Video Marketing Story: Taglr’s “Champak and his favorite white shirt”

Creating an Ad film is always challenging and all kinds of businesses realise this in due time. There are so many things which need to be right to make an effective Ad campaign. 

Taglr, a 3 year old startup got it right at a very early stage. Moreover, the campaign was completely conceptualised and produced in house. 

Read on to know the story behind their video marketing campaign as we interacted with Rohit Saha, Senior Marketing Manager at Taglr

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1. What was the business objective behind ‘Champak and his favorite white shirt’ video marketing?

With the current boom in online shopping and millions of products to choose from, a shopper has been confused further. The objective of this launch campaign was to convey Taglr’s primary USP in a simple, fun and effective way, which is to make online product search streamlined. Taglr simplifies the shopper’s journey with a smart search and enhanced browsing experience, enabling them to enjoy the feeling of product discovery and re-ignite the traditional excitement for shopping. 

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2. How did you conceptualize and execute it?

Studying the success rate of ad campaigns that are content-driven and hold some novel ideas, we wanted to create something that speaks the language of the Internet today; humor. Simply said, we wanted to make something that would make us laugh and share with our friends. The ads were conceptualized and executed with the efforts of Taglr’s in-house creative department. Right from conceptualizing, writing, directing to the post-production process, the entire campaign was created and materialized in-house.  We used our office space to create the set and shot the films on a Red camera. 

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3. What was your video distribution strategy?

Given the youthfulness of the brand, and how that got projected in the ads naturally, our distribution strategy mainly focused on the web, especially social media. The Internet being the right place to connect with our TG, we ramped up our ads on Youtube, Instagram, and Facebook, reaching the right demographic. 

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4. What is your major learning from this video marketing activity?

We headed out with a set budget to create content for our campaign, and we weren’t meeting those expectations by partnering with agencies. Our major learning came from the realization that we had the capability to produce quality campaigns in-house, that can be made with a comparatively small budget too. 

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5. What tips you would like to give to video marketers for video content marketing?

Identifying the right dissemination channels can save you a lot of money, but effectively leveraging those channels can give you a better ROI. For instance, our ads were content focused and primarily ran on mediums popular for content viewing.

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6. Please tell us more about Taglr and its roadmap since inception

Taglr was founded in early 2017 in Mumbai, India. Taglr’s team size is about 100 people. The name “Taglr” comes from the term “Price Tag”. Since Taglr helps shoppers discover prices from various stores, we were keen on finding something related to the idea of “Price”.

Our early days were full of pivots. We even started to build a product for the US market but decided to scrap it because we realised India’s growth was far more exciting. What kept us going was that we always wanted to make the shopping experience more delightful and less confusing, but the real clarity came to us when we decided to focus on India. We started with a small team of 3 people in our investor’s shabby warehouse that we converted into a decent office space. 

We first hired a small team of engineers to test out different technologies and ideas, many of which ended up in archived folders. However, I would say that was the most important time for us as it helped us to understand the building blocks of our vision. Usually entrepreneur’s visions are abstract and romanticised, but it’s when you start to design and build the product that you realise your vision needs four walls and a roof to be able to stand! That being said, it’s still important for entrepreneurs to have abstract and romanticised ideas because that’s what keeps you excited. 

Going forward we built an MVP quickly using third party technologies. It was a shabby MVP that was made to do nothing but help us understand our own vision deeper, and it did that brilliantly. As we continued to evaluate our MVP we decided to narrow down on just 4 features that were really important to us and that’s when we confidently began investing in proper technology to develop a product that can scale. As they say, in a startup whatever can go wrong will go wrong, and we experienced that first hand. 

After having invested a year in growing our team and developing the product in full swing with sufficient funding, the first version of the product was still disappointing to those who had the early vision. Many features didn’t work as planned, and many plans didn’t end up as features. However, we continued to persist and improve not just what we made, but how we made it. We focused on better processes, and simple productivity tools to keep the feedback and development loop effortless. We quickly decided to invest in analytics to understand the performance of what we were building, and how our visitors were interacting with our features. 

The analytics revealed a gold mine of insights, and that’s what really gave us the push to build more nuanced features and focus on smaller design tweaks that made a world of a difference. It was now time to start monetizing Taglr, and it became apparent to us fairly quickly that providing advertising solutions was the best way forward. We figured that as long as we focused on the shopping experience, relevant advertisements could be a great way to benefit our advertisers as well as our shoppers. 

So in late 2019 we launched ShopperAds, which is Taglr’s ad platform designed uniquely for e-commerce and retail brands to deliver their message to shoppers on Taglr.

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