The brand has taken this aggressive digital media plan across a host of platforms including display networks, Google Adwords, Facebook and YouTube among others
BestMediaInfo Bureau | Delhi |November 4, 2015
In a first of its kind initiative for the brand, 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 an offline retailer in India has taken such a strategic and disruptive step in choosing media. For its ongoing Diwali promotion, the brand has committed its TV budget to digital going a step beyond social media and expanding into a full-fledged digital campaign.
The strategy behind this was based on the brand’s belief that Orra was already recognized as one of India’s top retail brands. Given the longer purchase cycle it was better to focus on consumers who were contemplating jewellery purchases for Diwali. The digital media was preferred as it allowed for micro-segmenting and the use of data analytics to sharpen targeting.
While television allows for building of brands with its large reach, Orra’s shift in strategy is due to its current focus on customer acquisition. “It’s not that brand-building is out but merely more focused” said Vijay Jain, CEO and Director, Orra. The Company is doing a mix of brand-building and tactical communication on Youtube.
The brand has taken this aggressive digital media plan across a host of platforms including display networks, Google Ad words, Facebook and Youtube among others. The objective is to take the traffic beyond a certain threshold level.
Jain said, “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 is known to take the path less-travelled in marketing and this is yet another endeavor on their part to challenge the norm. Two years ago, while the last telegram was being sent, as part of an innovative marketing tactic, 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.