Performance driven Festive Campaigns deliver 40x returns for Tanishq; brings in 68% new buyers!
Due to the lockdown, the campaigns were paused for about 6 weeks, resulting in no previous learning to bank upon for branding of the Akshaya Tritiya Offer.
The team put together a robust media strategy to ensure higher conversion rates required for a solid ROAS but at a significantly lowered cost.
Utilized Acquired Customer base to create Prospecting Audiences:
To ensure a healthy conversion ratio, the campaign used existing users and its lookalikes to create precise and relevant TG.
Lookalikes were created basis website time spenders, Google search users, organic users, email/SMS users, et cetera maintaining minimum audience overlap.
Re-strategized Media Planning for Branding and Re-marketing, to counterbalance lack of campaign learning:
The teams leveraged Feed Ads to reach to out new segments of the audience and also to increase their interaction with the website to help scale re-marketing campaigns smoothly.
Re-marketing campaigns during the Sale focused on the acquired userbase and prospecting to relevant base. This helped us increase the conversion rates while optimizing spends.
Emotional Messaging and Creative Strategy during times of distress:
Empathetic communication was kept consistent to ensure no sentiments were hurt. The message addressed the situation while subtly connecting with the audiences at the same time.The team believed an emotional connect will encourage buying from Tanishq. For instance:
“In these uncertain times, it’s quite likely that jewellery might not be on top of mind, but in case you do wish to buy during the auspicious occasion of Akshaya Tritiya please visit our website.”
The creative strategy played a crucial role in maintaining the order value by promoting expensive products from the catalogue via Feed Ads.