Grand Orange Bag Days: Grofers receives 10% higher consideration for its sale

Online grocery shopping is steadily finding an increased number of takers in the country. Currently, the online grocery space is seeing a lot of action, with established players reaffirming their stronghold and newer entrants gaining ground.

According to a Redseer report, the online grocery market in India is expected to touch a value of over $10.5 billion by 2023*, with 64% of shoppers expected to opt for online grocery stores over physical ones this year.^ 

*Source

^Source

Online grocery store Grofers has already emerged as one of the biggest players in the segment since its inception in 2013. Already popular among its customers with its competitive prices and offers, Grofers needed to push the envelope with its Grand Orange Bag Days sale. The objective was to establish the campaign as the biggest grocery sale in the country.

The grand task

In a crowded space, where grocery shoppers always have several options thanks to various discounts, Grofers had to establish its sale as the most irresistible one. Partnering with Disney+ Hotstar to reach its audience on digital was the next logical step.

Grofers’ campaign goal was to reach approximately 60% of its target audience on Disney+ Hotstar with an average completion rate of over 90%. Disney+ Hotstar put forward an intensive strategy to achieve the objective.

To create a pre-sale buzz, the online streaming platform built high-impact reach through an extensive midroll video inventory. It targeted an audience between 25-44 years of age in 11 key cities.

Sale days saw extensive content integration featuring protagonists from Yeh Rishta Kya Kehlata Hai and Mayur Pankhi – the top Hindi and Bengali shows, respectively – on Disney+ Hotstar. The strategy was two-pronged:

• First, the OTT platform ran 20-second midrolls during the shows to create buzz during the days of the sale.
• Next, Disney+ Hotstar ran top show sponsorship brand slates to push the top-of-mind recall as well.

Bagging it

The campaign delivered over 36 million mid-roll and 8 million brand slate impressions. Further, it saw an uptick of 10% in terms of consideration for Grofers, as compared to its competition. The campaign garnered a similar uptick of about 7%, where consumers associated Grofers as the go-to brand for the best grocery deals.

In a segment that is driven heavily by deals and discounts, Grofers’ message – Supersavings ka Supermarket – saw an impressive rise of 6% in recall.

Partnering with Disney+ Hotstar proved to be a fruitful one for Grofers, with the numbers testifying to the campaign’s success!