How Karan Johar’s Tyaani Crafted a Heartfelt Social Media Campaign for Mother’s Day
Brand Introduction:
Tyaani by Karan Johar, a renowned Diamond Polki Jewellery brand, is synonymous with elegance, craftsmanship, and timeless beauty. It offers a Pret collection of fine jewellery crafted from gold and natural diamond polkis or uncuts, resulting in stunning pieces that reflect an extension of Karan’s personality. Polki Jewellery has always played a vital role in preserving tradition and heritage in India. Through this online platform for jewellery, the brand strives to encapsulate Indian values and sentiments while embracing an artistic approach to jewellery design, including polki sets and uncut diamonds. Their designs aim to reconnect women with their roots, catering to their desire for contemporary looks and styles.
Campaign Introduction:
The brand partnered up with ChtrSocial in the month of May to launch their new exclusive collections. ChtrSocial launched the campaign ‘One Of A Kind’ around Mother’s Day correlating the unique love shared between a mother and her daughter and the uniqueness of each piece that was to never to be replicated. With a comprehensive approach encompassing campaign planning, production, copywriting, video editing, graphic designing, social media management, and performance marketing ChtrSocial aimed to reach a wide audience and generate sales.
Objective:
The objective of the campaign was to:
- Amplify brand visibility and engagement on social media platforms.
- Generate sales inquiries through organic engagement.
- Attract new followers to Tyaani’s social media profiles.
Strategy & Plan of Execution:
1. Innovation and Technology – Contrary to the regular collection launches, the agency innovated on the thematic positioning of its launch to maximize the sharability through emotional content. The agency implemented a ‘sprint’ technique of content curation which helped them generate 180 posts and 50+ ads with just 7 days of batched production shoots and 7 days of robust post-production. This also included a brand film, a contest, a website banner and WhatsApp remarketing creatives making it a full-funnel campaign.
2. Target audience – The target audience was women above the age of 35.
3. Getting creative and execution –
- 15 days before the launch, the agency worked closely with Tyaani’s team to understand the jewellery in detail and formulate the strategy around its positioning.
- The key value proposition of ‘one of a kind’ was chosen as the mother campaign idea keeping in mind that most of their target customers intrinsically don’t want others to wear the same jewellery they purchase.
- A comprehensive 360° marketing plan was devised, and approved and the production work began.
- In 7 days of non-stop production, all the content was captured from stylized stills, and carousels to sharable micro-video content pieces and also a brand film.
- The campaign kickstarted with a 9-post grid, which broke the monotony their audience was used to driving an unseen engagement upshoot from day 1.
- This was followed by 6 posts a day of more stills, carousels and some reels that even garnered more than 100K views organically. A total of 90 posts were produced and posted within 15 days for this campaign’s outreach, each focusing on a unique jewellery piece and its connection to the ‘One Of A Kind’ love of mothers.
- They posted teasers before the brand film, which had a giveaway contest attached, wherein people had to guess the key dialogue which was also the collection name and 2 lucky winners won ₹25K bracelet each for free.
- Past customers were retargeting using WhatsApp to drive more traffic to the contest and the website.
- The brand film was released right before Mother’s Day encouraging the audience to grab the last few pieces of the collection before they were gone.
- Simultaneously Performance marketing team at ChtrSocial created more than 50 ads focused on lead generation and website traffic for the sales of this collection.
Results:
- The campaign reached an impressive 14,895,993 people within 15 days, showcasing its widespread impact.
- Over 8,000 sales inquiries were generated via comments, ads and direct messages (DMs).
- Several reels crossed over 100K organic views, illustrating the content’s sharability.
- The brand gained over 11,000 new follows during that month, signifying a growing audience.
- An extraordinary 1082.2% increase in accounts was reached organically showing the campaign’s success in enhancing brand visibility and engagement.
Nidu Divakaran, Creative Head – Marketing at Tyaani Jewellery said, “My experience working with Darshil and his team has been nothing short of exceptional. Their approach to work is highly process-driven and solution-oriented, consistently seeking the most efficient
and effective ways to achieve the desired outcomes. Their dedication to finding the best solutions for their clients sets them apart from others in the field. Their expertise in content creation and social media is unparalleled, and their commitment to transparency fosters trust and collaboration, making the client feel valued and involved throughout the journey.”
Darshil Shah, Director at ChtrSocial said, “We are honoured to have partnered with Tyaani by Karan Johar. With their deep insight into the industry and our team’s deep understanding of Social Media, the results were irrefutable. This campaign has set a benchmark for future collaborations, and we look forward to continued success.”
In conclusion, the ‘One Of A Kind’ campaign for Tyaani achieved remarkable quantitative results and created a profound impact by connecting with the audience on an emotional level. The campaign’s strategy, creativity, and execution paved the way for Tyaani to strengthen its brand presence and resonate with customers who appreciate unique craftsmanship and the bond of love between the mother and her child.