Campaign Overview
Malabar Gold & Diamonds, one of India’s leading jewelry brands, launched a Diwali campaign to strengthen brand engagement and sales through strategic digital advertising. The campaign leveraged banner display ads and a 30-second video campaign, targeting multiple states across India.
With Diwali being a peak shopping season, we designed a multi-format advertising strategy, optimizing regional targeting, audience segmentation, and creative variations to ensure maximum engagement and conversions.
Objective
The campaign was designed to increase brand awareness, engagement, and conversions during the Diwali festive season by targeting high-intent jewelry buyers across India. By leveraging high-performing ad creatives in multiple languages and using video and banner formats, Malabar Gold & Diamonds aimed to maximize visibility and customer interactions.
Challenges
- Diverse Audience Segments: Engaging customers across multiple states, languages, and cultural preferences with tailored creatives.
- Optimizing for Engagement: Ensuring high view-through rates (VTR) for videos and high click-through rates (CTR) for banners.
- Competitive Festive Season: Cutting through the clutter of multiple brands vying for consumer attention during Diwali promotions.
Execution
IncrementX executed a multi-layered digital strategy, deploying both video and banner ad campaigns across high-performing states and audience segments.
- Platforms Used: Google Display Network (GDN), YouTube, and Regional Digital Platforms
- Target Audience: Jewelry buyers across multiple Indian states, segmented by region and language.
Results & Impact
- Widespread Reach: The campaign successfully reached millions of high-intent jewelry buyers across multiple states.
- High Video Engagement: Achieved a 77% video completion rate (VTR) in Madhya Pradesh and Mumbai, surpassing industry benchmarks.
- Strong Click-Through Performance: Uttar Pradesh had the highest CTR (1.34%), with Andhra Pradesh and Telangana also delivering strong results.
- Optimized Creative Strategy: Discount-driven banners outperformed other creative variations, providing valuable insights for future campaigns.
