In a first of its kind initiative, ORRA has replaced its television presence with an aggressive digital campaign.
While online players are moving towards TV, ORRA which has 35 stores across 25 cities has decided to do the reverse and focus on digital.
This is the first time any brand especially an offline retailer in India has taken such a strategic and disruptive view on media. For its ongoing Diwali promotion, the brand has committed all its TV monies to Digital and has gone beyond social media into a full-fledged digital campaign.
The strategy behind this was based on the brand’s belief that ORRA is already recognized as amongst India’s top retail brands. Given the longer purchase cycle (lower frequency than most categories) it’s better to focus on consumers who are contemplating jewellery purchases for Diwali. The digital media allows for micro segmenting and the use of data analytics to sharpen the targeting.
While television allows for building of brands with a large reach, the ORRA’s shift in strategy is due to its current focus on customer acquisition since the brand is already one of the most renowned and established jewellery chains in India. “It’s not that brand building is out but merely more focused” says Vijay Jain, CEO & Director, ORRA. The Company is doing a mix of brand building and tactical communication on Youtube especially with its recent campaign by taking the masthead of Youtube.
The brand has taken this aggressive digital media plan across a host of platforms including display networks, Google Ad words, Facebook and Youtube amongst others. The objective is to take the traffic beyond a certain threshold level. In the jewellery sector, only online retailers have taken such a large call till date in India.
Mr. Vijay Jain says “ORRA is already a well established jewellery brand with huge brand recall and digital is becoming a critical medium for consumer interaction. Taking such a huge call on the digital platform is based on the medium's ability to micro segment, engage and influence consumers”.
ORRA has always believed in taking the less travelled path in marketing and this is yet another endeavor on our part to challenge the norms. Two years ago, while the last Telegram was being sent, ORRA had sent out hundreds of telegrams on behalf of its social media fans, giving the old users an opportunity to send their last telegram and the new generation an opportunity to send their first. This telegram read as follows: Telegrams- soon to be part of a bygone era. Thankfully some things go on forever. This went viral and it was a huge success for the brand tapping into a historic moment to create a buzz.
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