Making Bandhej a success online
Our Bandhej case study is a story of how we partnered with this iconic brand with a holistic & sustainable digital strategy.
Bandhej is a national apparel famous for its dedication to indigenous handcrafted fabrics, offering a range of traditional and contemporary clothing with an Indian sensibility. Over the years, they have created a unique design style and identity for the brand across the country – especially when it comes to women’s clothing.
The brand had successfully setup multiple physical stores across the country. The question to us was a simple one – how do we extend the Bandhej brand online? What does that entail? How do we leverage the goodwill the brand has built over the years and transfer it to a young, online audience?
Bandhej, while masters of their craft, product and delivery, were unaccustomed to social media and ecommerce space.
There needed to be a well thought out roadmap to building the online vertical for Bandhej – one that can attract new business but also for internal processes to keep up with this new environment.
What we did
Given the many valid apprehensions that Founder Archana Shah had, we decided to help take the first step with the starting of a Facebook page. By creating content that customers were waiting to see, we started increasing the reach and engagement of the Facebook page.
The results were astounding in the first 3 months. The page was very quick to reach 50K page likes but what was even more promising was the kind of engagement we saw on the page. There was a stream of positive feedback on the content. Along with it, there were 100s of comments of ‘where can I buy this online?’
Now that we had identified and built the right community for Bandhej online using the FB page, the need for ecommerce was established. It was time to execute and that’s what we did:
Designed & developed a robust e-commerce website
Created & started executing on an SEO strategy for ecommerce
Setup a performance marketing initiatives to drive new customer acquisition, orders & revenue.
We focussed our efforts a lot more on Facebook & Instagram to begin with since we had limited budgets and we knew the branding & recall value that these image rich platforms brought.
Bonoboz has been a true partner in getting us going on digital. I have relied on them for both counsel and execution on all our digital initiatives today – from social media to e-commerce – and can say with full confidence that it has been a wonderful & fruitful experience. Their team marries deep expertise in their domain with swift execution.Archana Shah Founder, Bandhej
As a long time partner of the brand and business for the last 6 years, we have been able to make the digital channel a significant one for business & growth at Bandhej.
Increased from 3 orders / week on average to 8 orders / day on average
Achieved an ROAS (Return on ad spend) of 5+ on average across channels. During periods, we have also achieved ROAS of 8+