Maahishmati

Mahishmati is a modern-age brand preserving its legacy and traditions by dealing in hand-made handloom sarees. The brand aims to provide customers with the feel of hand-woven and crafted saree in the present fast-fashion era. Mahishmati as a brand focuses on three key areas including comfort, quality, and legacy.

The brand’s target market is women looking for authentic and comfortable sarees for different occasions. Also, customers looking for authentic and quality wear options in the marketplace.

Mahishmati as a brand had key marketing objectives to be a prominent brand delivering handloom sarees online. Promoting the legacy of Rajmata Ahilya Bai Holkar, and delivering traditional wear options in the modern fast fashion marketplace.

Challenges:

The key challenges that were a barrier to Mahishmati’s marketing approaches were limited brand reach and a highly cultured market due to the introduction of fast fashion brands. Also, a significant issue to be focused upon by the performance marketers at VOM was to establish a sense of reliability and authenticity among the customers. As in the present market, there exist brands pretending to sell hand-woven and authentic wear.

Strategy:

Performance Marketers at VOM has developed marketing strategy/campaigns to target the audience for Mahishmati. The potential strategic approaches that were adopted included:

1

We focused on defining the potential market segments for Mahishmati. Such segmentation was based on the shopping habits of the customers and their social interests.

2

We worked on optimizing the landing page for the brand, and improving CTA button placement so that potential customers can be driven to the brand.

3

The marketing campaign followed a continuous monitoring/reviewing approach. Hence, any positive/negative change in statistics was closely monitored and changes were ensured accordingly.

Implementation:

To ensure the achievement of defined marketing objectives, the following approaches were adopted in the strategy implementation.

Optimizing website content (both text and images) so that customer attraction can be ensured.
Relying on the key marketing metrics including CAC, ROAS, and AOV to develop strategies and maximize the brand’s sales.
Working with the brand’s managerial team to help them to explore international opportunities for handloom sarees.

Solution

Monitor audience reactions. Adjust in near-real time.

The Honest Company collaborated with Roundel and Tinuiti to strategically utilize Programmatic by Roundel™ and video inventory through The Trade Desk DSP. The media encouraged guests to purchase beyond Target by linking shoppers directly to Honest.com. This allowed The Honest Company to:

These audiences were an ideal match for:

Adjustments were made manually throughout the campaign—in near-real time—to help reach The Honest Company’s ideal buyer. And Tinuiti was able to help allocate the brand’s budget to maximize performance based on this stream of insights.

Results

Lift sales with a revamped approach.

As a result of the implemented marketing strategies, the brand was able to:

1

Experience a growth of 200% in sales, since they partnered with VOM. Also, a 7X growth in ROAS.

2

The approaches to website content optimization have helped in ensuring a 90% conversion rate for the website.

3

The strategies implemented have helped to improve Mahishmati’s brand visibility and a 92% growth in website traffic.

Lessons Learned:

Working with Mahishmati was a great experience for us. Through Mahishmati we were able to explore the world of hand-printed handloom sarees. The learnings will further be utilized by our marketers for upcoming clients, and to design creative and innovative campaigns.

Boost.

Lift brand sales across platforms, including your own.

Optimize.

Adjust campaigns based on audience behavior, for short- and long-term success.

Win.

Strengthen your ROAS through optimizations informed by closed-loop measurement.

“We started our brand with the purpose to retain the legacy of handloom sarees and to provide women with stylish wear options. But were facing challenges to reach our potential audience base and to reach out to our customers. Verve Online Marketing had our back with their creative and customer-engaging marketing campaigns that allowed us to get improved product sales.”

- Maahishmati, COO

Contact us or your Sales Representative to see how you can reach your ideal audiences. For more on Programmatic by Roundel, visit our solution page or view specs in our Ad Guide.