Swarnaz is a jewellery brand where the objective was not simply to get likes, followers or reach. The real business objective was much more practical — getting more relevant customers to visit the physical store.
I started working with Mr. Piyush Ji as a consultant, focusing on understanding the business and figuring out how marketing could contribute to the actual business objective.
We started working on social media marketing and campaigns, but the strategy was always connected to the larger goal.
For a jewellery business, digital visibility is useful only when it can eventually contribute to customer consideration and store visits. So instead of looking at social media as just a content platform, we approached it as a channel that could support the overall customer journey.
We worked on campaigns designed around the brand, its audience and the objective of bringing more relevant attention towards the store.
The response has been encouraging, and we have seen good results from the campaigns.
The biggest learning from this engagement is that marketing should not be measured only by surface-level metrics.
For Swarnaz, the question was never simply:
“How many people saw the campaign?”
The more important question was:
“Is the marketing helping bring the right people closer to the store?”
That became the foundation of our approach.