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Understanding
The Objective

Malabar Gold and Diamonds have conquered the Indian jewellery world owing to the deft craftsmanship of their jewellery and wide range of collections ranging from traditional temple jewellery to contemporary diamond jewellery. Like all other jewellery brands, wedding season is the most crucial time for a known brand like Malabar Gold and Diamonds who is always prepared to deliver more than one can ask for. It was extremely important for the brand to break through the clutter and make it relevant to the new age brides-to-be, who are perpetually active on digital platforms.

Understanding
The Objective

Malabar Gold and Diamonds have conquered the Indian jewellery world owing to the deft craftsmanship of their jewellery and wide range of collections ranging from traditional temple jewellery to contemporary diamond jewellery. Like all other jewellery brands, wedding season is the most crucial time for a known brand like Malabar Gold and Diamonds who is always prepared to deliver more than one can ask for. It was extremely important for the brand to break through the clutter and make it relevant to the new age brides-to-be, who are perpetually active on digital platforms.

Many brides,
many weddings
but one destination

In the past, the brand launched the Brides of India campaign which received an overwhelming response through their offline activities. However, they were struggling to gain traction and buzz digitally. To break through the digital hemisphere, we decided to take a step back and see how we could identify and leverage the strengths of various digital platforms starting from Search to Facebook to Instagram.

Through the campaign, we ensured that we reach the consumer through various platforms to create a connection and add all the necessary relevance at various levels - this way we caught their attention not just through constant messaging but by experimenting with a variety of channels, too.

Many brides,
many weddings
but one destination

In the past, the brand launched the Brides of India campaign which received an overwhelming response through their offline activities. However, they were struggling to gain traction and buzz digitally. To break through the digital hemisphere, we decided to take a step back and see how we could identify and leverage the strengths of various digital platforms starting from Search to Facebook to Instagram.

Through the campaign, we ensured that we reach the consumer through various platforms to create a connection and add all the necessary relevance at various levels - this way we caught their attention not just through constant messaging but by experimenting with a variety of channels, too.

How we made it happen

We at Social Beat leveraged the wide array of creative assets that were available for the campaign and used them in a way that would best fit digital platforms.

We used YouTube in-stream ads that were targeted to 5-10 km radius to the Malabar Gold store in various cities that helped in generating store visits. The audience who watched the TVC was then retargeted using regional specific ads through display ads which also garnered store visits.

Once the awareness was created we used lead generation and store visits ads through Facebook. We leveraged Facebook’s ability to showcase multiple creative formats and showed region-specific creatives via a combination of slideshow, carousels and static ads.

Instagram’s ability to showcase content in a magazine layout was also leveraged to create region-specific look books for the bevvy of brides in India

Staying in constant touch with our audience through various platforms led to the generation of greater number of leads and improved store visits in a cost-effective manner.

Business Impact

This turned out to be one of the most cost-effective digital
campaigns done by the brand

1000's of

Store Visits

66

Cost per visit

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