Summary
Udaan - How an App became the Small Retailer's Wingman
Challenge
How do we convince India's 50 million small retailers to break their offline buying habits and shop online with Udaan? WE HAD TO EARN THE TRUST OF TRADITIONAL, RISK AVERSE SMALL RETAILERS, WHILE CONVINCING THEM TO BREAK WITH THEIR TRADITIONAL BUYING HABITS.
Objective
Earning the trust of small retailers and convincing them to try something new would be a slow and complex journey so we kept our objectives realistic: 1. Raise awareness of Udaan amongst small retailers. 2. Persuade them to download and register on the app. 3. Increase app engagement to drive familiarity with the platform (the more familiar they got, the greater the chances of them buying something). 4. Get small retailers to transact on the app.
Strategy
Neighbourhood envy is the perfect motivator to spur behaviour change. In the close-knit community of neighbourhood retailers, where competition is intense, if one retailer enjoys success, his competitors become envious and are curious to uncover and replicate his secret to success. This unique small retailer insight brought alive our idea in an engaging and impactful narrative, while addressing the fears of small retailers.
Data
OUR CAMPAIGN RESULTED IN A MASSIVE INCREASE IN SALIENCY AMONGST SMALL RETAILERS ACROSS INDIA, AS UDAAN WITNESSED A WHOPPING 92% INCREASE IN BRAND AWARENESS APP DOWNLOADS DOUBLED AFTER JUST ONE CAMPAIGN MONTH ON MONTH REGISTRATIONS DOUBLED POST OUR CAMPAIGN WE ACHIEVED 87% INCREASE IN VALUE OF GOOD SOLDS ON THE UDAAN AP UDAAN'S VALUATION INCREASED FROM USD 2.3 BILLION IN 2019 TO USD 7.5 BILLION IN FEBRUARY 2020
Solution
STEP 1 Pankaj Tripathi, known for his portrayal of real, rooted, small town characters proved a believable Udaan advocate – one happy to share his business secret with his fellow retailer. From choice of celebrity, to talking munafa (profits), to using the term ‘shutter' in our creative expression, a conscious effort was made to use language and symbols retailers were familiar with and could relate to
Results
AS UDAAN WITNESSED A WHOPPING 92% INCREASE IN BRAND AWARENESS APP DOWNLOADS DOUBLED AFTER JUST ONE CAMPAIGN MONTH ON MONTH REGISTRATIONS DOUBLED POST OUR CAMPAIGN
