Stone Waters scales footfalls by 133%

The Goal

Stone Waters is a picturesque lounge in Hyderabad that is known for its resplendent ambiance and luscious Food. To add on further, there is soulful live music, which majorly draws the attention. The ginormous patches of greenery on the terrace make the place even more likable. The lounge welcomes all sorts of the audience right from office throng to Affluent Party goers. Located in the heart of the city, Stone Waters was able to capture the up-scale market for long.

Stone Waters on-boarded with Digital Mojo in April 2018 to maximize their conversion. Being a pioneer in the industry, they fixated on the goal of ruling the Social Media Channels and Display marketing for results.

Digital Mojo aims to deliver maximized conversion rate, which is directly proportional to Optimal CPIs. An Optimal CPI number is achieved when it’s lower than AOV of the service.

The Approach

Surging through the competition

Being the trendsetters in this ruthless sector of Pubs & Restaurants, Stone Waters wanted to make an impact on the wider audience, retain the existing guests and make their presence felt and stay on-top over the new lounges in the market.

Diversified Geo

Stone Waters caters majorly to the audience situated across a radius of 10Kms. They wanted to target all the major areas of the city to increase their footfall. Thus, apart from targeting the audience in the near vicinity, we targeted the high-end residential areas and commercial office complexes situated in Hyderabad such as Banjara Hills, Madhapur, Jubilee Hills, Begumpet, Himayatnagar, Basheerbaghetc. Guests visit Stone Waters for an experience instead of price.

Positive ROAS

Stone Waters disposed to Digital Mojo’s Online Market Place for an increment on Return On Ad Spending (ROAS) from Social Media platforms.

Digital Mojo’s Solution

After taking into account every aspect of Stone Waters current footfall, their marketing activities were planned in 4 phases – Indoctrination, Recall, Segmentation, Ascensionto achieve the final goal – Increase Foot Falls

Branding

In order to ameliorate the engagement, the ads designed were targeted to segment of audience. After multiple meetings with Stake Holders, Digital Mojo classified the audience into 6 different segments – ranging from Business Owners, Corporate Employees, Targeting based on Caste and Language, Interests in Live Music and Lounge goers.

A specific audience group was created for each of these segments and ads run based on Behavior analysis and customer persona created for each of the segment.

User Intent

Using the high-end optimizers, setting over 117 parameters of targeting, all the potential target audience were listed and considered for aggressive bidding.

Geographic Targeting

Geography being a critical aspect, Digital Mojo worked on a structured Ad campaign by targeting a specific location and making it in-depth with potential audience set to capture the market of preferred areas upon Social Media Channels. Digital Mojo also created separate ad sets targeting listing Genders separately. This gave us a deeper penetration of our target audience.

Remarketing Strategy

Display Remarketingads was crucial for the overall engagement of prospect clients.

Device level

Digital Mojo considered a Mobile Ad campaign too to improvise on the target audience thereby optimizing the conversion further. Though there was an increment in expenditure, the Ad team was able to score an Optimal CPL, CPC, and other performance metrics while scaling up.

Metrics from Ads

• Increase in Conversion Pixel: 118%
• Improvement on ROAS: 37%
• Reduction in CPI: 57%

Summary :

• Engagement – Jan 2018
• Channels – Facebook, Instagram, Google
• Results – Zomato ratings from 3.8 to 4.2
• Page Engagement and increase in stride by 117%