A Hyper Local Digital Campaign

GROWTH
25%
COMPARED TO PRE-PANDEMIC LEVELS

TOTAL SPEND
₹51L
4 TIMES LOWER THAN MAINLINE SPENDS!

Tyzer has been known as the brand that makes clothes for men at exceptionally affordable prices. In an era where digital marketing dominates, driving foot traffic to physical stores, especially in Tier 2 and 3 cities, posed a unique challenge. Despite the widespread reach of digital platforms, local print media, and billboards held a distinct advantage in conveying proximity and trustworthiness to the audience. The task was to replicate this sense of local connection and credibility on digital channels.

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Challenge

The challenge was to utilize digital channels to increase store walk-ins, particularly in Tier 2 and 3 cities where local print media and billboards are perceived as more personal and believable. Digital presence was likely to appear distant, and lack the proximity with traditional mainline media.

Our Approach

The approach involved implementing a display campaign based on the “Customization at Scale” philosophy.

Solution

The solution centered on a hyper-local media plan incorporating laser-focused targeting, complemented by creatives tailored for each location.

Tailoring content while also maintaining efficiency and scalability

The chosen approach embraced the “Customization at Scale” philosophy, recognizing the need for personalized content tailored to individual locations while maintaining efficiency and scalability. This philosophy formed the backbone of the campaign strategy.

The solution involved the implementation of a hyper-local media plan meticulously crafted to target specific geographic areas within Tier 2 and 3 cities. Laser-focused targeting ensured that the campaign reached the desired audience segments with precision, maximizing the impact of digital advertising efforts.

Crucially, the success of the campaign relied on the creation of customized creatives for each location. These creatives were designed to resonate with the local audience, incorporating familiar imagery, language, and cultural references to establish a sense of affinity and relevance.

Sales rocketed despite a significantly lower investment

Tyzer clocked a growth of 25% in sales as compared to 2019 (Pre Covid) with a total spend of Rs 51L on the digital campaign which was 4 times lower than mainline spends. Also, a huge jump in ROI on media spends as compared to prior years was witnessed, ultimately establishing the brand as the largest organized player in the Affordable Men’s wear category in Maharashtra.

This case study illustrates how leveraging customization at scale in conjunction with hyper-local targeting can effectively replicate the proximity and affinity of mainline media on digital platforms, driving tangible results in terms of store foot traffic and brand engagement.

CAMPAIGN SUCCESS

With out-of-the-box thinking, a generous dose of nostalgia, and impeccable timing, Fifth Estate delivered an unforgettable and impactful campaign.