Case Study: Flipkart

VEVE drives

incremental

customer growth

for Flipkart using

unique on-device

mobile ads

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Key outcomes

200 mn

customers reached

50%

user transactions from newly acquired customers

higher Click-through Rate (CTR) as compared to the industry average

About the brand

Flipkart, one of the leading e-commerce marketplaces, was launched in 2007. It offers over 80 million products spanning across 80+ categories. These range from electronics, fashion, travel, groceries, and more.

The story

India’s e-commerce market grew from $50 billion in 2018 to $64 billion in 2020^[1]. The rising smartphone penetration and the convenience of purchasing products online amid lockdown restrictions resulted in this growth. With users growing increasingly accustomed to e-commerce platforms, the industry is predicted to further expand to $188 billion by 2025^[2].

The challenge

Customers’ shopping behaviour has changed in the recent past. They have grown increasingly dependent on e-commerce retail platforms to shop for items ranging from groceries to apparels to home décor and electronics. In order to fulfil these demands, Flipkart wanted to take on an innovative approach to advertising.

Campaign objective

The brand wanted to acquire new customers in tier 2 and tier 3 markets and upsize its existing customer base. In order to augment its reach, the brand was on the lookout for alternate media inventories, beyond search and social media.

The campaign communication needed to be dynamic, location-specific, and contextual to drive high-quality reach.

The solution

VEVE enabled Flipkart to extend its reach to over 90%+ Indian smartphone users through unique on-device placements across:

Multiple touchpoints on mobile handsets (OEMs) including Samsung, Oppo, Vivo, Gionee, Jio, and more
Internet browsers including Bharat Browser, Super Fast Browser and Magtap

The product-first ads were highly engaging and location-specific. The campaign ran successfully through VEVE’s innovative ad formats including:

Tiles ads were placed natively on browser start pages of all mobile OEMs and browser partners, across the country. The ads directed highly interested customers to relevant product pages on the brand’s mobile site based on their state and city.
Notifications ads were used to promote Flipkart’s offerings on the mobile’s lock screen. Deploying location data, customers were contextually targeted from different regions, with relevant product-driven communications.
Impact ads were leveraged to promote Flipkart’s banners on mobile OEMs’ default apps.

Using these on-device mobile ads, VEVE enabled Flipkart to reach over 200 million customers, who were depending on online delivery for their daily needs.