Increase the app downloads
and total order numbers.

ApnaMart is an everyday grocery retail store chain operating in eastern and central India (West Bengal, Jharkhand, Chhattisgarh). ApnaMart also provides 10-minute delivery of items through their mobile app.

ClientApnaMart

Testing locationBilaspur

ChannelsOffline + Online

01ApnaMart × Vidrow · Case Study

Problem Statement

Only a few months before this pilot project had ApnaMart launched their online delivery service enabled by the mobile app, and now wanted to increase the awareness for the same.

As end goals, ApnaMart wanted to optimise on the following:

Awareness of its online presence

Adoption rate of the online delivery service

Increase total number of app downloads

With a mission to increase the app downloads and total order numbers, ApnaMart reached out to Vidrow for the GTM plan.

02Strategy

Start from a small point and then scale those marketing channels that provide the best results.

Since the service was new and there was not much reference in terms of competitors in ApnaMart’s cities, we decided to start from a small point and then scale those marketing channels that provide the best results.

While deciding the location for testing, the following factors were taken into consideration:

01
We needed good penetration of ApnaMart. Many cities checked this requirement
02
The coverage of the stores should be at least 80% of the city’s population.
03
The city should be in the top performing cities where ApnaMart stores are available

These factors led to the finalisation of Bilaspur as the testing location.

With low penetration of online delivery services in these regions and high dependence on offline channels, we decided that both offline and online channels shall be utilised and tested. This was the first set and we wanted to experiment as much as possible which would give us better insights and a greater understanding.

We decided the following marketing channels

PamphletsTransit Ads (with Toto)

NewspapersBillboards

Digital Awareness VideosDigital Performance Videos

03Strategy

The entire testing was distributed into 3 phases.

Keeping in mind the costs for production and execution, and the time taken by the marketing channels for generating results, the entire testing was distributed into 3 phases.

To understand the possibility of scaling with all the assets together, another phase was strategised where we included all the assets targeting the city of Bilaspur.

Phase 101

Pamphlets and Transit Ads

Phase 202

Newspapers and Billboards

Phase 303

Digital Awareness and Performance Ads

Phase 404

Combination of Everything

04Phase 1

Pamphlets and Transit Ads

Both pamphlets and transit ads are quick to design and require low budgets for execution.

The notion with this phase was to start building better user understanding and figure out the communication for high-budget channels in the upcoming phases.

Designing

01
ApnaMart’s colours were used to design all the assets. The assets showed a delivery boy with ApnaMart’s app and communication was quirky.
02
Catchy Hindi Jingles were written to be played in the totos as part of the transit ads.

Execution

01
Pamphlets were distributed to customers who visited the offline ApnaMart stores and people who passed by the stores.
02
Totos were fitted with speakers for playing jingles and these would roam around the 10 testing locations.

Pamphlet: 15 minute delivery, download the app — Pamphlet Assets

Pamphlet: ApnaMart app, free delivery — Pamphlet Assets

Transit ad artwork for the toto — Transit Ad (Toto) Assets

Transit ad on a toto — Transit Ad (Toto) Assets

05Phase 2

Newspapers and Billboards

These assets were really important for ApnaMart cities even though the cost was high for them.

While Phase 1 was more around retargeting and being constantly top of mind for the customer, this phase was for awareness and adoption.

Designing

01
The Billboards were designed to show a delivery boy coming out of ApnaMart’s app for delivering the orders establishing their online presence.
02
Similarly, in the newspapers, mobile app and delivery boy were shown with varying communications.

Execution

01
Locations with high footfalls were chosen, the dimensions of the billboard and billboard lights were chosen to overpower the competing billboards.
02
Half-page slots were taken in various odd number pages of the newspaper as when the pages are flipped, the odd pages strike the eyes first.

Newspaper ad: you will read this paper fully — Newspaper Assets

Newspaper ad: 15 minutes, groceries delivered — Newspaper Assets

06Phase 3

Digital Awareness Videos

Awareness Videos take a great amount of time to be produced and also require the most amount of resources. Keeping it in the third phase was to get sufficient learning and user understanding from the first 2 phases and then apply them while creating these assets.

Communication:

01
The story revolved around the decision-making lady of a middle class house in 3 scenarios - interacting with her maid, her husband and her child. These are seen by every customer of ApnaMart and, hence, made the videos relatable for them.
02
The scripts were quirky and the story was written to be fun-to-watch just like any content on TV or social media