Bourge partnered with GreenHonchos in March 2019 with the sole goal of scaling and taking the brand to new heights. At any given time, Bourge was dealing with almost 600 SKUs and around 400k inventory. The marketplace management team at GreenHonchos saw potential in the brand and started building it from the ground up from day 1. The first thing which the team did was gradually increase the ad spend and see how the sales would react. The team saw massive growth with the ROAS peaking at almost 7.7X when they increased the ad spend by 25X per day on BAU (business as usual) days and up to 70X per day on event days. The improved visibility helped boost the brand recall and in no time, people were searching for Bourge organically and 50% of their business was coming in this way.

As reports suggested, Bourge’s revenue was coming from three types of Ad categories: 

1. Sponsored Product ads contributing to 50% of revenue and averaging at ~7.15X ROAS, 
2. Sponsored Brand ads contributing to 30% of revenue and averaging at ~7.70X ROAS 
3. Display Ads contributing to the remaining 20% revenue and averaging at ~11X ROAS, scoring higher due to relevant audience targeting and remarketing, through customised image and video creatives  

After careful optimisations and stepping into different types of ads including the PLA ads which provide a more sophisticated targeting, the team moved forward to decrease the ACoS. Through a complete build-up of the brand store page and A+ content, branding on Amazon leveraged the brand recall value and higher click-through rate on listing ads. A successful rigorously researched & timely updated keyword strategy with key competition product targeting, helped the team to chop down the ACoS to another 4% owing to the boost in Display Ad campaign at 12X ROAS.

Post the initial hygiene, the team started to increase the ad spend more and at their peak, they were spending INR 250k and on event days the number went up to INR 700k spent every day. Bourge had achieved omnipresence on Amazon, appearing not only at all the 10 sponsored placements but also at all the relevant categories & subcategory placements at Amazon. The results? Over 30k pairs of shoes were sold in the Great Indian Festival sales over 5 days, fetching INR 1.5 Cr in revenue while the ads maintained a minimum of 5X ROI. In BAU days, the increased visibility led to a tremendous increase in the stock movement where it only took 10 days for shoes to go out of stock from the date of launch.

To reduce any loss in opportunities, the marketplace team did a comprehensive review of the stock cover and gave a 10-day forecast of depleting stock levels on an SKU level a month before the inventory would run out of the products. A detailed article-wise analysis for better product suggestions, discounts and price modelling was also shared by GreenHonchos that helped Bourge become one of the top three brands in the Running, Walking and Sports footwear category.