Paris, one of Gujarat’s leading Indian Ethnic wear brand for women was looking to create awareness on the launch of its new much larger store in Surat, Gujarat.
Female shoppers living in close proximity to the new Paris store, in Surat.
Reaching out to such a niche audience set was a major challenge for Paris.
Approach & Execution:
We leveraged Vserv Authentic Data to derive deterministic data on this niche audience set. We then segmented this user base, on attributes such as demographics and location and created a unique user persona called ‘local shoppers’.
Leveraging on this unique audience set, we used mobile messaging to target these users. We created a unique image and video message informing this audience set about the opening of Paris’ new store. The video message also contained information about discounts on a range of Indian ethnic wear, instigating users to personally check out the store.
The image and video message campaign was a tremendous success, reaching over 6 lakh shoppers in that particular area of Surat city. With Vserv Authentic Data, we were able to remove audience spillage and increase the marketing efficiency of the campaign.