The client is a home-grown premium menswear brand with a high brand saliency across age groups. It has about 45 stores in the state of Tamil Nadu, with an expanding footprint in other southern states as well. The brand is known for its innovative campaigns, advertising, and positioning that helped to carve a niche for itself.
The client wanted to connect to a wider audience through digital platforms and draw them to visit their stores during the upcoming festive season. However, public concerns on hygiene, social distancing and other restrictions kept the visitor footfall to the store down. There was an urgent need to dispel prevailing fears and engage with the public, by showcasing the store’s many initiatives in ensuring customer safety and hygiene. The client approached Pixel Studios – Digital Marketing Company for ways to connect with people and bring about a changeover in public consciousness for shopping in store.
As the brand’s digital marketing agency our mandate was simple: Connect with the target audience and make them shop in store. We decided to keep the brand’s communication simple and straight. Communication was three-tiered: Hygiene, Festive Collection, and Unrestricted Shopping.
- Hygiene: We showcased how the outlets maintained and complied with the hygiene routine among the staff and with customers. The outlets were affixed with a Safe & Secure badge to improve public confidence.
- Festive Collection: We executed a two-fold campaign that involved running discovery ads and conversion ads. In the first stage, we built an awareness campaign with video look books, photo carousals, collection ads and static ads.
- Unrestricted Shopping: Communication on convenience targeted shoppers emerging from the lock downs. The store had made it easy for shoppers to pick their shopping hours, which enabled them to avoid rush hours and crowding; they were even encouraged to make a trip to the store for late night shopping with a prior appointment.
Our approach in communication and our campaign strategies increased in-store visits and built brand awareness during the festival season, a period of 60 days (Oct – Nov 2020), with the following results:
- 150% increase in sales
- 3X increase in footfalls
- 2X lower cost per visit compared to other platforms
- 55M impressions
- 10M unique reach
- 2%+ CTR