Driving Online Sales and In-Store Visits With Google DV360

Client Overview

CMR Jewellery is one of South India's most established jewellery brands, known for its gold, diamond, and bridal collections. The company operates retail showrooms across Andhra Pradesh and Telangana, with a loyal customer base built over decades. CMR set out to modernize its digital marketing approach, aiming to increase eCommerce conversions while simultaneously driving physical footfall to its showrooms in Visakhapatnam, Rajahmundry, Vijayawada, and Hyderabad.

Campaign Objective

The campaign aimed to increase online jewellery sales through CMR's eCommerce platform. Programmatic buying through DV360 offered the scale and measurement infrastructure needed to move beyond traditional regional advertising and into performance-driven digital acquisition.

Offline showroom visits represented an equally important conversion path. The campaign targeted young bridal buyers aged 25 to 45 and affluent gift seekers, two segments that drive the highest average order values in the fine jewellery category. Brand visibility among these audiences would support both immediate purchases and longer consideration cycles tied to wedding seasons and festivals.

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Audience & Targeting

In-market audiences for fine jewellery, gifting, and wedding shopping formed the foundation of the targeting stack. Layered on top were demographic filters focused on high-income women aged 25 to 45, along with affluent household signals and users exhibiting luxury shopping behavior. This combination allowed the campaign to reach consumers at the intersection of intent and purchasing capacity.

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Platform & Channels

Media ran across premium entertainment, lifestyle, and regional news websites frequented by the target demographic in South India. YouTube placements used city-level targeting to deliver video assets to viewers in each showroom's catchment area. Regional language inventory was included where available, increasing relevance among Telugu-speaking audiences.

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Creative and Formats

Creatives were split between two intent paths. High-intent online buyers saw seasonal offers and limited-time discounts with direct "Shop Now" calls to action linking to the eCommerce site. Footfall-driving creatives featured bridal collection imagery paired with "Locate Store" prompts, directing users to the nearest showroom. Each creative set rotated based on campaign phase, aligning with wedding season peaks and festival periods.

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Geo-Focus

Radius-based geotargeting centered on CMR's high-performing retail outlets across Andhra Pradesh and Telangana. Metro zones in Hyderabad, Visakhapatnam, Vijayawada, and Rajahmundry received the highest impression density, with delivery weighted toward areas within a 15-kilometer radius of each showroom location.