About The Client
Derby is an accessible and responsible menswear brand that makes its customers not only look good, but also feel good, and indulge in acts of goodness. Since its inception, in the year 1994, the company has been designing and selling jeans, shirts, t-shirts, trousers and related accessories through 45+ exclusive brand outlets across South Indian states like Tamil Nadu, Kerala, Karnataka, and Andhra Pradesh.
The Challenge
The year 2021. With the outbreak of the global pandemic, the number of people who visited the store got incredibly reduced. Hence, Derby wanted to reach a wider audience across all the South Indian states and increase their in-store visits especially, during sales season, shopping holidays, and festivals like Diwali.
Our Approach
The team, at Pixel Studios, engaged with the client and identified the key strategy that will meet the expectations of the client. We decided to reach the audience across the four key markets i.e., Tamil Nadu, Kerala, Karnataka, and Andhra Pradesh through digital marketing campaigns.
Our team ran two campaigns in parallel to create awareness and drive customers to the brand’s outlets at the same time while cashing on the Diwali demand.
Campaign 1
Objective: Awareness and consideration
Strategy: Create a series of eye-catching video ads and photo ads in carousel format to capture the audience’s attention and showcase its variety of products.
To enhance footfall it is necessary to create awareness among the audience about the products provided. We created awareness through a series of enticing and pragmatic video and photo ads in the format of a carousel. The campaign ad that ran for a considerable period of time helped us to effectively measure the reach of the showcased products, the audience’s likes and interests.
Campaign 2
Objective: Conversion ads with the engaged audience
Strategy: Reach out to people who’ve engaged with our awareness ads.
The awareness campaign helped us to identify and target the custom audience for engagement and conversion. We reached the existing customers through a series of photo and video ads with a proper call-to-action. In addition, we also offered directions to the nearest store (within 5 kms) in both the urban and rural (within 50 kms radius) through location targeting.
Result
The effective campaign approach from September 20, 2021, to Novemeber 4, 2021 raised the brand’s awareness and increased the in-store visits besides fetching
- 150% achievement on sales target
- 3x increase in footfalls
- 2x lower cost per visit as compared to other eCommerce platforms
- 10M unique reach and 55M impressions
Conclusion
Being a part of the client’s success is always a pleasure for a digital agency. The journey with Derby Men has been interesting, full of experiences with a wider perspective and knowledge of fashion. Pixel Studios is happy and satisfied that the client’s expectations have been met to obtain the business goals.
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