Introduction

Footwear Design & Development Institute (FDDI) is an organization established in 1986 under the Ministry Of Commerce & Industry, Government of India. It plays a crucial role in bridging the skill gap in Footwear Leather Accessory & lifestyle products. It has been granted the status of “An Institution of National Importance” under the FDDI Act 2017.

The Challenge

FDDI wanted to establish a good rapport online. Despite being one of the prestigious institutions of the country, FDDI was facing fierce competition from other educational institutions in the fashion field for receiving admission enquiries. The main challenge was to leverage modern PPC techniques that hit the right chords with the target audience, resulting in brand awareness and lead generation.

Solution

After making an effort to understand FDDI’s operational environment, its mission-vision, their potential audience, and competitors, we conducted an initial audit of their current online presence. Later, we suggested running Google Ad Campaigns for being visible on the search engine results and third-party websites and Facebook Ads for grabbing attention on popular social media platforms - Facebook. We ran these ads for their premier educational courses in Footwear Design & Production, Fashion Design, Leather Goods & Accessories Design, and Retail & Fashion Merchandise. This way, we spread their reach online and garnered more admission enquiries from aspirants.

The following were the services that we provided them -

We did competitive research to understand how they run their paid campaigns.
We optimized their site’s landing page with proper CTAs
We optimized their Google Ads set up for better targeting.
Next, we continuously monitored the PPC campaigns across all channels managing the budget spend.

Results

As a result of running relevant ad campaigns on Google and Facebook, FDDI received quality leads resulting in a 33 times increase in the return on investment. Over 3 to 4 months, we were able to generate 1700 approx leads from Google Adwords with an average CPC of 2.70. From Facebook ads, we achieved a 15 times increase in conversion and a massive improvement in online branding. In just four months, their lead generation, conversion rates increased manifolds.