Awareness to e-commerce dominance.
A three-phase funnel that took a little-known houseware brand to a household name and made its online store its most profitable channel.
Apollo
Houseware Steer Media · Case Study
Houseware Steer Media · Case Study
At a glance: the programme in numbers.
| Programme | 360° marketing and e-commerce, run as a three-phase funnel: reach, pursue, convert |
| Channels | OOH, in-store signage, delivery-truck branding, a sponsored show on a major food channel, product films and animation, kiosks, exhibition stands, paid and organic digital |
| E-commerce sales | 1.6M PKR per month from funnelled paid campaigns |
| Ad spend | 300,000 PKR per month |
| Return on ad spend | 5.3×, making it Apollo’s most profitable channel |
| Social reach | 1M per month across the brand’s channels |
| Website traffic | 73.9K sessions and 266.9K page views per month, roughly 3.6 pages per session |
| New visitors | 46.9K new users per month; 79.8% of all visitors were arriving for the first time |
| Paid social | 200K new likes, and 20% audience growth in a single month |
(The challenge)
Build a household brand. Then sell direct.
Apollo needed two things at once: awareness broad enough to make it a household name, and an online store profitable enough to carry the business.
(The solution)A funnel-based approach
Three phases, one descent.
01Reach: building awareness
Organic and paid digital alongside OOH, in-store signage, delivery-truck branding and a sponsored show on a major food channel.
02Pursue: building trust
Product films and animations, plus cohesive creative for kiosks, exhibition stands, billboards and Apollo's international accounts.
03Convert: direct action
Targeted campaigns moved the nurtured audience to the bottom of the funnel, with the e-commerce platform as the engine.
(Key results)Per month
Explosive website and social growth.
1MSocial mediaMonthly social reach across the brand's channels.
46.9KNew users79.8% of total visitors were arriving for the first time.
73.9KSessionsWebsite sessions per month.
266.9KPage viewsRoughly 3.6 pages per session, so visitors stayed and browsed.
(E-commerce performance)Per month
Apollo Houseware
300K in. 1.6M out.
1.6MSalesPKR generated per month by funnelled paid campaigns.
5.3×Return on ad spendOn a monthly spend of 300,000 PKR. The store became Apollo's most profitable channel.
200KNew likesAdded from paid campaigns.
20%IncreaseAudience growth in a single month.
(Outcome)
From billboards to the basket: one brand, and a store that pays for itself five times over.