Bata Bangladesh wins at the ABBY Awards

07 July 2022
Bata Bangladesh wins at the ABBY Awards
The ABBY award is considered as the Oscars of Indian ad awards curated to honor the recognition of creative flair in advertising. It is one of the most prestigious award ceremonies where more than 2500 professionals from the marketing, advertising, media, research and PR fraternity attend for a shot at glory.

This year, Bata Bangladesh won the silver award in the “Innovative Use of Integrated Media” category. Under the “Surprisingly Bata” campaign, Bata utilized some of the best approaches in integrated media marketing which got recognized. The only two other companies to win at the ABBY from Bangladesh were the FMCG frontrunner Unilever Bangladesh and Telco leader Grameenphone.

The COVID outbreak had driven Bata Bangladesh to incur its biggest loss from operations in its 59 years of service in Bangladesh. With little to no physical store footfall, the company quickly saw a negative gradient in its once flourishing graph of progress.

Bata needed to reconnect with its consumers beyond its physical stores and bridge the gap to create favorable omnichannel experiences to drive purchases. The Surprisingly Bata campaign deployed a series of dynamic and creative ad concepts and the company quickly saw the numbers evolving to more fruitful results.

With the aim to boost sales and shift focus to Bata’s e-commerce platform, the company drove traffic through multiple remarketing techniques. As part of its conversion-based strategies, Bata used Facebook AI to create automatic ad formats that included images, captions, and product catalogue sets.

With a truly game-changing marketing approach, Bata regained 23.57% of returning customer rate, which was about 15% higher than what the pandemic had left behind for Bata. Overall sales had skyrocketed to a 179% win while online sessions saw a boost of about 160%. The success of the Surprisingly Bata campaign resulted in the highest recorded sales in the history of e-commerce in Bata Bangladesh.

A big shout out to the Digital Marketing specialist Golam Samdani and Ecommerce Head Razib Jahan who along with our digital media agency Mindshare, worked as a team on this campaign to make it a success.