to eCommerce brands.
The foremost reason for shifting to Shopify is the ease of use. It offers excellent security and hosting services, making it easy for anyone, even without coding knowledge, to develop an online store. Apart from that, it comes with 70 already-paid themes giving your website a more stylish look.
One of the most unique aspects of the brand is the variety of its products. In the event of recovery from the deadly pandemic, the inclusion of wellness teas worked out for the company. Taking health benefits into consideration, we started a nutrition week where we focused on Ayurvedic and wellness tea blends. We also offered discounts to make the deal more tempting.
The ads were particularly designed for the nutrition week campaign. We focused the creatives on the health aspect and highlighted the ingredients. After a few days, one product gained maximum results and emerged as the hot seller out of all the tea blends. In fact, the product started selling out so fast that it quickly went out of stock, and we had to pause the campaign.
Relying only on one product for improving orders is never a good idea. That is why we launched several product testing ads. Gradually, some other products picked up and are now contributing to the overall revenue.
With innovative ideas and a well-planned marketing plan, we achieved the following results in the span of two months –
