- Operating in a fiercely competitive business environment, Love Pangolin increased its digital marketing spends to boost sales but was unable to get the returns it wanted.
- In just 30 days, Alavi.ai was able to help the brand overcome its challenges with scaling by analyzing marketing data and identifying Love Pangolin most profitable audiences.
Love Pangolin is an Indian e-commerce company focused on developing products that make the world safer for both people and wildlife. As part of its commitment to this cause, the company donates a portion of its revenue to funds like the Pangolin Crisis Fund, which works to save pangolins, one of the most trafficked mammals in the world.
Love Pangolin’s most famous offering is ‘The World's Most Comfortable and Thoughtfully Designed Mask.’ And what sets them apart is the use of HealthGuard’s AMIC anti-viral textile finish and hemp in the filters of its face masks. Hemp, apart from being one of the strongest and most durable natural fibers, is also antibacterial and hypoallergenic. For a superior design and fit, every Love Pangolin mask has adjustable components, such as nose and ear clips for secure sealing, as well as 3D-memory nose-foam, and additional safety features, such as a travel pouch, so every mask can be stored securely when not being used.
A Very Competitive Landscape
When the COVID-19 virus started to spread across the world, the demand for face masks grew exponentially. Even businesses that never produced or sold face masks before, chose to pivot and start producing masks too. This meant that Love Pangolin, despite having a superior offering, faced fierce competition. To build its brand and boost sales, the company increased its digital marketing spends. Unfortunately, this did not achieve the growth it wanted, and the company saw its advertising returns diminish. This was an issue that needed to be resolved quickly.
The Love Pangolin team knew that to better understand why their ad spends were not bringing them the returns they wanted, they needed to deep dive into their conversion and web traffic data. The team needed to understand and identify which audiences are most likely buy masks from their brand and not others. However, to this kind of a deep dive is almost impossible to do manually, and the team searched for technology that could help them go beyond the target audiences and optimization workflows that they knew worked well. Their aim was to find technology that could help them grow and scale with confidence and not fear, and this search is what led them to Alavi.ai.
Giving AI & Data Science a Go
Alavi is a digital marketing management application that helps digital marketers save time and scale marketing campaigns. After than introductory conversation with the Alavi team, Love Pangolin quickly realized that Alavi could help the brand:
- Find the right audiences to target at every level of the marketing funnel; and
- Quickly identify problems and opportunities at the campaign, ad set and ad level to avoid issues like ad spend leak.
Convinced that Alavi could make a difference, Love Pangolin signed up for an Alavi free trial in February 2021, and they saw a significant improvement in their targeting and returns at all levels of the marketing funnel.
How Alavi.ai Did It
After Love Pangolin connected its Google Analytics and Facebook Ad Manager accounts to Alavi, the application started analyzing the brand’s tracked conversion and web visitor data. After three days of processing, Alavi.ai gave the brand insights and recommendations for targeting the right audiences at each level of the marketing funnel (top, middle and bottom).
Using Alavi’s “Expand” function Love Pangolin was able to find new audiences to target and increase visitors to its site. The new audiences Alavi identified had a predicted conversion rate and average order value that were higher than the brand’s site average. For example, Alavi.ai identified “Movie Lovers” and “Business Professionals” as new audiences for Love Pangolin, which the digital marketing team was able to then use in their campaigns to drive high quality traffic to the site.
Alavi’s “Expand” function also found remarketing audiences with a higher probability of converting and spending more on the Love Pangolin site. An example of this was “Travel Buffs”, which was a profitable remarketing audience that went beyond the remarketing Love Pangolin had used before. With these recommendations, the brand significantly improved its mid-funnel campaign returns.
In addition to this, Love Pangolin bottom funnel results got a major lift thanks to Alavi’s “Retain” function. Like many other brands, Love Pangolin knows their loyal customers. However, with Alavi.ai, the brand was able to identify which loyal customers were most likely to engage or make another purchase in the next 30 days. This resulted in the creation of several high performing campaigns that drove repeat business and maximized marketing spends.
Results in 30 Days
During the free trial of Alavi.ai, Love Pangolin used the application’s artificial intelligence and data science capabilities to address the challenges it faced when trying to grow by increasing its ad spends. With Alavi.ai, the brand was able to scale its top, middle, and bottom marketing funnel campaigns without fear as marketing returns consistently improved.
In just 4 weeks, Love Pangolin’s marketing campaigns that used Alavi’s insights and recommendations achieved a return on ad spend (RoAS) that was 50% higher than campaigns that didn’t use them. The team was also not only impressed by the results, but they were also impressed by the dedication and responsiveness shown by Alavi’s Customer Success Managers and Support team. The brand is now very excited to continue growing with Alavi’s unique technology and expertise.
“It was really easy to connect to and work with the Alavi team. All meetings with our Customer Success Manager have been useful and informative because they are data-driven, focused and concise.”
- Founder, Love Pangolin
The Future for Love Pangolin
Given the success of Love Pangolin’s masks, the brand will be expanding its product portfolio to include casualwear and is excited to use Alavi’s insights and recommendations to market its upcoming product lines.