Background

Platinum jewelry today is being considered as a style statement by the modern-day couples. From a business stand point, ORRA promotes Platinum in the season of Nov-Dec-Jan annually, with each passing year they are looking to refresh their product offering by strengthening Platinum product range. While the Platinum jewelry preference today is strong and, on the rise; purchase decision is rested with the male audience. ORRA decided to break the old norm and give opportunity to both genders play a vital role in making a purchase decision. Hence campaign objective being, engaging with both the genders in two; While Platinum jewelry preference skew by the audience is more towards couple bands, ORRA came up with stunning range of Platinum jewelry in various category for this contemporary audience. Objective: Create awareness for ORRA Platinum couple range by leading likely consumers to deep engagement with new product range, resulting in potential business.

Describe the strategy

TA: Modern day contemporary male and female audience. They are digital first and loves to shop online. They want to be up to the minute when it comes to style and look for inspiration online. They are conscious decision makers. Approach: While people are busy with in their lives, ORRA encouraged couple to not just observe the formal anniversaries but to celebrate and capture moments when they are together with communication “You and I, some things just work better together”. Platinum jewelry being a high involvement category and buying the same being a very personal affair. It requires more personal connect and product experience. Since having Platinum Couple Bands is a thing today and the impetus it gives in driving sales, brand promoted their new range of Platinum bands #TogetherCollection.

Describe the execution

ORRA created an interactive banner which on detecting gender of the audience, showed personalized product to them. Brand created various permutation combination of the interactions to give user a personalized product experience basis with whom they are capturing the moments. It not only encouraged users to take a minute out to engage with ad but created awareness about the new product range in the market. Resulting in deeper engagement with the brand. We created a unique tech integration which was able to recognize the gender of the person when switched to selfie mode. The precision targeting helped us reach out to relevant audience and further consumer interaction created a pull to take the brand engagement. The shareability option post capturing the picture on social media, further resulted in giving brand a much wider audience reach.

List the results

• The Brand was able to reach the wider audience with a very effective cost compared to that on social • 30% of the engaged users clicked on the Landing page and visited website to get further product details or view more products.