Zoobop Case Study

300% INCREASE IN BOPS

INTRODUCTION

ABOUT

Zoobop is a first of its kind website and app that aims at making people’s personal care products’ shopping clean and green. They score personal care brands based on several aspects like synthetics used, recycle material, honesty, transparency and more. Through Zoobop, people can make more informed, eco-friendly choices while purchasing personal care products.

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CHALLENGE

The challenge for us was to increase the “bops” (checking the products to see what’s really inside. For instance, if you come across a personal care brand and want to know whether it’s eco-friendly or not, you can go to Zoobop’s website and bop that brand’s name to retrieve all the information on it) and attract more people to the website.

GOAL

The goals stood as
– Tap into an untapped market
– Attract more people to the website by targeting the right people using relevant creatives and communication.
– Get higher CTRs

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EXECUTION STRATEGY

When Zoobop came to us, we knew that they, being the first of their kind website and app, had the potential to tap into an untapped market. But, the key was to target the right people using relevant creatives and communication. For the same reason, we

– Did a lot of fine-tuning and testing
– Tested multiple targeting options such as

Showing ads to people who follow popular personal care brands and would be interested in coming across exclusive information on those brands

Showing ads to those who take a keen interest in global warming, are against animal cruelty, vegans, and people who follow causes related to health and humanity

Targeting beauty mavens and fashionistas, people who actively participate in fashion and beauty-related discussions and are outspoken.

Targeting different sets of audiences gave us insights into what was working and what was not, which helped us optimise our communication for each group and get the best results.

We also wanted to make the creatives used in the ads relatable so they can arouse curiosity among viewers, which thereby helps to get higher CTRs. To achieve this, we started AB testing different options, like putting the most popular products on the creatives and mentioning their negatives and positives.

Showing comparison of different products
Adding relatable stories on creatives

This strategy helped us get the results we were expecting, hence a 300% increase in bops!

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.