Carousell Limited - Everyone Wins on Carousell
Company Name: Carousell Limited
Project Name: Everyone Wins on Carousell
Project Summary
Buying online is a transactional experience - where e-commerce companies push people to buy more and more. However, on Carousell, we often emphasize the human aspect of buying; whilst made easy with technology, it is a human-to-human experience that can make more possibilities for everyone. When a buyer and a seller transact on Carousell - it opens up many shared possibilities - whether it's getting a good deal, or selling to declutter - both sides win and you’d never know what can happen.
The Everyone Wins campaign successfully delivered against the key objectives of driving awareness and consideration for Carousell. We not only hit our brand goals, but also superseded them and saw an awareness lift of +13% and consideration lift of 14%.
Beyond the numbers, it also helped to position Carousell as a two-sided-marketplace - that differentiates us from e-commerce brands. The campaign is centred around showing how everyday people can buy and sell and make possibilities for each other. Hence, video was a key creative medium we chose, and YouTube was an instrumental channel. It not only helped to drive awareness and brand lifts - it also helped bring those stories to life.
Background
Objectives and challenges:
Business objective:
To increase monthly active users, number of casual seller listings and transactions.
Marketing objective:
To get online buyers in Hong Kong to consider Carousell.
How?
Differentiating ourselves from e-commerce competitors by elevating the Carousell brand from transactional to aspirational and re-imagining the possibilities through the ‘Everyone Wins’ campaign.
Objective
Brand metrics (Key KPI)
To increase brand awareness by +5% and consideration by +5% points
(measured by a study done by Kantar with online buyers)
Business metrics
- To increase web and app visitors to Carousell by +10%
- To increase weekly active users on Carousell, first-time listers and transactions directionally
Execution
The big idea: Everyone wins
Possibilities multiply and everyone wins when people come together. Here at Carousell, winning can be as simple as both sides getting a deal. Or as profound as new connections and realising ambitions.
Brand film to bring the message to life - we launched a brand film showing how an exchange on Carousell can lead to greater possibilities. We meet Adam, an aspiring chef who needs a cast iron pot, and Aunty May a collector of all things vintage.Thanks to an old pot, Aunty May and Adam find themselves not only exchanging recipes but making a new friend on Carousell too.
Result
(i) Brand metrics (key KPIs)
We saw significant lifts in awareness and consideration of Carousell from various brand trackers we ran.
Awareness +13% uplift, Consideration +14% uplift (Source: Carousell brand tracker - study done by Kantar with online buyers).
Awareness +4% uplift, Consideration +4.9% uplift (Source: YouTube Brand Lift studies).
(ii) Media metrics
The campaign generated 6.5 million reach, 34 millions impressions and ~106,000 clicks.
The campaign creatives did not only drive reach, but was also effective in driving traffic.
On YouTube - we drove healthy CTRs- Non-skippable ads (15 seconds) drove a CTR of 0.25% which is higher than e-commerce benchmarks of 0.18%.
We drove 5x more efficient sign-ups - during the campaign period, Cost-per-sign-up was 5x cheaper than Carousell’s historical benchmarks.
More searches for Carousell during the campaign period - Branded keyword search impressions increased by +5.8%, and branded keyword search clicks (organic) increased by +5.05%.
Other broader business impact:
(i) We saw significant uplifts in web and app visitors during the campaign period.
Web visitors to Carousell homepage: Pre-to-post-campaign change: +20%, YoY change: +79%
App visitors to Carousell homepage: Pre-to-post-campaign change: +3%, YoY change: +25%
(ii) We also saw a significant increase in In-app metrics
Increase in weekly active users - Pre-post campaign change: +1.36%, YoY change: +36%
Increase in first time listers - Pre-post campaign change: +2.33%
Increase in daily average transactions - Pre-post campaign change: +0.9%, YoY change: +12%
