During the auspicious period of Akshaya Triti, between late March and early April, Chennai-based digital agency Webboombaa delivered 15X RoI for Tamil Nadu-based jeweller Sree Kumaran Thangamaligai (SKTM).

According to media reports, South India accounts for 60 per cent of the demand in the jewellery and gemstones market, which is estimated to be about Rs 90,000 crore.

Sree Kumaran Thangamaligai is a jeweller with 30 world class showrooms in Tamil Nadu. They deal in gold, diamond, platinum, silver and other precious stone ornaments, with low labour charges and low wastage cost. Their unique selling point is their attractive light weight jewellery design collections. A customer can even get the jewellery customised by placing order according to specifications.

Three years ago, they hired digital agency Webboombaa to increase their presence on digital.

Somewhere during the period between late April and early March, South Indians celebrate the festival of Akshaya Triti, which is the annual spring festival of Hindus. In many parts of India, including the South, there is a tradition of buying gold or jewellery during this time as it is considered auspicious.

However, due to the COVID-19 pandemic, this year has seen subdued celebrations as Indians remained confined to their homes. With offline sales coming to a complete halt, the client turned to other avenues like e-commerce to drive sales.

“SKTM has always been a firm believer of offline and there is an image among people that SKTM is an offline player. They have been spending very minimal on online ads, preferring to invest lot in offline ads. But this pandemic has changed their views and they were pushed to invest in online more to increase their sales. Our team successfully executed this task while working from home,” said a spokesperson from Webboombaa.

The target audience were visitors 25 years and older from Hyderabad and Tamil Nadu. The agency used a mix of content marketing and re-targetting to reach this target audience. It leveraged the client’s social media handles and posted vernacular content on their jewellery offerings. They created a profile of users that engaged with the content posted on the social platforms and re-targetted them using Google Display Ads.

The graphics team at Webboombaa created two videos/ images and posted them on social media Facebook and Instagram. The English video was used to target Hyderabad audience and Tamil video to target audiences based in Tamil Nadu. 

Tamil Nadu

Hyderabad

Vernacular content posted by Webboombaa’s digital team generated 1,597,809 views across Facebook and Instagram. By using Google Display Ads to re-target the users who showed interest in the vernacular content, the agency was able drive 15X traffic on the client’s website.

Jai (Online Incharge) for Sree Kumaran Thangamaligai, said, “Usually during Akshaya Triti sales, we believe in offline/ in-store sales, but for the past 3 years Webboombaa has been our online partner and they came as saviours by helping us reach our target during this pandemic. We achieved 15X ROI during Akshaya Triti sales this time. Thanks to their team for delivering desired results even during such a time.”

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