How Berger Paints achieved 4X Growth in Quality Leads, 19% Reduction in CAC with EasyInsights' CAPI Implementation

Berger Paints scaled up quality leads and reduced CAC by 19% by using EasyInsights Signals to upload online and offline data to optimise its Google, Meta Ads& CTWA Campaigns

19%

Reduction in CAC

4X

Growth in Quality Leads

Technology Used

CAPI Implementation
First Party Data Activation

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Meet the Brand

Berger Paints is an Indian Multinational Paint Company. It pioneered protective coatings in India. It has a robust online and retail sales framework. Berger Paints also offers home painting and decorative solutions via its flagship programme, Express Painting.

The Challenge

Berger Paints wanted to make its Express Painting Services profitable pan India. For this pure, the brand marketing needed to be adjusted to generate high intent, quality leads. This meant campaigns had to be optimised throughout the funnel.

The Solution

The primary objective of the Berger Paints Marketing Team was to optimise marketing so as to acquire high-intent leads over volume. For this pure, it was necessary that Google & Meta ecosystem are sent accurate and refined signals, on the basis of which marketing campaigns can be optimised to generate high-intent leads. To support this, EasyInsights implemented CAPI for Berger Paints. The following steps were taken -

Data Activation on Meta & Google Ads wherein Online Campaigns were enriched with offline and CRM data
Previously, the turnaround time (TAT) from receiving a lead to making the first call was 3-4 hours due to human intervention. With CTWA automation, the TAT has been reduced to 5 minutes by automating the initial set of questions, which helps in qualifying the lead. EasyInsights helped them to power CTWA Campaigns with quality leads.

The Implementation

1
Online Campaigns were enriched with offline data -

Berger Paints' CRM housed online and offline data. EasyInsights used CAPI to transfer its data to the Google & Meta Ad platforms in real-time. Now accurate signals were sent to ad platforms& the campaign was optimised to acquire high-quality leads over lead volume.
2
Powering CTWA Campaigns with EasyInsights' CAPI and Audience Builder

Meta's Click to WhatsApp Ads (CTWA) Campaign brought in a previously untapped high-intent audience - the ones comfortable with interaction on WhatsApp, had a high probability of conversion& a good ticket-size.

EasyInsights' further enhanced this audience via CAPI for Business Messaging by making use of the stitched offline and online data& sending it as signals to Meta. This improved targeting& therefore reduced CAC.

Moreover, now the Berger Paints team were able to quickly establish various audiences - retargeting, CRM first-party audiences, etc.. These audiences were provided to WhatsApp& updated in real-time by EasyInsights. Each of the audiences received personalised content, thus, enhancing customer engagement which in turn improved conversion rate.

The Result

19% Reduction in CAC
4X Growth in Quality Leads

1

By sending refined signals to the Google & Meta Ecosystem, 4X Growth in Quality Leads was achieved. Marketing was now optimised to acquire high-quality leads over lead volume.
2

More granular audiences were created using EasyInsights' Audience Builder to distribute personalised content. As a result, the cost per acquisition decreased by 19% & the overall efficiency of the lead gen efforts improved.
3

Implementation of CAPI on CTWA lead to 7X increase in quality leads, a 50% reduction in cost per lead, and a 30% improvement in conversion rate from WhatsApp alone

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How Berger Paints achieved 4X Growth in Quality Leads, 19% Reduction in CAC with EasyInsights' CAPI Implementation

19%

4X