CASE STUDIES

Media Planning & Buying

Promote the Diwali special collection and offers across Damas stores

Target group:

Indian women 20+ years old, residing in UAE, Oman, Kuwait and Bahrain

Execution:

An integrated media campaign utilizing OOH, Pan Asian TV, Radio, cinema, newspapers, magazines and digital

Special greetings as well as aston bands were heavily used on the top Pan Asian channels

A blockbuster Bollywood movie was followed on the top cinema screens in UAE

Special executions on digital where Khaleejtimes.com broad casted live from one of Damas store driving the highest footfall in the history of the store

Results

The campaign resulted in achieving more than double the sales target for 2018

In term of media efficiency, we managed to negotiate an added value almost equivalent to total campaign budget; consisting of free ad spaces, position upgrades, editorial sup port and extended campaign duration; ensuing higher coverage and exposure through the target markets and giving Damas the impact required to achieve the objectives

Through optimization, we achieved a cost per engagement that is less by 50% than the industry benchmark

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