Client
Sunil Jewellers, Nagpur
Budget
₹1,00,000 (7 days)
Audience
Ages 25–55 | Hyperlocal
Goal
Store walk-ins + high-intent enquiries
What We're Solving
Jewellery is a high-consideration purchase — customers rarely act on impulse. Purchase intent is almost always triggered by a life event or seasonal moment. Our 7-day burst campaign is engineered to intercept these moments of intent before a competitor does.
Weddings & Family Functions
The highest-value trigger. Bridal sets, gold sets, and family purchases cluster around this occasion.
Festive Buying
Diwali, Akshaya Tritiya, and regional festivals drive concentrated, high-value purchase windows.
Gifting & Occasions
Anniversaries, birthdays, and milestones — a year-round stream of gifting intent to capture.
Upgrade & Exchange
Loyal customers looking to trade in old jewellery or upgrade to newer designs are highly convertible.
Success Metrics
Every rupee must be accountable. We track two tiers of KPIs — store-intent signals that directly connect media exposure to footfall, and media quality signals that ensure your budget reaches real, engaged humans in the right locations.
Primary KPIs — Store Intent
WhatsApp clicks / chats — direct high-intent engagement
Call clicks — phone enquiries tracked in real time
"Get Directions" clicks — the clearest signal of walk-in intent
QR scans — redeemable offer or catalogue access tracked in-store
Secondary KPIs — Media Quality
Reach + Frequency — measuring local saturation within target zones
Viewability rate — ensuring ads are actually seen, not just served
CTR / VTR — click-through and video completion as engagement proxies
Invalid traffic signals — curated supply paths + exclusions to eliminate MFA waste
Audience Segmentation
We divide the Nagpur 25–55 audience into three distinct cohorts. Messaging, creatives, and CTAs are customised per cohort — because a bridal buyer and a daily-wear shopper require a completely different conversation.
Wedding, Bridal & Family Buyers (25–40)
Bridal sets, diamond solitaires, gold sets, and family purchase decisions. High average order value.
Messaging: New bridal arrivals, appointment booking, trust & BIS certification, heritage legacy.
Gifting & Occasion Buyers (25–55)
Anniversary, birthday, and festive gifting — a broad but highly responsive cohort throughout the year.
Messaging: Lightweight diamond ranges, gold gifting collections, under-budget hooks where applicable.
Premium Daily Wear & Upgrade Buyers (28–55)
Working professionals and high-income families seeking everyday diamonds and office-wear jewellery.
Messaging: Everyday diamonds, office wear range, "visit us today" convenience-led CTAs.
Geo Strategy: 3 Layers of Geo-Fencing
We deploy GPS and device-location geo-fences using privacy-safe, anonymised IDs — built using both radius targeting and custom polygon fences for precision. Three layers work in unison to maximise intent capture across Nagpur.
Layer A captures immediate store-proximity intent. Layer B targets affluent residential clusters as an affluence proxy. Layer C targets shopping-mode audiences already in a buying mindset at malls, markets, and the jewellery-dense Itwari Sarafa Bazaar.
Wedding Geo-Fencing
Wedding venues are one of the highest-intent trigger environments for jewellery advertising. When someone is physically present at or near a wedding venue — repeatedly — they are statistically much closer to making a jewellery purchase. We exploit this signal aggressively.
Premium Venues We'll Fence
- Radisson Blu, Nagpur
- Le Méridien, Nagpur
- The Pride Hotel
- Tuli Imperial
- Top 15 banquet halls shortlisted near your store
How We Activate It
We build 0.5–2 km polygon fences around each venue. Users detected in these zones repeatedly are tagged and served bridal and family purchase creatives with an appointment-booking CTA.
Repeat exposure near wedding venues dramatically increases the likelihood of converting consideration into a showroom visit within the 7-day window.
Targeting Stack: Beyond Geo
Geo-fencing is the foundation — but we layer additional signals on top to sharpen relevance, eliminate wasted impressions, and maximise high-intent reach within the ₹1,00,000 budget.
Geo-First Targeting
Store proximity + premium pockets + malls + markets + wedding venues (as detailed in Layers A, B, C).
In-Market & Contextual
Wedding planning, ethnic wear, luxury lifestyle, and jewellery & accessories intent signals from DSP data.
Device & Consumption Proxies
Premium device cohorts and high-engagement content readers — a reliable affluence and intent proxy.
Dayparting
Heavier spend in evenings and weekends, when store visit probability is demonstrably higher for jewellery.
Channel & Format Strategy
Jewellery is an intensely visual category. Every format choice is made to maximise visual impact, capture attention, and drive a measurable store-visit action within the 7-day window.
High-Impact Display
Premium banner formats — 300×250, 320×50, 320×100, 728×90, 300×600 — deployed across curated publisher inventory for maximum local frequency and brand recall.
Outstream / Online Video (6–15 sec)
Best suited for showcasing craftsmanship, bridal mood, and product beauty. Short non-skippable or high-completion outstream units in premium editorial environments.
Native (Optional Layer)
"Bridal buying guide" or "festive gifting guide" style creatives for a softer, editorial-feel entry point. Ideal for upper-funnel consideration and trust-building.
Inventory & SSP Plan
We recommend running via Google DV360 (or equivalent enterprise DSP) for its breadth of exchange access, supply path transparency, and robust brand safety controls. Our shortlisted SSPs are selected specifically for Nagpur jewellery campaign suitability.
Brand Safety & Quality Controls
A ₹1,00,000 budget is finite. Every rupee lost to fraud, viewability failure, or brand-unsafe placements is a rupee that cannot drive a store visit. These controls are built in from day one — not added as an afterthought.
MFA Domain Exclusions
Exclude made-for-advertising and low-quality domains via curated allowlists and private marketplace deals. We do not buy from open exchanges without supply curation.
Viewability Floors + Fraud Filtering
Minimum viewability thresholds enforced at the DSP level, combined with IAS or DoubleVerify fraud filtering signals to eliminate bot traffic.
Category Exclusions
Hard exclusions applied across adult content, gambling, sensationalist news, and any category misaligned with a premium jewellery brand.
Frequency Caps & Geo Validation
Frequency caps prevent overexposure and budget wastage. Geo validation excludes low-accuracy location signals to protect the precision of our hyperlocal targeting.
7-Day Test Plan: How We Learn Fast
This is not a passive media buy. Every day is structured to surface winners, cut losers, and shift budget dynamically — so by Day 7, we have clear, data-backed recommendations for scaling.
Campaign Structure
- C1: Prospecting Video — awareness + intent seeding
- C2: Prospecting Display — high frequency in geo-fences
- C3: Retargeting — clicks, VTR completions, location-repeat users
A/B Tests Running Simultaneously
- Creative: Bridal/Wedding vs. Daily Wear/Gifting
- Offer: Making charges/exchange benefit vs. Certified purity/craftsmanship
- CTA: Get Directions vs. WhatsApp for Designs / Book Appointment
- Geo: Premium residential clusters vs. Mall + market + wedding venue clusters
Daily Optimisation Rhythm
Day 1
Full QA of all campaigns, creatives, and tracking. Establish baseline delivery and CTR benchmarks.
Days 2–3
Cut weak placements. Shift spend toward the best-performing creative and highest-converting geo cluster.
Days 4–5
Scale winners. Increase impression share in top-performing zones. Suppress underperforming segments.
Days 6–7
Retargeting surge + "Visit Today" urgency push to convert all engaged users before the window closes.
Measurement Setup
Accurate measurement is the backbone of this campaign. Every action — from a WhatsApp chat to a directions click — is tracked, attributed, and reported. You will know exactly which ad, geo zone, and creative drove each conversion.
UTM + Click Tracking
Full UTM parameter setup across all ad URLs. Every click is attributed to the correct campaign, ad set, creative, and geo zone for clean reporting.
WhatsApp & Call Click Tracking
Dedicated tracked links for WhatsApp and call CTAs. Each tap is logged as a conversion event — giving you a direct count of high-intent enquiries generated by media spend.
Google Maps Directions Tracking
Custom tracked Google Maps "Get Directions" CTA links. A directions click is the strongest digital proxy for a physical store visit.
QR-Based In-Store Attribution
(Optional) Unique QR codes embedded in ads link to an in-store offer or catalogue. Customers who scan and redeem are directly attributable to digital media — bridging the online-to-offline gap.
Budget & Quotation
Budget Allocation
Media Spend
Inventory buying across all SSPs and formats
DSP / Tech / Data
Platform fees, data costs, and audience signals
Management
Setup, daily optimisation, and end-of-week reporting
What's Included in the Fee
Full campaign setup — geo-fences, audience segments, and creative mapping across all ad units
Daily optimisation — budget reallocation, placement pruning, and A/B test monitoring throughout the 7 days
End-of-week report — full performance summary, winning creatives and geos, learnings, and a recommended 30-day scale plan with projected outcomes
Creative Assets Needed to Launch
To be live within 48 hours, we need a lean but sufficient creative set. The minimum below covers all formats and both primary messaging angles. If you don't have a video ready, we will run high-impact display and outstream/native without delay.
6 Static Banners
2 creative concepts × 3 sizes (300×250, 320×100, 728×90). Covers all primary display placements across desktop and mobile.
1 Short Video or Motion Banner
6–15 seconds. Ideal for outstream and in-app video units. A motion banner (animated GIF or HTML5) is an acceptable substitute if a full video is unavailable.
2 Primary Copy Variants
One bridal/trust angle and one daily wear/gifting angle. Each with 2 headline variants for A/B testing from day one.
Next Steps
We can be live within 48 hours of receiving the below. These four inputs are all we need to begin campaign build, geo-fence configuration, and creative mapping.
Confirm Store Location
Share the exact store address and Google Maps pin. This anchors Layer A geo-fencing and ensures all radius calculations are precise.
Confirm Offer & Trust Points
Share any active offer (optional) plus key brand trust credentials — BIS Hallmark certification, certified diamonds, legacy years of operation. These form the backbone of your ad copy.
Share Product Imagery
High-quality product shots or catalogue images — bridal sets, daily wear, gifting range. The stronger the visuals, the stronger the ads.
Approve Creative Direction
Confirm the primary creative priority: Bridal / Wedding or Daily Wear / Gifting. This determines which cohort receives the largest budget allocation on Day 1.
Programmatic Marketing Proposal