Panaji
Leading jeweller ORRA on Friday announced plans of pivoting its marketing campaign from television to new media.
According to a press release sent by the jeweller, the brand has committed all its TV monies to Digital and has gone beyond social media into a full-fledged digital campaign, for its ongoing Diwali promotion.
The brand has taken to the digital media plan across a host of platforms including display networks, Google Ad words, Facebook and Youtube, amongst others. The objective, according to ORRA, is to take the traffic beyond a certain threshold level. In the jewellery sector, only online retailers have taken such a large call till date in India.
Given the longer purchase cycle (lower frequency than most categories) it’s better to focus on consumers who are contemplating jewellery purchases for Diwali. The digital media allows for micro segmenting and the use of data analytics to sharpen the targeting, the press release adds.
"ORRA is already a well established jewellery brand with huge brand recall and digital is becoming a critical medium for consumer interaction. Taking such a huge call on the digital platform is based on the medium's ability to micro segment, engage and influence consumers", ORRA's CEO and Director Vijay Jain said in a statement.
