How SellerCircle Drove TrueFrog's Diwali Success with targeted

AMC Audience Solutions

20% increase in Brand Search

6.56% ROAS Achieved

Brand Overview

TrueFrog, a fast-growing beauty brand, specializes in curly hair care products made with clean, eco-friendly ingredients. With the Diwali shopping season approaching, TrueFrog joined forces with SellerCircle to boost sales and reduce cart abandonment by targeting the right audiences with timely, festive offers.

Objectives

1

Re-engage users who had shown interest but hadn’t completed a purchase, using exclusive Diwali discounts as a nudge

2

Bring back past customers with fresh offers to encourage them to repurchase during the festival.

3

Reach high-intent shoppers searching for popular beauty keywords, expanding TrueFrog’s visibility and relevance in the festive season.

Strategy

1. Retargeting Lapsed Shoppers with Festive Incentives

Audience Segments

Cart Abandoners (Last 90 Days):

This segment included shoppers who had added TrueFrog products to their cart but didn’t check out. They had shown clear interest, making them more likely to complete a purchase with the right nudge.

Past Customers (Last 365 Days but Not in Last 90 Days)

These were previous buyers who hadn't returned recently. Reaching out to them with special Diwali deals was a great way to bring them back to TrueFrog.

Targeting and Incentives

Cart Completion Offers:

We targeted cart abandoners with limited-time discounts and bundle deals , using messages likes "Your Diwali Deal Awaits - Complete Your Purchase Today!" to rekindle their interest.

Loyalty Discounts for Past Buyers:

Ads for previous customers featured messages like "Celebrate Diwali with TrueFrog! Special Savings Just for You", emphasizing festive savings as a thank-you to loyal customers.

Channel Strategy

Ads were served on Amazon-owned platforms as well as third-party sites, ensuring that TrueFrog stayed top-of-mind

2. Keyword-Based Campaigns to Capture High-Intent Shoppers

Audience Segment

This approach focused on users who had interacted with specific keywords related to curly hair care but hadn't made a purchase yet. We targeted keywords such as "curly hair products", "curl care", "leave-in conditioner", and "curl shampoo" that resonated with TrueFrog' offerings.

Targeting Strategy

Through Amazon DSP, we retargeted these shoppers with Diwali-themed creatives that echoed their search intent. Ad copies included messages like:

- "Get your curls ready this festive season"
- "Diwali curls with TrueFrog - Perfect for the celebration"
- "Nourish your curls this Diwali with TrueFrog"
- "Celebrate Diwali with flawless curls - Try TrueFrog today!"

Festive Offers

The ads highlighted limited-time Diwali promotions , motivating interested shoppers to take advantageof the deals before the festive period ended.

Execution

With the strategy in place, SellerCircle focused on timely and targeted execution across multiple platforms

Creative Execution Across Platforms

Amazon-Owned Platforms

Our ads on Amazon were visually rich with festive banners, product highlights, and clear discount labels, urging shoppers with CTAs like "Shop Now for Diwali Savings" and "Diwali Deals Ending Soon".

Third-Party Sites

On other sites, our creatives maintained TrueFrog's brand voice and focused on creating brand awareness, with messages like "Discover TrueFrog's Diwali Deals on Curly Hair Care", inviting new users to explore the brand.

Results

SellerCircle's targeted Diwali campaign delivered exceptional results:

Brand Search Growth

Branded searches grew by 20% for TrueFrog during the campaign, showing a significant boost in brand awareness.

Total Spends

₹20,704.31, strategically allocated to reach high-intent audiences effectively.

Total Product Sales

Generated ₹135,879.23 in sales during Diwali, reflecting a high conversion rate thanks to the targeted offers.

Sales ROAS Delivery

Achieved an impressive Return on Ad Spend (ROAS) of 6.56%, highlighting the cost-efficiency & impact of the festive campaign

Conclusion

By harnessing Amazon Marketing Cloud's audience solutions, SellerCircle crafted a strategic Diwali campaign that brought back interested shoppers, encouraged loyal customers to return, and attracted new users searching for curly hair care products. With a mix of timely discounts, festive creatives, and targeted messaging, TrueFrog achieved exceptional results and strengthened brand recall during one of India's most important shopping seasons.