Background

Plus size apparel store with a mission to serve Indian body type

Amydus brand was started in 2014 by Begin 101 Lifestyle, with one mission only, to make the latest fashion designed for Indian body type. Today brand is trusted by 50k+ customers and has offline presence too. 

AMYDUS is a brand that caters to the very much needed demand for ready to wear plus size clothing online in India. It is a niche brand that offers trendy women’s and men’s apparel in XXL, 3XL and other in-demand sizes. From Kurtis, dresses and bottom wear to tops, jackets and latest fashion arrivals, Amydus sells it all through leading plus-size stores in India.

Challenge

Marketing Automation, targeted Ad Campaigns & Optimization

  • Growing the subscribers’ list for sustainable revenue

  • Converting subscribers into buyers and retaining them for a higher CLTV 

  • Engaging anonymous visitors and retargeting them onsite

  • Identification and segmentation of customers based on their purchasing behaviour [high ticket spenders, low ticket spenders]

These key challenges for the brand were further divided into 

1) Marketing Automation  

2) Targeted Ad Campaigns & Optimization

“This was the moment where Wigzo and AdYogi came together and handled their respective domains for Amydus’ business case. The e-commerce marketing automation was undertaken by Wigzo and Ad campaigns were created from scratch & optimized by AdYogi.”

Let’s see how the two e-commerce services platforms pulled-off their end of commitment that led to an 89% revenue jump for Amydus. 

Solution

AdYogi for Amydus

Getting the brand ads approved by Facebook was the first challenge for AdYogi. The ads had to be positioned without sounding controversial or offensive in accordance with Facebook’s policies. 

AdYogi solved the 1) Niche Audience Targeting to bring in qualified prospects interested in buying plus size apparels, and 2) Ads Optimization once the ads were approved by Facebook’s strict guidelines. 

AdYogi’s prime focus was finding the ideal buyer persona for Amydus. The key was to expand the targeting based on existing plus-size fashion and traditional apparel buyers, strengthen brand recall and display visually impactful ads to the laser targeted audience. 

AdYogi’s ads strategy for Amydus was based on the following core pillars;

  • Targeting women between 25-45 years of age residing majorly in tier-1 cities as a large factor of them is located here. 
  • Leveraging highly engaged social media audience base for forming a lookalike audience for higher conversions.  
  • Retargeting audience with products they browsed on the website to increase brand recall and sales.
  • Promoting new and best-selling apparel collections to the engaged social media audience for boosted sales

This is How AdYogi Targeted & Optimized Ads for Amydus;

Since Amydus sells to a specific persona of apparel buyers, AdYogi optimized the ads, messaging and creatives to create an ad-audience fit. 

  • Positive lifestyle images that inspire confidence were used in the ad creatives
  • AdYogi’s feature for Optimized Adset Targeting helped promote Amydus’ products amongst women interested in weight-loss, freestyle and hippy fashion. It boosted relevance and brand-awareness among a broader audience base.
    Untitled design (13)
  • AdYogi's feature overlays made the products stand out from the crowd. It separated the ads from similar ones on Facebook. Price, strikethrough and discount overlays automatically updated themselves dynamically with respect to the products.
  • Creating ads is much easier with AdYogi’s Smart ads feature that uses smart rules like top-selling categories, most viewed products, new arrivals, etc., from the catalogue.
    Smart category product sets

Wigzo for Amydus

Wigzo, through its e-commerce intelligence and marketing automation tech stack for SMS and email, solved for 1) Growing Large Subscribers Base and 2) Deploying Automated SMS & Email Communication for 1:1 engagements and pushing more sales. 

Wigzo employed a unique approach for engaging the audience for Amydus. The key behind every broadcast (SMS & Email) and individual campaigns was to target those people who had clicked on the SMS or Email links sent by Wigzo’s Automated campaigns in the last 30-days, 60 days, 90 days, or 180 days.   

The key winning actions by Wigzo for Amydus included;

  • Leveraging automated monthly SMS broadcasts to onboard more and more targeted subscribers and push sales.
  • Pushing offers that convert well with ‘high-intent’ audience via automated and personalized email campaigns.
  • Implementing web push notifications for Amydus to capture anonymous site visitors and converting them into paying customers.

 

AdYogi's deployed ad campaigns brought in qualified traffic to Amydus’ website in parallel to Wigzo’s backend integration. 

The qualified traffic driven by AdYogi streamlined Wigzo’s customer retention efforts even further - complimenting the operations for AMYDUS mutually.

Result

89% Revenue Boost for Amydus

Outcome of AdYogi’s Strategy;

  • 33% Increase in conversion rate during the festive season
  • 14% Increase in average order value (AOV) achieved
  • Average Google PPC ROAS: 16x
  • Facebook ROAS: 10x to 15x during the festive season

Outcome of Wigzo’s Strategy

  • 150.5k Subscribers added
  • 145% increase in Transactions with a 58% increase in e-commerce conversion rate during the festive season
  • Clocking an 89% increase in revenue through SMS and Email campaigns during the festive season

Not only Amydus garnered more subscribers in a shorter time, but they also reduced their acquisition costs by optimizing campaign targeting and automating personalized customer engagements. Since then, the niche e-tail giant hasn’t budged from its usage of Wigzo as a marketing automation platform and AdYogi for all their successful campaigns. 

 

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