Mumbai : Aurelia, an apparel brand for Indian Ethnic wear ,partnered with DViO Digital an integrated agency with a digital first approach to conceptualize and execute the #DishaForAurelia campaign. This campaign was launched to introduce Disha Patani as the brand ambassador for Aurelia.
For the ‘#DishaForAurelia’ campaign, DViO Digital aimed at reaching significant number of targeted audiences with an objective of increasing brand awareness, leveraging Aurelia’s association with Disha Patani and then engaging them with a quiz based landing page to capture interest, consumption behavior and preferences which then resulted in driving sales through focused custom audience campaigns.
The campaigns’ focus was spread out across four key goals : introducing Disha Patani as the face for Aurelia, achieving a higher lifetime value of the brand, instilling top of the mind recall for Aurelia and locking in their ‘warm target audience’
The #DishaForAurelia campaign was executed over 8 weeks – 17th September to 22nd November- in three phases. Phase one was converting and determining audiences, and smoothly revealing Disha Patani’s association with Aurelia. Phase two was DViO created custom audiences and re-marketed to them using Aurelia’s products to the determined warm audience only using preference bucketing with an objective of communication. This phase was selected to show direct impact on sale. In phase three, DViO used this ‘cookie’ pool and audiences for Brand Social Media Management for continuous engagement and creating top of the mind recall for Aurelia.
Results – Key Highlights:
The Key result of #DishaForAurelia featured :
- Brand Searches increased by 31% in Oct Month as compare to 2017.
- New users on the website increased by 22.68%
- Overall impressions -7 Cr.
- Total views on video content -30 lakh