ERGO ORiX increases sales 180% in 8 months
Key services
Ergo OrIx is a premium quality ergonomic furniture which struggled with market penetration. Icarus media consulted them on Growth Strategy which included Ergo education campaigns to boost sales, Influencer marketing strategy to reach right market segment and social media management.
Social Media Reach
Social Engagement
Campaign Success Rate
Increase In Sales
Who Is Ergo ORiX?
Ergo-ORiX
Ergo-Orix is a furniture company that specialises in designing ergonomic furniture suitable for children’s growing bodies. The products are thoughtfully crafted to provide health benefits and can be adjusted to accommodate the changing needs of young users.
Challenges We Resolved
When Ergo-ORiX came into Myanmar market in 2019, local consumers had zero knowledge of ergonomic furnitures for children and it’s long term health benefits. Therefore, complaints about pricing high in number and product enquiries were all. time low.
- Ineffective Outreach: In the Myanmar market, ergonomic furniture and its health benefits were ahead of time. Hence the engagement for the ergonomic furniture was intrinsically lower than the traditional ones. The challenge was tougher as Ergo-Orix specifically targeted the niche children market.
- Cultural influence on buying decisions: In Myanmar, people are willing to pay for the material richness in furniture (eg. teak table). People are not used to paying for design aesthetics and health benefits which is the embodiment of the ergonomic furniture.
- Changing Perception: Due to the preferences for the cultural design aesthetics, convincing customers about the benefit of ergonomic furniture was an uphill battle. Especially during the economic downturn, not all parents could afford to invest in ergonomic furniture for their children.
- Economic Conditions: In Myanmar, the uncertain economy during COVID-19 affected how much people were willing to spend. As a result, there was low demand for ergonomic furniture which were considered non-essential.
Objectives
- Educate on Ergonomics: The primary objective was to educate the target audience about the benefits of ergonomic furniture and how it can positively impact posture, musculoskeletal health, and overall comfort.
- Changing Consumer Perception: Shift the perception of ergonomic furniture from being perceived as a luxury item to an essential component for better health and overall well-being.
- Build brand authority: Demonstrate Ergo-Orix is the knowledgeable and approachable brand that can answer any consumer purchase anxiety.
- Show cost of not investing: Demonstrate the health benefits of right ergonomic practices and the adverse health disadvantages of not having the right ergonomics for the children. And share simple doable ergonomic practices.
- Demonstrate value for money: Justify the premium pricing of Ergo-Orix furniture by showcasing its unique features, superior quality, and long-term health benefits over cheaper alternatives.
- Build consumer trust: Develop credibility and expertise of the Ergo-Orix brand among consumers and establish itself as a go to brand for children’s ergonomic furniture.
What we delivered
- Ergo Education Boosts Sales: During COVID-19, we promoted the health benefits of proper ergonomic postures for children studying from home. WFH parents, empathizing with long hours of sitting, recognized the need to invest in their children's health. This campaign increased both product inquiries and sales.
- Changing Consumer Perception: Shift the perception of ergonomic furniture from being perceived as a luxury item to an essential component for better health and overall well-being.
- Developing easy purchases solution: Ergo-Orix partnered with a local bank to create 6-month interest-free payment plans, enabling customers to make buying decisions more conveniently through installment options.
- Influencer Collaboration: Erogo-Orix collaborated with a list of carefully selected influencer moms like Endra Kyaw Zin and JuJue Pying. Their audience base were middle and upper-middle class parents willing to invest for the wellbeing of their children. A market segment which is a perfect match for the Ergo-Orix brand.
- Demonstrate value for money: Justify the premium pricing of Ergo-Orix furniture by showcasing its unique features, superior quality, and long-term health benefits over cheaper alternatives.
- Build consumer trust: Develop credibility and expertise of the Ergo-Orix brand among consumers and establish itself as a go to brand for children’s ergonomic furniture.
Success Stories
Ergo Education Boosts Sales
During COVID-19, we promoted the health benefits of proper ergonomic postures for children studying from home. WFH parents, empathising with long hours of sitting, recognised the need to invest in their children’s health. This campaign increased both product enquiries and sales.
This campaign achieved the following outcomes.
- Established Ergo-Orix as a brand that can be trusted
- Increased awareness of ergonomic furnitures for children
- It contrasted benefit of investing VS the cost of not investing
- Statistically, it increased enquiry by 300%
- Increased the furniture sales by 200%
Influencer Collaboration
Erogo-Orix collaborated with a list of carefully selected influencer moms like Endra Kyaw Zin and JuJue Pying. Their audience base were middle and upper-middle class parents willing to invest for the wellbeing of their children. A market segment which is a perfect match for the Ergo-Orix brand.
Influencer collaboration achieved the following outcomes
- Ergo-Orix brand awareness improved 90% more than usual month on month figures
- Ergo-Orix established the brand among the right market segment of parents with spending power
- Sales enquiry and customer engagement grew by 230%
Developing Easy Purchase Solutions
Ergo-Orix partnered with a local bank to create 6-month interest-free payment plans, enabling customers to make buying decisions more conveniently through instalment options.
This campaign is estimated to attracted many middle class parents who understand the necessity of investing for their children’s wellbeing. Results and measurement are still in progress.
The Results
- Ergo Education Boosts Sales: Ergonomics education campaign increased enquiry by 300% and the sales went up by 200%.
- Consumer Engagement: Due the the successful campaigns like “Ergonomic Education”, “Cost of Not Investing in Ergonomic Furnitures”, “Health Benefits of Right Ergonomics”, “Influencer Collaboration”, all positively contributed to the month on month uplift in the consumer engagement. These are reflected in growing enquiries & sales figures.
- Segmentation & Growth: Due to the right choices of influencer mothers for the ‘Influencer Collaboration’ program, Ergo-Orix captured the middle and upper middle class parents who has spending power for their children’s long term health benefits.
Let’s discuss how we can collaborate
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