DViO Digital introduces Disha Patani as face of Aurelia in #DishaForAurelia
The #DishaForAurelia campaign was executed over 8 weeks – 17th September to 22nd November
Aurelia, an apparel brand for Indian Ethnic wear, partnered with DViO Digital an integrated agency with a digital-first approach to conceptualize and execute the #DishaForAurelia campaign. The campaign was launched to introduce Disha Patani as the brand ambassador for Aurelia.
For the ‘#DishaForAurelia’ campaign, DViO Digital aimed at reaching significant number of targeted audiences with an objective of increasing brand awareness, leveraging Aurelia’s association with Disha Patani and then engaging them with a quiz based landing page to capture interest, consumption behavior and preferences which then resulted in driving sales through focused custom audience campaigns.
The Key results:
- Brand Searches increased by 31% in Oct Month as compare to 2017.
- New users on the website increased by 22.68%
- Overall impressions -7 Cr.
- Total views on video content -30 lakh
The campaign’s focus was spread out across four key goals: introducing Disha Patani as the face for Aurelia, achieving a higher lifetime value of the brand, instilling top of the mind recall for Aurelia and locking in their ‘warm target audience’ The #DishaForAurelia campaign was executed over 8 weeks – 17th September to 22nd November- in three phases.
Phase one was converting and determining audiences, and smoothly revealing Disha Patani’s association with Aurelia.Phase two was DViO created custom audiences and re-marketed to them using Aurelia’s products to the determined warm audience only using preference bucketing with an objective of communication. This phase was selected to show a direct impact on sale.In phase three, DViO used this ‘cookie’ pool and audiences for Brand Social Media Management for continuous engagement and creating top of the mind recall for Aurelia.
