VAC campaigns drove 191% incremental transactions along with a 300% increase in conversion rate of Discovery Campaigns

Context

SUGAR Cosmetics is one of the fastest growing cosmetic brands in India. While Discovery campaigns have been pivotal in driving revenue for them, SUGAR Cosmetics wanted to tap into Video as a platform to drive top of the mind awareness as well as revenue for the business.

Objective

SUGAR Cosmetics wanted to increase the transaction volume and expand their online presence to new inventories without affecting their existing discovery campaign’s efficiency.

Approach

A Video Action Campaign was launched with first-party audiences reaching out to the key demographics across India through YouTube search, YouTube videos and the Display Network to maximize reach. The VAC campaign helped us reach the most valuable customers across channels and improve acquisition costs while optimising for new customers. Discovery campaigns were run simultaneously with first-party and custom audiences to drive action with relevant and customised ads. We reached out to high intent audiences while experimenting with engaging creatives that focused on SUGAR Cosmetics’ USPs.

Client Testimonial

“Using VAC campaigns, Merkle Sokrati was able to enhance our existing Discovery campaigns. It was great to see this strategy yield good results for us and help us drive significantly higher sales numbers.”

Aakanksha Cheema

Senior Manager, Sugar Cosmetics

Agency Testimonial

“SUGAR Cosmetics is one of the fastest-growing cosmetic brands in India. While Discovery campaigns have been pivotal in driving revenue for them, SUGAR Cosmetics wanted to tap into Video as a platform to drive top of the mind awareness as well as revenue for the business.”