Neeman’s is a direct-to-consumer footwear brand that’s changing the way we wear shoes. As the first Indian footwear brand to use naturally renewable and sustainable fiber to create highly comfortable and durable footwear. Its unique shoes, the ReLive Knit Sneakers made from recycled PET bottles, or the Merino wool Joggers and Loafers made with exclusively sourced Merino Wool from Australia, are truly disrupting the Indian footwear space.
On a mission to revolutionize the footwear category, Neeman’s was looking for a partner to help grow the company by expanding their brand and performance marketing initiatives. Neeman’s decided to team up with Criteo to help them run new always-on Commerce Growth campaigns.
Bringing sustainable footwear to new and long-term customers
At the start of Neeman’s partnership with Criteo, the brand identified their target audience as young men (25-45 years old) who have high to very high spending power. Customers can purchase Neeman’s products through the brand’s website, social media platforms, and marketplaces such as Flipkart. To generate more sales across these channels, Neeman’s tapped into Criteo’s Commerce Growth capabilities, including the launch of always-on acquisition and retention campaigns. With the campaigns, Neeman’s was able to powerfully engage more customers browsing the open internet.
The always-on acquisition campaign focused on increasing brand awareness among new customers through delivering personalized video ads across their customer journeys. With Criteo’s quick to launch prospecting and in-market audience solution, which leverages the world’s largest commerce media dataset, Criteo was able to identify and engage high-intent, high-spending power footwear audiences who are a good fit for the Neeman’s brand.
The always-on retention campaign focused on re-engaging audiences who had already been exposed to Neeman’s video ads, as well as users who visited the brand’s website within the last 60 days. With Criteo’s creative and product recommendation capabilities, the campaign personalized branded dynamic ads to each shopper based on real-time catalog data and predictive intelligence.
Further, the campaigns tapped into customers’ open web shopping intent data. This allowed Neeman’s to deliver product recommendations that were based on more than just best sellers or recently viewed products.
Earning strong performance results
As a result of the always-on acquisition and retention campaigns, Neeman’s increased their video completion rate by +65%, saw their platform sales rise +88%, and generated a +68% lift in revenue compared to using display ads alone.
“The ability to reach out to the relevant in-market and competitor audiences in an ever-growing digital space and then retarget users accurately is something that’s most exciting.”
“Neeman’s is in a high growth phase, which makes a two-fanged approach important – to acquire new customers as well as reaching out to existing customers. As a direct-to-consumer brand, while the focus remains to be on performance marketing, brand awareness is also crucial to our growth in coming years. Hence, we have a practice of establishing ourselves by actively running always-on brand campaigns,” shared Taran Chhabra, Founder of Neeman’s.
In the future, Neeman’s is planning to diversify by increasing their SKUs. To help expand the company’s growth, Neeman’s will continue to work with Criteo to leverage their commerce media data for increasing their share of voice by reaching out to in-market customers.
