Premium Retail Brand
Retail-to-Digital Transformation · Digital Marketing Infrastructure · Store Footfall Generation
Who
Client Profile
A premium jewelry brand in the lab-grown diamonds space - strong retail presence, loyal offline customer base, and years of traditional BTL and outdoor marketing. Leadership wanted to go digital, but with one non-negotiable: it had to be measurable.
What
The Problem Statement
BTL and OOH are very effective at driving top of mind awareness. However, they are expensive and may not be effective as an always-on marketing strategy. Hence, it was critical to set up the digital marketing infrastructure to drive awareness, consideration and store footfalls in a measurable manner.
How
What We Built
Campaign Architecture Built for Footfall: Not e-commerce. Not landing page views. Store visits. We designed a full-funnel campaign structure specifically for this objective:
Top of funnel: Awareness among affluent consumers in store catchment areas, leading with brand positioning and the uniqueness of lab-grown diamonds
Mid funnel: Retargeting users who engaged with content or visited the website
Bottom of funnel: Store visit CTAs, appointment booking flows, offer-led urgency
Footfall Attribution: Set up store visit tracking and measurement of lead movement - closing the loop between digital spend and in-store activity. Leadership has visibility into cost per footfall and channel attribution for the first time.
Outcome
The Results
Primary KPI - Measurable store footfalls driven by Google and Meta
Visibility - Full campaign performance and attribution reporting for leadership
Digital has become the primary channel for marketing
Who
Client Profile
A premium jewelry brand in the lab-grown diamonds space - strong retail presence, loyal offline customer base, and years of traditional BTL and outdoor marketing. Leadership wanted to go digital, but with one non-negotiable: it had to be measurable.
What
The Problem Statement
BTL and OOH are very effective at driving top of mind awareness. However, they are expensive and may not be effective as an always-on marketing strategy. Hence, it was critical to set up the digital marketing infrastructure to drive awareness, consideration and store footfalls in a measurable manner.
How
What We Built
Campaign Architecture Built for Footfall: Not e-commerce. Not landing page views. Store visits. We designed a full-funnel campaign structure specifically for this objective:
Top of funnel: Awareness among affluent consumers in store catchment areas, leading with brand positioning and the uniqueness of lab-grown diamonds
Mid funnel: Retargeting users who engaged with content or visited the website
Bottom of funnel: Store visit CTAs, appointment booking flows, offer-led urgency
Footfall Attribution: Set up store visit tracking and measurement of lead movement - closing the loop between digital spend and in-store activity. Leadership has visibility into cost per footfall and channel attribution for the first time.
Outcome
The Results
Primary KPI - Measurable store footfalls driven by Google and Meta
Visibility - Full campaign performance and attribution reporting for leadership
Digital has become the primary channel for marketing
Who
Client Profile
A premium jewelry brand in the lab-grown diamonds space - strong retail presence, loyal offline customer base, and years of traditional BTL and outdoor marketing. Leadership wanted to go digital, but with one non-negotiable: it had to be measurable.
What
The Problem Statement
BTL and OOH are very effective at driving top of mind awareness. However, they are expensive and may not be effective as an always-on marketing strategy. Hence, it was critical to set up the digital marketing infrastructure to drive awareness, consideration and store footfalls in a measurable manner.
How
What We Built
Campaign Architecture Built for Footfall: Not e-commerce. Not landing page views. Store visits. We designed a full-funnel campaign structure specifically for this objective:
Top of funnel: Awareness among affluent consumers in store catchment areas, leading with brand positioning and the uniqueness of lab-grown diamonds
Mid funnel: Retargeting users who engaged with content or visited the website
Bottom of funnel: Store visit CTAs, appointment booking flows, offer-led urgency
Footfall Attribution: Set up store visit tracking and measurement of lead movement - closing the loop between digital spend and in-store activity. Leadership has visibility into cost per footfall and channel attribution for the first time.
Outcome
The Results
Primary KPI - Measurable store footfalls driven by Google and Meta
Visibility - Full campaign performance and attribution reporting for leadership
Digital has become the primary channel for marketing