Walmart-owned Flipkart onboards Inqnest to fuel a Billion Dreams!

ABOUT CLIENT

Walmart, a global retail powerhouse, expanded its reach into India by acquiring Flipkart, merging its retail expertise with Flipkart's e-commerce innovation. This partnership has fueled Flipkart's growth, driving initiatives like the Big Billion Days event to new heights, setting industry benchmarks in the Indian retail market.

Flipkart, a leading e-commerce giant in India valued at USD 40 billion as of 2024, is owned by Walmart and known for its extensive range of products, from electronics to fashion. The Big Billion Days (BBD) was envisioned as Flipkart’s marquee retail sale event, aimed at revolutionizing the Indian e-commerce landscape.

THE CHALLENGE
Launching the Big Billion Days was a monumental task for Flipkart. The objective was to create a blockbuster event that would captivate a vast audience, set new sales records, and establish BBD as a hallmark event in the Indian retail calendar. Flipkart faced the daunting task of ensuring flawless execution under tight deadlines. Maintaining the secrecy of the offers was crucial, as the specifics were disclosed to the internal team only shortly before the event. This necessitated the creation of over 1500 unique creatives within 24 hours. Additionally, Inqnest needed to secure prominent advertising spaces and devise innovative ad strategies to guarantee that the Big Billion Days made an unforgettable impact and appeared larger than life.

WHY INQNEST?
Flipkart chose Inqnest, a top-tier creative and performance marketing agency, for their innovative approach and proven track record. Inqnest's expertise in creating compelling narratives, powerful creatives, and impactful PPC strategies made them the ideal partner to launch BBD successfully.

THE SOLUTION
Inqnest executed a multi-faceted strategy that addressed Flipkart’s complex needs, combining creativity, precision, and technological innovation:

1. Creative Development and Execution
   • Inqnest produced over 1500 unique creatives across multiple platforms, ensuring each creative was optimized for various formats, including Facebook, Instagram, YouTube, and display ads. These visuals featured interactive and immersive elements such as Meta Canvas Ads, which were introduced for the first time in Asia during this campaign.
   • The team managed a rapid creative production cycle with the support of automation tools to streamline the creation of ad variations, ensuring content quality remained high despite the tight deadlines.
2. PPC Strategy and Execution
   • A key element of the strategy was targeted PPC campaigns. Inqnest used data-driven insights to tailor ad placements, targeting high-intent audiences through Google Ads and social platforms. These PPC campaigns focused on prime shopping demographics, with A/B testing deployed to refine targeting, bidding, and creative effectiveness throughout the campaign.
   • Inqnest deployed programmatic ads to automate bidding, helping Flipkart achieve both reach and cost-efficiency. Real-time data was used to continuously optimize performance and maximize ROI, contributing to the $100 million GMV in just 24 hours.
3. Social Media Optimization and Marketing
   • Inqnest implemented a social media blitz across platforms like Facebook, Instagram, and Twitter, using dynamic ad placements and interactive content to generate buzz.
   • The team facilitated strategic influencer partnerships, activating high-visibility creators to promote the event in engaging, organic ways. These partnerships helped amplify Flipkart’s reach and contributed to a significant spike in user engagement during the sale.
   • Leveraging Inqnest’s expertise in social media optimization, engagement on posts increased by 80%, helping drive organic reach and community participation.
4. Email Marketing and Customer Engagement
   • Inqnest also developed a tailored email marketing campaign that capitalized on Flipkart’s customer segments. Personalization was key, with emails targeted to user purchase behavior, past shopping interests, and Big Billion Days-specific deals.
   • These campaigns saw higher-than-average open and click-through rates, converting leads into sales with timely offers and product recommendations.
5. CRO and Data-Driven Insights
   • Inqnest deployed conversion rate optimization (CRO) techniques across the landing pages and e-commerce funnels, improving the overall user experience. This resulted in faster checkouts, reduced cart abandonment rates, and ultimately more conversions.
   • Robust analytics allowed the Inqnest team to provide real-time data and performance insights, making it easier to adjust bidding strategies, creatives, and messaging on-the-fly.

RESULTS
The collaboration led to a phenomenal $100 million GMV in the first 24 hours of the sale. Flipkart sold 10 laptops and 2 iPads every minute, and reached 100,000 mobile phones sold by the end of the day. Lifestyle category sales saw an 8x increase compared to the usual business. In total, Inqnest developed over 1500 multi-platform creatives, setting new benchmarks in the Indian retail industry and demonstrating the transformative power of their customer-centric marketing approach. The success of the Big Billion Days established it as the biggest annual retail event in India, recognized globally as a model for effective digital marketing campaigns that have reshaped the e-commerce industry.

ADDITIONAL HIGHLIGHTS

• Logistics: Flipkart delivered 10 million shipments in five days.
• Customer Reach: The event saw a significant increase in digital payments, with more than 55% growth in transactions.
• Sales Impact: Premium smartphone sales grew by 3.2 times, driven by brands like Apple and Samsung. Electronics category sales doubled, with high demand for laptops, desktops, and audio devices

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