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‘Maggi Special Masala’ e-commerce only launch, creates a new go-to market model

An instant delight, Maggi has been a leader in the instant noodle segment for decades. This dominance has been powered through innovation across products, proposition & industry-first go-to market practices. The ‘Maggi Special Masala’ exclusive launch on Flipkart ventured into a space where FMCG is yet to make a mark. The launch aimed at creating buzz and driving trials for a truly differentiated variant of Maggi Instant noodles. ‘Maggi Special Masala’ is made with a combination of 20 herbs and spices. Given the loyalty towards the core, getting customers to consider a variant was a challenge in itself.

SOLUTION
A 3 phase campaign which built intrigue & anticipation for the launch and then generated trials through unique constructs which e-commerce makes possible.

1) Create Intrigue
A first-of-its-kind pre-launch: The campaign started with an intriguing messaging "Something special is cooking"on broad reach banners which led customers to play a unique game. The game helped familiarise the players with the unique offering. This game was played over 40,000 times and a pre-post analysis showed significantly better understanding of the differentiators among the gamers.

Brand Store:
Given the importance of visual appreciation in Food as a category, an exclusive visual heavy brand store was created which not only gave potential buyers a taste of what Maggi had to offer, it also familiarized them with its combination of 20 herbs and spices, allowing them to appreciate this innovation even better. The Brand Store garnered 900k store views during the campaign.

2) Build Anticipation
 Social Plug- ins: A ‘notify me’ functionality was created for buyers who were eager to try the new flavour. The product page registered 34.7 million views, 2X more than the next best FMCG launch with over 6000 registering to be notified for the day of the launch.

3) Drive trials
 Customised SKUs: Maggi created a unique 12 unit pack, exclusively for this launch on Flipkart. This solved the problem of minimum order size, eliminating shipping charges for customers and ensured pantry loading, thus also solving for repeat purchases in a high frequency category. It took just 10 days for the entire stock of the new flavour to clear with orders increasing 2X.

Targeting:
The Flipkart Ads team created a psychometric profile by utilizing Flipkart Shopper Audience tool which uses past buying & browsing data to create customer profiles. This included singles/early jobbers (known to indulge in frequent snacking) shoppers buying groceries online, shoppers who have ever added any ready to eat snacks or kitchenware in their basket plus anyone who had engaged with the banners/games in the first two phases. Heavy media weights were assigned during the peak grocery shopping hours of 8-10 AM and 5-8 PM. This targeting helped achieve an impressive 900,000 clicks - which was a 6X increase as compared to the next best FMCG campaign. ‘Maggi Special Masala’ sold 10 times more than regular Maggi during this period on Flipkart. A single week’s sale on Flipkart was the same as the 1 week sale through modern trade, which would require distribution across thousands of outlets across India.

CONCLUSION
This launch has been the perfect example for FMCG products making beneficial use of Ecommerce platforms like Flipkart Ads. ‘Maggi Special Masala’ sold 10 times more than regular Maggi during this period on Flipkart. A single week’s sale on Flipkart was the same as the 1 week sale through modern trade, which would require distribution across thousands of outlets across India. Deriving such results required the combined effort to adapt innovative methods of creating special packs, bringing alive the product proposition & differentiators, conjoining categories & targeting insights to successfully activate consumer interest.
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