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Snapdeal is an Indian e-commerce company offering an assortment of millions of products across diverse categories from over 300,000 sellers.
The platform provides a wide range of products including various categories such as clothing, electronics, furniture, home decor, kitchen appliances, and more. The company's mission is to create life-changing experiences for small businesses in India by providing them with a platform to sell their products to consumers across the country.
The primary aim of the product refund campaign was to enhance the product reviews of five different brands: Nova Nova, True Kind, The Good Bug, Lisen, and Good Monk. The brands had recently launched their products on leading online platforms such as Amazon and Flipkart. They wanted to boost their online visibility and credibility by increasing the number of product reviews. Each brand set specific targets for the number of reviews they wanted to achieve.
The main challenge faced was the brands' unrealistic expectation that 100% of the reviews would go live. Each of the e-commerce platforms has a different system and algorithm to verify and authenticate reviews before publishing them. These algorithms check for various factors such as review content quality, potential bias, and user history to ensure the review's credibility. Due to these factors, not every review submitted goes live. Therefore, it was a significant challenge to manage the expectations of the brands and ensure that as many reviews as possible went live.
To tackle this challenge, the campaign was strategized to target common people and nano influencers for reviews rather than mega influencers or product reviewers. The idea was that common people had a higher chance of their reviews going live as they were less likely to be flagged for potential bias.
This was done using Wobb’s search function, by setting the follower criteria to 2,500- 10,00 across categories of the aforementioned brands like food, health & wellness and skincare..
The product refund campaign was successful, with more than 1200+ reviews being submitted across the five brands. Out of these, approximately 77.3% of the reviews went live. Although this was less than the 100% the brands initially expected, they understood the reasons behind this and were satisfied with the result. The campaign led to enhanced product visibility and credibility, leading to an increase in sales. .
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