Back To School Campaign

Back-to-school season is here! Kids are excited, but parents are juggling excitement with a little worry – how to make lunch breaks both nutritious and fun? This everyday struggle was the root to coming up with a special category on Madras Mandi app - Back To School.

Category Breakdown

a. Fresh Produce Combos: Chutney Sandwich Essentials, Veg Sandwich Essentials, Upma Essentials, Pasta Essentials, etc.

b. Fresh Fruit Options: From Mangoes to Blueberries, get all seasonal fruits in this category.

c. Snackies: Add a little fun to your tiffin boxes with flavored Makkanas, Millet cookies, and more.

CAMPAIGN GOAL

To be a part of the exciting transition from summer holidays to school adventures for both kids and parents.

As kids start their journey of the new academic year, and parents struggle with quick but fun lunch box ideas for their kids. Madras Mandi's Back-to-School category makes packing fun and healthy lunches easy.

CAMPAIGN MESSAGING

Convenience Redefined: Simplify back-to-school meal prep with our curated combos and fresh produce.
Nourish Little Minds: Fuel your child's growth with our wide range of fruits and healthy snacks.
A Taste of Home, Delivered: Experience the freshness and quality of home-grown produce, delivered to your doorstep.

IDEA

To introduce an in-app category to make the Back to school a fun experience for the kids, and give fun tiffin ideas for parents.

TARGET AUDIENCE

Parents of school-going children
Urban, tech-savvy individuals
Health-conscious consumers

CAMPAIGN APPROACH

To reach the target audience, the approach was to focus on the app users to get an higher conversion, keeping this in mind the media distribution focused on the following three things:

PUSH NOTIFICATION

Push notifications with fun and quick tricks targeted to redirect the users to the Tiffin Essential Category.

WHATSAPP MARKETING

Developing cohorts based on the user behaviour, age group segmentation and sending them a tailored message to communicate back to school category

IN-APP MARKETING

In-app visual communication in terms of banners, pop-ups and category deep-links to give direct access to the category.

SOCIAL MEDIA

Social media seeding with Influencer marketing, lunch box reels.

PERFORMANCE ADS

With communication based on quick fun recipes and tiffin essentials items along with the prices and availability. The performance ads were targeted to get app installs and get conversions.

IN-APP & WHATSAPP MARKETING : PROMOTIONS

SOCIAL MEDIA CONTENT

Campaign Performance

Purchase Rate

Users who visited the Back to school category, and proceeded to place an order.

1000

Daily active users (DAUs)

The campaign contributed to Users influx on the app via Whatsapp Marketing & Push notification.

Category Click Through Rate

Users who clicked on the category banners, deeplinks provided in performance ads & push notification.

*Based on the campaign performance from July 2024 to August 2024