Jabong.com is one of the most successful Fashions and Lifestyle portal in India. It retails apparel, footwear, accessories, beauty products, fragrances, home accessories and other fashion and lifestyle products. Portal Started operating in Jan 2012 and brand was awarded as ‘Most Impactful Launch of the year’ at ‘Pitch Brands 50 Awards 2013. Revenues in 21 months are estimated at 100-150 Million USD i.e. 611.6 – 917.4 crore rupees in 21 months i.e. 29-43.7 crore rupees per month. According to its founder Arun Chandra Mohan, the website currently receives approx 16000 orders per day.
|Date||No of Fans|
Dates to mark for further analysis are the one that received maximum no fans during the period of 41 days it is Sep 9 with 3612 likes and the one which received minimum no of likes i.e. Sep 27 with 385 likes, so why some dates were 10 times as bullish compared to other dates?
This question can be answered by researching and analyzing the content they posted on those particular dates. I will try to do a content analysis of Jabong further in this post itself to identify the ratio of their paid and organic engagement efforts. But on a broader spectrum, metrics clearly suggest that advertising efforts via Facebook ads and sponsored post were aggressively executed on above 8 mentioned dates as compared to other 33 dates.
|Date||No of Fans||People Talking about|
Clear figures are complimenting each other mandating the fact that Jabong pushed in huge sums of money in FB ads and promotional posts during Sep 3-Sep 10. On an average this week was JABONG’s highly engaged week reaping maximum no of likes during the analyzed 41 day period.
A steep fall to 14k clearly demonstrates that the hype created during 3-10 September was through FB advertising and engagement rates were virtually inflated, as organic engagement rate is stable at 14k consistently reaping an average of 600-800 likes/ day.
Post Sources indicate that 21% of posts are been advocated via Power Editor i.e. they are promoted.
If you haven’t heard of Power Editor, its a tool which is used to manage and create FB ads, basically its a chrome extension and is highly recommended if you are running FB ads at regular intervals.
Till now we have grabbed a better perspective and have seen demonstrated proof of Jabong’s FB advertising moves but to give our analysis rock solid base, lets dig on to the posts which reported maximum no of Engagement rate during our analysis period, if those posts fall in the same week i.e. 3-10 September, our verdict will be validated with a strong evidence. Meanwhile, we will also do a little content analysis to understand why those posts were promoted/ received enormous fan attraction.
During our analysis period, 124 total posts were reported with an average of 2.88 posts per day
The below post is the highest engaged post in last 41 days grossing 17541 likes, 394 comments and 570 shares, Content features a TV commercial of Jabong which was premiered online through FB just before it was aired on TV. This post was created on 6th of September and according to my approximation, it was continually promoted for more than a week with an eminent audience and high CPM bidding.
further analysis prompted that most engaged content type was video and to my amazement, it was the least preferred, they only posted 2 videos in 124 pieces of content But together they received 18348 likes. First Video was a teaser created on 5th of September which exposed a glimpse of the full commercial with the tagline “Why are all the pretty ladies whispering?? ANY GUESSES?” and subsequently on the 6th full commercial was released.
These videos were primarily created for TV but were used online to give FB campaign a significant boost.
Below are some other top grosser posts which were created between 3rd Sep to 9th Sep and nearly every post is boosted via promotional campaign, Interesting point to note is that among all 6 pieces of content only 2 are advertisement, rest all other pieces are created just for fan engagement leveraging Emotions, & Social Currency, i.e. to develop a story.
DI is a little different from Engagement as Engagement Rate is percentage reach of a particular day calculated by (Daily Interactions / Total no of fans in a Given Day ) *100, while DI is just count of likes comments and shares/day. DI is an important metric to understand the behavior of an FB page. Below graph will help us to identify whether DI nos are organic or boosted as we can easily filter the bullish(above average) dates
Just for an idea am secernating high interaction dates in a table below so that we can ascertain whether an advertising boost is been provided to the posts, and what is its frequency. In all 41 days, I have calculated an average of 40 days, deducted 6th September (as the huge unnatural spike was noted on that day). Approximately 15 dates evinced interactions above average of 2136.05 di/day
It’s critical to know when your highest no of the audience is eavesdropping on your content and accordingly you should sync the posting activity. In the below stats we can clearly ascertain the best “Social Timings” i.e. maximum activity hrs/ days of the week.
I won’t be analyzing this in too much depth because this differed gravely for other FB brands I analyzed (I would be writing separate blog-post for the same) but for now I will just divulge all time and days which demoed maximum interactions.
|Tue||17:00 – 18:00||175|
|Tue||16:00 – 17:00||160|
|Tue||10:00 – 11:00||134|
|Thu||10:00 – 11:00||116|
|Tue||11:00 – 12:00||115|
|Thu||09:00 – 10:00||107|
|Thu||12:00 – 13:00||107|
|Wed||21:00 – 22:00||102|
|Tue||12:00 – 13:00||91|
|Thu||15:00 – 16:00||90|
|Thu||11:00 – 12:00||89|
|Tue||18:00 – 19:00||87|
|Wed||22:00 – 23:00||76|
|Thu||19:00 – 20:00||70|
|Thu||14:00 – 15:00||65|
This metric depends on virality score of your content, If your content is contagious and has enough attraction value, it ought to go viral, people share your content on their timelines, friend timelines, and business pages and it subsequently deplumes wider reach and bigger fan base. Sharability is a very important metric by which you can grade the quality of your content its also directly proportional to exposure of content which can be easily inflated with the aid of sponsored post, thus we will analyze the dates when maximum shares were received. We can then relate those particular dates to Jabong’s advertising efforts.
|Date||Shares per Day|
|Date||Growth of Total Fans||Daily Interactions||Shares per Day|