Digitale partnered with HM Diwan to run a week long digital campaign on Facebook and Instagram.
The campaign promoted HM Diwan's event with prominent jewelry designer and aficionado Neelam Kothari.
Purchase of jewelry is considered a valued investment. The purchase is a private affair and is determined by culture and traditions. The brand becomes an integral part of the family it serves for generations. The consumers look for credibility, quality and assurance when buying jewelry.
HM Diwan is a premium jewelry brand in Kolkata. A majority of the brand�s buyers hail from Kolkata itself. The Tier II cities surrounding Kolkata also contribute to the audience set. With changing dynamics of preferences and buying patterns, the brand was falling short on attracting newer faces to their store in Kolkata.
The creative included posters, banners and event invites on Facebook. An event video was also launched to give consumers a glimpse of the store and the line-up for the day. The same gained 43K views in a span of one day.
Overall, the campaign gave a 114 percent increase to the fan base for HM Diwan�s Facebook page. This gained a lot of impressions and eyeballs across Kolkata and the neighboring cities. The reach of the campaign was extended as far as the Tier II cities that included Guwahati, Dhanbad, Siliguri, Bhubaneshwar, Ranchi and Assam. It marked the beginning of HM Diwan�s journey on the digital arena.
The buzz before the event was heightened with a Facebook video, which gained 72K views in total. The unique reach went up to 84K unique users between the ages of ranged between 25-44 years for the event communicating the HM Diwan story.
Post the activity; the brand had successfully embarked on a digital journey with their exclusive event with Neelam Kothari that received a lot of PR and buyer attention from new audiences that helped them unlock the potential of the digital realm. The audiences had been put in the consideration set within and outside Kolkata for current and future purchases that brought HM Diwan in the limelight.
