From Metros to Millions

When it comes to online shopping, Tata CLiQ is a household name in Tier-1 cities. Be it electronics, apparel or beauty the vast inventory & authentic brands on the site have played a key role in establishing it as a popular online retail destination. 

With their biggest sale slated around June-Aug, Tata CLiQ wanted to win over shoppers in the Tier-2 and Tier-3 markets by showcasing the wide variety of beauty products available on the platform. The aim was to build awareness in these markets and consequently boost conversions, while also leading consumers to explore offerings of electronics and lifestyle. Moreover, the brand wanted to make daily-use products easily accessible in these markets with the click of a button. To drive immediate action, lucrative deals were also offered as part of the communication. 

Hyper-targeted messaging 

Tata CLiQ expected the best response from 18+ Millennials, primarily females, interested in the fashion and the beauty category. Glance, through its sharp targeting capability and wide & deep reach amongst this segment, was able to get the brand’s story to this specific cohort in 20 Tier 2 and Tier 3 cities at scale. 

The entire campaign was carried out in six waves, gradually leading the end consumer through a memorable shopping journey. Layered messaging, consistently communicated over a period of three months, firmly positioned the brand’s products on the first point of interaction of a user’s phone – the lock screen. 

The full-screen, clutter-free, stunning visuals effectively brought out the unique beauty philosophy and sheen of products available on platform, helping effectively drive offer discovery for users.

47M+ impressions; 5% lift in brand awareness 

The first wave of the campaign created the desired impact, reaching more than 10M+ unique smartphone users, resulting in more than 47M+ impressions being delivered on the lock screen. With a 5% uplift in brand awareness, this wave paved the way for successful execution of the rest of the campaign. 

All through wave 6, strong message association in 18-24 y/o age group and females was established in Tier 2 cities. The hyper-targeted, peak frequency, high-impact, relevant ads led to 46% of the target audience associating the ad impression with Tata CLiQ. Even though the primary focus of the campaign was in raising brand awareness, the CTR rose up to 1.15% during the entire activity. 

The lock screen also hosted exciting communication showcasing Bollywood’s queen, Kareena Kapoor and star director Karan Johar for the ‘10 on 10’ sale - Tata CLiQ’s biggest event. With 9M+ impressions garnered for these creatives itself, the platform’s most attractive offers were communicated with India’s many shopaholics.