Retail
A Hyper Local Digital Campaign
Tyzer has been known as a brand that makes clothes for men at exceptionally affordable prices. In an era where digital marketing dominates, driving foot traffic to physical stores, especially in Tier 2 and Tier 3 cities, posed a unique challenge. Despite the widespread reach of digital platforms, local print media and billboards held a distinct advantage in conveying proximity and trustworthiness to the audience. The task was to replicate this sense of local connection and credibility on digital channels.
Challenge
The challenge was to utilize digital channels to increase store walk-ins, particularly in Tier 2 and Tier 3 cities where local print media and billboards are perceived as more personal and believable. Digital presence was likely to appear distant and lacked the proximity of traditional mainline media.
Our Approach
The approach involved implementing a display campaign based on the “Customization at Scale” philosophy.
Solution
The solution centered on a hyper-local media plan incorporating laser-focused targeting, complemented by creatives tailored for each location.
Tyzer has been known as a brand that makes clothes for men at exceptionally affordable prices. In an era where digital marketing dominates, driving foot traffic to physical stores, especially in Tier 2 and Tier 3 cities, posed a unique challenge. Despite the widespread reach of digital platforms, local print media and billboards held a distinct advantage in conveying proximity and trustworthiness to the audience. The task was to replicate this sense of local connection and credibility on digital channels.
Challenge
The challenge was to utilize digital channels to increase store walk-ins, particularly in Tier 2 and Tier 3 cities where local print media and billboards are perceived as more personal and believable. Digital presence was likely to appear distant and lacked the proximity of traditional mainline media.
Our Approach
The approach involved implementing a display campaign based on the “Customization at Scale” philosophy.
Solution
The solution centered on a hyper-local media plan incorporating laser-focused targeting, complemented by creatives tailored for each location.
Tailoring content while also maintaining efficiency and scalability
As dealers from every corner of India gathered for the event, they were greeted by the enchanting atmosphere of “A Starry Night.” The highlight of the evening was undoubtedly the awards ceremony, where we celebrated the outstanding achievements of Mercedes Benz dealers in 15 different categories, showcasing their dedication and excellence in their work. Throughout the night, guests indulged in delicious cuisine, signature cocktails, and engaging entertainment that kept spirits high and energy levels up. Laughter and camaraderie filled the air as guests mingled and celebrated together, forging new connections and strengthening existing bonds.
Sales rocketed despite a significantly lower investment
Tyzer clocked a growth of 25% in sales as compared to 2019 (pre-Covid), with a total spend of Rs 51L on the digital campaign, which was four times lower than mainline spends. A huge jump in ROI on media spends as compared to prior years was also witnessed, ultimately establishing the brand as the largest organized player in the affordable men’s wear category in Maharashtra.
This case study illustrates how leveraging customization at scale in conjunction with hyperlocal targeting can effectively replicate the proximity and affinity of mainline media on digital platforms, driving tangible results in terms of store foot traffic and brand engagement.
Sales rocketed despite a significantly lower investment
Tyzer clocked a growth of 25% in sales as compared to 2019 (pre-Covid), with a total spend of Rs 51L on the digital campaign, which was four times lower than mainline spends. A huge jump in ROI on media spends as compared to prior years was also witnessed, ultimately establishing the brand as the largest organized player in the affordable men’s wear category in Maharashtra.
This case study illustrates how leveraging customization at scale in conjunction with hyperlocal targeting can effectively replicate the proximity and affinity of mainline media on digital platforms, driving tangible results in terms of store foot traffic and brand engagement.
Campaign Success
With out-of-the-box thinking, a generous dose of nostalgia, and impeccable timing, Fifth Estate delivered an unforgettable and impactful campaign.
Campaign Success
With out-of-the-box thinking, a generous dose of nostalgia, and impeccable timing, Fifth Estate delivered an unforgettable and impactful campaign.
