How Tanishq Drove Store Visits with Hyper-Targeted Click-to-WhatsApp Ads
About Tanishq
Founded in 1994, Tanishq is India’s most trusted jewellery brand, known for its superior craftsmanship, exclusive designs, and assured purity. A part of the Tata Group and based in Bengaluru, Tanishq has transformed the jewellery industry by offering gold, diamond, and platinum jewellery with complete transparency and ethical business practices. With 410 retail stores across more than 240 cities in India, UAE, the US, Singapore, and Qatar, Tanishq continues to innovate and provide a luxurious yet accessible jewellery shopping experience. (Source)
Opportunity
For its Festival of Diamonds campaign, the marketing team at Tanishq wanted to drive footfalls to its stores. They wanted to target the right audience and nudge them to locate and visit the nearest store. Aimed at increasing jewellery sales during the campaign period they were looking for a solution that would enable them to:
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Reach the right target audience to generate awareness.
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Attribute the store footfalls and purchases to the campaign efforts.
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Start small with a pilot before expanding to other locations.
Solution
The team decided to run a pilot and zeroed in on using Meta’s ad platform to run targeted ads and lead users to chat with the brand on WhatsApp (CTWA ads). They partnered with Karix to deploy a simple chatbot on WhatsApp. Meta’s superior ad targeting capabilities and ads that Click-to WhatsApp ensured a seamless user experience and improved conversions.
Here’s what went into creating the campaign:
Ad Creative:
- The ad creative highlighted the offer of
“up to 20% off on diamond jewellery”
along with other value propositions.
In-thread experience on WhatsApp:
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The first message from the Tanishq Jewellery chatbot reiterates the offer and urges the user to visit the store in a timely manner before the offer expires.
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Followed by prompting the user to select their city.
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And sharing the list of nearest stores along with a Google Maps link.
Impact
The campaign got incredible results in the first 45 days.
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₹ 4.1 Cr of revenue generated via Click-to-WhatsApp Ads campaign
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~9k unique leads generated
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>14x ROAS (Return on Ad Spends) via store sales
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Result
8 million Facebook users saw Titan’s ads
More than 125+ new purchases directly attributed to the campaign
With the impressive shopping cart conversion rate* of 25%
More than ~500 users added watches to their carts
Uday Sharma
Brand Marketing and
CRM Lead, Tanishq
"We were pleased with the results of the Click-to-WhatsApp Ads pilot. Tanishq has achieved a 14x ROAS via store sales and has generated over 9000 leads in a hyperlocal setup spanning 4 cities. This partnership together with Meta, and Karix has helped us drive business goals in newer ways and we plan to scale this pilot further, more efficiently."