“For Mia, we were looking to entice customers with our specially curated Valentine’s Collection and make them part of our story-telling. While the creative innovation by Vserv enabled us to communicate our story effectively, their audience targeting methods proved instrumental in expanding our reach and engagement with the target audience. Exceeding our campaign goals, we find great value in the work done by Vserv and look forward to future collaborations.” – Ashwini Ramakrishnan, Brand Manager at Mia by Tanishq
Objective and Challenge
Mia by Tanishq, a Tata product, wished to ‘create awareness among male users’ about its Special Valentine’s Collection. The challenge was to ‘introduce the Mia jewellery in a personalized and interactive way’ that would compel relevant users to buy the special collection as a gift for their partner.
Strategy and Solution
To promote its special collection of Valentine’s special jewelry, Mia had video creatives intended at reminding users of their own sweet memories. These creatives were further leveraged on mobile with ‘added interactivity to deepen engagement’ and draw higher interaction from target audience.
With our consumer insights on mobile phones being held vertically most of the times, we utilized Mia’s existing landscape animated videos to replace it with vertical interactive video ad. From the Vserv Authentic Data pool, we then targeted affluent males in the age group of 25 to 44, making frequent e-commerce and online fashion purchases. While the campaign primarily focused on men, it was also targeted to captivate young affluent women. Mia primarily appealing to cosmopolitan individuals, the campaign was directed to key markets – Delhi, Mumbai, Hyderabad, Bangalore, Kolkata and Surat.
The rich media ad for Mia jewelry expressed to consumers how the special collection could be the perfect gift for their valentine. The Valentine-themed ad prompted users to tap on their mobile screen to unfold the story and users engaged were then shown some items from the special collection on the ad itself. Further, interested users could know more about a particular item from the collection by clicking the ‘View Collection’ CTA button.
We then reached out to our target audience with interstitial rich media ad units on apps and sites. We optimized the campaign to captivate both male and female users showcasing the special collection.
Results for Mia by Tanishq
Our Mia campaign successfully reached to 1.1 million users driving highest engagement from online fashion shoppers. Owing to the vertical-interactive video ad format, this campaign resulted in a very effective engagement rate of 2.44% with average user time spent of 40 seconds. Exceeding the campaign goals to drive engagement from male users, we also delivered high engagement from women in the age group of 35-44 years. The rich media ad campaign delivered nearly 22,500 user interactions, of which +5000 interactions came from female consumers. Appealing to both male and female, the Mia campaign overall saw more than 25,000 users viewing the special valentine’s collection on Mia’s landing page through interstitial rich media ad unit and interstitial display ad unit.