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Manyavar Case Study

The document describes a case study of how Manyavar, an Indian retailer of men's ethnic wear, leveraged mobile advertising to deliver a connected brand experience. [1] Manyavar partnered with InMobi and Xaxis to target audiences near its stores and outdoor ads with mobile retargeting. [2] This "cross-media" solution precisely segmented audiences and increased brand recall. [3] It also measured the uplift in store footfalls from users who saw both online and offline ads versus either alone, showing the connected experience had greater impact.

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Adya Sharma
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370 views

Manyavar Case Study

The document describes a case study of how Manyavar, an Indian retailer of men's ethnic wear, leveraged mobile advertising to deliver a connected brand experience. [1] Manyavar partnered with InMobi and Xaxis to target audiences near its stores and outdoor ads with mobile retargeting. [2] This "cross-media" solution precisely segmented audiences and increased brand recall. [3] It also measured the uplift in store footfalls from users who saw both online and offline ads versus either alone, showing the connected experience had greater impact.

Uploaded by

Adya Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Case Study

Manyavar Leverages Mobile


To Deliver A Connected Brand
Experience To Consumers

Manyavar began its journey in 1999 with the vision of revamping men’s ethnic
wear as a signature statement and has thrived as a full swing retail operation
since 2008. The brand is synonymous with wedding wear; a one-stop-store,
draping the world with joy and elegance in India.
Highlights

Delivering a Connected Experience

2 million 2X 5-10%
Unique users reached in Higher engagement3 Increase in footfall across
Delhi and Kolkata Manyavar stores

3
Compared to average engagement on static mobile ads
Challenge
Manyavar, as a retail brand, has long invested in Out-of-Home (OOH) for hyperlocal advertising to retail
shoppers in select locations such as high streets and major roadway junctions. However, the brand
communications were not interactive, dynamic (real-time) or customised for its target audience.
Furthermore, it was highly difficult for the brand to measure impact on key metrics such as in-store footfall.
Objective
Manyavar intended to drive footfall to its stores in Delhi and Kolkata through a connected and consistent brand
communication across media channels. The brand looked to:

Increasing the effectiveness of its Increase brand recall among And, leverage mobile signals to
hyperlocal (offline) campaigns consumers already exposed measure uplift in in-store footfall
by integrating offline (OOH) and to OOH ads
online (mobile) communications
and own mindshare of retail
shoppers in Delhi and Kolkata
Solution
Manyavar partnered with InMobi and Xaxis to drive a unique and innovative “cross-media” advertising strategy. The “cross-media”
solution used key mobile signals, especially location, as levers to precisely segment and target users, increase brand recall and to
measure the overall impact.

The campaign solution comprised of 3 parts

1 Dynamic segmentation and precise targeting

Identify unique audiences Build dynamic cohorts


Audiences such as Fashion or Shopping Enthusiasts, Mall The brand leveraged location signals to build and manage user cohorts
Visitors and Upscale Apartment Dwellers were created comprising of the relevant target audience in real-time. For example,
based on various in-app signals such as location, app ∙ Users in the vicinity of Manyavar OOH ad boards
ownership and ad interaction data. These included highly ∙ Users who were earlier exposed to a Manyavar OOH ad
engaged gaming, entertainment and news app users. ∙ And, users who are in the vicinity of Manyavar stores
2 Retargeting 3 Impact measurement through footfall attribution

The brand re-targeted the dynamic cohorts to increase The campaign measured the difference in store visits of an exposed group
the brand recall. The in-app advertising environment (smartphone users who saw both the OOH and mobile ads) and a control
ensured a completely brand-safe environment for group (smartphone users who viewed either the OOH or mobile ad only)
Manyavar to reach its intended audience. to establish the uplift on in-store footfall due to the connected experience.
Results
The connected (cross-media advertising) experience, built by leveraging mobile,
had a far greater impact on the awareness and intent of retail consumers than
standalone offline advertising. Through the connected experience, Manyavar:

Reached over 2 million unique users


in a span of two months

Delivered 2X higher engagement


than a mobile-only campaign

Drove 5-10% increase in footfall


across stores in Delhi and Kolkata

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