Khushbhoo Bagri

The brand offers designer couture for clients PAN-India, through multiple events, fashion shows and exhibitions. Khushboo Bagri label has created a name for itself when it comes to Occasion Wear Women's clothing category.

Unfortunately during the lockdown, when everything came to a standstill we had to rebuilt a different business model to suit the brand's business needs and move on to virtual appointments rather physical ones and finally created an awareness about the brand's new Flagship store in Kolkata.

The Challenge

We had to formulate a plan which would help them reach out to newer audiences and also retarget their existing clientele, all the while keeping in mind the lead acquisition costs thereby incurred.

Our Approach

We started with attractive creatives, mood boards and specific call to action buttons in the posts on the social media accounts that redirected the audience to Facebook messenger and Instagram direct messages. Finding the right balance between creativity and consistency was very crucial in this case, so our post frequency shifted from once a week to 2 posts a week and daily audience engaging stories, which helped us in gaining organic followers and active conversations.

For sponsored campaigns - both custom and lookalike audiences based on their followers and page interaction were targeted using carousel and story ads to showcase the collection and engage audience through specific call to action - Virtual or store appointments. Campaign budget optimization and automatic placements helped the brand to successfully increase the number of appointments both virtually and in-store.

In today's digital age the customer satisfaction-level is the key to achieve success and we've capitalized on that by daily monitoring the live conversations, it has helped us achieve a better conversion rate.

The Impact

• On Social Media the number of impressions has been approximately 2,51,713 with a frequency of 3.17x to create a recall value.

• Messenger appointments were promptly replied by the team and re-direct to the concerned person.

• The campaign was well optimized by bringing down the CPC from Rs 450 to Rs 50 on average per conversation.