Traditionally, Akshaya Tritiya sees one of the biggest jumps in sales for Tanishq. However, with the advent of COVID, Tanishqhad to re-strategize to accommodate for the huge base of offline & new online consumers and leverage Google medium to reach its customers while ensuring convenience & ease with sales support.

• Identified the right media strategy for "new to e-com"audience
• Used DSA with feed to ensure coverage of new keywords used by the"new to e-com"audiences
• Used Display & Discovery campaigns for visibility for RLSA as well as on placements & audiences with high affinity
• Revisited communication strategy to target user cohorts specific to the query & ensured consumer awareness in regards to quality & delivery
• Enabled assistance via call/ chat by expanding capacity by training the store staff

“With all our efforts pinned on the eCommerce channel for the Akshaya Tritiya period in the midst of the lockdown, we pooled in all our available resources to reach out to the right TG. 'Search' obviously reigned supreme in our strategy for what else can be a better way to ascertain the intent of consumers online. Thus, our funnel included both,  dynamic search and retargeting of consumers to capitalize on their intent and interest. Alongside this, we also  showcased the relevant range and offer communication  through dynamic ads and discovery campaigns”

Gaurav Midha

Sr. Marketing Manager, Tanishq