Win with InMobi: Wakefit harnesses search advertising to garner 131% growth QoQ

Healthy sleep behaviour has become more important than ever before, given the hectic lifestyles and increased screen time today. The extensive search for comfortable sleep solutions, which gained momentum during the COVID-19 period, has continued long after the pandemic abated.

Wakefit, a leading D2C brand that offers sleep solutions and home furnishing, has successfully tapped into this growing consumer requirement in India. To meet consumers where they are, drive high-intent traffic to their website, and unlock sales by leveraging Search Engine Marketing (SEM), Wakefit partnered with InMobi and Microsoft Advertising.

Dipping into the IPL frenzy

Every year, when it comes to the Indian Premier League (IPL), the enthusiasm in the country soars high. IPL is the most watched cricket league in the world, in a country where the sport is considered nothing short of a religion, and is one of the most sought after sporting events with a huge following of cricket enthusiasts as well as occasional viewers. As a brand that truly understands the pulse of Indian consumers, Wakefit’s strategy involved launching a Search for Branding campaign right around the IPL.

Devising the Search for Branding Campaign

TheSearch for Branding campaign strategy involved devising targeted ad campaigns based on Wakefit’s extensive product offerings and target audience segments. By running separate, curated campaigns that were designed for various products and match types, the team had greater control over the campaigns. This helped the brand provide a curated experience to the search users based on their specific requirements.

To further boost the campaign performance, Wakefit focused on rigorous optimisation through weekly audits and keyword scrubbing to maintain relevance. Syndicate site optimisations and bid optimisation enabled Wakefit to place its ads on relevant websites and drive greater return on investment (ROI). By leveraging product features such as Expanded Text Ads, Responsive Search Ads, Action Extension, Sitelink Extension, Callout Extension, and Price and Structured Snippet Extensions, the brand made complete use of Microsoft Advertising’s SEM arsenal.

Wakefit’s campaign harnessed intent-based marketing by fuelling top-of-the-funnel impact. The brand’s partnership with Microsoft Advertising and InMobi led toan 80% increase in website traffic volumes on a quarterly basis, which consequently led to a growth of 71% in its revenues. Moreover, Wakefit saw a 10X growth in Return on Ad Spend (ROAS), month on month.

Additionally, Wakefit gained remarkable mindshare by owning the IPL-related keywords on Microsoft Search, which aided in building a brand recall among its audience. This made a significant impact with 44% of total traffic driven by Microsoft Search Advertising coming in from the search for branding campaign, which led to a few conversions as well. As a result of these campaigns, the brand saw a 131% growth quarter-on-quarter in overall search volumes on the Microsoft Search platforms.