Opportunity: Capturing Cravings at the Right Moment
The Biryani Kit isn’t just a product—it’s an experience that’s triggered by a craving, an occasion, or a moment of indulgence. However, traditional quick-commerce ads were falling short of creating that moment of intent. While platforms like BlinkIt made the product easily available, they weren’t necessarily driving new demand. The challenge was clear: how do we turn a passive audience into active buyers, ensuring that the mere sight of a Biryani Kit could translate into an instant purchase?
Solution: A Shift from Discovery to Demand Creation
Rather than waiting for consumers to search for a Biryani Kit, we needed to make them crave it.
The campaign strategy hinged on three key pillars:
- Insight-Driven Approach: We recognized that demand had to be built, not just captured. The campaign needed a visual cue that would bridge the gap between craving and action.
- Leveraging BlinkIt’s Quick-Commerce Model: Instead of relying solely on BlinkIt’s internal promotional efforts, we expanded our reach by running the campaign on Meta (Facebook & Instagram). This ensured we weren’t just waiting for intent but actively creating it.
- Seamless Integration for Instant Conversions: The campaign was designed to trigger an immediate response, leading users directly from a visually compelling ad to a one-click purchase on BlinkIt. This minimized friction and capitalized on impulse buying behavior.
Outcome: A Recipe for Success
The results spoke for themselves:
14,000+ kits sold, marking the highest-ever sales milestone for the product.
Increased engagement and ad recall, reinforcing the power of
visual cues in driving quick-commerce purchases.