Avenue Supermarts Limited, DMart, is a successful Indian retail corporation headquartered in Mumbai. DMart is a well-renowned one-stop Indian supermarket chain offering a sprawling range of home utility products, food staples, kitchenware, home appliances, toiletries and more. It operates a massive chain of hypermarkets with over 196 stores in 72 cities across 11 states pan India.
Client Result Delivered
lac unique reach
unique clicks
DMart approached us with a goal of making its mark at the Pune stores by multiplying footfall exponentially. The approach was to reach out to college students within the age group of 16-23 years in the target area. The need was to create an awareness for DMart's seasonal sale 'Trendy College Wear' with an aim of engaging the target audience. The first task at hand for the efficient execution of DMart's proposed awareness campaign was to overcome a host of hurdles. The biggest challenge was to procure end-to-end tracking of the user journey and conversions. This was highly essential as DMart's Brick and Mortar model of business did not support online selling of apparels at that point in time.
To bring the awareness campaign to fruition, our team curated a dynamic digital strategy which included creating a landing page to target all the 13 DMart stores in Pune. The landing page was thoughtfully designed to engage college students actively. The visitors would fill in their details on the landing page and get the location details to visit the nearest DMart store. The campaign was well-structured and optimised on both Facebook and Instagram platforms to capture the attention of college students. It featured enticing Static & Carousel GIF Ads to induce campaign awareness and excitement. A/B testing was also performed with Reach & Click based campaigns to broadcast the Ads to a broader spectrum of audience at an economical cost.
The numbers achieved at the end of our digital campaign demonstrated its success. The innovative ideation and execution to achieve DMart's goals acquired 53,060 clicks, 55,319 post engagements, 70,683 video engagements, 15,000 Landing page Engagements with 13.43 lac unique reach and 3,093 FB Page Followers. The persuasive Ad campaigns executed with engaging creatives and content resulted in productive numbers for the supermarket brand. Moreover, pixel integration on the dynamic landing page helped DMart to actively track the number of engagements garnered from Facebook & Instagram.